Context marketing or content marketing is much more relevant than ever, because new technologies allow more accurate analysis. Thanks to this, it is possible to present timely content to the right user at the right time. Knowing the audience and making proper use of the data in favour of greater personalization of the contents will be the key. Recall that the difference between content marketing and context marketing is in the degree of customization that the second requires.
In this sense, native advertising will continue to be strong, but we must be careful: transparency will be increasingly necessary in these formats, in an ecosystem in which the user increasingly rejects advertising disguised as content. Again, adaptation and creativity will be the key when presenting content promoted in, for example, social networks, always taking care of the context so that the user accepts it naturally and knowing that it will be useful. According to the First Study of Content & Native Advertising, conducted by the IAB, 83% of advertisers use branded content or native advertising on a regular basis in their actions. Although it is not something new, context marketing should be considered one of the 2019 digital marketing trends.
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Programmatic video, a priority
According to Forbes magazine, more than 80% of all advertising video of 2019 will be programmatic. From Kanlli we have long predicted the advantages of the programmatic video, and all the data point to the fact that next year its final consolidation will take place. Its impulse, among other factors, will be favoured by the rise of VOD (Video on demand). Also, the mobile environment – with a larger screen size and a faster connection speed – has placed video in the centre of consumer attention.
On the advertiser’s side, the improvement of standards in terms of technology and metrics has favoured an increase in the demand for programmatic video. The evolution of the formats and the improvements in the positioning offer to the brands many more alternatives of contact with their target audience, because of the numerous creative possibilities. In addition, the video has uniformity in terms of analysis.
The programmatic video is cited among digital marketing trends 2019 for its three main advantages: its segmentation capacity, which makes the investment yield much more and causes a greater conversion; the possibility of constant communication with a hyper connected and multi-device audience that expects a unique brand experience through tailored stories; and that thanks to personalization, users live a more rewarding advertising experience, which results in a better perception of the brand. Thus, the programmatic video is already an essential when developing a successful advertising strategy.
Social commerce and the weight of the community
According to data from The Social Commerce Report, prepared by Business Insider, the 500 leading distributors worldwide won around 6,500 million dollars in 2017 thanks to social commerce, an increase of 24% in just one year. The e-commerce should not lose sight of a growing trend: social purchases are normalizing, a fact that has been favoured by the creation of new forms of social ads.
Specifically, Instagram Shopping has contributed to its momentum since its launch in Spain six months ago. Social purchases represent the logical evolution of purchases on the Internet and that is why they are positioned among the trends of digital marketing 2019. In addition to Instagram, Facebook and Pinterest have specific functionalities of electronic commerce, such as purchase buttons and personalized markets. They have ceased to be intermediaries, favouring a change in the way consumers buy.
Social buyers have the distinction of belonging to a digital community, which makes them part of the sales process. In addition, this sales channel favours the entry into the market of small brands and independent sellers. Now brands, in addition to using social channels as a showcase, can use them as a trade. The consumer has gone a step further: the discovery has gone to the direct search for products, as in any marketplace. It’s good news for the retail sector.
Mobile commerce: the store in your pocket
As we have already pointed out above, mobile browsing does not stop growing. A user increasingly familiar with this device is increasingly prone to online shopping. The m-commerce, shortly, will be the only reality. In Spain, users who connect to the Internet through mobile phones are 35.8 million, according to the “Digital in 2018” report produced by Hootsuite. It remains, therefore, to say that digital merchants wishing to compete will have to adapt their sites to mobile, providing their online store with a simple interface and taking care of latency, load times.
The m-commerce should be understood as the main one among digital marketing trends 2019. Without mobile store, there is no mobile sale. It’s that simple. According to data from our latest study on “Evolution and prospects of e-commerce for 2018”, in 2017 55% of Spanish online stores made less than 25% of total sales through mobile. In the forecasts for 2018, digital merchants that do not expect to exceed this figure are still 50%. This tendency to stagnation is only explained by a lack of will when it comes to betting on the mobile as the first sales channel. It is still paradoxical, taking into account that 92% of Internet users have made some purchase online.
Marketing automation for greater precision
Automating marketing actions not only helps reduce costs but allows a more global vision to make better decisions. Marketing automation is one of the 2019 digital marketing trends with the highest projections, since it is known that it reduces the costs of generating leads by up to 25%. In fact, according to data from Focus Research, 75% of the companies that implement a marketing automation strategy experience ROI growth after 12 months.
The main areas in which to apply marketing automation are the generation of engagement with the product, the automation of repetitive marketing processes and automatic learning based on data (lead nurturing and lead scoring). Thus, e-mail campaigns, re-engagement, automatic interaction with users, segmentation of contacts or the allocation of a property to a group of them, are tasks that will be highly benefited from an adequate process of automation.
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