Marketing is an area driven by a change in all its segments. Accordingly, successful marketing is the one that knows how to capture trends, adapting business strategies for them. Let's try to understand the current key trends in the digital marketing industry, which will hold positions in 2019 as well.
Focus on the strategy for video marketing
In digital marketing, as in other marketing areas, video content starts to prevail. This does not mean that the text and the image will completely lose relevance. However, it is important to understand that the video is the most vivid and popular tool that allows you to convey your message to your target audience.
According to information from The Wall Street Journal, the usage of online video has increased by 10 times between 2011 and 2016. Over the next two years, the trend has only intensified. In the future, according to analysts' forecasts, its growth will not slow down.
Speaking of the youth audience, online video has become much more popular than cable television among it. Therefore, companies that are aimed at effective interaction with the younger generation need a competent strategy for video marketing. We have also drawn attention to this in the best SMM trends in 2020.
Traditional advertising bores users. The world is becoming too dynamic and fast for people to get acquainted with information that prompts them to do something directly. The modern audience wants any information to be of use to it. This applies even to advertising for cryptocurrency development and promo.
Native advertising corresponds to this description to the maximum extent. Such information does not strain the person, but, on the contrary, provides him with valuable advice and data. Do you want your brand to be associated with the transparency of doing business, expertise and utility? In this case, your specialists should make videos or articles with valuable tips that are related to the specifics of the proposed product.
For example, a cognitive movie about the combination of different types of cheese with specific wines will contribute to the promotion of companies offering these products to customers. And an article with tips on selecting a summer wardrobe can gently motivate your target audience to buy exactly your branded items.
Do you strive to have a content with good conversion? Then, an individual approach should be one of the key points of its creation, but not a general phrase. For example, online-platform StubHub, specializing in selling tickets, has increased its sales numbers by 42%, when it posted a personalized call to this action on the web-site.
New strategies for community development
Working with communities around brands is not a new trend. However, now it's going to be much more multi-vector. It's not enough just to organize forums and broadcast news. It is necessary to concentrate on the competent involvement of user content in your business strategy.
To understand how it works, first you need to realize that people began to produce much more content. This can be a winning factor for your brand. For example, sometimes users produce content without additional encouragement, and sometimes brands successfully motivate to it.
As a result, a whole team of opinion leaders is created. You can encourage bloggers who pay attention to your product in many different ways. One of them is to send them presents with your products.
By the way, a grateful audience often posts photos with such presents, thereby motivating new people to become followers of the company.
Fixing key micro-moments
According to information from Think with Google, the micro-moments are those critical moments when users expect that brands will satisfy their need for reliable and high-quality information, regardless of location and time. This involves targeting not only long-term strategic needs (like purchasing a house) but also many small needs.