Five Tech Trends to Perform in 2019
From AI-powered email marketing to virtual reality, new technologies flooded the agency space at a rapid pace in 2018. With automation making it easier to place specific products and particular advertisements in front of the eyes of the target viewer, consumers expect more from their messaging. For brands, this means that failure to adapt is not an option but a requirement.
The trends gaining momentum today are not movements of the moment, they’re data-driven technologies that are necessary both for growth—and survival. Embrace the following trends or risk growing irrelevant.
1. Pay attention to consumer micro-moments
If your brand can’t show its value to a consumer in mere seconds, you’ll lose out on opportunities for sales. In the saturated online market, consumers don’t have time to browse all their options—they need what they’re looking for, now. Anticipate consumers micro-moments—such as need-to-buy, need-to-go, or need-to-know moments. A focus on content value rather than quality will ensure you capitalize on the attention of consumers.
As we look ahead to the coming year, it’s clear that companies which successfully generate creative, personalized content through the media channels of the moment will rise. Today’s consumer is waiting to be engaged—and if you don’t cater your product to this expectant audience, someone else will.
2. Buy in to programmatic advertising
By effectively utilizing DMPs to retain and interpret data and DSPs to automate purchases, you’ll spend money smarter. Two-thirds of the world’s digital display advertising is projected to be purchased by programmatic advertising next year. Consider going programmatic or risk your advertisements becoming less effective than those of your competitors.
3. Use influencer marketing and user-generated content to create an authentic voice
With consumer trust of big brands at an all-time low, consumers are increasingly looking for brand transparency—and consumers agree content produced by a person is viewed as three times more authentic than content produced by a brand. As a result, brands are increasingly adopting influencer marketing, which takes advantage of a high profile individual’s following to promote a brand or product.
Brands are increasingly using influencer marketing as a tactic to promote their products organically. This strategy, along with marketing user-generated content, provides a human connection to products.
4. Use AI to analyze consumer preferences and personalize customer service
Alan Turing famously asked if computers could think for themselves in 1950. Today, AI can write basic copy and interpret big data for programmatic advertising, giving insight on consumer search patterns and customer needs.
AI is increasingly being used in chatbots, which act as the front-line in customer service on many sites. Analysts estimate that 80% of businesses plan to enhance customer communication with chatbots in five years, with growth being largely driven by consumer preference—a chatbot always has the answer to consumer questions, is available 24/7, and never gets defensive or heated. Chatbots also boost ROI as they allow brands to provide personalized service to consumers while utilizing employees for other projects.
In content marketing, AI is being used provide data on which topics will drive traffic to sites as well as to identify target audiences.
After decades of being numbed by lackluster ads, consumers are longing for custom, creative content.
Through products such as MarketMuse or Keywee, brands are able to curate content specifically to their target consumer.
5. Prioritize strategy for voice search
In case the endless commercials showing people interacting with Alexa, Google, or the Facebook Portal haven’t already made this clear, smart speaker use is growing exponentially. 65% of people owning a smart speaker report that they wouldn’t want to go back to life before it.
Experts estimate that 50% of all searches will be voice searches by 2020.
What does this mean for brands? With voice search typically only giving a few results, the market is more competitive than ever. SEO strategy must be optimized for voice search, or brands risk being phased out of the marketplace.