With new trends and marketing techniques popping up every now and then and on a frequent basis, it takes more than more than just keeping up the pace to strive in the marketing industry. To succeed, professionals should have foresight on what’s hot and what’s not.
While 2018 in Nigeria brought to light trends as Interactive content, Influencer marketing, User-generated content, and Virtual reality, Artificial intelligence etc. as more technological marketing, here is a list of trends that marketers should keep an eye out for in 2019.
Omnichannel Marketing will see its widespread
The growth of various digital platforms has allowed ease for customers in finding information. Multichannel was introduced as an upgrade from single-channel marketing. Prospective customers were able to get across to businesses through Facebook, Instagram, Twitter, e-commerce stores, but this doesn’t solve the problem of ease and seamless communication as these channels are in isolation of each other. However omnichannel provides a better user experience since it connects all channels available to the customers.
Omnichannel can often time be confused with multichannel but the major difference is the level of integration. Omnichannel is a multichannel approach that integrates the different sales method available to consumers. It set about your various channels as one broad delivery mechanism. From website, to email, social media, or your physical shop, the main goal is to ensure smooth communication and provide a terrific user experience.
An omnichannel experience accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver them an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.
Asides providing an easy flow of communication, omnichannel marketing approach helps with an easy buyer journey. For instance, a prospective customer can now be able to start an order on Facebook, get a reminder on his email to continue the purchase and easily pick it up at the physical store.
Marketing Chatbots will be on the rise
Hubspot has defined chatbots as nothing more than a computer program that automates certain tasks, typically by chatting with a user through a conversational interface. So basically, a robot that chats. But chatbots are much more than that. Chatbots help customers find the right information needed as quickly as possible through a clutter of many other information on the internet.
Chatbots represent a huge opportunity for businesses to communicate and engage their customers. With its ability to improve customer experience, dig through huge data, personalise interaction while building off previous interaction, the global Chatbot market is expected to grow exponentially between 2016–2023. — Credence Research. According to Gartner, 85% of customer interactions will be managed without a human by 2020.
Before long Siri, Alexa, Google Assistant, Cortana and other AI-based chatbots that provides subpar interactions are expected to get even smarter.
A few AI chatbots already exist in Nigeria. Lara.ng an AI chatbot provides directions and fare quotes to assist commuters to get to places. Eat.Drink bot another bot that assists in locating restaurants, based on budget and number of persons.
Video Content will endure
Video content is rapidly progressing over time and is undoubtedly one of the most versatile and profitable digital marketing tools with a great ROI. It is highly accessible to internet users and easy to produce as well. Although there’s a movement towards a more High-Definition video, with a phone, or a laptop and unlimited editing apps, anyone can create video content.
For the most part, video content is informative and educative. Rather than have a static image, most marketers claim that videos content help their customers to understand their products better, giving them a huge driving force that influences customer’s decision.
According to Wyzowl statistics, 81% of businesses have started using video content marketing and out of those, 78% of marketers say video gives them a good ROI.
Live Videos will become more prominent
The introduction of live videos on social apps has made video content more attractive to consumers. Unlike other content types, live videos create a more intimate feeling between brands and their consumers, and better still, it’s in real time so consumers typically stay informed and up to date with fresh out-the-oven content.
Facebook Live Videos are watched 3x longer than non-live videos on the platform, and users comment on Facebook Live Videos at 10x the rate of regular videos. Live Video gets your viewers involved. Moreso, live videos build brand trust, a face to face interaction and gives brands a more human feel rather than just a business.
These trends can be a bit hard to keep up with, as new techniques keep coming almost instantly. With proper planning, strategy and great trend spotting skills, brand marketers can jump on these business opportunities. At Techinnover, we can’t wait to use these trends to improve our client’s brand goals in 2019