Can you picture it? The digital world is always in flux. Tereza Urbankova, Head of Global External Communication, Animal Health, Boehringer Ingelheim. At every step in your brand journey, your customers should feel like they are walking a single, coherent path. All these future digital marketing trends are built on creativity, data, and personalization. Pop-ups and disruptive advertising are out. It is equally potent while mapping the brain of a user, utilizing the stored patterns, and giving a better user interface. Not quite. Wanna know what strategies will help your business slay the competition and dominate your market in 2019? Many businesses have a similar strategy: draw the potential buyer to the website with an emotional headline that promises the new product or service will “CHANGE YOUR LIFE!”. They are overwhelmingly mobile and social online. The K-Trends 2019 at a glance: Of course, the benefits don’t end there. The rewards of growth hacking go hand in hand with your ability to adopt an agile mindset throughout your organization. Essential . These insights will help you optimize your strategy and greatly increase the impact of your marketing efforts. Generation Y now numbers 92 million individuals in the United States, making it the largest generational cohort in national history. To kick-off 2019, we’ve highlighted the top communication trends affecting brands and consumers.. Authentication is Key. In a nutshell: Communication is becoming more complex, more digital, more "niche", more dialogic - and thus more exciting. There is no point in throwing precious human hours at something that can be handled just as easily by machines that never get tired and will never miss a deadline. That means social video is rapidly moving … Target audiences for e-mobility and automotive digital tech require a fresh communication approach – they want to read stories that align with their lifestyle rather than product traditions and polished brand coverage. In all honesty, the potential of AI chatbots is only limited by your imagination. Trust will be a significant motivator for the consumers of the future and they will be watching your business closely. Earlier in 2018, Google rolled out mobile-first indexing. They log over 3.5 billion Google searches a day and consume more than a billion hours of YouTube content each day. Digital marketing altogether with Search Engine Optimization with new tactics are required for a successful visual search campaign. With so much new content appearing every day, one aspect alone will not distinguish you from your competitors. People are now less interested in huge celebrity influencers that offer exposure but not engagement. Companies like Dropbox, Uber and Airbnb have all used it to great effect. By Dave Chaffey 08 Jan, 2019. This trend is all about working smarter, not harder. Artificial intelligence has been making waves in almost every industry and the AI revolution shows no signs of stopping. In light of International Women’s Day 2018, Accenture released the latest edition of its gender equality research. But the platform is not the fastest grower. Meanwhile, Pandora’s box has been opened, the likes of Amazon, Apple, and Microsoft are evolving to meet the growing demand for voice-enabled devices. If you want to connect with tomorrow’s consumers in a meaningful way, you’ll have to be ready for them. The smartphone boom has given consumers 24/7 access to rich online experiences which they are pursuing relentlessly. 60 percent of creatives were forced to abandon great ideas last year because they lacked the time to pursue them. Not surprisingly, CIOs and CTOs see chatbots disrupt their industry, while 57 percent of surveyed CTOs and CIOs also confirm their ROI is large compared to the minimal effort it takes to implement chatbots. But regardless of your angle, the impact will be dramatic: stories are up to 22 times more memorable than the bare facts. 83 percent of consumers are willing to share their data if it will get them a more relevant, personalized experience. Explore our Digital Marketing Strategy and Planning Toolkit. In that same period, Instagram grew 30 percent, leaping from 600 million to 800 million users. The people have spoken. So far, we have discussed three main things about future digital marketing trends. In a world gone mad for mobile, arguably one of the most significant digital marketing trends of 2020 is the dawn of 5G technology, or fifth generation of mobile technology. Everybody loves a good story. Of that group, 70 percent reports positive experiences. Gartner predicts that 30 per cent of all web browsing sessions will be made by voice-activated searches by 2020. But in order to generate conversions, your micro-moment marketing messages must be concise, well-timed, personally relevant and immediately actionable. Put plainly, mobile devices are responsible for more than 34 percent of all online retail purchases. Meanwhile, customer service costs will drop as well. Yet despite the fact that the public as a whole is strongly in favor of more representation, almost 32 percent of surveyed brands still haven’t made plans to include LGBTQ individuals in their marketing efforts. And that’s just looking at customer service applications. Not only can consumers expect to spend less time trawling through irrelevant content, but businesses can expect increased revenues (eCommerce stores using personalisation are already reporting a 94% increase in conversions). Key Trends 2019 Conclusion: Communication and marketing are in focus this year. We’re just as passionate about tomorrow’s world as you are, after all – and we just might know a thing or two about getting you there. This all reduces the cognitive load on your marketing talent, freeing their minds for more creative and strategic thinking. There are now more than 4 billion internet users worldwide, each spending an average of 6 hours online every day. The 2019 Digital Trends report, produced by Econsultancy in partnership with Adobe for the ninth year running, is based on a global survey of 12,815 marketing, advertising, ecommerce, creative and IT professionals working for both brands and agencies. It has taken over the web thanks to its ability to engage and captivate audiences and communicate value efficiently. ... 2019 October 30, 2020 by Isabela. Browser Push Notifications. But in the real world, these resources are diverted to repetitive tasks. While some major players, like Facebook, have implemented technology to circumvent adblocking, others are taking a subtler approach by integrating advertising seamlessly in video content. And in the near future, solutions like Google Duplex will unburden us of routine tasks, working in the background to set appointments and interact with businesses on our behalf. Failure to request explicit consent or to provide transparency and adequate privacy protection will increasingly be met with heavy fines and other penalties. As 5G begins to roll out, users will be treated to speeds they’ve never known before. A whopping 87 percent of B2B marketers struggle to create content that resonates with potential clients. As the cost of working with macro influencers (50,000 followers and above) continues to rise, more and more businesses are looking at alternatives, which is why 2018 has been a turning point in terms of reflecting the value of an influencer. Of course, effective storytelling requires a mixed approach. And that means creating a strong foundation for digital identity management. Today, 40% of adults perform at least one voice search per day, and it is estimated that nearly 50% of searches will be performed vocally by 2020. Bing is trying to do something similar, albeit with mixed results. Our own research into the future of retail clearly shows that both millennials and Generation Z are happy to experiment with new features online. Immersive … Again, none of this is particularly new. We asked our global experts, who shared their 10 top predictions for the year ahead. Your ability to match these evolving needs with delightful customer journeys is what will determine your ability to compete. And most importantly, 88 percent believe that today’s consumers expect a personalized experience. And as society becomes more diverse, your avenues for building relationships diversify also. So, where next for web personalisation? ✕, 20 to 25% of current searches are done through voice search, 40% of adults perform at least one voice search per day, 50% of searches will be performed vocally by 2020, Want to see the next five trends for 2019? Digital marketers might understand the importance of the personalization trend, but actually putting it into practice seems to be a different matter. Not surprisingly, when your customers don’t receive a prompt response, they are more likely to stop recommending your products, go to your competitors and voice their displeasure online. Major players like Facebook, Google and Microsoft are investing heavily in VR and AR so they can add the strengths of these technologies into their ecosystems and lay the foundation for next-gen consumer experiences. With brains hardwired for visual content, we process images 60 times faster than words. Snapchat is flagging as well. To avoid this, companies are increasingly integrating social customer service data with their existing CRM solutions. It should come as no surprise that consumers don’t enjoy being bombarded by irrelevant ads. It challenges you to take an innovative, scalable and user-minded approach to digital marketing. This is a sensitive blow, both to the companies that depend on ad revenue and those that rely on ads for traffic: the global cost of adblocking was estimated at $41.4 billion in 2016 and is expected to rise further. But machine learning and artificial intelligence offer promising solutions. There is ample evidence that consumers respond more viscerally to video than to any other type of content: It's clear that if you want to connect with consumers, your digital marketing strategy will need to include video. This creates FOMO, a blink-and-you’ll-miss-it attraction that draws consumers into content for fear of losing the opportunity. Meanwhile, retailers are seizing new opportunities as well. And Volvo has leveraged Google Cardboard to take prospective customers on virtual test drives. This year we have seen huge strides towards eradicating fake followers with various new initiatives by the leading social platforms. More than ever, cyber resilience should be your organization’s top priority. Video content provides you with the opportunity to tell uniquely compelling stories, but you will still need to get creative to be successful. For example, Google now uses a different mix of algorithms for each individual search, greatly enhancing the specificity and relevance of users’ results. Also, keep in mind that your audience has a short attention span. Audiences show an overwhelming preference for visual elements, and with good reason. Loves all things SaaS, technology, and startups. This trend involves a new vision of ‘search’; whilst written searches use simple keywords, voice searches are mostly formulated as specific questions (where, how, why, when …). If you continue to use our website, we assume that you are happy for us to do this. 47 percent of consumers are now willing to buy items from chatbots. In 2016, the number of devices with adblockers installed rose to 600 million. In this year’s survey, data-driven marketing that focuses on the individual is seen as the single most exciting opportunity in 2019 for larger organisations. The report is based on a survey of more than 22,000 working men and women in 34 countries, with over 700 Dutch respondents, and determines the key factors for workplace cultures. In the upcoming years, these messaging apps will provide more room for growth in social media marketing. And if you ever need more hands-on assistance, all you have to do is ask. So start counting down to the release of the first 5G devices, and get ready for an exciting year in UX and design. Reply. The most important influencer platform in 2018 is Instagram (99 percent), with Facebook and Snapchat in second (70 percent) and third (46 percent) place respectively. But in 2019, you’ll mostly see AI deployed for content marketing, customer service, and advertising. Those that innovate to earn that trust and embrace privacy by design will be rewarded, while businesses who abuse consumer confidence will see their opportunities shrink rapidly. Looping social conversations into your CRM will give you more specific insights into your customer base in general. As a result, 67 percent of marketers are now convinced that micro-influencer campaigns will help them reach a more targeted audience. AR and VR are helping us do just that, creating an Extended Reality that paves the way for new digital delighters. For designers, this means that elements such as animation and video can be used to create a dynamic and interesting UX. Although clicks have become an important measurement for content performance, they give a misleading metric. 72 percent of marketers report that creating relevant content is the single most effective tactic for search engine optimization. Still, it’s a message that bears repeating in the context of digital marketing. Viewed at the global level, that number rises to 2 billion. Trends and innovation . For most humans, this would be all but impossible – but modern chatbots can handle these challenges with relative ease. As touchpoints proliferate and the desire for personally relevant content increases, marketers face mounting pressure to interpret diverse customer behaviors, deliver personalized journeys and optimize an ever-widening range of campaigns. And make no mistake – that trend has only just begun. 83 percent of consumers are perfectly willing to share their data if it will get them a more relevant, personalized experience. 2018 has been a watershed year for digital transformation. In 2016, Accenture already reported on the potential bots held for customer service applications: with proper design and implementation, digital agents were capable of satisfactorily resolving 80 percent of chat sessions. AI is better at crunching huge datasets and handling repetitive tasks than humans are. The first name is required and cannot be empty, The last name is required and cannot be empty. In an ideal world, your marketing talent would be able to invest the majority of these resources into high-value strategic work that raises your online profile. Here are the latest trends to follow this year! Online the same thing happens with clickbaiting. And half of those that haven’t used them yet are interested in doing so. However, 2017 provided a significant impetus to the development of this Internet services area. Video storytelling. The interfaces of the future will hide in plain sight. AI-based business communication is fast, reliable, and can leverage user behavior. According to a 2018 Social Trends survey from Hootsuite, 46% of respondents said they were already implementing social videos with another 26% planning to in 2019. And privacy concerns alone are not hurting the chances of personalization. Looking at the global LGBTQ community, we see a similar picture. Spending on Extended Reality is expected to increase dramatically over the next few years, from $12.1 billion in 2018 to more than $20 billion in 2019. More marketers are understanding that content is at least equally – if not more – important as the click itself. When deciding on your video marketing strategy, you must also remember that Facebook, Instagram, Twitter and Snapchat are all starting to prioritize video content in their algorithms. The format creates a binary opportunity for marketers that will prove impossible to ignore in the coming years: capitalize on social media stories via advertising or create bite-sized experiences of your own. And if the content can convince the reader the product really does, that’s great. We are visual creatures, after all, and we long to interact with the digital world in a way that feels as natural as our real-world interactions. It’s no secret that Accenture is committed to inclusion, diversity and equality  – not just in our organization, but in the global society as a whole. Google has offered a reverse image search feature for ages. But how will your business navigate through this growing forest of touchpoints? Companies use browser push notifications to reach their leads more effectively and … Cloud services. The rise of Google and Amazon have brought voice search devices to millions, which enable you to search and order products with your voice via digital assistants. The trend toward omnichannel solutions is a strong one, especially among global retailers. Relevance never gets old. Knowing the story behind a product or service increases its perceived value – in some cases by up to 64 percent. It’s a gradual change, but a meaningful one. Ever since we started painting our stories on cave walls, their impact and staying power has quite literally been legendary. But the problem is that the content that follows after the click doesn’t always meet the expectation of the reader. 51 percent of people believe that businesses should be available day and night. Featured snippets seem like a great place to start, as they currently provide the majority of search results for voice queries. Between them, they support a wide variety of formats from live events to 360° videos. What makes growth hacking such an essential trend in digital marketing is its ability to cut through traditional silos and combine various aspects of your business into a single user-oriented objective. All these innovations have an air of experimentation about them, but that’s exactly the point: they show us what can be done when businesses decide to weave AR and VR into their digital marketing. But those posts are responsible for 38 percent of all traffic. Businesses are increasingly recognizing this potential and moving to tap into it. There is already a separate, active Accenture Careers account with the same email address as your LinkedIn account email address. Artificial intelligence. IKEA has introduced Place, an app which allows consumers to preview furniture within their own homes before buying it. It’s a safe bet that this proportion will increase with the rising use of new virtual assistants, even faster and better than Siri or Alexa. What’s more, that statistic is on the rise in every region we surveyed. Smarter, personally relevant ads that do not distort users’ online experiences are in. WHAT TO DO WHEN YOUR MEDIA POOL IS SHRINKING, We use cookies on our website to enhance your browsing experience. With 69 percent of young online consumers now willing to make purchase decisions based on visually-oriented searches, your business has much to gain from the visual revolution. Marketing innovation . User experience has always been at the heart of mobile design, but in 2019 we expect to see UX reach new heights as the possibilities for daring design and exciting features grow. It’s that brands are learning to use stories in new ways. This raises new challenges for marketers, who must learn to communicate effectively with these devices without alienating human visitors in the process. 2019 is a year of digital marketing. 80 percent of marketing automation users saw the number of generated leads go up. The research looks at the most significant digital-related trends that are driving marketing and 46 percent of them rely on social media to guide their online purchases. 62 percent of those were mobile devices. Concentrate on explainers, how-to’s, product demos and testimonials. Change is in its nature. We have already discussed how your business can prepare itself for the GDPR, but privacy protection is more than a legal commitment. Way back in 2015, Google announced that mobile searches had overtaken desktop for the first time, and since then improvements in technology have opened up a whole range of new opportunities for designers. 91 percent of consumers feel that ads are more intrusive today than they were two years ago. Therefore, it is our belief that 2019 will see the death of the ‘traditional’ clickbait but will see the rise of a more content-led clickbait marketing strategy. With 90 percent of businesses estimated to use social media for customer service by 2020, it makes sense to start learning as quickly as possible. Convergence of communication will lead to better customer experience Google distinguishes four separate needs: These short bursts of specific intent provide unique opportunities for your business to connect with consumers and convince them of your added value. Tapping into fundamental trends and new technologies will give you an edge. Personalized mobile ads, cross-channel mobile messaging and mobile-first content are key ingredients. All things considered, it’s no wonder that 24 percent of marketers plan to include messaging apps in their content strategy. 80 percent of them always have a smartphone by their side. Want to see the next five trends for 2019? But the advent of new capabilities makes chatbots an essential component in any future-proof digital marketing strategy. While a few of my top 2019 digital transformation trends build on the trends I predicted for last year, there are definitely a few new additions as we round the bend of 2018. On Facebook Messenger alone, some 2 billion messages are exchanged between businesses and consumers every month. An entrepreneur at heart with over 20+ years of experience in building internet software, growing online companies and managing product development. Instead, it’s the personalization strategies themselves that need to change. In the US alone, 47.3 million adults had access to one of these devices in Q1 2018. On average, millennials check their mobile phones 150 times per day. 2019 Digital Trends: Data is the key to creating great customer experiences. Starting in 2008, Dropbox’s refer-a-friend system offered existing users increased storage if they convince new users to sign up. Here are the first five. 68 percent prefer content that is informative and educational, while 17 percent prefer entertaining stories above all others. Augmented Reality overlays the real world with digital experiences via smartphones, tablets and other devices, allowing users to engage with both realms simultaneously. The word count for top-ranking content has been climbing for years, both for desktop and mobile users. Considering that 2017 saw millennials spend an estimated $200 billion in the US alone and that their aggregate annual income is expected to reach $4 trillion by 2030, it is not surprising that their generation is widely regarded as the most important cohort for future growth in consumer spending worldwide. Micro influencers (for the most part) remain true to the key pillars: impartiality, authenticity and relevance. Author: admin Published on: January 7, 2019 Published in: in2blog. Handling the data isn’t the problem either. And now you have an opportunity to combine that power with the endless possibilities of the digital revolution. And thanks to the introduction of adblockers for mobile and desktop browsers, they don’t have to be. This will navigate you to Accenture.com Sign In page. Studies shows that consumers trust user-generated content 50% more than content pushed by brands. It’s a clear indication that tomorrow’s consumers prefer a different type of conversation, one where immediacy, convenience and personal relevance prevail. The trend toward storytelling in digital marketing isn’t that brands have suddenly remembered that stories exist. Stories and live video have taken social media by storm. Leveraging AI and machine learning is the logical next step. Snapchat’s Bitmoji and its 'Shoppable AR' feature are already giving advertisers new opportunities to connect with young audiences. Enter marketing automation. By using headlines with provocative words or placing a ‘mind-blowing’ picture with an article, media are encouraging us to click on the link. The number of visual categories available to advertisers has likewise exploded. Diversity represents a growing opportunity for your business and it doesn’t take much to get started: At the end of the day, recognition will make your brand resonate all the more strongly with your audience. 8 Digital Marketing Trends to Watch out for in 2019 page of DMI, the global certification standard in digital marketing education. In effect, tomorrow’s consumers expect mobile-first online experiences and reward brands that develop engaging mobile strategies with loyalty and recognition. Living their lives online ventured to other businesses because the content was poorly curated to its ability to an... Web browser technology and are more receptive to micro-influencers smart money would all! Have the full weight of tomorrow ’ s a reason that 56 percent of daily. Textbook example of technological convergence process images 60 times faster than ever and. That you are happy to experiment with new tactics are required for successful. 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