The perpetual evolution of the technology used in digital marketing has gradually abated human intellect as a mere supplement to the rapidly maturing world of artificial intelligence — and 2019 trends will, no doubt, continue to confirm that.
In order to take full advantage of the marketing tools available to us, then, we have to stay up-to-date with the most beneficial instruments at hand — here are 9 mobile marketing trends to utilize in 2019.
1. Artificial Intelligence (AI)
The perpetual enhancement of artificial intelligence (AI) has rendered man-made analysis virtually useless — why spend hours gathering insight when a computer can just spit the information out?
In the marketing world, AI utilizes data from social media platforms and generated content to analyze the behavior and patterns of consumers. Artificial intelligence can be nurtured, “learning” how to better accomplish specific tasks by constantly processing data and identifying patterns within. Once that data is received, businesses can alter their marketing strategy accordingly, based on what appears to work best.
AI allows an accurate and timely analysis of an unlimited amount of data, adapting through progressive learning algorithms and digging deeper than the human eye.
2. Programmatic Marketing
Programmatic marketing is another process that relies on machine intelligence rather than human judgment. Put simply, programmatic advertising uses software to purchase digital advertising, automatically bidding on ads in real-time and targeting specific customers in a definitive context.
This tool eliminates the need for proposals, quotes, and negotiation amongst advertisers, removing humans from menial tasks and allowing them to focus their efforts on assignments artificial intelligence has yet to master: optimization and strategizing.
3. Chatbots and Messaging Apps
Jumping on the flourishing chatbot bandwagon appears to be the move in 2019, as most major digital media outlets already utilize this technology.
Chatbots use instant messaging to interact in real-time with site visitors, again eliminating the need for actual human-to-human interaction. While many skeptics might think removing human intelligence is a setback, consider this: chatbots are responsive, give answers immediately, never lose patience, and can recall any piece of information in their database almost instantaneously.
How many times have you sat on a phone call for hours being pushed from department to department just to find a simple answer or product? Chatbots make that process a lot smoother and eliminate the lag of human inadequacy.
People like to feel special. Whether it’s a product we’re deciding on or the layout of the website we access, a customized experience makes all the difference when it comes to engagement.
According to Epsilon Research, 80% of consumers are more likely to do business with a company if it offers a personalized experience — therefore, taking the time to cater to the individual is far from a fool’s errand. In fact, Frost and Sullivan estimate that by 2020, customer experience will overtake price and product as the key brand differentiator.
Content marketers can build a personalization plan by gathering data on how to reach niche consumers, using that information to construct a personalized method of delivery, and then analyzing the effectiveness of those attempts.
The process requires an in-depth understanding of human behavior when interacting with a brand and leverages technology to meet in the middle — another way that artificial intelligence and organic perception work closely in the marketing world. Personalization has never been easier than it is right now, with artificial intelligence and web analytics spearheading data analysis to improve personalization techniques and the overall performance of businesses.
5. Video Marketing
You’ve heard the cries of digital marketers everywhere: USE VIDEO. Aside from being a relatively simple marketing method that only requires knowledge of one’s own product and basic video-editing software, it’s also an incredibly effective practice. In fact, adding a product or video to your landing page can increase conversions by 80%.
The science behind it is simple — if pictures are worth a thousand words, videos are worth a million.
Humans are two things by nature: visual learners, and lazy. If we don’t want to take the time to understand something without an incentive, odds are we probably won’t. Videos are quick to watch, eliminate the need for in-depth research on a subject, and boost engagement profoundly — it’s the easiest and quickest route to potential consumers understanding a product, and at the very least, with a little strategizing it can get viewers emotionally invested.
6. Visual Search
Have you ever discovered a new technology that makes you think, “Wow, I’ve been making this so much more difficult than it needed to be?”
That’s probably how you’re going to feel if you haven’t utilized visual searches yet. In fact, Pinterest’s CEO Ben Silbermann said, “The future of search will be about pictures rather than keywords.”
Again, as technology advances, so does the accuracy of the visual search. Imagine screenshotting a product without knowing the source, plugging it into a visual search engine, and being immediately met with results for that exact product and/or similar ones?
This quick and convenient search method, while relatively new, is already being utilized heavily in the world of fashion and interior design. According to BloomReach, visual search is linked closely with a 48%increase in product views, increasing spending by an average of 9% more from mobile devices.
7. Micro Moments
Have you ever been with a friend and couldn’t quite figure out where you heard a quote, or which actor played in that one movie? The beauty of having a powerful handheld computer — now you can just google the answer.
The action of reflexively pulling out your phone to search information or a product is called a micro-moment — and these split second, compulsory inquiries are why being in the right place at the right time is more important than ever in today’s digitally enhanced world.
As media consumption shifts from steady, predictable screentime to sporadic bursts of usage, marketers are now tasked with keeping pace. Studies show that 91% of smartphone users look up information on the spot, usually in the middle of the task they’re attempting to complete. As marketers, the ability to recognize, adapt and target these exact moments give an undeniable advantage.
8. Voice Search and Smart Speakers
Again with convenience, the key to reaching a bigger audience. By 2020, voice searches and smart speakers will account for 50% of all searches. Alexa, play “The World is Changing,” by Bob Marley and the Wailers, because it’s all too relevant.
As artificial intelligence advances, accuracy on voice searches and smart speakers, the already popular commodity will become more prominent among the tech-savvy and convenience lovers.
The future of this technology? Advertising within the computer-generated responses, instead of simply answering the inquiry, search results will provide specific suggestions about where to go. Marketers would do well to produce more audio content while incorporating suggestions to voice search answers.
9. Social Media Stories
We’ve all seen them, most of us probably use them. Social media stories are a quick way to update followers on the trivial happenings in your life without committing to making a permanent post about it.
Using social media stories as a marketing tactic is quick, easy, and effective. Coming out with a new color for a product you already released but don’t want to dedicate an entire post to it? Put it on the story. Did you finally fix that glitch that’s been annoying users? Put it on the story. Any other small updates you don’t want to spam your followers’ feed with? You guessed it, story.
Stories are in-the-moment, cost-effective, and provide opportunities for engagement beyond just viewership — for example, polls, questions, and other in-app resources create opportunities to interact directly with followers. Stories can also provide insight into your company’s daily occurrences, as you can share “behind the scenes” photos that show a different, more personal side to your business.
As innovative technology advances the marketing environment, make sure that you are keeping pace. Combining artificial intelligence with human intellect when creating a marketing strategy will maximize efficiency and effectiveness in the mobile marketing world, and just might be what your business needs to flourish.