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Digital trends 2019

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Digital trends 2019

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Digital trends 2019

  1. 1. Digital marketing Trends 2019 Orbital Media is a registered trade mark of Orbital Media and Advertising Ltd. Trade mark number: UK00003191130.
  2. 2. Hello! WELCOME TO OUR SLIDESHOW Welcome to our annual digital marketing predictions for the year ahead. These ten trends are set to permeate the digital sphere in 2019. Why we predict these trends We are a digital marketing and technology innovation agency, and we operate across over forty international territories. It is our job, and our responsibility, to keep looking ahead – for the benefit of our clients – and apply these findings to our marketing strategies. This slide show encompasses but a chapter, in the vast volumes of novels that could be written about digital facts, findings and theories. If these trends pique your interest (or if perhaps, you think we have missed something out!), then get in touch with us. We would love to have you over for a appointment, as we believe that we really help brands grow. Biscuits may be provided.
  3. 3. In 2019, this means that brands will be more likely to take the plunge, and incorporate these immersive technologies into their marketing strategies. 75% of major brands have already used it. 1. AR AND VR widely adopted Over the past year, technologies using augmented reality (AR) and virtual reality (VR), have become not only more “user-friendly”, but less expensive to develop. Up to 88% of mid-market companies are planning to use some form of AR in their marketing.
  4. 4. Videos and content that use VR draw a higher emotional response than their 2D counterparts, and consumers nowadays are far more likely to watch a video online, than read a blog. The challenge for brands now, is to work out how to use VR to their advantage - and even monetise it. Still not convinced? 1. AR AND VR widely adopted Whilst 2018 has seen the AR/VR industry grow to an estimated value of $15.32bn, by 2021 it will be worth a whopping $74.82bn! (source: Greenlight Insights)
  5. 5. 2. Video content dominates the internet In the internet age, retaining attention from consumers has become one of the biggest challenges that digital marketers face. This means that the most popular form of content will always take precedent. Currently speaking, this form of content is video. 53% of mobile site visitors will leave a page that takes longer than 3 seconds to load. Video content is projected to claim more than 80% of ALL web traffic by 2019.
  6. 6. 2. Video content dominates the internet Originality and interactivity are both key factors here – a picture slideshow simply won’t do it; consumers want to watch videos that are engaging, interesting and interactive (with 360 videos being the most obvious example of this). Videos are so well-regarded, that a single minute of video content has been compared to having the equivalent value of 1.8 million words(!). 64% of customers are more likely to buy a product online after watching a video about it. In 2019, we predict that the remaining online marketers who do not incorporate video content into their digital marketing strategies, will join the 87% of online marketers who already do.
  7. 7. 3. Fake reviews become fake news Try Googling ‘Buy Reviews’ and you are hit with hundreds of opportunities to do so, which of course questions the validity of any review that’s read online. We can all agree that fake reviews are bad news. Honesty is a valued commodity, so how can we stop this degradation of such an important purchase factor? Consumers have come to rely heavily on existing consumer reviews of products and services, as a more reliable indicator of their quality than advertising.
  8. 8. “Review brushing” is now big business – this is the process whereby reviews deemed to be fake are sieved out, and removed. 3. Fake reviews become fake news Businesses are certainly becoming more astute, and measures such as checking the reviewer’s IP address against the product/service location, and accepting reviews from verified purchasers only, are good places to start. Fakespot, an online service that analyses reviews and checks their validity, has analysed two million reviews so far (as of August 2018). With online review sites potentially influencing up to £23 billion of annual UK consumer spending, review brushing is only going to become more of a common practice, with many more algorithmic businesses entering the market. This has strong support from the likes of Google, Amazon and eBay.
  9. 9. Fans of Mr. Robot will be well aware of E Corp, the gargantuan conglomerate that’s severely lacking in good ethics. It stands as a metaphor on corporate culture as a whole - specifically the public’s perception being that big businesses tend not to ‘care’ about matters of a humanitarian nature. Whether this is true or not, consumers have certainly become more aware of the environmental, economic, and societal impacts that businesses can have - regardless of their size or income. To many, slowing consumerism and improving education, are starting to be recognised as the only solutions to the world’s growing problems. 4. Brands become more morally aware The next few years will see sustainably produced products become even more important to the average consumer.
  10. 10. For example, look at the backlash that conditions for animals in the dairy farming industry have caused. Boycotting palm oil is near-on impossible – yet still, people are trying to do it anyway, due to the destruction that sourcing palm oil brings to the world’s rainforests. Viral video footage of oceans filled with tonnes of plastic, are causing a worldwide wake-up call, and consumers are lobbying manufacturers to seek alternatives. Social media is leading the environmental charge here, and will continue to do so. Of course, these are all extreme, colossal examples. But they serve as an important prelude. 4. Brands become more morally aware Honest, greener brands may not have won the battle, but they could still win the war. In 2019, honesty and altruism will continue to be held in high regard, by consumers everywhere.
  11. 11. Naturally, social media marketers panicked. Although it hasn’t been as catastrophic as originally envisaged, reach (both paid and organic) is becoming increasingly difficult to attain. 5. Facebook feed becomes more personal Brands will have to get even more creative if they are to “beat the algorithm”, and gain some valuable seconds of consumer attention. In early 2018, Mark Zuckerberg announced that Facebook would return to its original purpose, and adjust its algorithm so that users would see more news, posts, and “meaningful conversations” from their friends and family, over commercial content.
  12. 12. In 2019, expect to see more innovative, and perhaps more unusual, styles of content (which, of course, all hope to provoke “meaningful conversation”) on your Facebook Timelines... 5. Facebook feed becomes more personal Marketers will need to ensure that content is far more shareable, in order to benefit from highly prized peer to peer network referral - with video being the big winner of course.
  13. 13. Siri, Alexa, Cortana. The busiest personal assistants in the world by a long, long way. In the last few years, usage of AI assistants has exploded, and conducting online voice searches has become less of a novelty, and more of a commodity. 6. ‘Voice’ dominates ‘type’ in search 2019 will see over sixty-seven million devices with voice search technology, in homes and workplaces around the US alone. In fact, it has been predicted that by 2020, over 50% of all online searches will be carried out via a conversation with an AI assistant like Siri.
  14. 14. The average consumer will use this technology to source facts, find suppliers, plan their meals, book appointments, set themselves reminders and even book the weekly shop. Therefore, brands will need to adjust their keyword strategies, in order to better align to this voice search revolution. What’s more, audio advertisements will become more common. Google are already in on the action, and are selling audio ads as part of their wider ad buying services. 6. ‘Voice’ dominates ‘type’ in search Audio ads generated $1.6 billion of revenue in the US in 2017. That was a 39% increase from 2016. In 2019, expect the figure to skyrocket.
  15. 15. Pokémon Go has since paved the way for other games to use similar geo-centric technology, with many brands waking up to the realisation of the true potential of AR. 7. AR becomes reality for many brands Marketing incorporated with gaming, is arguably one of the most powerful forms of branded engagement, and in 2019, many more consumer brands will be embracing it. In 2016, Pokémon Go made history. The gaming app made $500 million faster than any other gaming app to date. Six months after it was released, the wildly popular game had made $1 billion in revenue.
  16. 16. Car giant Audi have already released a television advertisement that, upon recognition from a smartphone, releases a car from the TV, into the user’s living room. Pretty cool, right? Although its not necessarily a game, it’s an amazing use of AR, and has set the bar… well, quite high for forward-thinking marketers. 7. AR becomes reality for many brands The AR gaming market alone is set to be worth $280 billion by 2023. Stay tuned...
  17. 17. Of course, when humans are speaking to a robot (we’ve all had those calls), it’s blatantly obvious after a few seconds that there’s no human on the end of the phone - robots aren’t exactly known for their warmth, or their conversational flair. However, in Duplex’s case, the person on the other end of the phone call will be far more likely convinced they ARE indeed talking to a real person (called ’Bob’, who can hold a very natural conversation!). 8. Are you really human? Earlier this year, Google announced a new feature for its virtual assistant, called Duplex. Duplex is designed to make phone calls on behalf of a human.
  18. 18. Due to this, Duplex has been “taught” how to speak in a more humanlike style. Fillers such as “like” and “erm” have all been learned, and natural pauses are also incorporated into the technology. Of course, linguists will (rightly) argue that language is far more difficult to replicate than just adding in a couple of filler words every now and then. However, this is just the start. 8. Are you really human? In 2019, AI assistants and robots will become much more adept in their human interactions, and linguistic tendencies and habits will begin to replace the concrete precision of machines.
  19. 19. The same survey established that when a consumer interacts with a brand through social media, their motive is usually fueled by the need to make a complaint. 9. Got complaints? You can rely on social in 2019! In 2017, it was reported that 36% of consumers would use social media to make a complaint about a product or service. 61% of respondents said that their primary reason for engagement was to make a complaint. This shift in habits may be good news for call centre workers, but brands need to be aware that in 2019 and beyond, their customers would like help - and even a resolution - through their social channels... And quickly!
  20. 20. Customer service via social channels is recognised as a major differentiating factor for brands, with a consumer expectation that complaints will be dealt with within minutes. Are pre-written responses enough to quash consumer complaints? In 2019, we will surely find out. As social media has become a facilitator of sales, it must also become a facilitator of customer service, and it has been reported that over a third of customers would consider switching companies after even one, solitary, negative experience. 9. Got complaints? You can rely on social in 2019!
  21. 21. By 2020, more than 75% of businesses will make use of A.I. Chatbots. 10. Chatbots make sales as you sleep Whilst chatbots are not new, up until now they’ve been a tad lacklustre, offering repetitiveness and little value to the information seeker. However, 2019 will see a number of new, advanced players entering the market and integrating with social networks more effectively, allowing you to simply input your most relevant automated responses to FAQs, and leave your bot to do the hard work.
  22. 22. They will also learn from what we ask of them, and refine their answers accordingly. Whilst we have no preference to the chatbots currently available, Zendesk Answer Bot and Bold360 A.I. both seem to be getting a lot of attention right now. Apologies for the shameless plug, but we (Orbital) will be launching our own advanced, machine learning chatbot in Q3 2019, which has been designed as a dedicated customer service Q & A tool. This enhanced, ‘human feel’, chatbot interaction will only benefit your sales pipeline, as you efficiently address your consumer’s questions and concerns, before they have a chance to find another supplier who is prepared to stay up all night waiting for the next question. 10. Chatbots make sales as you sleep These bots will sound and feel very human, right down to the speed that they type.
  23. 23. Get in touch! Contact: Hayden Allen-Vercoe (COO) Our web address: www.orbitalmedia.com Our number: +44 0203 411 9111 (ext: 901)

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