3 Trends That Are Here To Stay
We’re almost one month in to the New Year, with work life back in full swing and everyone pushing to make 2019 a success. However, it’s important to reflect on how much of what we were doing last year actually worked? With an abundance of new technologies on offer, one thing we do know for sure is that customers are getting smarter, and it is much harder to keep their attention. So, what tactics achieved this last year, that we can carry through to 2019…
Trends that are not slowing down any time soon:
AI and Machine Learning
AI, simply explained, is systems that can analyse data rapidly to understand behaviours and patterns. It can be particularly useful when wanting to garner insights quickly, though scanning and analysing databases. AI is even powering customer segmentation, retargeting and push notifications to help businesses achieve their growth goals.
Blueshift states that 43% of marketers are leveraging the capabilities of AI to make audience expansion and 39% of marketers are using it for audience retargeting, allowing it to speed up many processes that would’ve taken weeks to complete.
As mentioned in my (key technical trends to retain the millennial) blog, video content is still a major theme in the industry. But, what had become more pronounced as video has evolved is the use of live video. More and more people are tuning to their favourite influencers’ live story, on platforms such as Instagram Live, Facebook Live or Periscope. It provides a gateway for live, honest commination, adding to authenticity of the content. But, this isn’t the only way live videos can be used, live product demos are also popular, as are live Q&As, streaming of industry events and behind the scene tours.
Live video provides a great basis for content that can be easily reformatted into blog posts, infographics, whitepapers and social media posts. For this reason, engaging users in live video content should find its way into your marketing plan for 2019.
Augmented or virtual reality was popular in 2018, and this trend can be seen to be continuing into this year. Augmented reality works well in retail as it takes the risk consumers may have of testing and buying new products. A great example of this in action can be seen with makeup retailer Sephora, who created a virtual makeup artist app with Modiface to show how makeup products would look when applied using the customers phone camera. Another example would be furniture retailer IKEA, who developed an app to let customers see exactly how more than 2000 furniture items would look and fit in their homes, eliminating any guess work. Along with this Snapchat and Facebook have recently rolled out a selection of AR ads in the newsfeed, highlighting even more that its not to be ignored throughout 2019.
While I’m sure there’ll be a plethora of other marketing tactics emerging or growing in the coming year, the way you employ these trends in your current strategy will remain vital. Now I’m going to sit back and wait for the new AI tool that allows me to taste my food before I order it.