Page 4 - AeM_Feb_2019

RESEARCH, ANALYSIS & TRENDS

Digital marketing trends 2019

Looking at the Swiss full-service digital agency Namics’ A prerequisite for measuring success in content
predictions, we feel that we are on the right track with marketing is a detailed content marketing strategy and
many of the trends we forecasted to gain momentum in a zero measurement, which means an inventory before
2019, including the following: the actual measures. The so-called content audit can
be very helpful here as well, which documents e.g.
Augmented Reality Advertising whether a contribution fits to the target group, the
editorial quality is right and, above all, whether the
Looking at Snapchat filters, Pokemon Go or digital city content pays for the business goals.
guides, it becomes clear that Augmented Reality (AR)
has already arrived in the daily lives of customers SEO for Voice Search
worldwide, Namics says. By putting the technology into
the hands of professional brand communicators, who Siri, Alexa and Cortana are becoming increasingly
use it especially in social media marketing, gives the popular with customers worldwide. The market
trends a boost. Facebook, for example, makes it easy research institute Comscore even suspects that by
for advertisers to implement augmented reality concepts 2020 every second search query in the world will be
with its AR Studio, and major corporations such as Audi made by voice. No wonder that the digital assistants
and IKEA now regularly place their products and are playing an increasingly important role for SEO. This
services directly into the living environment of potential is especially evident in the digital trend SEO for voice
buyers via augmented reality applications. That way, search and for marketing departments to proactively
they extend the user experience with a personalized address this trend.
brand and product experience, like a virtual racing track
or a corresponding showroom, that can lead to viral Quite apart from that, users are looking via language
effects if combined with appropriate user interaction. assistants now not only for information about brands
The greater the entertainment value for the user, the and everyday issues, but also specifically for products
greater the likelihood that the person will share the and good deals for direct purchases on-site. This also
content with others. explains the rise of the ROPO trend - Research Online,
Purchase Offline. In the future, even the mood of the
Measurability in Content Marketing users should influence the search results: several
companies are working on software that evaluates the
Even though companies spend large amounts of money pitch and mode of expression of the speaker and this
on the production of YouTube videos, the desired way determines the user’s emotional state. If the user
conversion, for example, a visit to the website or sounds calm and in a good mood, he/she is referred to
subscription to the newsletter, often can’t be achieved. inspirational content rather than mere factual
Therefore, content should be measurable in order to collections.
avoid wasting resources, especially when created
elaborately.

4 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media