Top Digital Marketing Trends to Pay Attention to in 2019

Video marketing is spreading fast like a bushfire in dry windy terrain, in terms of popularity. Internet users want more and more videos about anything and everything. Businesses are producing how-to videos, product promos, video sales letters, background header videos and educative video content. It all started with GIFs and now people are going crazy over motion content. Video marketing is on its way to dominating digital marketing as it beats all other content formats when it comes to engagement. A video engages the viewers’s senses and emotions in a way that other types of content cannot. According to deposit photos blog, 35% of digital marketing budgets go into video creations and this number is likely to increase because video popularity among consumers might experience an upward trend. In 2017, 75% of internet traffic was driven by video and this figure is expected to hit 82% by 2022.
YouTube which is the biggest video search engine 300 hours of video uploads every minute and in a day, 1 billion hours of video content are watched on this same platform. Surprised? This is just a tip of the iceberg according to these amazing stats about YouTube. Facebook, which incorporated live video streaming commands about 10 billion video views in a day while snap chat also attracts more than 10 billion videos views as well, in a day.
Clearly, video content is taking the market by storm and while you’re contemplating joining the bandwagon, others jumped in a long time ago. If there is such high demand for video content, then surely you cannot afford to ignore this superb marketing tool.

Influencer Marketing
Bloggers, Vloggers, Actors, Actresses, Musicians, Sportsmen and Women, TV personalities, Fashion Icons, Social Media celebrities…the list is endless. All these people command huge followings on social media and often, their word is final when it comes to brand loyalty. If Kylie Jenner says Adidas shoes are the best, then all her 123 million followers believe Adidas is the way to go. She doesn’t even have to say anything about Adidas. She could only post a photo of herself walking randomly in Adidas shoes and up goes the sales in Adidas’ stores. Her most liked photo on Instagram garnered 18.2 million likes which is more publicity than the most popular local TV show can afford. Such people have so much influence on their followers that a normal marketer cannot fathom. It’s absolute madness…which sells.

Kylie Jenner promoting Adidas as an influencer marketer
Kylie Jenner promoting Adidas as an influencer marketer

Brands are now turning to influencers with more seriousness than ever. Influencers don’t just give you publicity and access to a huge following. They give you effortless conversion and brand loyalty. As long as a particular person is loyal to your brand, his fans will be your fans. Easy peasy, right? You don’t even have to engage an entire creative agency to come up with insanely creative campaigns. It only takes a mention and a photo on your influencer’s timeline and you’re good to go.
If you’ve been injecting millions into social media marketing, maybe it’s time to set aside one of those millions for influencer marketing, You might be surprised by the results. While at it however, pay attention to the kind of personality you choose to represent your brand. Ensure they command the kind of crowd you need, to skyrocket your sales and that they have a social standing you’d want to be associated with your brand.

Listings and Directories
Did you know that Jeff Bezos is the richest man in the world and the first centi billionaire? Who is Jeff Bezos, you wonder. He is the founder of Amazon, the largest online retail store. Why is he the richest man in the world? Because people are shifting their attention to big online retail stores. You probably want to run an online retail store for your products, but the likelihood of your website beating Amazon (which sells everything), to appear at the top of a Google page is quite low. Listing websites are making it easier for people to sell online without having to run an online retail store. Amazon is already at the top but locally there are a number of online retail stores that have experienced exponential growth within the last two years.
Posting products on a local listing website might dominate the retail industry due to the competitive nature of online retailing. Retail stores that have already established their presence and have won consumers’ trust are likely to sell products faster than small niche stores. It is therefore easier to sell and attract visibility by posting on bigger and established websites.
As for directories, they were not so common or popular two years ago. However, they seem to have captured the attention of entrepreneurs and search engines. An online directory is a site which lists companies in a certain field by providing basic details such as location, size, services and contact information. There are niche directories and mass directories. Mass directories comprise of everything and anything while niche directories only list companies or businesses in a particular field.
Directories are picking momentum as a digital marketing tool because of their SEO advantages. Due to the extensive use of particular keywords in a given field, a directory website is likely to show up at the top of a page when compared to an individual business website. For instance, if you search for “copy writing services in Kenya” the first site on the search results is likely to be a popular directory website.

Voice Search
Homo sapiens Sapiens are becoming lazier by the minute. Or maybe they are just busier than they were a decade ago. People had time to write letters, post them and wait for a response for a month or three. Then they started typing and their patience levels dropped. Then Google came and answers were only a click away as long as you type the question. You don’t even have to type accurately, Google is a genius who can read your mind and correct your typos. Lately, people are feeling lazier than ever and they just don’t want to type, especially if they can ask their phones How SIRI  and Alexa are changing SEO.
Voice search is not a digital marketing tool but its significance impacts our marketing strategies heavily. SEO strategies need to adapt to this change. If you previously relied on keyword density to leverage your online presence, it’s time to re-strategize. A voice search is often in form of a query and search engines respond with relevant answers. Sometimes the search results will be similar to those given when you type, but other times the results will be tailored to suit a voice search. Two kinds of results stand out when it comes to voice searches; first, if you use Google Voice search, the results might be read out to you by a lady robot. Interesting right? Second, Google will also respond with a snippet at the top of search results. This snippet is usually the simplest and most direct answer the search engine can find.
How does this affect SEO? The kind of answers Google needs should be incorporated into your web content. Your content needs to be simple and palatable enough to be understood by search engine bots. Also, if you decide to tackle a topic or issue, think about the possible questions a reader would ask and provide direct answers that can be indexed by Google.

Artificial Intelligence (AI)Bots
People are messaging more than they’re scrolling through social media posts. Statistics show that ¾ of the world population is using messaging Apps like WhatsApp, WeChat, QQ and Telegram among others. Messaging apps are simpler and easier to use and are therefore a preferred channel of communication. Today WhatsApp gives users an experience almost similar to Facebook’s through features like short term statuses (similar to Instagram and Facebook stories), Profile Pictures, simplified sharing of videos, Memes and Images, Groups and Personal Statement statuses. As an individual, you are more likely to check your WhatsApp 20 times more in a day than your Facebook or Instagram notifications. Hence we cannot afford to ignore this insane love for messaging apps.
Fortunately, AI bots are helping businesses make use of messaging apps to improve customer experiences. An AI bot is technically a computer program created to perform tasks that are ordinarily performed by humans manually. One of such tasks is messaging or responding to customer or visitors’ queries. Businesses are incorporating chatbots on their websites to give customers quick answers. Chatbots are not the reason as to why you should pay attention to this trend. AI is advancing and the bots can do more than deliver automated responses. They’re making orders on behalf of customers and even making bookings. They bring fast solutions to normally tedious activities. Advanced bots will even book for services from Apps that you haven’t installed on your phone. This kind of efficiency is what sets one business apart from another. Therefore as a tech-savvy business owner, you not only need to incorporate these mysterious fellows into your digital assets, but you also need to explore what more can be done for your business by AI bots.

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