New year, new you!
As we begin the new year, we often make a list of resolutions we want to fulfill. We strive to be healthier. We switch out carbs and sugar for healthy fats and leafy greens (if you’re on Keto). We commit to a regular workout schedule, skipping happy hour for gym sessions. We promise to be more productive as we try not to hit that snooze button in the morning.
Aside from writing resolutions, we also look forward to upcoming trends. Trends are important because they track what society, or what a large portion of society, finds interesting or appealing. They help us make projections and decisions. In addition, trends can be very influential. Pantone announced the color of the year in December; it’s called “Living Coral,” in case you’re wondering. I’m sure that color will be popular in fashion, interior design, weddings and even brand development. On a different note, health experts are saying that the Mediterranean diet is the best way to eat in 2019. So move over Keto, Paleo and Whole 30!
In digital marketing, we look at emerging trends to identify potential changes in the market. We look through the lens of trends to analyze what tools or programs to use for our clients’ businesses. In that regard, here are four trends to watch out for in 2019:
Podcast is the new black
Podcasts are long-form audio programs that first surfaced in the early 2000s. Initially, they were a niche format targeting hobbyists, but now there are thousands of podcasts on literally any subject you can think of. Currently, there are about 600,000 podcasts, and that number is expected to grow. A number of B2B marketers have begun taking advantage of this tool. It can be used to establish thought leadership, help build trust in your business and reach new audiences.
More data privacy, security laws and regulations
Awareness on the importance of securing personal data online increased in 2018 when the EU came out with the General Data Protection Regulations (GDPR) which establishes new requirements on companies that collect, use and share data from EU citizens. In the US, California enacted the Consumer Privacy Act (CPA), set to take effect in 2020. Data privacy regulations will definitely be a major trend in 2019 because legislators, organizations and tech firms are slowly realizing that there is a need for data privacy and control over personal data. Other countries and states in the US are going to catch up on protecting the consumer’s right to keep his data private.
Let’s get personal
Marketing will be even more personal in 2019. Delivering highly personalized, targeted communications to your audience is essential to creating an effective marketing plan. It humanizes the interaction between a business and the consumer. It makes the consumer feel recognized and special because the business understands their needs. This is similar to Netflix’s and Amazon’s strategy of curating content specifically catered to your interests. The chances of you consuming that content or buying a product recommendation is high.
Evolution of content marketing
Marketers have been using content marketing in some form or another, but, in 2019, it will evolve to create more valuable, relevant and consistent content that will attract a clearly defined audience. In the past, it was about focusing on the quantity of content but now we’re seeing a shift in creating quality content with a compelling strategy. This will help improve the chances of coming out in Google search. Google connects consumers to the most relevant and authoritative data. It is just not about keywords anymore.
2019 will be about creating a meaningful and improved customer experience for your audience. It’s best to stay ahead of the curve and choose tools and resources that will address your goals and objectives.