Digital marketing, simply put, cannot be ignored. No one is disputing the power of effective marketing. An effectively executed marketing and advertising campaign can serve the needs of any business and increase the demand for the product or service that they offer. But times have changed, and while the need for marketing is still essential, where that marketing is most effective has changed a lot.
If you want to go where the people are, you need to be active online. The influence of the digital landscape, or 'cyberspace,' has been steadily growing since the 1990's, and now, just a few decades later, it is a major virtual environment for the vast majority of people on the planet.
Social media, streaming content, and the ease of creating or consuming digital content have made the internet the place to be. So if you want to market to your audience online, how should you do it? In this article, we explore the top trends digital marketers should know or prepare to master.
7. Email Is Getting More Personalized
Email continues to be a major channel of communication, with billions still using it for personal, commercial, industrial, legal, scientific, and academic purposes. In others words, email is here to stay, and email marketing itself continues to be important.
However, email marketing is evolving, and generic marketing emails aren't as effective as they once were. It is now a combination of automation and, more importantly, personalization that makes email marketing important for 2019. When you can trigger your email marketing to something specific, such as a user browsing a particular product, and then follow up with a promotional price or demo video in a personalized email, this can be very effective. Email is often the final "trigger" to motivate an action, especially when combined with your remarketing techniques.
8. Voice Interaction Is Going Up
Thanks to Siri, Google, Alexa, and a host of other “smart” devices, verbal interaction with devices is continuing to rise. The real takeaway is that talking is simply a preferred way of interacting. And now the machines are finally catching up to the way people want to search, shop, and discover new things.
However, this presents some interesting challenges. Conducting a voice search, for example, is very different from typing a query, particularly in the results. When a person performs a text-based search, the screen displays one page at a time the results. But when someone asks a device to conduct a search and the device replies verbally, it may only give a few choices at most, and frequently, they supply just one choice.
That means that preparing for voice searches is going to require a different approach, but it's one area of digital marketing that can't be ignored because people are relying on it now more than ever. For example, writing meta-descriptions of websites might need to be optimized for speech so that it "reads better" out loud, when being spoken, rather than the drier style used for a strictly text-based search approach.
credit to 8 Digital marketing trends to watch out for in 2019, Digital Marketing Institute