Digital Marketing Predictions to Ignore in 2019
The countdown to 2019 has officially begun and with it the onslaught of must-have rules around trends and predictions for the next twelve months. And this makes sense. Planning for your business and being meticulous around your brand’s digital marketing strategy for the following year is one of the best things you can do (we even wrote a blog post about it last week).
Every year, the digital space evolves to include a myriad of new innovations, tools and technologies to help you succeed. But when it comes to faster, better, cheaper ways (or simpler and smoother as we like to pitch), to encourage new customers and increased conversions, not every predication-packed listicle is lined with gold. Which is why we’ve broken down those digital marketing forecasts that are probably best taken with a grain of salt – or left alone entirely.
Organic social media marketing will disappear
When it comes to connecting and building lasting relationships with your audience, the idea of totally crossing out organic social media content doesn’t make all that much sense. That’s because in an age of near-constant targeted ad campaigns, the notion that consumers might be disinterested in one of the only organic-feeling ways to engage and connect with a brand is hazy at best.
Building thoughtful and interesting content for your brand’s social media channels is still a stellar way to communicate your brand messaging, interact with existing followers and customers, and drive new customer engagement. And this shouldn’t be underestimated.
Aside from this, the prediction sees the many widely-popular content planning tools, from Hootsuite to Planoly to CoSchedule and Sendible, going defunct. We’ll say it one more time for the people in the back: Not. Going. To. Happen. Not anytime soon, anyway, and definitely not in 2019 digital marketing trends. (Let’s hope that’s not going to bite us in the butt like a Brexit bulldog!).
Over-personalisation is always the way
Don’t get us wrong – when it comes to personalisation, there are a ton of ways it can be used positively to drive increased conversions. Done right, personalisation means tailored offerings most likely to appeal to customers based on their own shopping interests. It means more personal-feeling communication, too, like using customer names in communication.
The other side of this, however, sees you running the very real risk of creeping your audience out. Sending too many suggestions or going a little nuts with using browsed products for your cross-channel campaigns, can end up having a counterproductive effect. Nobody’s overly keen on the Black Mirror-esque feeling of simply breathing in the direction of a particular product or service, only to have it pop up everywhere you look online for the next decade or so.
Voice Marketing will be The Thing in 2019
Listen, we’re all for innovation and breaking down barriers in the name of fresh digital marketing strategies, but as far as voice marketing goes, the idea that it will quite suddenly boom in 2019 is bold, at the very least.
And while the channel is all kinds of intriguing – and looks to hold a whole lot of promise for the future – this future is still likely to be relatively far off, especially when it comes to any kind of significantly meaningful adoption, because as it stands, voice marketing has barely scratched the innovator stage of the adoption curve.
So, you’re far better off throwing your time and money into trends that actually look set to grow next year. Let’s be clear: the chances of a sudden avalanche of marketers developing Alexa apps next year – or the year after that – are very slim. For the vast majority of brands, investing in voice at this stage would be entirely premature when most of them have so many other more immediate problems to fix. Single Customer View anyone!?!?
Will voice be a thing? Almost definitely. Will it be The Thing in 2019? Almost definitely not.
If your brand’s site isn’t Mobile First, don’t even bother
OK, so how about this – in the age of smart phones, optimising your site for mobile isn’t a bad thing. Duh! Actually, it’s usually a very good thing. However, when it comes to hyperbolised, grand statements like this, being wary is always best.
Why? Because sometimes, when it comes to digital marketing, things just aren’t that clear cut. It really does depend on your individual business and brand, as well as your target market. And this is because of the majority of consumers in Western markets are still very much using desktop devices for conversion (and, indeed, there is still a tendency to use these for more detailed review before purchase). For instance, mobile conversion rates are still much lower in retail.
Instead of a no-buts Mobile-First perspective, you’re better off thinking about a strategy to connect with the Multichannel Majority.
Bring on 2019
So there you have it, folks. Love it, hate it. Agree with it, pooh-pooh it, but it’s a view. And if you’re still feeling slightly overwhelmed, we get it. Predictions can be confusing creatures.
Luckily, at Positive, we’re pretty great at separating the truths from the stretches.
Give us a call and we’ll help you figure out how to harness 2019’s actual digital marketing truths to build your brand next year.