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As 2019 is just on the horizon, marketers are gearing up for the new year, and with the new year comes new challenges. As the marketing industry continues to progress, so does the technology associated with it. With a demand for more transparency, hyper-focused strategies and a need to reach larger audiences digitally, many new and old marketing terms are evolving that will inform this year’s strategies while catering to the customer experience.
Here are 19 Trending Digital Marketing Terms that will inform your marketing strategy in 2019:
1. Artificial Intelligence (AI):
The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. Artificial Intelligence has paved its way deeper into marketing, helping businesses enhance every step of the customer journey. Tools previously available to enterprise-level companies have become affordable and accessible to medium and smaller sized businesses. Marketers who begin to deploy AI in 2019 will see outsized benefits through streamlining their ultimate goal: attract, convert and close all while creating better experiences to the customer.
2. Conversion Path:
A conversion path is a process by which an anonymous website visitor becomes a known lead. A conversion path is comprised of a remarkable content offer, call-to-action, landing page, and thank you page. Knowing how to greet your potential leads from different sources online will be even more critical this coming year. Whether you create quality content, offer coupons, or limited time offers that can easily turn people into followers or brand advocates helping to boost your conversions.
3. Content Management System (CMS):
A web application designed to make it easy for non-technical users to create, edit, and manage a website. Helps users with content editing and more “behind-the-scenes” work like making content searchable and indexable, automatically generating navigation elements, keeping track of users and permissions, and more. CMS systems will also continue to improve and be implemented across a variety of industries. Start by implementing a CMS system for your internal needs.
Using data points to guess who the consumer is on the other side of the screen. Knowing where a person is, what time it is and the device they are using helps, but not with 100% confidence. This type of data is considered less accurate than deterministic), though many say a blend of the two yields the most accurate results.
5. Progressive Web Apps (PWA):
Progressive Web Apps (PWAs) are web applications that load like regular web pages or websites but can offer the user functionality such as working offline, push notifications, and device hardware access traditionally available only to native mobile applications.
6. Mixed Reality:
Immersive spaces and experiences maybe not be new, but innovative ways to engage consumers are catching on because they allow us to explore the full range of human experiences in ways we can’t in ordinary everyday social interactions. Get our FREE copy of Jonah Berger’s book Contagious and read more about how interesting ideas catch on.
7. Virtual and Augmented Reality:
Augmented reality (AR) adds digital elements to a live view by using the camera on a smartphone. Examples of augmented reality experiences include Snapchat lenses and the game Pokemon Go. Virtual reality (VR) implies a complete immersion experience that shuts out the physical world. This allows marketers to adopt the title of digital storyteller and create experiences within stores, trade shows, pop-up events and other locations to engage at a deeper level than ever before. We can no longer just tell customers the benefits and features of their products, but instead we must give them agency to interact directly with the narrative.
8. Lookalike Audiences:
Facebook’s Lookalike Audiences is an advanced targeting option in its ad service platform that goes beyond basic interest and demographic targeting. It provides the ability to find new people based on their resemblance to your customers using a percentage sample of people in your target country (from 1 to 10 percent)—effectively cloning your ideal audiences.
9. Customer-Centric Marketing:
Customer-centric marketing is a strategy that places the individual customer at the center of marketing design and delivery. It stems from the realization that there is no “average” customer. Customers have different behaviors and preferences – and this presents rich opportunities to move past a “one-size-fits-all” marketing approach.
10. Contextual Marketing:
Contextual marketing is all about delivering the right content at the right moment based on a potential client’s preferences using behavioral targeting and enabling brand awareness, recall and engagement. It fuels targeted ads based on user information such as recent searches and web histories. The purpose is to offer products and services to customers who are already interested in them. (Want some ideas to get started with contextual marketing? Here are 48 content types to try out.)
To build a loyal local customer base, it’s important to be accepted as part of the community. Hyperlocal advertising is an efficient way to accomplish this goal. Hyperlocal means an area close to home—the people within walking or driving distance to a particular destination or those united in one identifiable community.
12. Latent Semantic Indexing (LSI):
This is a mathematical method used to determine the relationship between keyword phrases within a piece of content. Search engines use it to form a better understanding of text’s subject matter. Google rewards sites that include relevant LSI keywords with higher rankings and more traffic.
13. Lost Impression Share:
Lost impression share (budget) is the percent of impressions an ad lost out on because of an insufficient budget. Lost impression share (rank) is the percent of impressions an ad lost out on because of a low ad rank. In paid search, impression share is used to evaluate the marketplace opportunity (or consumer demand) for a defined set of keywords. Impression share is meant to answer the question: “How often is my ad served when consumers are searching my keywords?”
Economic forecasts for the United States in 2019 predicts continued growth and we expect to also see an upward trend in companies investing in traditional SEO tactics to boost their investment in content marketing. Capitalizing on organic search opportunities is one of the most lucrative ways for companies to capture users while they are explicitly or implicitly stating their consideration or purchase intent.
15. Visual & Voice Search:
Visual and voice search is taking hold for a host of reasons, both psychological and technological. This new technology allows users to find new ideas in more effective and efficient formats. They also intersect with numerous technological trends, including digital assistants, artificial intelligence, and vertical search. This is largely in part of why video content has also grown drastically as a primary form of content to reach consumers. Here are a few tips for live video.
With consumers being exposed to so much content these days it’s difficult to keep them engaged in advertisements and to interact with posts. Now marketers are beginning to use blockchain to incentivize consumers to sit through advertisements, and engage — whether it be leaving feedback, commenting, or tagging friends.
Interstitials are a form of interruption marketing. This quality appeals to advertisers who feel web advertising needs to be more like a broadcast medium to be effective. Interstitials often draw an above average amount of response and resentment. The high response rates typically translate into higher CPM rates. The high level of resentment may translate into consumer backlash, although the exact long-term effects are, as of now, unclear.
18. Cross-device Targeting:
Cross-device targeting is the practice of identifying and delivering ads to a specific audience, across their devices. This omnichannel strategy allows marketers to reach users with consistent messaging across all their screens: desktop, laptop, mobile, tablet, and TV.
Chatbots are a highly effective way of mass communication because they allow for a 24/7 two-way communication channel between your audience and the firm. Which on top of boosting customer satisfaction, will also boost your response rate on Facebook — improving SEO and the likelihood of your brand being recommended.