Far from projects around AI, blockchain or connected speakers, a good digital strategy must rely on a solid marketing plan. Know where to invest to better reach your target. What interests me here is how to reach a wider audience better targeted in 2019 through its communication channels and digital advertising. I noticed some interesting trends.

Improving the user experience

Priority to mobile! This is not new and companies have understood it well, and now the majority of sites are switched to Responsive Web Design.

Despite this, Google reports that sites remain on average still too slow. For this reason, the giant has developed new technologies such as accelerated mobile pages (AMP).

In 2019, we will see more and more sites switch to AMP , but also the arrival of Progressive Web App . Thanks to this techno, web applications work or line and offer speeds of operation equivalent to native applications without having to be downloaded, and this is only one of the advantages of this techno which is now supported on both iOS and Android .

Google has just released a new Web site.dev to help developers better master the new techniques of the web, such as how to make a site “installable”.

Some companies have announced a 30% improvement in their mobile conversion after an upgrade to PWA. The importance of the speed of the site and the quality of the user experience is still poorly perceived and it is a shame. In fact, the customer is not the only one to react positively to an improvement in the speed of your site. In 2018, a Google update began to penalize slower sites, and it will gradually adapt its algorithm to affect more sites that do not improve their speed over time. Also, note the conversational user interfaces that will also be more and more common. 

Digital marketing becomes omnichannel

A multichannel strategy is the use of all channels to reach the consumer. Omnichannel is a multichannel evolution where the simultaneous use of available channels is better optimized. And that is only possible after a digital transformation. 

In fact, multichannel marketing makes it possible to reach its target thanks to numerous channels, but each department, entity, business unit, service, in fact, each silo contacts the customer through the channels for which it is responsible (the company’s website, social media, remarketing, press, phone   …   ), so it is very complicated to be effective in planning.   

Conversely, an omnichannel strategy  visualizes the experience through the eyes of your customer , orchestrating the customer experience across all channels to be transparent, integrated and consistent.

It provides that customers can start with one channel and go through another, these complex “transfers” between channels need to be fluid and obviously the budget should be prioritized over the most effective channels.

A third of companies is considering a digital transformation for 2019, this transformation must address the problem of silos.

More advertising investment on Snapchat and Instagram.

Facebook is clearly a mainstream network, but it is less and less used by young people. It is on the over 55 years that it progresses the most.   

On the other hand, with 8 billion messages exchanged between individuals and businesses each month , Messenger must clearly be present in your marketing plan both as an advertising medium and to develop your conversational marketing strategy.

Instagram differs a lot with its Shopping function. It allows companies selling products to tag them on a post or story and put an outgoing link to facilitate the buying process.

Recently, it is possible to tag the video of a brand or an influencer, for example, but also put aside a product to buy later.

I’m not going to surprise you by saying that Instagram is good for 25-35, but what’s more recent is that on Snapchat too, this segment is well represented, better, Snapchat has more users from 35 to 44 years old as young people from 18 to 24 years old. In other words, these two networks are no longer exclusively for teens.

Snapchat and Instagram are two main channels that will shape the digital marketing strategy for 2019 for the companies.

Influential marketing should also attract small brands.

Of course, if instagram has developed shopping functions, it is to stand out as the best support for influence marketing. And that’s good because more and more brands are using influencers to add value to their products, and while it’s harder to evaluate the return on investment, there’s no doubt that a friendly, well-known face will reassure more easily the potential customer on a mascara than a hype. 

But if only major brands deploy large-scale campaigns, it is probably because few companies can afford a tweet to 450 000 euros Kim Kardashian.

But it evolves. Some studies have shown that the more a user becomes influential and the less he will be close to his audience, he will no longer react to the comment and develop this climate of trust. But suddenly, it seems that it is more effective to rely on a network of small influencers very close to their audience on a celebrity.

This is how networks will gradually open their doors to small brands with small influencers.   

Native advertising and mobile video

Videos, be mobile or desktop will also be the main digital marketing strategy for 2019 for companies.

If the user is increasingly mobile, it is not a gift for the boards that do not have as much space to diffuse their advertisements and to make nothing, Google sanctions the sites whose advertising is too intrusive (or slow the site too much).

Of course, the display advertising remains a safe bet on the destop and the tablet, but in mobile,   other formats are recommended. 

  • Video, it’s everywhere. In video preroll on Youtube, in autoplay in social media feeds, inRead format in articles text …
  • Native advertising because it’s the one that fits best in apps and mobile sites and offers a better click rate. AudienceNetwork Facebook offers native advertising solutions that can be customized by developers. Here, native advertising is well known through the Ligatus and Taboola platforms which are simpler solutions to integrate on a website.

Logically, the native video advertising, ie, fully integrated into the apps should develop in 2019. I expect a lot from Facebook who has been one of the most successful pioneers of native mobile advertising, with its integrations in-stream. 

Of course, this list can be completed by the  12 digital marketing trends to watch in 2018  that remain relevant because reading this article, we could say that there are no big changes in 2019. This is an important year, however, as the new rules on data collection (GDPR / ePrivacy) will force many companies to rethink their digital marketing, but especially to learn how to better exploit their data. 

This concludes the digital marketing strategy for 2019

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