What are the digital marketing trends?
Instead of developing a multitude of separate marketing channels, omni-channel is about a systematic approach.
Its goal is to create a unified communication system. Online resources, social networks, and mobile applications work in conjunction. In order to “pick up” the consumer in time and make their interaction with the brand smooth and continuous.
For instance, you may start interacting with a customer on a social media network. And then it continues through your SEO rankings and eventually through email.
And eventually, you get your prospect on the phone which turns into a sales qualified lead.
Research shows that companies with omnichannel customer engagement strategies retain on average 89% of their customers. Compared to 33% of customer retention rate for companies with weak omnichannel strategies.
Mobile Experience expectations:
Users’ expectations for faster and better digital experiences are on the rise. And the mobile web is no exception. Faster landing pages typically lead to more conversions.
And “Accelerated Mobile Pages” (AMP)allow you to create pages that load quickly.
In addition to the importance of speed, providing revolutionary solutions to improving experiences on the mobile web is also going to be the key challenge next year.
At this point, “Progressive Web Apps” (PWA) offer a solution. By employing modern technology to deliver native app-like experiences on the web.
Online video to take over from TV screens:
In 2019, users will spend more time online for the first time than in front of TV screens. Much of this time they will spend watching online video. By 2020 the average online viewing time in the world will reach 84 minutes per day.
With platforms like Netflix, YouTube, Amazon Prime Video, Facebook Live, video is a big trend online that will continue to grow.
One of the main drivers of the mobile internet video market is creating live, in-the-moment videos.
Cisco reports that by 2021, live video is going to make up 13% of total video traffic compared to 3% in 2016.
Bots are increasingly used in all types of interactions between brands and potential customers.
So far, the development of the trend is being hampered due to the conservation of users: according to Statista polls:
Only 34% of respondents prefer chatbots to traditional channels of communication with online retailers.
But their opinion may change with the advent of a new generation of AI chatbots. .
These new chatbots will request information about the user, understand the spoken language, and conduct a full-fledged dialogue.
According to Gartner consultancy, by 2020 85% of such interactions will occur without human participation. With the continuous improvement in artificial intelligence, chatbots will improve as well.
Augmented Reality or Virtual Reality:
Augmented reality inserts objects into a real-life setting. This allows people to add an item to an environment and see how it will look like when the object is included in it.
Virtual reality creates a completely new environment that an individual can experience and besides using it in games, businesses can also use it for marketing purposes.
One of the most popular applications of augmented reality is from IKEA.
With IKEA’s augmented reality app, individuals about to buy a piece of furniture can see how it will fit into space they want to put it in. The app got 8.5 million downloads and many potential buyers.
According to estimates from the Harvard Business Review, global investment in AR development will exceed $60B by 2020.
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The LDB Mica Research team