Every Thursday, right on time for your coffee break, we will give you a quick dose of “marketing caffeine” to uplevel your marketing and in turn uplevel the results you are seeing at your business.
As 2018 is coming to an end, it is a perfect time to summarize the marketing trends in the passing year and take a glimpse at what can we expect in the upcoming year.
‘Tis the season to take a look at what worked and didn’t work in your marketing last year. In going through that exercise, I encourage you to test some new tactics for the year ahead.
Issue #31 is ready for you.
YOUR CUP OF THIS WEEK'S STRONGEST MARKETING TIP
Five Digital Marketing Trends To Watch In 2019
Every year, new technologies come out, existing technologies get smarter and prospects get savvier and more bombarded with marketing.
This will continue to happen every year at a faster pace. That said, the goal of marketing -- and digital marketing, in particular -- has always been the same: getting and keeping your audience's attention. The only changes that will continue occurring are where the attention goes, and that's what you need to be leveraging.
Without further ado, here are five digital marketing trends for 2019:
1. Artificial Intelligence
Everyone talks about artificial intelligence (AI) but few understand it. Think of AI as a bunch of computers that can analyze things rapidly. They are able to better understand behaviors and patterns by going through data.
Our agency uses AI on a daily basis. For example, we work with quite a few preschools, daycares and child care centers. In an effort to help them grow enrollment, we want to drive the right type of prospects. What better way to find the right prospects than by analyzing current and past enrollments? We download their customer data and leverage AI to identify what zip codes and neighborhoods we should target and even what attributes the parents have in common. In the past, this would take days to analyze.
Chatbots can help with customer service tasks and tie into your various systems to answer repetitive customer questions like: "When will my package be delivered?" "What time is my appointment?" "Where are you located?"
Bots can also be used to warm prospects, schedule sales appointments and help make purchases. I recently set up a bot to help a client close auto loans without ever needing a human. It asked all the questions that a human would ask and was designed to include emojis to make the conversation sound more natural.
3. Smart Speakers And Audio
My kids start every morning with Alexa. We ask the device many questions (things to do, recipes, etc.) and order things in seconds. I believe voice will continue to be the next disruptor.
To capitalize on this trend, I suggest optimizing your website for voice search. To do this, you must understand what your prospects are searching for. Keep in mind that audio queries are conversational and longer. A prospect searching for a restaurant wouldn't say: "Alexa, restaurant," but something like: "Alexa, what restaurants are serving dinner now?"
4. Local Influencer Marketing
While influencer marketing is not a new topic, the focus on local influencers is. Unless you run a massive global brand or an e-commerce business, chances are your marketing is mostly local.
While it's “cool” for an influencer or celebrity to endorse your product or service to their millions of social fans, it can be short-lived. Try partnering with local influencers and put together long-term campaigns and promotions.
5. Live Video
Video is still at the top of content marketing. The only thing better is live video. Put yourself in your customers' shoes. What would you want to experience from your company? Think behind-the-scenes tours of your office, product demos/releases, live Q&As, etc.
There are two key action steps to move the needle with live video. First, it's important to create a robust content strategy.
Step two is to pick the platform you want to focus on -- Facebook Live, YouTube Live, Instagram Live, Periscope, or even Livestream.com. Right now, we are advising our clients to focus more on YouTube Live and Instagram as the space is less crowded. Keep your videos fun, engaging and create experiences along the way.
If you liked this, make sure to read the full article about Five Digital Marketing Trends To Watch In 2019 on Forbes.
WHAT SHOULD BE ON YOUR READING MENU OVER THE WEEKEND
LINDA PINSON: ANATOMY OF A BUSINESS PLAN
This book contains a step-by-step guide to building a business and securing your company's future. Linda Pinson is an author of the SBA Publication, “How to Write a Business Plan” and this book is the best step-by-step guide to starting, building, and raising capital for your business.
Highly recommended for those who are starting a new venture or planning a business strategy for the upcoming year!
SHORT READ, JUST LIKE YOUR ESPRESSO CUPWhat Does a World With Zero Search Results Looks Like?
What Does a World With Zero Search Results Looks Like?
Imagine a world with zero search results. As it turns out, Google is moving toward making that world a reality.
Google has been experimenting with a 'zero search results' page -- where the search engine provides a single answer to queries about local time and mathematical conversions or calculations -- e.g., "8 tbsp in tsp" -- without displaying any other search results.
POWERFUL TOOL TO MAKE YOUR MARKETING A PIECE OF CAKETweetDeck
TweetDeck is one of the best ways out there to be a part of the Twittersphere. The tool makes it easy to follow several conversations at once, and scheduling a content is very easy. TweetDeck makes using Twitter for business doable and even enjoyable.
QUOTE OF THE WEEK
A big business starts small.
– Richard Branson
NO JOKE FUN FACT
READ THIS POST AS AN INFOGRAPHIC
Did you miss some of the previous issues of Marketing Caffeine? Read them here: