New year, new you? Don’t kid yourself. We both know those detox teas and bullet journals will be in the bin before February. This is because New Year resolutions are hard to keep up – unsurprisingly, only 8% of people keep them up for the whole year. So instead of aiming for personal improvement and the apparent inevitability of failure, check out our list for the digital marketing trends we expect to be big in 2019, and focus on your business instead.
The digital landscape has changed drastically over the last decade with mobile overtaking desktop traffic and social media continuing to dominate our screens. Plan ahead now, get ahead of the curve and you’ll feel much better equipped to manage those changes when they happen.
These are the 3 crazes to keep an eye on over the next twelve months. You heard it here first:
Instagram are no strangers to innovation and are arguably the most exciting social media platform out there, relentlessly looking for ways to increase minutes spent engaging with their app. You can’t spend enough time scrolling through Ricky Gervais bath selfies. Their latest significant feature since Instagram stories almost singlehandedly killed off Snapchat, is IGTV - new app for watching long-form, vertical video from your favourite Instagram creators.
Launched back in June to muted fanfare, it’s now starting to pick up a loyal following of users as companies and influencers are starting to understand the benefits and USP’s it brings. As video moves more towards longer form content online, IGTV allows creators to post videos up to 1hr long – perfect for those London commutes nestled into a stranger’s armpit.
Furthermore, one of the most important facets of the new platform is that all of the videos are delivered vertically. On YouTube and Facebook for example, videos are filmed horizontally, forcing users to flip their phones sideways for the best viewing experience. Smartphones were designed to be held vertically and studies show that this is how consumers want to view their content too. According to Covideo:
“Only 13% of people will switch their device horizontally to watch a video”.
While advertising is not available (yet) on IGTV, its a great place for brands to share their longer content organically and an exciting prospect to look out for in 2019.
With 30% of all queries online being Google image searches, a lot of the future of search is going to be about pictures instead of keywords. In industries such as fashion, images are obviously hugely important. Visual Search would identify objects within the image and then search for images related to those objects. For example, based on an image of a dress, you'd be able to search for similar items depending on colours, style, material, patterns and sizes.
Google and Pinterest are the first to get their hands dirty with the technology, and it’s clear that visual search will only get bigger. Marketers can gain an edge here by preparing tailor-made content to await potential customers after their image searches, while also gaining even more insights into their preferences.
Pinterest in particular is an interesting platform that many may not think to advertise on. Since the technology was introduced, Pinterest have been regularly recording 600 million searches every month. Add to this the fact that the platform is incredibly popular as a first point of call for users to find inspiration, brands could reap the rewards of their ads automatically showing up next to visually related products.
It’s 2019. AI has caused an uprising of robots set to take over the world and re-shape the future as we know it. No, this isn’t the plot to Terminator 2.
Chatbots, the friendlier distant relative of the T-1000, are estimated to be the means of which 80% of business communications with customers will be performed over the next few years. If that number scares you, it shouldn’t. Chatbots have an unwarranted reputation of sending barrages of irritating messages, not functioning correctly and just being outright annoying customer experience.
Research suggests however, that this couldn’t be further from the truth. A recent survey from Mediadigi showed that 70% of consumers reported a positive experience and another 9% reported a mutual experience. They have underrated advantages including being readily available at a click of a button 24/7, providing useful information like style guides and sale offers, and aid in improving customer engagement and gaining consumer insights.
With a 24% annual growth rate and a market value reaching $1.2B, we’d all be fools to ignore them.
They’ll be back.