Will your business be aware of the trends of digital marketing to innovate and get out in front of the competition? With the start of the coming year, it is natural to come up with new goals to achieve. For this, however, it is essential to plan the next strategies that will be adopted.
It is necessary to keep in mind that marketing is a dynamic segment, so it is continuously changing. Therefore, in a market where technology takes more and more space, the company that wants to stand out needs to consider new alternatives and innovate – otherwise it can be left behind.
So, the first step to a successful year is to stay on top of the key digital marketing innovations planned for 2019. With that in mind, we’ve separated a few examples. Check out!
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1. Virtual and augmented reality
Virtual reality (VR) is a technology that favors the simulation of the digital environment. In this advanced interface, there is an interaction between the user and a computer system – to better illustrate this concept, remember the Matrix movie.
In the movie, there is a scene in which Neo is connected to the matrix – an example of virtual reality. Even with his body in the real world, the mind of the character was in a simulated plane virtually after the connection.
Augmented reality (AR), in turn, is nothing more than an expansion of reality, where integration occurs between the real elements and virtual. An example is the famous Pokémon Go game from Nintendo.
In the game, players can capture the little monsters with virtual pokémons when viewing them on the screen of the smartphone through the camera. Also, pokémons are positioned strategically on map points using the geolocation feature.
In addition to being very present concepts in people’s lives – in games, movies, etc. – VR and AR are also able to influence the purchase decision and are already widely used in the marketing strategies of the large companies that wish to:
- immersion and interaction between brand and customer;
- provide experimentation of something at a distance;
- present unfinished products;
- attract customers interested in technology;
- create the perception of being an innovative company.
2. Application integration and chatbots
The use of messaging applications is a habit steadily adopted by consumers – for many. It is the preferred way to contact companies and professionals. In light of this, leaving this trend out of your digital marketing strategy in 2019 could be a bad idea.
Facebook Messenger and WhatsApp Business are examples of applications that are already widely used by corporations and that have brought incredible results, especially when allied to a chatbot. Such integration optimizes contact by providing numerous functions.
A chatbot is a computer tool that simulates a human conversation according to what it is programmed to do. Through it, it is possible to automate repetitive and bureaucratic tasks, which results in more time to solve more complex issues in the company.
There is also the option of chatbot with artificial intelligence that allows the user to get correct answers even by asking questions differently than scheduled. It is interesting to remember, however, that this technology can work in many ways, so it is essential to choose the one that best suits your needs.
Therefore, it is imperative to determine the purpose of chatbot and the channel in which it will be used. Our suggestion is to bind you to applications, as big brands have already done. Natura, for example, makes sales through Facebook.
3. Voice search
Voice control technologies such as Google Home are transforming user behavior, which often does not have the time to enter the terms of your search on the smartphone, as it is getting more and busier and rushed.
To stand out in a highly competitive market, it is essential to be aware of the consumer experience. However, besides, voice search on search engines is a critical tool in your SEO strategy, since it changes the rankings of the content.
This is because Google often perfects its ranking algorithm to always deliver the best search results. In this context, in 2013 occurred the update named Hummingbird whose main advantage was the possibility to understand user queries better.
Since then, in addition to considering the meaning of the keyword, the searcher began to interpret the intent and context behind each search to list the appropriate results. That is, the semantics of content and its relevance, according to the interests of the user, have come to be valued by Google.
Such a change in the algorithm has given more efficiency to the operation of the voice command since it is common to use short terms in written searches, while of course, we elaborate more complete speech questions.
Are you interested? So check out some good SEO practices, so you have the best rankings on the internet with voice search:
- register your company in Googe My Business;
- create posts or pages with answers to frequently asked questions from the public;
- optimize the site to appear in featured snippets.
Featured snippets are those short, straightforward answer boxes that appear at the top of the search results page – the “0 positions on Google.” To better illustrate, search by the weather forecast, translation or currency quote and you will soon see a box with the information you want.
4. Content automation
The automation of processes is the result of the constant search for new ways to improve work productivity. Therefore, to free the marketing team from bureaucratic tasks – so that it can focus on more important activities and tactics of the strategy – many companies have acted with this resource to attract, convert, nurture and retain the public.
Automation tools add more agility, efficiency, and reliability to processes – and content production is not left out of this. Here, it is important to note that we are talking beyond delivery.
At present, there is software with artificial intelligence capable of conceiving texts in a more agile, objective, economical and exclusively data-based manner. It sounds too futuristic. However, it is already a reality and a strong trend for 2019.
Maybe you’re wondering what the role of the content producer in the media is with so much technology. Keep in mind that we, too, are more creative than robots and that the human factor is irreplaceable to create relevant, original and unique texts. Also, we are endowed with empathy.
Ideally, then, it is to link the speed of technology with the talent of the content producer so that the work is complementary rather than a substitute. Thus, you will not run the risk of compromising the quality of your texts for the speed of delivery.
Now you know the key trends in digital marketing to include in your business planning in 2019. To stand out from the competition, get more customers and bill more next year, be aware of them and do not be afraid to innovate.
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