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

1. 9 Digital Marketing
Trends To Know In 2019
Angela LaGamba
PodCamp Toronto #PCTO19

2. What are this year’s
hottest trends in
digital marketing?

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. Today’s Omni-Channel
Marketing World
ImageCredit:SmartInsights

5. It’s not about doing more,
but being a “smarketer” with less

6. It’s about reaching your
customer where they are

7. Artificial
Intelligence
(AI)

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. 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. 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. AI Example:
Self-Driving Car
Image Credit: Growth Media

12. AI Example: Airline Seats & Flexible Pricing
● Flexible Pricing → dynamic pricing to drive up prices for customers
Image Credit: Growth Media

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. Voice Search

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. ● Voice assistant
revolution
● Now: used to
repurpose online
content
Trend: Voice Search

17. Trend: Voice Search
ImageCredit:Recode

18. Trend: Voice Search
Image Credit: Recode

19. Micro Moment: “Chair Girl”
ImageSource:BlogTO

20. Trend: Micro Moment
What is it?
● Intent-rich moment
● Someone uses a device to
act on a need to know

21. Image Credit: Think With Google
Trend: Micro Moment

22. Micro Moment Example
● Uber/Lyft integration
with Google Maps
● Give people information
when it’s most needed
Image Credit: UX Design

23. Dark
Social

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. Trend: Dark Social
ImageCredit:AdExpresso

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. ImageCredit:AdEspresso
Dark Social Examples:
CNN & Tieks

28. Social Media Private Groups

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. Trend: Social Media Private Groups
Image Credit: Hootsuite
Build your
community with
private/secret FB
groups & TW
chats for
members/fans

31. Messaging
Bots

32. Trend: Messaging Bots
● New technology
● Modern communicators
● Simple prompts, natural
customer interactions
Image Credit: Sprout Social

33. Messaging
Bot Example
● The Kit (acquired
by Shopify)
● Used to
communicate or
perform a set of
specific actions
Image Credit: Growth Social

34. LiveStories

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. 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. Trend: Rise of Live Stories & Live Video
ImageCredit:SmartInsight

38. Trend: Rise of Live Stories & Live Video
ImageCredit:SmartInsight

39. Influencer Marketing

40. Trend: Influencer Marketing
What is it?
● Use social media
influencers to build and
engage audience base

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. 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. 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. VisualSearch

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. 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. 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. We are all artists...

49. … choose your own
unique combination
of digital
marketing tools

50. Questions?

51. Sources

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. 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