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9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto

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What are the top trends influencing digital marketing in 2019? Learn how the digital marketing landscape has changed significantly with artificial intelligence (AI), voice search, micro-moments, dark social, and more.

Key Takeaways:
* Top trends impacting digital marketing this year
* Changes in voice search, AI, and micro-moments
* Strategies for social media integration and dark social
* SEO value in visual search
* How to apply these trends and strategies to businesses and brands

Published in: Marketing
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9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto

  1. 1. 9 Digital Marketing Trends To Know In 2019 Angela LaGamba PodCamp Toronto #PCTO19
  2. 2. What are this year’s hottest trends in digital marketing?
  3. 3. What You’ll Learn: ● Top trends impacting digital marketing this year ● What’s happening with AI, voice search and micro-moments ● Strategies for social media integration and dark social ● SEO value in visual search
  4. 4. Today’s Omni-Channel Marketing World ImageCredit:SmartInsights
  5. 5. It’s not about doing more, but being a “smarketer” with less
  6. 6. It’s about reaching your customer where they are
  7. 7. Artificial Intelligence (AI)
  8. 8. Trend: Artificial Intelligence (AI) & Machine Learning What is it? ● Part of computer science field ● Simulates parts of human intelligence ● Interacts with virtual & real environments Where it used? ● Computer gaming, data management, information search ● Robotics, text translation, labelling What is it? ● Using algorithms to accomplish a specific task ● Using data to make improvements to a systems performance Where is it used? ● Marketing: use data to identify customer buying behavior patterns or find out the most common customer complaints
  9. 9. Trend: Artificial Intelligence (AI) & Machine Learning ● “Smartization” of business systems more efficient (Dr. Tung Bui) ● Personalization, marketing automation in AI tools ● Shortage of AI skills in IT and cybersecurity: ○ AI experts ○ Developers ○ Linguists to write/train engines of pre-built solutions
  10. 10. How Is AI Used In Marketing & Business? ● Spam filters ● Smart personal assistants - Siri, Google Home, Cortana ● Smart email categorisation - Google Smart Reply ● Voice to text features ● Auto responders and online customer support - live chat, canned responses ● Business forecasting
  11. 11. AI Example: Self-Driving Car Image Credit: Growth Media
  12. 12. AI Example: Airline Seats & Flexible Pricing ● Flexible Pricing → dynamic pricing to drive up prices for customers Image Credit: Growth Media
  13. 13. AI Example: Airline Seats & Flexible Pricing ● Airlines offer multiple seat prices for flights using an algorithm (base fare + taxes + airport fees + fuel surcharge + service fees + seat preferences + more) Image Credit: Growth Media
  14. 14. Voice Search
  15. 15. Trend: Voice Search ● 50% of all searches will be voice searches by 2020 (comScore) ● 55% of all households in the U.S. are predicted to own a smart speaker by 2022 (OC&C Strategy Consultants) ● Increase in voice-enabled digital assistants by all demographic groups
  16. 16. ● Voice assistant revolution ● Now: used to repurpose online content Trend: Voice Search
  17. 17. Trend: Voice Search ImageCredit:Recode
  18. 18. Trend: Voice Search Image Credit: Recode
  19. 19. Micro Moment: “Chair Girl” ImageSource:BlogTO
  20. 20. Trend: Micro Moment What is it? ● Intent-rich moment ● Someone uses a device to act on a need to know
  21. 21. Image Credit: Think With Google Trend: Micro Moment
  22. 22. Micro Moment Example ● Uber/Lyft integration with Google Maps ● Give people information when it’s most needed Image Credit: UX Design
  23. 23. Dark Social
  24. 24. Trend: Dark Social What is it? ● Sharing website links via email, text messages & private chats ● Coined in 2012 by The Atlantic’s Senior Editor Alexis C. Madrigal Why it matters? ● Website referrals are difficult to track for marketers ● 84% of outbound sharing is done via dark social (Hootsuite)
  25. 25. Trend: Dark Social ImageCredit:AdExpresso
  26. 26. Tips For Dark Social ● Encourage users to share & recommend your brand ● Interact with your users: ○ Create a Facebook page where you can answer customer questions ○ Respond to comments left on review forums or Twitter ● Run ads on dark social: ○ Facebook Messenger (Facebook’s private chat) ○ Gmail (Google private email account)
  27. 27. ImageCredit:AdEspresso Dark Social Examples: CNN & Tieks
  28. 28. Social Media Private Groups
  29. 29. Trend: Social Media Private Groups What is it? ● Brands connect directly with users/fans ● Create feelings of FOMO (human psychology) ● Drive interest without concern for algorithm impacting posts & engagement How to use it? ● Create private groups and accounts on social media
  30. 30. Trend: Social Media Private Groups Image Credit: Hootsuite Build your community with private/secret FB groups & TW chats for members/fans
  31. 31. Messaging Bots
  32. 32. Trend: Messaging Bots ● New technology ● Modern communicators ● Simple prompts, natural customer interactions Image Credit: Sprout Social
  33. 33. Messaging Bot Example ● The Kit (acquired by Shopify) ● Used to communicate or perform a set of specific actions Image Credit: Growth Social
  34. 34. LiveStories
  35. 35. Trend: Rise of Live Stories & Live Video ● Live video now available on YT, FB & IN ● Authenticity, build trust & loyalty between brand and fan
  36. 36. Trend: Rise of Live Stories & Live Video ● Ephemeral Content → in the moment consumption vs. pre-packaged content ● 200M IN users use IN Stories each month; time on platform has increased from 15-32 mins/day (Entrepreneur) ● 82% of brand audiences prefer live video from a brand’s social media posts
  37. 37. Trend: Rise of Live Stories & Live Video ImageCredit:SmartInsight
  38. 38. Trend: Rise of Live Stories & Live Video ImageCredit:SmartInsight
  39. 39. Influencer Marketing
  40. 40. Trend: Influencer Marketing What is it? ● Use social media influencers to build and engage audience base
  41. 41. Trend: Influencer Marketing & Nano Influencers How it works? ● Build long-term relationships ● Convey consistent messages about brand via influencer ● Rise of micro (2k-50k followers) & nano influencers (up to 2k followers in a well-defined niche) Results: ● Over 90% of marketers who use influencer marketing strategy say its successful ● 70% of millennial consumers are influenced by peer recommendations when making purchase decisions (Collective Bias)
  42. 42. Influencer Marketing Example: Sun Peaks Resort Objective: ● Increase awareness of winter resort destinations - ski runs, festivals, natural beauty ● Travel Mindset: campaign for adventure seekers in Pacific Northwest ● Influencer: Canada’s top adventure photographer & IN influencer Callum Snape (@CalSnape) Results: ● Daily IN stories; short FB videos → 200k+ article views ● Positioned resort as insider secret vs. competitive Whistler destination
  43. 43. Micro Influencer Example: Tom’s of Maine Objective: ● Increase brand awareness among health-conscious buyers of natural ingredients/products ● Micro-influencers that encouraged followers to publish their own posts Results: ● IN posts; reached 4.4M potential customers in first 3 months of campaign ● Leverage a group of micro influencers at an affordable cost ● Good for purchase decisions with multiple touchpoints
  44. 44. VisualSearch
  45. 45. Trend: Visual Search What is it? ● Consumers can find a product by taking a picture of something they like ● aka “Camera-Powered Visual Search” and “Image Powered Browsing” How it works? ● Take a photo of what you like ● Bot searches for ideas and images related to photo user took ● Same/similar products are shown to user
  46. 46. Visual Search Example: Pinterest Lens ● Feature added to the Pinterest app ● 600M visual searches every month across Lens & 140% YoY increase in 2018 (Pinterest)
  47. 47. Visual Search Example: Amazon.com Scout Browsing ● Browsing option called Scout added to Amazon.com ● It’s a machine learning-powered visual shopping tool ● Shows consumers different products; products are rated with thumbs up/down Image Credit: Tech Crunch
  48. 48. We are all artists...
  49. 49. … choose your own unique combination of digital marketing tools
  50. 50. Questions?
  51. 51. Sources
  52. 52. Sources - 1 ● https://enterprisersproject.com/article/2018/12/ai-trends-2019?page=1 ● https://www.wordstream.com/blog/ws/2018/04/10/voice-search-statistics-2018 ● https://www.emarketer.com/Chart/US-Voice-Enabled-Digital-Assistant-Users-by-Generation-2016-2019-millions/207532 ● https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-understand-new-consumer-behavior/ ● https://uxdesign.cc/a-look-at-googles-micro-moments-and-how-to-make-use-of-them-9aa13c874dd1 ● https://searchcontentmanagement.techtarget.com/definition/dark-social ● https://blog.hootsuite.com/dark-social/ ● https://www.rocketmill.co.uk/video-practical-dark-social ● https://banfield.agency/our_blog/five-ways-brands-can-capitalize-on-dark-social/ ● https://adespresso.com/blog/best-facebook-messenger-ads/ ● https://sproutsocial.com/insights/social-media-trends/ ● https://blog.hootsuite.com/social-media-trends/ ● https://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-marketing-trends-2019/ ● https://www.socialmediatoday.com/news/2-years-of-facebook-live-infographic/520943/
  53. 53. Sources - 2 ● https://www.statista.com/chart/9086/daily-active-users-instagram-stories-snapchat/ ● https://www.entrepreneur.com/article/300813 ● https://www.travelmindset.com/20-influencer-marketing-examples/ ● https://newsroom.pinterest.com/en/post/celebrating-one-year-of-pinterest-lens ● https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/25/three-visual-search-trends-to-look-for-in-2019/#2a425 3bbb2e9 ● https://www.digitalcommerce360.com/2018/09/21/amazon-expands-visual-merchandising-and-shopping-tools/ ● https://techcrunch.com/2018/09/19/amazon-launches-scout-a-machine-learning-powered-visual-shopping-tool/ ● https://www.moovly.com/blog/6-video-marketing-trends-to-watch-in-2019 ● https://www.impactbnd.com/blog/video-marketing-in-2019-infographic ● https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/business-critical-digital-marketing-trends/ ● https://www.blogto.com/city/2019/02/chair-girl-toronto-marcella-zoia-memes/ ● http://growthmedia.ca/blog/artificial-intelligence-in-marketing/ ● https://www.recode.net/2018/11/12/17765390/voice-alexa-siri-assistant-amazon-echo-google-assistant

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