Year after year the digital marketing space is changing. As a marketer, I can barely keep up. A small business owner or a manager who is busy with operational tasks during the day will likely struggle to find time to brainstorm and analyze their digital marketing strategy. There is a multitude of digital marketing trends occurring in 2019 – but in this post, I will only focus on the three that can be successfully applied to almost any business.
According to Cisco, 82% of all internet traffic will be from video by 2020. That’s significant. But, why video?
There are a few reasons:
- Accessibility – each year people continually spend more time watching content on their smartphones and wireless devices due to the ease of access.
- It’s Live – a large portion of the video content we consume on our mobile devices is live video or video taken in the moment. The prominent rise of live videos and story features that most social networks now offer is a great example of this. These videos are preferred by consumers and easier for creators to produce.
- Authenticity – video can activate FOMO within the audience by creating an immersive, authentic experience. It helps you showcase the experience and benefits that a consumer can enjoy by using or visiting your business.
Check out the short clip below to understand more about the importance of video in today’s marketing space.
User-generated content is a prime way to showcase your product or service in action. Customers do the marketing for you, its like word-of-mouth but better – people can be reached and sold on the product more convincingly.
Bazaarvoice did a study on the impact that user-generated content has on the purchase behaviour of millennials and baby boomers. In the Bazaarvoice study, it was shown that UGC affects the purchase behaviour of at least 84% of millennials and 70% of baby boomers.
UGC is also free content, and it’s more relatable. When the target audience comes across UGC it is likely coming from a voice that is more in tune to the lifestyles of the target audience.
- Native Advertising
The rise of digital advertising also brings along the rise of ad-blockers. What does this tell us? People hate being blatantly sold to. This goes back to one of the principles mentioned in an earlier article about “Cross-Channel Communication Coordination.” We want to talk with our audience, create a two-way conversation – not talk at them.
So, we need to pass ad-blockers to start this conversation. An effective way to accomplish this is through native advertising. In 2018, marketers have had success in using native advertising through social media platforms – where users are most receptive.
The primary benefit of native advertising is that it blends into the content that the audience is already reading. The ad is native to the content it is embedded within. In turn, this increases the overall engagement rate. Cardinal Digital explains that the success of native ads can be proven by the fact that 77% of all mobile display ad dollars will be spent on native ads and 96% on native social advertising. LinkedIn Marketing Solutions gives a great breakdown of the benefits and forms of native advertising to target the right professionals through their platform.