7 Marketing Trends To Budget For In 2019
As we come close to the end of 2018, many of us are thinking about where to go for the holidays, travelling trips, and some quality time with our loved ones. On the other hand, business owners and marketing leaders are busy crunching the numbers with tough internal discussions about their budget for the new year.
As we look back at the year’s successes and downfalls, it’s vital to look towards the future and what the marketing industry as a whole has in store for 2019. In the near future, the marketing industry is certain to seek out the newest opportunities for engaging your audiences on a whole new level. Here are a couple of marketing trends that leaders should keep an eye out for as they plan, and strategize their budget for 2019:
1. The core of marketing has become CONTENT
One of the biggest changes in content marketing is that it’s completely engulfed the marketing departments. Content is a core to everything your marketing team implements, so not having a budget for this can greatly damage your marketing plan. If you haven’t, create a content marketing plan to help organize and strategize your direction for 2019. This also helps you to see any discrepancies in your plan, and align them accordingly. In addition, giving you a full scale view if your resources allocated will suffice to keep your strategy rolling till the year ends.
While concentrating on your content plan and what will work for you, keep in mind the objectives that your sales team have in common with you. This directly plays a huge role, where content can aid and support in achieving them. A good way to be on top, is to track the sales trends, and how content can assist in streamlining the sales process. Content is the fuel for man of your marketing strategies and your budget should reflect upon it.
2. Customer services will benefit from what chatbots offer businesses.
Your audiences are looking for more unique, helpful engagements with brands, and they want the interactions on their preferences. Chatbots helps you customize your approach to your audience where they are and notify your marketing team with insights from them at the same time. A simple tool that helps adds value to your marketing strategy.
Based on a recent research, 42 percent stated that they use actual audience conversations, but 73 percent of marketers stated that they use their website analytics to reach on their audience. That’s massive missed home-run for engaging with your audiences in enriched relationships and more tailored messaging. If marketers are looking to gain more deeper knowledge into their audiences’ conversations, chatbots is the solution.
Chatbots give you great insights into what your audience are searching for and when. In addition to that, chatbots also facilitate the ease of information being delivered to the audience, which helps to tailor your messaging for the future.
3. Different types of search formats are trending.
There are numerous ways for the audience to search for your content. As Google is constantly upgrading its search features, voice search is definitely on the rise. In addition to this, Google announcing plans to integrate visual content into the searching feature is a hint for marketers to plan ahead for alternative search features.
As we get closer to 2019, emphasizing on multimedia content and alternative search is a crucial factor. Marketers are moving in the right direction, hence creating content without thinking will not result in a positive outcome, and your contents will not reach its full potential.
4. Overlapping between marketing and PR will continue to exist.
Marketing and PR work together to achieve common goals. Thy won’t overlap in the sense of cannibalism, but brands are starting to realize that marketing and PR work extremely close together, and really well if put together.
PR has integrated more of engaging content that’s more enriching to brands, reporters and the audience, less of templated, mass-distributed messaging. Engaging content is a main role in both field, marketing and PR, where both should work together to substantial heighten the efforts of the other leading to more value to your audience.
5. Major concerns in security and data privacy.
Online security is a growing demand for all consumers, and as marketing leaders we must comply to this development. As the audience trusts media, which is ever decreasing, the concerns of privacy grows. Markets need to ensure that the process that is in place to collect, store and protect their audiences’ personal information. Trust is a difficult factor to gain from your audience, and once broken, there is no fix!
6. Successful marketers will create personalization and authenticity, separating them from those just contributing to noise.
Making your audience feel special all the time is a vital factor in ensuring your satisfaction. Receiving irrelevant offers in their inboxes is not going to make them like you more, and with the technology we have today for analyzing and creating custom interaction, satisfaction is guaranteed.
Your audience is already bombarded with tons of content, and adding to the noise is not going to help. Technology helps you become more personal with the audience, and helps marketers become better communicators. Utilizing the technologies to collect relevant data, and customizing the data points into insights that can guide your messaging to add more value.
7. Lesser it is the more impact it will have.
It’s confusing to say this, but trust me, once you understand the DNA of it, the wonders start to happen. Marketing and communication evolve drastically fast, and constantly something new captures your audience's’ attention.
In the race for capturing the lead in 2019 for the next big thing, some marketers might be doing too much at once, which results in half investments that give ROI, a possibility of a confusing message, and lack of consistency.
The guiding light for marketers should be your audience and what’s the best for them. Prioritizing your audience experience is a crucial factor for a winning marketing plan. Keep in mind that the attention span of your audience is limited and long, jumbled messages will only be ignored. A short, to the point, benefit stating content helps your audience understand your message clearly and concisely.
Trusted content sources, and other marketing leaders have their share of credibility, which should be used to help support your content marketing. Piggyback off these will greatly help secure your content plan and lead you into successful start to 2019. Contact us, if you need consultation on your content marketing plan, or advice on if you are heading the right direction.