It’s apparent that average users nowadays can see Facebook and Google reminding them over and over again about that beautiful bag they saw last month on an e-commerce website or showing up promotion of an event nearby for their favourite band or public speaker. Online platforms are modifying their targeting techniques and the understanding of data retrieved from user interaction.
We may have just begun in 2019, but some trends are catching everyone’s attention and are slated to grow over the next several years. We compiled some of the top trends that businesses should be watching in 2019 and 2020.
THE PERSONALISED CONSUMER EXPERIENCE
The personalisation was a major trend in 2018. People are now more willing to interact with any brand offering a personalised experience. Consumers do not want to be a number to businesses; conversely, they want unique and engaging experiences. Brands using actionable data can easily find out information about a group of consumers and target them correctly, based on their demands and desires.
If done correctly, it’s a win-win situation for consumers and business owners—the consumer will find quality, and more personal and meaningful connection and, as a result, will continue to purchase from the business.
Of course, creating a personalised experience needs integration between all marketing technologies to come up with data-driven insights. Personalised consumer data might help in recommending products in similar categories or location-based marketing.
As long as brands are willing to develop such kinds of personal experiences, they can positively resonate with consumers and increase their brand loyalty and returns.
Some digital marketers overly engaged in attempting to rationalise the use of conventional advertising techniques.
The truth is that over half of consumers said that they would like to see more video content on social media from marketers of all sectors. This is a perfect opportunity that must be taken advantage of, especially this year.
Moreover, video shares by and large lead to sales. Some of the largest e-commerce marketplaces, like eBay and Amazon, have mentioned that posting video ads and product descriptions increase buying chances by more than 35 per cent.
Social commerce sales increases by an exponential rate every year, e-commerce sales are expected to rise about 250 percent by 2021. That’s e-commerce alone
Additionally, people are far more likely to share videos than text. This can get your message to a broader audience way faster than a 1,500-word blog article. Videos represent the perfect format for educating and dispersing knowledge, incorporating both audio and visual techniques to appeal to all senses in parallel.
Additionally, search engines love videos. Search engines prioritise video content while updating algorithms to change and modify the way search results are displayed, and pages are ranked. Also, video advertising in our current digital era can also transfer a large amount of information effectively in a shorter period.
LOCATION-BASED ADVERTISING IN THE WORLD OF NOW
Marketers now believe that the most up and coming way of advertising is location-based. As its name may imply, location-based advertising means the way of advertising that relies on promulgating a customised and personalised marketing method to be delivered to consumers.
While not truly a new advertising concept, GPS and advanced technologies make it way easier than ever before. Digital marketers can focus on where their customers are, and define the perfect timing to reach out for maximum effectiveness in their campaigns.
MINGLING ONLINE SHOPPING WITH SOCIAL
With the current boost in e-commerce spending paralleled with steep use of social platforms, marketers are beginning to choose social commerce. Social commerce is a form of e-commerce that takes part solely on social platforms. This conversation has consumed digital marketing for some time. However, it wasn’t until recently that marketers began paying attention.
Social commerce sales increase by an exponential rate every year, e-commerce sales are expected to rise by about 250 per cent by 2021. That’s e-commerce alone! No doubt social media contributes to these statistics, as the average person spends more than two hours a day on social networks.
Facebook is the most significant contributor to e-commerce at the moment, but other networks are not far behind, as chatbots and social buying buttons become more popular.