5 Trends in Digital Marketing to Follow Closely in 2019
September 16th, 2019 by Catherine Marqueses
We want to give you our list of 5 trends to watch in 2019:
- Privacy above all
- The omnipresence of mobile platforms
- Voice interactions
- The era of AI and data-driven marketing
- The emergence of visual interactions
1. Privacy above all
The respect of privacy and the protection of personal data are two major concerns that Internet users consider. A growing part of the general public is now fully aware of the business model that makes some of GAFAMs live, especially Google and Facebook: the personal data they collect (and use).
Many Internet users often discover with bewilderment and fear the heaps of data they give to these industry giants.
The suspicion has recently been accelerated by the cascade scandals that have affected Facebook. This concern is becoming a point that is increasingly attracting the attention of the general public, fueled by a more global context: the lack of knowledge about tracking mechanisms, no trust in companies that seem to them all omnipotent, negative news reports about (evil) corporations, and a fear that your personal details will be misused.
This notion of “privacy” becomes in itself an axis of differentiation, or even for some companies, a major axis of their image. Hence, utter disenchantment with GAFAMs settles down in certain users.
We can obviously think of Facebook that’s at the forefront of this debate and recorded the first tremors of a decrease in its users in 2018 (the decline of monthly active users).
But one thing is still under question: where will those who desert Facebook or Google go?
If the subject is the respect of privacy and the non-monetization of your personal data, there is still no solid alternative that can take the place of Zuckerberg’s creation. It is also surprising to see some users switching to networks “in-between” like WhatsApp, without knowing that it also belongs to Facebook. Furthermore, Instagram (also Facebook), Snapchat, or TikTok are the placed to which the new generations migrate (fleeing the networks of their parents). However, these platforms have nothing new to offer in terms of privacy.
It is the level of search results where real alternatives settle, with services like DuckDuckGo in the US or Qwant in France. With such options increasingly appearing, you understand that it’s possible to recover from the disappointing GAFAMs. These platforms are still far from decrowning Google, but this tiny ray of hope could be the beginning of business models that are more respectful of your privacy and personal details.
Not to mention the famous law e-privacy constantly pushed back, which should see the day in 2019 and should not fail to redefine the cards of the digital playground.
2. The omnipresence of mobile platforms
The mobile world has never been as relevant as in 2019. Most digital services must now be developed mobile-first or sometimes almost mobile-only. This trend has been confirmed in 2018 by the move from Google to prioritize mobile indexing, which now affects the SEO performance of more than half of sites.
The numbers are the same on the social media side. The consumption of social media is overwhelmingly dominant for mobile devices. More than 75% of Internet users access Facebook via mobile devices, and more than 90% of Facebook’s turnover is generated by mobile platforms.
And above all, Internet users are becoming more and more mature. What has previously obstructed mobile shopping (m-commerce) is gradually disappearing because of the double effect of the simplification of mobile payments and the ebb of risk-related fears from the user side.
All your digital plans will have to be developed with the consideration of this state of things. You must integrate mobile support as one of the key selling methods.
3. Voice interactions
According to the predictions of Gartner and comScore, 30–50% of digital interactions will be performed using voice commands by the year 2020.
Such claims always meet a lot of skepticism. So, yes, it’s not yet apparent if we will see such figures soon. Voice commands will certainly gain popularity in certain fields (smart houses, high-tech cars, etc.). Check the services of OneTwoStream and you will know more about it.
That being said, it is obvious that voice control will irremediably interfere with our digital practices and become a norm for most Internet users in a few years or a decade. But, you should train your professional writers to optimize your content for voice searches — the earlier, the better.
As pointed out in 2016 by Andrew NG … (who is, by the way, not just some random guy: graduate of Carnegie Mellon, MIT and Berkeley, co-founder of Coursera, professor of Deep Learning at Stanford, director of the Google Brain Project from 2011 to 2012, Chief Scientist at Baidu from 2014 to 2017, he is now invested in several projects related to AI — in short, a “cool dude” and THE super-star of AI!).
Let’s resume … As it was pointed out in 2016 by Andrew NG on Twitter, as soon as the speech recognition accuracy approaches 99%, we will always use voice for digital interaction.
And, the latest figures on this side indicate that this target of 99% does not seem to be that far. Some companies are announcing to (for now in offline) approach a rate of 97%.
Let’s put aside the numbers and look at children who often, even before they know how to write and read, interact with voice assistants. YouTube is full of hilarious videos about these kids who play with Google Home and Amazon Echo.
Do you really think that these little girls and boys will want to stop interacting with voice and switch to good old typing?
The rise of voice synergies could result in a renewal of audio advertising formats and a strengthening of audio content (like podcasts).
4. The era of AI and data-driven marketing
What, you haven’t activated your data-driven marketing model yet? Hello?
Besides the effects related to data that come back galloping every year (big data, smart data, machine learning, deep learning, etc.), data is an issue and a trend that cannot be overlooked. Coupled with the AI, the data becomes a major asset.
2019 is probably the year in which a good number of companies pose the question of data in a more serious way than before.
It will no longer be a matter of activating a “data” functionality in one tool or another, but of appropriating the data and making it an exploitable added value at the business level: mapping the data history in your companies, identifying existing data flows, identifying untapped data opportunities, automating data flows, establishing the necessary infrastructure for storing, processing, and interactability of data, etc.
It concerns the entire company and digital marketing in particular. Contrary to what some people still think, this is not just about “big” companies — all companies are concerned!
In search marketing, social ad tools can benefit from the data on several levels: data-driven attribution models, exploitation of the first-party data to make the campaigns more efficient, synchronization with third-party data (weather flow, the stock market, sports results, etc.).
The businesses that will seize all those opportunities will have a head start!
5. The emergence of visual interactions
Visual interactions are still in their infancy. However, there are many attempts to make visual interactions mainstream: the no longer viable Google Goggles, Blippar with its AR (augmented reality) apps, or even the famous Google Glass. But that was putting the cart before the horse.
But in 2019, the story is different. The technology has become much more efficient than a few years ago. “Augmented Vision” is ready to conquer the planet!
The visual is also one of the 3 major axes on which Google intends to work to revolutionize the search in the next 20 years. They say it black and white in their article Improving Search for the next 20 years: “the shift from text to a more visual way of finding information.”
That’s not all
We stop at 5 trends, but we could have gone further and, for example, elaborate on these trends:
- The use of advertisements within instant messengers
- The AI that makes chatbots really useful
- The video-creativity exploding on mobile (TikTok)
- Enhancement of live videos
- Portfolios integrated into the browser (Brave), etc.
And you? What trends do you follow in 2019?