How will digital marketing evolve in the coming years?
What are the trends of digital marketing in 2019 so far?
You probably ask yourself these 2 questions. And that is understandable...
Digital marketing is an industry in constant evolution.
Each month, new changes appear in the world of social networks, search (Google) or content marketing.
New technologies are coming into our lives, like artificial intelligence.
Algorithms are more efficient and intelligent.
All these advances make digital marketing ever more precise, efficient ... and difficult to understand.
The key to taming marketing in the digital age is to stay abreast of new trends to understand how you will shape your strategy today and in the years to come.
Indeed, what worked for you before may not work anymore now because once again digital marketing is an industry in constant evolution.
After doing a few hours of research to help you stay up-to-date on the news, I've put together an article outlining the 13 trends in digital marketing that you should not ignore in 2019 (and after).
Stories can be defined as multiple images or videos assembled together as a slide show, and together telling a story.
Unlike a conventional publication, they have a life of only 24 hours.
Internet users love them because it allows them to publish on social networks more spontaneously and therefore with less preparation than conventional content.
They were popularized by Snapchat and then reposted by Instagram in August 2016.
As you can see, Stories appear big on the screen, creating immersive experiences.
This is a real success when you consider that there are already more than 400 million Instagram users who make Stories every day, which is 2 times more active users than on Snapchat...
Facebook has clearly announced during the F8 conference in May 2018 that it is the communication channel of tomorrow.
Chris Cox, the person in charge of the product department at Facebook, explained that " the format of the story is about to go beyond the newsfeed and become the first way people share things with their friends."
But do not think that only your loved ones like to do Stories...
Companies also know how to serve! On Instagram, 1/3 of the most viewed Stories were produced by companies, according to Instagram.
Companies want to invest their time and money in Stories to take advantage of this format that is both authentic and engaging, which in addition allows them to have all the attention of the person, to:
In addition, the ephemeral nature of Stories means that companies can take advantage of it to make limited-time promotions.
You would not want to miss such an offer, right?
Finally, since 2017, companies can also advertise in the Stories and promote their offers quite skilfully.
Stories have also appeared on Facebook, Messenger and WhatsApp.
Proof that they become the norm on social networks and social messaging platforms.
Today, I'm sure you're all Google search pros.
For example, if you wanted to know more about digital marketing trends, you would do a search like this:
"Digital marketing trends"
This is changing with mobile voice search.
According to Gary Vaynerchuk, a 1 out of 4 Google searches on mobile are done via voice.
By 2020, it is estimated that 50% of searches will be vocal.
By the way, if you want to do the test, use the Google app on your smartphone and do a voice search...
Technology is surely more developed to understand English than other languages.
This suggests to me that voice research is not yet as developed in Europe or Africa as it is in the United States. In the coming years, this should of course change.
This does not mean that you should ignore it!
Indeed, the research done by the voice are not quite the same as those entered on the keyboard.
Rather than writing several key words without linking them to determinants or prepositions, the searches that have done by voice are longer and are comparable to whole sentences (questions or affirmations).
SEO pros know that long-tail keywords will be even more important in the future.
As you can imagine, voice search has an impact on the SEO of your content since it will have to be optimized to show the algorithm that they have the answer to voice searches.
For example, the title of this article could be "What are the trends of digital marketing in 2019? To show that my article gives answers to the user's question.
Video marketing is on the upward slope.
YouTube, Facebook and Netflix are fighting to become your second television.
Internet users want more video, and it's up to businesses to adapt.
Cisco predicted that 80% of the content on the web would be videos by 2019. It is expected to now be confirmed.
I still have other interesting statistics for you, all harvested by Forbes:
On social networks too, videos are very popular, especially on Facebook and Instagram.
Buzzsumo has just published a rather revealing study of the success of the video on Facebook.
After analysing 777 million Facebook posts in 2018, it appears that videos receive at least 59% more engagement than other types of posts on Facebook.
Of the 500 most popular Facebook posts in 2018, over 81% of these publications were videos!
This does not mean that you have to totally revisit your editorial line, but perhaps publishing more videos regularly could revive the engagement of your Facebook Page.
Native videos are also very popular on LinkedIn. For once, it's been a little over a year that we can publish a video natively on this social network.
Even now, posting videos on LinkedIn literally gives you FREE visibility.
How to get started in the video in 2019
What if we were talking about live video now?
Facebook, YouTube, Twitter and Instagram allow us to go live ... but do businesses use it?
On this point, the transition seems a little more difficult.
According to a study conducted by Buffer, only 31% of surveyed marketers broadcast a live video in 2017.
For those who did live, 91% of respondents used Facebook as a platform to broadcast their Live, followed by Instagram and Periscope.
Today, it is almost essential to make live video. Your audience expects more authentic and engaging content from you. That's the essence of live video.
Making a live video is the opportunity to:
In 2018, Facebook launched the IGTV application, a platform dedicated to video for Instagram users.
The special feature of this app is that you can only publish videos in vertical format. In addition, published videos can last up to 1 hour.
The goal of course is to promote the creation of long-format videos within a platform entirely dedicated to video.
Any Instagram user can create their own channel on IGTV (in addition, all your subscribers automatically subscribe to your channel).
Facebook has also launched "Watch" worldwide, which is also a platform dedicated to video, hosted in Facebook this time.
Watch already existed in the USA since August 2017.
In a few words, Facebook Watch is:
Some "creators" can also create a show on Watch (be it a web-series, reality TV, report, etc.), with a Facebook page entirely dedicated to the show.
Facebook Watch looks like a competitor of YouTube.
As you can see in the TVB below, you can see the pages to which I have subscribed and which have published videos.
There is also a search bar to search for a video.
Even though Watch does not seem very popular yet (despite the 400 million monthly active users), Facebook seems very serious about this platform and expressed it in several ways:
"We want to give content creators the tools they need to build a business on Facebook"
"We want to give any creator / media the opportunity to create their own show in the future"
As for IGTV, we do not really know if it is a competitor of YouTube as the videos that are published are only in vertical format (9:16).
I wonder if the creators on YouTube will come to venture there. The question is valid.
On the other hand, influencers who have a big audience on Instagram have everything to gain by developing their show on IGTV.
What seems certain is that these platforms should become a second television for us, especially for Generation Z youth (born after 1995).
For now, we wait to see what they reserve for us?
If you regularly read our blog, you know that we are a big advocate of social media advertising.
You will see more and more and hear that "it was not expensive".
Spending on social advertising continues to climb and is expected to reach $ 23.5 billion in 2021.
And in the year 2018, marketers increased their spending on social advertising by 32% and have never done as much advertising as before.
So why such growth?
On Facebook, the fall in organic reach encourages brands to put money into ads to keep pushing their content to their hard-earned fans to keep their engagement rate.
Social networks organically also bring less and less traffic to a website?
Watch the steep drop in traffic generated by Facebook in 2017.
As a result, businesses are also "forced" to pay to continue to get traffic from social networks.
But do not think that Facebook is the only platform affected.
The organic reach slowly decreases on Instagram and brands will soon be forced to boost their publications (as on Facebook).
Unlike Display Ads, which you are so familiar with, social ads naturally fit into the platform, making them less like advertising.
No wonder companies want their share of the pie...
Competition increases as you can imagine.
1 out of 4 Facebook pages uses Facebook advertising in its strategy.
On Instagram, there are already more than 2 million advertisers worldwide and this number will continue to increase in 2019.
But with the growth of the number of advertisers, the costs will also increase.
For some years now, artificial intelligence (AI) has been part of our lives.
The example I always have in mind when I think of the orginal is Siri, which has been around since 2011!
Today, Siri is even able to remind you of important phone calls to pass...
Artificial intelligence is not something very human and we can understand that some people are reluctant.
However, we will see that chatbots (conversational robots) are rather well adopted by Internet users.
These robots that make you talk on Messenger.
You may think it's intrusive?
A study conducted by LivePerson (5000 respondents) shows that respondents are quite positive about their experience with a chatbots.
38% of respondents had a positive experience compared to only 11% who had a negative experience.
What do you think differentiates chatbots the most from customer service?
They are available 24 hours a day! They do not sleep.
This means that when you are not connected, they can offer a response to a customer request.
This is not their only use...
Some of the most common uses of chatbots are:
You understand, you can order a pizza without interacting with someone on the phone ... Incredible!
Although it sounds complex to set up, there are inexpensive software packages that allow you to set up a chatbot, such as Manychat .
You can also set up scenarios on Messenger, by configuring automatic answers to common questions or queries for example.
Expect to see more companies using chatbots in 2019 to improve their customer service.
2018 was without a doubt the year of the influencers.
And it's not about to stop! Expenses allocated to partnerships with influencers are expected to exceed $ 5 to $ 10 billion by 2020.
Today, it's impossible that you have not heard of these new authority figures we find most on YouTube or Instagram.
They are easily recognized because:
Develop brand awareness.
Of course, you are not fooled. You understand that the influencer wins too.
They receive either remuneration in products offered or financial remuneration.
Thanks for asking!
Most partnership advertisements are not blatant eg they could be shown as a contest.
Rather than paying Facebook to get into your news feed, the brand partners with the influencer to introduce themselves to you.
Even better, it is introduced by a source of trust (the influencer) to his community.
So we can say that it is hidden advertising ... and finally not so badly perceived by consumers.
Indeed, 90% of consumers trust the recommendations of their peers against only 33% who trust traditional advertising.
So it's no wonder that Influencer marketing delivers 11x higher ROI than traditional advertising.
Now the social media sphere is well aware of all this.
You're used to seeing these posts that contain hashtags #sponsored or #ad to say it's an advertisement.
First, influencers will be expected to recognize their sources of income.
Then, you will see that some influencers will seek to establish sincere relationships with their subscribers by sharing the difficulties of their job, the reality behind their perfect lives, and so on.
For example, Gaelle VP, explains in an interview that being an influencer is a job between photo shoots, negotiations with brands, email exchanges and community management.
And these fans seem to like this franchise...
If you're on the other side of the fence, the business that uses the influencer, look for long-term partnerships to have ambassadors for your brand.
The 9th trend of digital marketing that I thought for you is the micro-influencers...
As I explained to you, the influencers are very busy and solicited by dozens of brands. If they are solicited, they inevitably cost more. In addition, they are more skilled in negotiation or are accompanied by agencies.
Micro-influencers, on the other hand, have small targeted communities.
How big, will you say?
We can say that you are considered a "micro-influencer" if you have a community of between 1000 and 100,000 people.
This is the slice that comes up most often.
It all depends on the industry.
For example, there are hundreds of Instagram fashion bloggers with tens of thousands of subscribers. They are considered as micro-influencers.
On the other hand, in digital marketing, few influencers have more than 50,000 subscribers. And if there is one, it is obviously not considered a micro-influencer.
What is the big difference with "big" influencers?
There are several of them.
Micro-influencers have more engaged communities, ie. That they collect a higher interaction rate for each post.
Typically, micro-influencers have post interaction rates that can go up to 20%! (Yes, you read correctly)
Such an interaction rate is unthinkable for an influencer. This will generally have an interaction rate that varies between 2 and 5% in the best case.
Since micro-influencers have a smaller community and are less reliant on brands, they are cheaper!
The icing on the cake, they are closer to their subscribers, which means that when they promote a product, their followers are more likely to believe that they truly like that product.
Unlike celebrities with millions of followers trying to sell a product. We all know that none of this is true!
According to the agency HelloSociety, "campaigns that use micro-influencers have a commitment rate 60% higher and push 6.7 times more followers to a purchasing behaviour than large prescribers, making the strategies advertisers much more profitable."
Today, brands do not hesitate to appeal to influencers.
Eg a post which has collected 311 comments and 42 comments:
In your opinion, how many people follow this account?
2000? 5000? 10,000?
Try to guess...
2300 people follow this account, which makes us an interaction rate of 15% (353 divided by 2300) on the publication! And yet it is a promotion.
You understand why it is interesting to develop relationships with micro-influencers.
This account has just 2250 subscribers and the interaction rate is very high as well.
In 2019, it can be expected that micro-influencers will be more involved with brands.
What if I told you that 90% of consumers trust the recommendations of their peers against only 33% who trust traditional advertising.
In other words, your audience prefers to listen to your customers only yourself.
What does it mean?
This means that your customers can (also) help you talk about your products / services.
It's a form of word-of-mouth online.
This type of content is very common on Instagram.
Think for example Starbucks republishing regularly Instagram photos of its users. (See below)
This is quite common, and more and more via the Stories.
But that's not all …
In 2018, I saw several companies showcase their users in their ads.
There is no doubt, the brands will continue to use the UGC in 2019 and after!
Digital marketing is no longer just writing blog posts for SEO and waiting for the traffic to arrive.
Internet is interactive now.
Think of live chats on e-commerce sites.
You are going to tell me that a social media publication is interactive and has been around for years.
True, these publications create commitment (comments, sharing, reactions), but it seems to be less effective than before.
To differentiate themselves, brands and businesses must adopt new, more interactive forms of content.
Here are some examples:
To generate leads, you could use guides or white papers as I do.
But you can do better.
On the homepage of his site, Ramit Sethi offers you a quiz so that you can know your income potential.
You simply answer the questions and to know your results, you will have to give your email to receive them...
There are also quizzes on e-commerce sites.
This allows you to choose a product yourself based on your answers to the quiz.
They are very effective in involving your audience in certain decisions.
For example, if you have just written a book, you could offer two book covers to your audience and ask them which one you should choose.
On Facebook, polls look like this(see image below):
The Stories Instagram are also a type of content that raises a lot of reactions.
You can also add polls to spice up your Stories.
There are also the "Questions" Stickers that further strengthen the relationship you can develop with your audience.
Social messaging apps like Messenger, WhatsApp, We Chat or Instagram Direct are gaining prominence in digital marketing.
Companies use them to improve their customer service and, as we have seen, to integrate chatbots.
Take a look at this graph that shows the number of monthly users per social platform.
What do you notice?
There are 3 social couriers with:
But what about consumers?
They seem to like it as well...
On Messenger, more than 2 billion messages exchanged between individuals and companies every month!
According to a study of Facebook conducted on a sample of 12,500 people, it happens that consumers particularly appreciate this type of communication with businesses:
In 2017, Facebook also offered the opportunity for companies to place their ads on Messenger.
Facebook has also launched "Messenger Click" ads.
Jon Loomer uses this type of advertising to talk to people interested in his program.
People who click on the ad are redirected to Messenger to chat with Jon Loomer or his bot...
It also allows him to respond personally to any objections to purchase that these people might have.
Well done, you've read so far!
I'm sure your brain is boiling and you're saying where to start?
The reality is that in 2019 you cannot rely on a single marketing channel as it was five years ago.
In this article, I told you about many platforms or content that can be integrated into your digital strategy, such as:
And I did not even tell you about:
Today, it is not enough to be present on one platform, it is more interesting to integrate several in your strategy.
On the Internet, it takes on average 7 points of contact before a complete stranger becomes an online customer.
You cannot rely on a single platform to get these 7 points of contact.
This is possible of course, but it's risky (you have no control over the algorithms of Google, Facebook ... and the rest).
To succeed, you must combine (or integrate) together in your digital strategy several channels or media.
Take the example of this article that I will publish on my blog.
The goal is that it positions itself in the first position of the first page of the search engines for the query "digital marketing trends".
It's my goal from the SEO point of view.
But this article is not going to serve that ... Far from it.
In the first place, I will write an email that I will send to all members of my Newsletter.
It will also serve me to animate my community on Facebook, publish an "expert" post on LinkedIn and some tweets on Twitter.
If I have time, I could also publish several Instagram Stories to present this article.
I would also invest $ 100 in Facebook advertising to reach new people through this article.
It is not finished!
I will also turn this blog article into a short video and publish it on several social networks, adapting the message to meet different expectations on each of them.
Finally, I could even send this article to all my customers and thus build loyalty through my content.
You did see?
It's a lot of work.
Rest assured, we did not develop this in a day!
We started with 2 or 3 platforms and then integrated others with time.
The message I want you to make is that today, it is risky to rely on a single platform. Start with 2 platforms and extend your visibility to other platforms when you are comfortable on the first 2...
I hope this article has helped you to see more clearly!
Most of the trends mentioned in this article are already adopted by many major brands.
I am thinking in particular of:
This is not the case for all SMEs that still have some way to go.
If you are one, you have noticed that using micro-influencers is a strategy to be tested this year (because it is inexpensive). Going live on Facebook or Instagram from time to time can also help you interact with your community.
For social networks, remember that commitment is the most important factor for your success, regardless of the platform.
What is certain is that in the coming years, we should expect to see artificial intelligence invade our world with ever smarter robots, the adoption of voice assistants like Alexa, etc.
I also put a small piece on Facebook Watch and IGTV! I think that, in the coming years, Facebook will improve these 2 products to make them competitors or alternatives to Netflix and YouTube.
What trend of digital marketing will you integrate into your strategy this year?