Over the last decade, technological advances have transformed many aspects of our lives. The evolution of smartphones and mobile apps have opened doors for innovative digital marketing strategies and the rise of e-commerce. In recent years, the e-commerce sector has evolved into a trillion dollar industry and shows no possible signs of deceleration anytime soon. In fact, e-commerce sales increased by approximately 18% in 2018, alone. Much of that accelerated growth can be attributed to the powerful digital marketing strategies brands are taking advantage of. If you’re looking to expand your brand, there are distinctive marketing trends to generate new leads and boost your brand’s conversion rates in 2019.
AI To Enhance Marketing:
If you haven’t considered harnessing the power of AI (Artificial Intelligence) and AR (augmented reality ads) to expand your brand, you could be missing out on substantial growth. AI and AR in digital marketing can be compared to the use of nitrous oxide in a car. When nitrous oxide is injected into an engine, more oxygen is made available during combustion. That oxygen creates space for more fuel which allows the vehicle to produce more power.
AI and AR in digital marketing are similar to nitrous oxide in a car. Both have the ability to boost results for digital marketers. Based on marketing trends, artificial intelligence has the potential to revolutionize digital marketing. AI capabilities are already being used for customer experience, personalization, and analytics so it could likely be a driving force for some of the most powerful digital marketing strategies of 2019.
Personalization may be one of the most important aspects because it has the power to enhance shopping experiences. Statistics show that 74% of consumers have shown an interest in providing data in order to receive more personalized advertisement experiences. This benefit shows a pattern of increases in lead generation and conversation rates. The AI industry is expected to skyrocket with estimated sales of more than $7.3 billion, annually, by the year 2022. AI may ultimately create one of the strongest digital marketing connections between brands and audiences.
The Rise Of AR Ads
On the other side of the spectrum, augmented reality ads are also on the rise. Last summer, Facebook announced its plans to move augmented reality ads out of FB Messenger and into News Feeds which now increases the likeliness of brand exposure. While AR ads have been used in the past by big brands like Michael Kors and the multinational beauty retailer Sephora, smaller brands have opted for more cost-efficient digital strategies to market effectively.
However, 2019 is projected to be quite different. Facebook and SnapChat are now making it a bit easier for smaller brands to take advantage of AR marketing tools typically utilized by brands on larger scales. So, how does this work? Financial flexibility is one of the many advantages that now come with AR ads.
Brands with a wide range of marketing budgets can now benefit from AR . Trigger Global CEO Jason Yim recently discussed the budget barriers and how the changes will democratize this digital marketing tool.
“Budgets have traditionally been a barrier to entry,” Yim said. “But Facebook and Snapchat are helping to democratize AR.”
Vince Cacace, also offered a similar take on the significant AR ad price reductions for CPMs on SnapChat.
“Historically, AR has been pretty cost prohibitive,” Cacace said. “But Snapchat has significantly lowered their prices and become significantly more self serve. Now you can build creative and distribute from 3-6 dollar CPMs on Snap.”
Brands can incorporate AR into their current marketing strategies for:
- Brand awareness
- Customer experience improvements
- Product promotion through gamification
- A new way of building engagement to attract consumers
Many digital marketing experts are encouraging brands to tap into the power of AR while its still a rising strategy. By 2020, it is projected that more than 100 million people will be utilizing Augmented Reality for their shopping experiences. Now is the time to implement this strategy into your digital marketing plan.
Voice-Activated Technology / Conversational Content:
The advantages of voice-activated technology are becoming more apparent each year. Since consumers have shown a growing interest in voice technology, digital marketers should understand how to maximize on this evolving trend. On January 10, Amazon announced its plan to debut a number of new Alexa-enabled devices. The growing trend indicates smartphones won’t be the only devices with voice-activated technological capabilities. Now, clocks and even microwaves are being introduced with the voice-activated features. To further complement the feature, Amazon’s newly announced products boast an impressive 45,000 skills on their platform.
Voice technology is a newly introduced form of conversational content that digital marketers should embrace to better connect with their audience. Since this technology differs from other forms of promotional content, it serves as a new method of presenting marketing campaigns to smartphone users.
Three Ways To View Voice-Activated Technology As A Digital Marketing Tool:
- The Power of The Voice: Since Siri, Alexa, and Google feature a human-like voice and conversational content, consumers have happily embraced the technology. By utilizing this technology, brands will have the ability to better connect with and embrace the idea of developing a conversational relationship with its audience.
- Storytelling Advantage: It’s no secret smart speakers aren’t so great at search; you get one result and if it’s wrong, you have to start over again. So, instead of viewing it as a sales channel, digital marketers should be strategizing to use it as a component for brand building. As a storytelling channel, voice-activated technology can offer an entertaining approach to creating brand preference and enhanced engagement. Optimizing content for smart speaker searches may be a great way to harness the power of voice-activated technology for digital marketing.
- Think With Purpose In Mind: In building the personalized connection between brands and audiences, it’s important to make sure the digital marketing strategy aligns with the brand’s purpose. The marketing approach should highlight the brand’s purpose, solve a real problem, and be creatively suited for voice.
This year’s digital marketing trends have the potential to help brands soar to new heights. Numbers never lie so by the end of the year, the brands that stand out will probably be among those that incorporate the year’s most effective strategies into their marketing plans.