What's Hot in 2019: Marketing Trends to Capitalize On

It’s a new year and an opportunity to reach your audience in bigger and bolder ways than ever before.

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Terrie Ard

Chief Operating Officer and President

It’s a new year and an opportunity to reach your audience in bigger and bolder ways than ever before. We predict the intersection of Artificial Intelligence (AI) and Human Intelligence is where we will see the best results in the marketing space in 2019.

AI is predicted to grow from 2% adoption in 2018 to 25% in 2020. Each day, more and more households are utilizing Amazon’s Alexa, Google’s Home or Apple’s Siri to accomplish their daily tasks. And marketers are leaning on smart bot technology to supplement the increase of inquisitive dialogue online, serving web experiences to visitors based on online behavior, and emails are becoming more personal by the day based on engagement and on and offline transactions.

While AI makes reaching audiences with more precision and more context easier, how you communicate to your audience needs to be very human. How would they ask that question? What is their mindset following that initial transaction? What is the most important value of your product for this customer? How you write the copy, curate the images and design the experience—you must remember you are still talking to people who value human connection in this increasingly tech first, human second world.

Whether you’re looking to generate more sales, change behavior, or influence policy we’ve outlined top marketing trends to consider in your strategy and execution in 2019.

Make Action Simple

With a growing number of software programs available to help, making it easy for advocates to take action is key to any successful advocacy campaign. These tools, which can live on your website or social media, can make it simple for anyone to connect with targeted elected officials. Take a look at what Toms Shoes is doing to impact policy -- they are making it as easy as a few clicks for constituents to send postcards to their U.S. representative expressing their stance on universal background checks.

Be Personal

Blanket asks of your advocates or customers just doesn't cut it anymore. AI makes serving content specific to each person easier than ever, and data on your customer is more accessible than ever before, to ensure what you’re serving them makes sense. Take the time to learn what matters to your audience and approach each specifically to ensure relevance and willingness to engage. Whether it’s content segmentation on social media channels or working with personalized web software such as Optimizely, making the additional investment in personalization will reap greater results.

Utilize In-Platform Lead Generation

We are seeing more and more success with lead capture within digital platforms, without driving people to a landing page due to the convenience of staying in one place and pre-populated form fields on mobile devices. The cost per lead is on average lower than the cost of driving people to a website experience. Facebook and LinkedIn offer strong in-platform lead capture opportunities, and we are seeing this experience grow with expanded offerings in programmatic as well. However, it’s important to keep an eye on quality and make sure the leads coming through your in-platform placements remain qualified.

Integrate Influencers

With a predicted industry value of $10 billion by 2020, influencer marketing has grown to a proven and important marketing strategy. Through their dedicated followers and significant reach, influencers don’t just increase awareness of seasonal brand initiatives, but affect consumer purchasing decisions and drive meaningful social engagement. As the industry evolves, it will be important for brands to focus on consistent, authentic campaigns instead of sporadic engagements. An “always on” approach to influencer marketing will create brand loyalty and trust in a digital world saturated with sponsored content.

Understand Multicultural Nuances

The power of third-party endorsements has always been present in the Hispanic culture, you better get abuela’s seal of approval before you try to sell Maria anything. As a supplement to an influencer marketing campaign, brands can take advantage of the creativity and ingenuity of US Hispanic millennials and explore different marketing tech advances. Voice search, virtual reality and video content are very important considerations to appearing relevant among all audiences, especially the US Hispanic audience in 2019. Don’t be afraid to try something new with this audience! They will be more receptive, and can provide valuable feedback on their experience.

If you want to strategize with us on how to reach your audience this year, drop us a note. Happy New Year and wishing you the best success for 2019!