The turn of the year will bring exciting changes in the marketing and communications industry. Here you can read everything you need to know about new products, trends, and special features in the field of marketing in 2019.
Even though 2018 is only a few weeks behind us, questions regarding the latest trends and developments for the new year have already arisen. In addition to personal resolutions, it's also worth taking a look at everyday professional life. What exciting new marketing challenges are there to master in 2019? Which trends are worth following and what is really important? In this article, we present the 6 most exciting marketing trends for 2019.
#1 Voice Search.
Today, 390 million people worldwide use voice search in order to get an accurate result or an answer to a search query. Half of them use a smartphone. 80% of the answers are based on featured snippets or rich snippets. These are small snippets of information, which are usually displayed in Google search results before the first links in pure text form.
The decisive difference to the SERPs (Search Engine Result Pages) on Google is that users usually only receive a direct answer to their spoken question and therefore no longer select between the displayed search results. As a result, no matter how perfectly optimized a website may be for a user, despite its excellent placement, it may not have any relevance at all, since the user won’t become aware of it due to voice search usage.
Page one of the Google SERPs: Video Production Agency Mynd.
65% of the owners of Smart Technology such as Amazon Alexa or Google Home can hardly imagine a life without these digital assistants. These aids are becoming a staple of daily life—with usage rising steadily. Those in the 18-34 age group represent 44% of users. The usage tendency has no end to its growth in sight.
In order to be represented not only in organic and paid search results but also in voice search results, website content should be designed in such a way that it is suitable for a featured snippet or rich snippet. You should precisely identify the most frequently-searched user questions and answer them briefly and concisely so that they can be read out in the course of the voice search answer.
Your content should therefore be geared to the typical W questions (What, Who, Where, How, When, Why, Where from?). This increases the probability of addressing a user question exactly by providing the best possible answer.
In addition, long-tail keywords are becoming increasingly important. As the name suggests, a long-tail keyword consists of several words. Long-tail keywords are the answer to increasingly concrete search queries. For example, people no longer search for “Penn Station,” but for "How do I get from JFK to Penn Station?”
The more specifically the search queries on the corresponding long-tail keywords can be answered, the greater the chance that a featured or rich snippet will be generated from the matching text excerpt from the website.
Another special feature is the Mobile First Index, which was introduced by Google in April 2018. Mobile-First means that Google's ranking is created primarily on the basis of the information available on a mobile site. Since voice search is mainly used via mobile devices, the optimization of the mobile version of your website is crucial in order to be considered for featured and rich snippets in addition to a general positive placement in the course of the Mobile First Index.
Optimized for mobile view: The Mynd website.
Tips on Voice Search summarized:
1) Optimizing the content with the help of W questions.
2) Generation of featured and rich snippets.
3) Use of long-tail keywords.
4) Optimization of the mobile website version.
#2 Instagram TV (IGTV).
Instagram allows users to upload videos with a maximum length of 60 minutes via Instagram TV. Instagram is thus moving away from the photo-specific platform to a photo and video platform.
Furthermore, unlike Instagram Stories, IGTV videos are permanently available and are not deleted after 24 hours.
Clear arrangement and a simple navigation: IGTV persuades and impresses.
Instagram has responded to the increasing consumption of online videos and created an additional platform. According to predictions, half of all online videos will be played on mobile devices by 2021. Furthermore, marketing videos are generally well-accepted on this platform, which further increases the potential of IGTV.
Instagram already has over one billion users. Although Instagram TV is offered as a separate app, Instagram users can watch videos that are uploaded there even without owning the IGTV app. Thus, the new feature is directly accessible to a huge number of users and does not require any start-up time.
The new feature IGTV: Accessible via the regular Instagram App.
Two million companies already utilize video ads on Instagram. This shows that many companies have discovered Instagram as their advertising platform. Now when you consider that 80% of Instagram users follow at least one brand or company, you can see the huge potential of the social network.
When you open the IGTV app, the recommended videos start automatically, eliminating the hassle of searching for appealing content. The videos are divided into the following categories:
- For you: As an Instagram user, you automatically follow the channels of the users whose posts you have subscribed to on Instagram.
- Following: Interest-based content recommendations based on the likes of the respective Instagram account.
- Popular: In this category, the videos with the largest view numbers are shown.
- History: Similar to YouTube, it is possible to select a video that you have already viewed to watch again.
For the successful conception of IGTV videos, you must consider that these are played, like Instagram Stories, in the portrait format. Therefore, please observe the following guidelines:
- File size: maximum 3.6 gigabytes.
- File format: MP4.
- Video format: 9:16 (vertical).
- Video thumbnail: JPG.
Optimum use of IGTV? Learn how it works here.
Tips for IGTV summarized:
1) Take advantage of the advertising potential of the social network.
2) Follow the guidelines for creating IGTV videos.
3) Produce content that offers users added value.
Find out everything your company needs to know about IGTV here »
#3 Micro Influencer.
Micro-influencers have followers that range from about 1,000 to a maximum of 100,000 users. As a result, the content published by micro-influencers is well-accepted and draws a lot of attention within the follower community, while influencers with followers above 100,000 often only show a lower percentage of genuine interest.
While the like rate for micro-influencers with followers around 1,000 is around 8%, it is only 1.7% for macro influencers with over 100,000 followers. This means that micro-Influencers have a stronger and more personal connection to their community and reach it more directly than macro-influencers.
Enormous Like-Rate Increases Thanks to Micro-Influencers.
However, you can't achieve the range you can generate with a macro-influencer with a single micro-influencer alone. Think about which topics you want to focus on and which micro-influencers will reach your target audience.
In order to increase your reach and address your target group as precisely as possible, you can work with various micro-influencers that make this possible.
Macro-influencers are no longer a special feature: the initial trend has become a standard marketing instrument. Many influencers are struggling with their credibility, as it often seems obvious that they are cooperating with companies that pursue purely economic goals and that the original idea of delivering added value has been shifted to the background.
Micro-influencers have the advantage of an almost family following in which there’s trust and credibility. Here, your company has the chance to reach its target audience in an almost direct way and to make a real connection.
Are Micro-Influencers "The future of Influencing?" - These micro-influencers report on their experiences.
Micro-influencers provide the advantage of highlighting friends' and relatives' Instagram content more than companies' contributions. This allows you to use micro-influencers to achieve greater visibility on social networks.
Tips for Micro-Influencers summarized:
1) Define your target group as precisely as possible.
2) Find micro-influencers who attract this target group.
3) Cooperate with micro-influencers to advertise more effectively.
#4 Chatbots/Artificial Intelligence (AI).
The buzzword AI—meaning artificial intelligence—is on everyone's lips, but most don’t fully understand what it means or its true potential. Users increasingly interact with artificial intelligence via chatbots. Chatbots provide users a live chat, based on large amounts of data, with as concrete answers as possible to their questions.
Live communication between man and machine – soon to become standard through chatbots?
Using defined parameters and algorithms, chatbots (virtual communication partners) communicate with real people and help them with their personal questions. As a user, you can receive restaurant recommendations, reserve hotel rooms, or order a taxi. Chatbots penetrate more and more aspects of everyday life and act as useful, short-term helpers.
Based on user requests, chatbots can store data and use it for future communication in order to provide even more precise and helpful information. The further development and learning ability of chatbots through artificial intelligence will continue to change, if not revolutionize, classic customer service. In the near future, chatbots will become a natural part of communication with customers.
According to a study, 48% of users used chatbots to handle their requests or solve their problems outside regular business hours. Thus, chatbots can be a meaningful addition to an existing service, in order to provide more flexible customer care. 36% of respondents appreciated the speed and short waiting times in dealing with their request.
Chatbots & KI - These are the future prognoses of marketing guru Gary V.
The human component will not be replaced. Only 17% say that the purely virtual assistance would be sufficient and that they could completely do without people. For more complex topics, human assistance is still a basic requirement.
Regardless of this, the chatbot will be more than a small addition in the future. Rather it will take over many aspects of customer service and consultation completely. Early utilization of this technology will assist in enterprise growth.
Tips for chatbots summarized:
1) Evaluate areas in which you can use chatbots.
2) Start developing a chatbot.
3) Continue to develop it.
4) Make use of the potential that results from the collected data.
#5 Content Marketing.
Content marketing is now widely established as a marketing direction and is anchored in the minds of many companies. Therefore, the focus here is increasingly on the taking advantage of the full potential as well as on the further development of existing measures and the recognition of new content marketing trends. According to a prediction, the content marketing industry will have a total value of 400 billion dollars by 2021.
Content marketing has long been an integral part of marketing strategy for companies.
The provision of high-quality and value-added content will play an increasingly important role in 2019. The content must be highly relevant and credible for the primary target audience.
78% of consumers say that for them, personally-relevant content is a decisive factor in their purchase decisions. Customers immediately see through obvious advertising and expect a personalized approach that will help them in their current situation. According to predictions, the increasing integration of personality in advertising communication can increase consumer spending by up to 500%.
When does content marketing deliver visible results? Marketing Guru Neil Patel will tell you.
Furthermore, the authenticity that you as a company convey in the course of the published content is an important success criterion. Only if your content is authentic and credible will you be able to convince potential customers. 86% of customers say that authenticity is a key differentiator in their purchasing decisions.
Tips on content marketing summarized:
1) Develop an individual content marketing strategy.
2) Produce unique, personalized, and valuable content.
3) Be authentic and credible.
#6 The use of videos.
Video is one of the most popular and widely-used communication tools of our time. According to a Forbes study, 90% of customers say a video helps them make a buying decision. A total of 64% say they are more likely to buy after watching a video.
The marketing potential of videos is undisputed. In addition, the quality of potential prospects and customers increases through the use of video. According to an Aberdeen study, those responsible for marketing are registering 66% more qualified leads than in the previous year due to the use of videos in 2018. This figure underscores the knowledge-enhancing aspect, particularly of explainer videos, as well as the growing confidence of interested parties in the company.
Would you like to have your own video produced? We will be glad to help you »
86% of all companies already use a video on their website and 77% proudly post videos on social media. If you haven't yet looked at video, you're now in a small minority.
The medium has become an integral part of everyday life and the presentation of a company. The number of videos produced and video consumption will continue to rise in 2019. So don't miss the boat! Make priorities for your communication measures.
Rabbit Mobile - An explainer video by Mynd.
When producing a video, you have a wide range of implementation options to choose from:
professional explainer video agency. This is the only way to ensure that your video is a complete success.
Compare the best explainer video providers to make an informed decision.
Tips on video summarized:
1) Utilize the potential of the platform when marketing your video.
2) Find the right provider for your video production.
3) Create a professional and unique video.
Benefit from the Marketing Trends of 2019.
You have now learned about some of the upcoming marketing trends for 2019. Use this knowledge to your advantage and prepare your marketing and communication measures for the coming year. We are looking forward to supporting you! For 2019, we wish you all the best and much success!
