Google has just released its 2019 digital marketing trends forecast, running down the 10 industry developments and disruptions it expects to see in 2019. In part one of this post, we saw that omni-channel will overcome multi channel, voice search is set to rise and retailers are likely to partner to stay competitive but what else should we expect?
Chatbots will get clever
Chatbots have had a bit of a mixed reaction from consumers to date with some complaining that they fail to offer a personalised service. The advent of AI means that Google expects all of this to change and in fact, it says that they will be a key digital marketing disruptor in 2019. When the end of the year rolls round and 2020 dawns, Gartner says that 85% of brand and consumer interactions won’t even involve a human on the brand side. Advances in natural language processing and artificial intelligence should win consumers over.
Personalisation will be powered by data-driven marketing
Neither personalisation nor data-driven marketing are new concepts but this year, many brands will begin to offer a complete consumer experience by applying the 5As of data-driven marketing; audience, assets, access, attribution and automation. The use of technology and data means that consumers will be right at the heart of the marketing process and treated to experiences that are entirely more personalised to them over the next 12 months.
Offline and online content consolidation
Content is a commodity but, the problem to date for many marketers has been the difficulty of linking the online commodity with offline actions. Google expects that this problem will be increasingly a thing of the past for marketers, with consolidation a key digital marketing trend for this year.
Think with Google MENA Content Manager Tahani Karrar explains, “In 2019, we expect to see more EMEA marketers looking to consolidate offline and online to facilitate attribution, store visits measurements, and programmatic buying.”
Augmented Reality will become more widely used
We are already seeing an increased use of AR in digital marketing, most recently by beauty brands according to Google, but don’t be surprised to see this becoming the norm in many more industries and sectors in 2019 as the technology becomes much more accessible and readily available.
Custom content will increase in value
Every digital marketer worth their salt knows that consumer reviews are incredibly important for conversions, but with modern consumers valuing content reliability above all else, this could go a stage further in 2019. As well as helping to reach a wider audience, custom videos, reviews, comments and videos are also very cost effective, meaning it could well be a recurring theme over the next 12 months.