Megatrend 1: Increase in smartphone adoption
The increasing importance of mobile marketing and applications is shown by these statistics:
● More than 50% of the research is on the mobile phone
● 91% of Facebook usage (daily active users) is on the mobile phone
● 80% of Facebook advertising revenue is on your phone
● 90% of mobile media time is spent on applications
Data from this panel shows that in countries such as the United Kingdom, USA, France and Germany, most consumers are multiplatform and are generally multitransmission, accessing websites on mobile devices or computers, so consistent experiences across the device need to be deployed.
This suggests that instead of following Google’s ‘Mobile First’ mantra, most companies need to develop a multichannel strategy to engage consumers in mobile devices and computers with consistent experiences. However, in some European countries, countries in South America and especially in some Asian countries, the percentage of mobile phone users alone is much higher.
Megatrend 2: increased use of user chat interfaces
Along with the growth of mobile interactions are the new applications of Conversational User Interfaces (CUI), which include:
1 Chatbots: Companies need to decide between proprietary applications or integrate to standard customer service platforms or pre-sales support, for example, the Facebook Bot Engine for Messenger, which was launched in April 2016 when Google also announced its Google Assistant service.
2 Software and human-assisted support: Human-assisted live chat is well established. The novelty is the addition of targeting and automation rules to trigger messages on the site, app or email through technologies such as Intercom, Helpcrunch and Drift. They offer not only services, but can also offer support for sales and public engagement and are great for using smartphones.
3 Voice-controlled search assistants: Voice-controlled searches are increasing and you will probably know about Apple's Siri, Microsoft's Cortana, Amazon's Alexa and Google's assistants, which can be used on the smartphone.
4 Voice-controlled connected devices: adoption was driven by Amazon advertising for your devices Echo, Google's home devices and Apple's initial pods.
For most companies, paragraphs 1 and 2 will be of more practical value. It will be interesting to see how popular chatbots prove to be with end users. This example of Nike shows how sophisticated chatbots created on Facebook Messenger has become with different navigational elements besides chat to make the interface easier to use.
Megatrend 3: Always active life cycle marketing optimization
We believe that life cycle marketing optimization is essential to create an integrated customer-centered approach to improve the effectiveness of customer interactions on different devices, using different communication channels.
This marks a starting point to optimize individual contact points such as paid search or media, destination pages, emails and conversion pages alone, but view them as a multichannel multi-step process.
This summary summarizes all possible ways to influence an audience through the life cycle.
Although some channels, such as social media and SEO, are well known, we have discovered that some techniques, such as retreading and disclosure of influencers, are used less broadly or are not fully optimized.
We recommend that you perform a gap analysis of all the always active life cycle activities you can use compared to those you currently use in our digital marketing health verification model, which is a comprehensive but fast-track review of the RACE Smart Insights digital marketing planning structure.
Megatrend 4: omnichannel marketing strategies
The visual life cycle shows the complexity of channel interactions that companies need to take advantage of. Retailers were the first to notice this when they developed omnichannel marketing strategies, such as “Click and vest ” and the use of mobile apps. Omni is from Latin ‘ omnis’ which means ‘all’ and shows the importance of being present on all channels that your audience is using, prioritizing the most popular.
Now, this approach is being used in other sectors, such as publication, travel and financial services, as there is a similar need to communicate with the public across all relevant channels. The visual life cycle above is shown for a B2B organization showing that integration is required here as well.
Megatrend 5: Optimization for mobile devices
The core of mobile marketing is an optimized mobile website or mobile app. To date, the most popular approach is responsive design for mobile devices (RWD). Most companies now have the basics of mobile marketing. They provide a responsive website design, which means that the site is “mobile compatible”, with Google’s consumers and eyes that see everything.
Megatrend 6: Content and Input Marketing
Joe Pulizzi, founder of Content Marketing Institute, defines content marketing as:
“ As a brand creates, delivers and governs original or cured content to attract and retain customers, positioning the brand as a credible expert and ultimately motivating a change of behavior.”
Content marketing is the fuel for all your major digital marketing activities to engage and persuade your audience. An effective content marketing strategy supports buyers at all stages of the purchase cycle, leaving no gaps for potential customers. As such, content marketing is the marketing strategy that helps the target audience to buy, one step at a time.
Megatrend 7: digital transformation
A program to manage changes in stages of improvements in business model and revenue for people, processes and tools used for integrated digital marketing to maximize the potential business contribution of digital technology and media to a business.
Megatrend 8: The rise of marketing clouds, including automation and programming
The goal of a marketing cloud or a digital marketing hub service is to help brands manage all points of contact between them and the customer during the customer's life cycle – from communication to customer to developing loyalty and repeat purchase.
One of the main promises of a CRM tool is the ability to provide a unique view of the customer ‘360 degrees’. This requires the integration of all brand platforms that have some kind of customer data. This unique view allows accurate customer understanding and strict controls on how the brand manages its relationship and communication with this client.
Megatend 9: Applying machine learning and artificial intelligence to engage, persuade and serve customers
Artificial intelligence is now beginning to fulfill its promise and has now evolved to the stage in which brands are developing bots that provide customer assistance, but there are many other options to be considered.
AI technology is a hot topic in marketing at the moment, but AI is such a broad term that it covers a wide range of different technologies.
We define AI as any technology that seeks to imitate human intelligence, which encompasses a wide range of resources, such as voice and image recognition, machine learning techniques and semantic research.
To help marketers understand AI opportunities, we have identified 15 artificial intelligence techniques that companies of all sizes can implement, rather than techniques that only great technology giants can devote resources to. We also plotted techniques throughout the customer's life cycle so you can see how every AI tactic can help get your customers to the marketing funnel.
Megatrend 10: Growth in customer data platforms and predictive analysis
Predictive analysis is well established and has specialized applications such as credit risk assessment and financial services fraud, but we predict that its general use in marketing will increase as marketing automation services move on to more use of automated scoring and classification of algorithms-based leads. than the rules defined by man.
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Original English text available on the link Digital marketing megatrends 2019
