There was once a time when the likes of artificial intelligence and voice search were seen as nothing more than gimmicks, but they can no longer be ignored by digital marketers.
With many new technologies evolving in the high-tech world, below we look at what are set to be some of the top digital marketing trends for 2019.
Use of chatbots will continue to grow
Whilst AI will not take over the world (thankfully) and see us all replaced by robots next year, it will increasingly be used by digital marketers in 2019. The most widely implemented form of AI currently is chatbots, which are being used to help brands to improve customer service while keeping budgets down. Chatbots are quicker than humans to take requests and give any data-related answers. These days they can be given humour and brand personalities and offer personalised service to any customer in need, any time. According to Gartner, 25% of customer service will use chatbot technology by 2020, up from less than 2% in 2017.
We’ll be talking more and more about voice search
For many, personal assistant devices, such as Amazon’s Alexa and Apple’s Siri, are becoming intrinsic to modem-day life. Comscore estimates that, by 2020, half of all search queries will be voice-based. Voice recognition technology is only expected to grow and improve in the next 12 months. The challenge for digital marketers will be understanding the nuances of voice search and how to implement voice within their marketing strategies.
Making it personal
In light of current data protection laws, such as GDPR, customers are increasingly aware that their personal data is valuable. They know it holds the key to personalised experiences. Today’s entitled consumers increasingly demand personalised messages and product recommendations at every brand touch point. So, it’s no surprise that according to a report by Accenture, over 75%of consumers are more likely to purchase from a retailer who knows their name, their purchase history and recommends on-taste products. For those brands wishing to stand out in 2019, personalisation will be crucial – and that means personalised content, products, emails and more.
Consumers today are being bombarded by content – ads, offers, emails, push notifications and everything else – 24/7. This has made it increasingly difficult for marketers to get the attention of their target audience. Micro-moment marketing has emerged to meet this challenge and will continue to gain in prominence in 2019. The micro-moment is a new type of consumer behaviour, which occurs when people reflexively turn to a device – usually a smartphone – to act on a need to learn something, do something, get to know something or buy something. The successful brands in 2019 will be those meeting their consumers’ needs in these micro-moments by delivering the right information exactly when they need it.
2019 will be about delivering better customer experiences with personalisation, automation and AI-powered technology. It promises to be another key year for digital marketing.