Marketing trends come and go, changing with technological advancements as marketers figure out what works and what fails each year. With 2019 on the horizon, it's time to look forward and see which marketing trends are set to prevail for businesses in 2019. Many of these carry over from years past as certain technologies reach maturity. You'll also find that many of these are closely tied to performance marketing.
Customized messages and content aimed at a targeted group of consumers is increasingly valuable to businesses. AI, machine learning, and countless sources of analytic data help businesses dig deeper into the desires, habits, and activities of a chosen consumer group with ease. As such, you can take those actionable metrics and create personalized marketing messages to convert those consumers into buyers. Personalized marketing neatly ties in with performance marketing because you've customized that message to a target group with a specific action in mind. Tracking conversions from personalized marketing is a breeze.
The growing number of voice-enabled devices has resulted in a boom in voice search. Whether it's on a smartphone or smart-home device, consumers are using voice search with increasing frequency. Voice search isn't new in 2019, but it is reaching a point of maturity and deeper penetration. It is estimated that voice search will be responsible for 50% of all searches by 2020. Integrating voice-based search technologies in your marketing strategy now will put you ahead of competitors.
Interactive Video Content
Like voice search, video content is not new to marketing. However, 2019 is set to bring a change to video marketing in two ways. First, consumption of video content will continue to grow and is estimated to claim 80% of web traffic in the coming year. Video content increases clicks on content by 200-300% and takes advantage of the reality that 64% of customers are more likely to buy after viewing video content related to products or services.
Secondly, the type of video content customers are engaging with is changing. Interactive video content that enables viewers to enjoy a 360-degree view of what's going on is on the rise. In both cases, video content works well with performance marketing as you can use how-to videos or live-streaming videos to boost engagement and trace actions directly back to that video content.
Read More: 5 Powerful Tips to Make Your Videos Convert
Chatbot use has been growing for years and is reaching a point of greater maturity, as well as penetration. It is estimated that 1.4 billion people interact with chatbots each year and 80% of companies plan to adopt chatbots by 2020. Chatbots deliver the benefit of 24-hour service and instant responses to your consumers and improve your brand image at the same time.
Social Media Ads
Businesses have relied on social media for organic outreach for years, but 2019 will see consolidation in terms of paid social media ads on Facebook and Instagram. Businesses are expected to increase the use of Facebook and Instagram ads compared to paid social media ads on platforms such as Twitter, Pinterest, and YouTube. The advantage Facebook and Instagram have is Facebook's ownership of Instagram. Businesses can manage ads on both sites in one place.
Read More: How to Use Social Media to Get New Customers
Performance marketing is visible throughout these trends. Many of these trends offer your business the chance to develop content designed to elicit a particular response and provides measurable data to show you how effective that content approach has been.