2018 showcased some great advancements in the digital marketing industry and technology space, with a large focus being placed on the user experience and privacy. It’s becoming clear that the user experience is here to stay and remains a vital component in how the industry moves forward and adapts to consumer needs.
We’ve compiled a list of what we believe will be the biggest digital marketing trends that develop throughout 2019.
1. Optimise for Mobile
We are living in the age where information is literally at our fingertips. Consumers are now spending on average around 5 hours a day on their mobile phones, with over 52% of all global website traffic was conducted on a mobile devices in 2018? (source)
In July 2018 Google announced a massive update to their search algorithm with mobile-first indexing. The update prioritised mobile website design factors in the indexing and ranking algorithm Google uses to ensure users search results are relevant. This meant that slow & poorly optimised mobile websites became a major factor in SEO strategy & user search experience. The same still stands true for 2019. Make sure your website is fully optimised for mobile first to avoid putting your brand in jeopardy.
Take advantage of Google’s free tool to test your website performance. https://testmysite.thinkwithgoogle.com/
2. Expanding on Youtube
YouTube continues to deliver on content across a range of audiences that simply captivate, and the trend isn’t slowing down. With Smart TV’s, set-top boxes, and Chromecast now putting video content up on the big screen, we’re seeing over 30 million active users on YouTube & over 500 million mobile video views daily. The channel is still set to revolutionise the marketing industry. Are you ready to be a part of it?
YouTube’s latest announcement now allows marketing managers to advertise directly on those big screen devices specifically, allowing for you to target users who watch YouTube on a big screen TV. The latest trend is expected to see a larger portion of digital advertising budget being pulled from traditional TV in 2019, and at Isojam we believe that we’ll start to see some larger brands specifically reinvesting in YouTube to hit their target audience.
Mobile still leads the charge for users who engage with YouTube, especially with millennial’s who prefer YouTube to traditional TV 2 to 1 (source). Invest in Video ads and audience targeting early to get some early traction before the big guns move in, and CPV’s (cost per view) start to increase in line with demand. This is one we believe will be great for brand awareness and engagement.
3. Personalised Marketing Automation
Marketing automation isn’t a new feature in the industry, but the integrations that exist within marketing automation are growing rapidly and creating new and existing opportunities. Image if you automated your marketing plans to serve a specific type of ad to users who hadn’t purchased anything in 6 months, enticing them through relevant ads in paid media, and personalising content in e-mail and SMS outreach campaigns. Now do this for each individual user in your database. How long do you think that would take?
Not only does marketing automation save you time and money, but it’s also a great way to update your CRM system in real-time based on defined user actions. This helps us create better user experiences that nurture customers from new leads to brand advocates and loyalists.
Systems such as Zapier & AutoPilot allow you to integrate data with multiple systems to create unique segmented marketing strategies that appeal to customers on a personal level. 2019 will be the year that personalisation takes off and system integration reaches new highs, which in the long turn will save you money and resources.
How we can help
At Isojam, we’ve been using marketing automation strategies with our clients for years and have grown up in the space. We regularly work with a series of professional marketing automation tools such as Zapier and AutoPilot to create integrated marketing plans for our clients. In addition to this we also work with our clients existing CRM’s to establish the best action based strategy to maximise potential.
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