How Digital Marketing Will Change in 2019
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The move into 2019 also comes with changes in digital marketing.
Read on to learn my thoughts for 2019, what new features and trends are on the horizon, and how you can make changes in your marketing to get the most out of it.
- There’s a big change coming for Facebook marketing.
If you do any advertising on Facebook and analyze your campaigns, you have probably seen a steady increase in mobile traffic. These days, 2 in 3 people check their Facebook on a mobile device.
This is nothing new—mobile’s share of internet activity continues to grow significantly every year, and is expected to keep doing so.
How can you prepare?
Be sure that your website is mobile-optimized. A good user experience will repay you with a better conversion rate – if a customer clicks on your mobile-optimized ad on Facebook and it takes them to less-than-mobile-friendly website, consider them gone.
- Video searching will continue to be relevant
Video search and displaying video results in search engines is already a thing. People are looking for quick, easy-to-digest information, and videos provide just that.
How can you prepare?
Transcripts will be extremely important, so Google can see and crawl the text of your video content.
Optimize your videos much like you would a blog post: include keywords in the title and description, and use tags to make it easier to match with the right search.
- In 2019, content marketing will become more strategic
For years, we heard that content marketing is the king of all digital marketing strategies.
But in the last few years, we have reached a point where content marketing isn’t new or exciting. Publishing a blog post doesn’t necessarily mean that you will be in a Google search, or that you will sell more products.
But content marketing isn’t dead. It’s still very much worth the effort. It’s just changing.
So how can you prepare?
Choose the tactics that are most likely to deliver the results you are looking for. Don’t rely on just 1 marketing channel or strategy. Instead, integrate them into a system.
For example, if you are doing a campaign, support that campaign with content. If you wrote a blog post, create a bulleted checklist pulling out the sub-headlines, pictures, or videos for social media.
From the same blog post you can also create a Lead Magnet. Or repurpose the same content in a Live video based on the blog post.
- Copywriting will change
In 2019, copywriting is becoming more personalized and conversational. And copy will be shorter. A trend toward longer, extensive blog posts and articles is reversing itself, with more focus on specific topics, in a shorter form. This same trend applies to copy for other marketing channels, as well.
Messaging apps have become an ever-growing communication platform between brands and customers.
While Messenger Marketing is relatively new (Facebook opened the Messenger API in 2016), and we heard scary predictions about how it would take over email marketing. Email is still strong, but Messenger Marketing is growing rapidly.
Most Messenger Marketing in the US right now is done via Facebook Messenger. But WhatsApp is planning to open up their APIs, as well, and others are likely to follow suit.
How can you prepare?
You still need to craft a compelling message that wakes up desire in your audience. You still need to trigger powerful emotions and show social proof and other evidence that boosts your credibility.
But you have to deliver your message in smaller chunks. Most people use Messenger on their phone, where the screen is relatively small. Only a few short paragraphs will fit on a phone screen at a time.
You need to keep it short and to the point to avoid overloading people with too much text at once. Keep only the essentials of your message. If you can’t, ask them if they want to read more about it, and direct them to your site.
- Instagram continues to rise
It’s become one of the most popular social channels. People are switching to Instagram to escape from other platforms (especially among the younger generation, as they flee Facebook and Twitter).
And in 2019, Instagram will become an even bigger player for brands.
People go on Instagram to be educated, entertained, and inspired.
Facebook (Instagram’s parent company) realizes that they must focus on Instagram to succeed.
So Facebook continues to release new features focused on monetization and making marketers’ lives easier with Instagram.
And Instagram isn’t slowing down anytime soon.
How can you prepare?
Think about how your message can be adapted to Instagram and begin to build your presence. Look at the different ways of sharing your message, through images, graphics, and short videos, and develop engaging and unique content that gets your message out there.
And don’t forget to promote that you are there!
- Customers will crave more human touch from businesses
Marketing automation was a game changer. It enables you to send triggered messages via email, chat, or even phone, to your prospect without pushing any buttons – or even being there. Whether it’s initial marketing outreach, automated advertising, or even customer service, it saves money, time, and effort.
However, it has also made marketing more “impersonal” to target audiences, and those audiences have noticed. How many times have you heard someone complain about a flood of automated emails, frustrating customer service chat systems, or endless loops of “self-service” phone systems?
What can you do?
There’s nothing wrong with using automation to perform basic tasks. But you should still apply a personal touch whenever it is possible. It goes a long way toward building trust with customers, and can set you apart from the competition.
We said this is about how digital marketing will change in 2019. In this case, it may mean stepping away from the digital world for a minute. Send a letter or card to say thank you. Pick up the phone to help a customer or just to let them know you appreciate them. Bring a human touch to your business, and don’t be afraid to let customers know that there is a person (or people) behind the curtain.
Stay observant and be flexible
The world of digital marketing is constantly changing, and 2019 will be no different. The changes I listed here are based on trends and observations happening now, and far from a complete list of everything happening in the industry. And there is always that chance for some new disruptive technology to break onto the scene and cause a fundamental change in how we do marketing.
That is why my last recommendation is simple: stay in the loop with trends and developments, and be flexible in your approach. Don’t be afraid to try new tools and channels, and if something isn’t working like you want or expect, change it up.
At Marketing6pack, one of the best lessons I have learned is that there is no such thing as a one-size-fits-all solution to marketing. Every business is different, and your marketing approach should reflect your business’s needs and unique properties.
We wish you a prosperous and exciting 2019!