A new year often touches off a flurry of forecasts about what’s coming, both in popular culture and in our professional lives. For instance, in 2019, what innovative thinking and technology will move from the wings onto center stage? How will current marketing trends continue to evolve over the next 12 months?
What are you forecasting? Are you aiming for specific numbers in sales? Market share? Influence?
Goals like that require a solid marketing strategy. An effective strategy requires an understanding of big-picture developments. So, let’s look at five marketing trends that will continue to evolve will into 2019.
Content marketing will continue its reign
At the top of the list is the solidification of content marketing’s domination. “Content marketing is marketing,” says John Hall in his article for Forbes on 2019 trends. “Content is one of the best tools you have for earning trust, building your brand, generating site traffic and qualified leads, and everything in between.” Effective marketing strategy – marketing that sets a business up for success – must lead with meaningful content that draws customers into a two-way conversation.
Their success is your success
Customer success will be the lead metric in 2019. Of course, you’re going to track how many sales you make and how many new customers you gain. But it’s time to prioritize finding out how, and how often, your content helps your customers get the maximum value from your product or service. Their experience of success will have a multiplier effect as they share positive reviews and their delight with others.
“At the top of the list is the solidification of content marketing’s domination. Content is one of the best tools you have for earning trust, building your brand, generating site traffic, qualified leads, and everything in between. Effective marketing strategy – marketing that sets a business up for success – must lead with meaningful content that draws customers into a two-way conversation.”
Personalized, on-demand content
Customer expectations of personalized and instantaneous content are on a fast track. Read more about Google’s research into “micro-moments” below.
The marketing funnel has evolved into a cycle
Rather than thinking of the process as transactional, it must be relational. “This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues,” says Hall.
Video marketing will only continue its growth
Customers find video content to be highly engaging. “Seventy-six percent of marketers say video has helped their company increase sales,” reports an article in Entrepreneur on 2019 trends. “After all, we are all visual creatures.” Videos are more easily created and shared than ever. You can even add video to your email signature. But they must be strategic.