Each year brings new directions of evolution for digital marketing. Some of these are confirmed by medium- or long-term trends, others run very quickly and are lost in the long run. What is clear is that much of digital marketing has reached an advanced level of professionalism. You can no longer activate in this area without knowing platforms, technology, indicators, mechanisms, and algorithms.
Beyond the fact that digital marketing is becoming more and more dynamic, it is increasingly present in company strategies. Its importance for large or small businesses will increase in the coming years, but the following trends will certainly influence digital marketing in 2019.
1. Video marketing remains the #1 trend
For the fourth year in a row, this is the most important trend in digital marketing. We see that most people prefer to watch a video than read a blog post. In Romania, we see the brands publish live video clips because they want to show us what’s happening inside the company through the video content included in their employer branding campaigns. However, video marketing only succeeds if it offers what the people in the target audiences want, seek and appreciate. According to HubSpot, including a video in an email increases the response rate by 200%-300%, and including video in a landing page increases the conversion rate by 80%. Next year, live video feeds will continue to explode, but the real difference will be made by the originality thereof.
2. Programmatic advertising is a growing trend
For more than three years now, we have seen a sustained growth in programmatic advertising. This technology is highly appreciated by marketers, who know that they can use the budgets for digital advertising more efficiently. In Romania, programmatic advertising grows in frequency and value. Brands invest in this advertising and will continue to do so. The digital display is about to become 100% programmable. But what is interesting is how the traditional media follows the example and develops processes that can apply the mechanics of the programmatic advertising, transferring these mechanics in a specific and adapted way.
3. Voice becomes the search tool in marketing
Many sources estimate that by 2020, half of all search queries will be voice-based. That’s why marketers and brands are beginning to be interested in this trend. Voice recognition technology helps consumers of all ages to conveniently search for the products or services they need. The potential that this technology opens, not only for sales, but also for customer relationship, purchasing assistance, after-sales support, is huge. For now, most voice searches are based on utility – people use it when they have their hands busy or when they drive. For Romanian users, a big limitation is given by the development of Romanian language technology for voice search. But as technology advances, consumers all over the world will become more accustomed to using voice search.
4. Virtual reality and augmented reality
Most often, games are the way people understand about virtual and augmented reality (VR and AR). But there is also an extraordinary opportunity for brands to use these technologies to improve customer experience. In Romania, IT companies have made applications that allow new employees or candidates to take a virtual tour of the firm’s offices. The potential of these applications for all stages in the development cycle of a brand remains huge. That’s why we hope to see more and more campaigns or activations that include these technologies, especially in retail and FMCG.
5. Artificial Intelligence and Machine Learning
We want brands in Romania to follow the global trend and begin experimenting with applications based on artificial intelligence and machine learning. From chatbots to the automation of marketing processes, these technologies find applications that bring customer satisfaction. Through these technologies, customer-centric marketing will move to a new level. Because using these technologies allows a better analysis of buying behaviors and creating an improved customer profile, brands will use them to create customization strategies. Brands in Romania who will know how to take advantage of the excellent human capital that IT firms have, the creativity and knowledge of the software engineers here will be able to quickly capitalize on this trend at reasonable costs.
Today, to be competitive and efficient, it is vital for the digital marketing specialist to keep up with the trends, to get acquainted with the latest developments in the field and to identify the opportunities and at the same time to find solutions to the market challenges.