Editor’s Note: The following guest post comes from Justin Kemp, Jr. content writer and blogger with Ranking By SEO. How will digital marketing evolve in the coming years? What are the digital marketing trends in 2019? To help you make your choice, in the following article, Justin has provided a list of 7 key digital marketing trends for organizations.
Digital marketing is a very volatile landscape. What worked two years ago is no longer as effective. That’s why business owners need to keep track of various trends and revise their digital marketing strategy regularly. It is generally considered a good practice to conduct an audit of your marketing campaign every year and incorporate new strategies during the process.
These new strategies emerge from prevalent trends in the marketing industry. Modern professionals and business owners need to keep their ears to the ground to stay on top of the trends.
In this article, we discuss the different digital marketing trends that can help now and are likely to be prominent in 2019.
1. Focus on User Intent
Google keeps refining their search engine to ensure it delivers the best results and great user experience. In their endeavors to do so, the company has started to focus on user intent instead of just exact match search phrases. Machine Learning and AI in the search algorithm take factors like past search history, location, gender, and other such factors into consideration.
RankBrain and Hummingbird also look at the relevancy of the content on the page. This means the algorithm doesn’t just match keywords, but also considers the overall context of the article through Latent Semantic Indexing.
You need to take these factors into account while creating your content in 2019. If you don’t take time to create pieces focused on user intent, you might fall behind in rankings.
2. In Keeping with the Latest SEO Upgrades
Google was quite active in 2018 and released several upgrades over the course of the year. Aside from the increased focus on user intent that is mentioned above, Google also prioritized website page speed through the Page Speed update. It introduced mobile-first indexing where websites are ranked based on their mobile performance. The “Medic” upgrade also had a significant impact on the rankings. It affected health-based websites in particular but did influence other sites too.
In 2019, it is important to optimize your website for all of the different algorithm upgrades that occurred in the previous year. Make sure your website is relevant, user LSI keywords, improve its overall speed, optimize its performance, and take other such steps.
3. Video Marketing Strategies
Video is a very appealing medium that can keep users engaged for a long time. It conveys information clearly and helps you establish a personal connection with your target audience. Many businesses are intimidated by this medium because they believe production might be complicated, but that’s not the case.
You don’t need polished, highly-professional videos. You don’t even need sophisticated tools because modern smartphone cameras are quite capable. It is easy to put together some great ideas and video content without a professional set-up. Some of the different video formats you can use include:
- How-to videos
- Influencer content
- Product descriptions and walkthroughs
- Event videos
- Company introduction videos
- Customer testimonials
- Behind the scenes videos
All of these types of content can help you reach out to a wide audience and retain their attention. Pages with video content are also likely to rank high, especially if they have good load times and relevancy.
4. Use of AI and Chatbots
Artificial Intelligence seems like such a futuristic concept, but it is slowly becoming our reality. Everyone who owns one of the latest smartphones interacts with Artificial Intelligence regularly through Siri, Google Assistant, or Alexa.
Artificial Intelligence isn’t just limited to your smartphones. It can be found in a number of researches, data collection, marketing, and customer service apps. AI chatbots are a great example of this technology at work. These tools provide basic customer service without any sort of human input.
You can use these AI tools to take your marketing and customer service to the next level. The tools can be used to plan content, research, engage customers, automate repetitive processes, etc.
5. Omnichannel Presence
Omnichannel and multichannel are often used interchangeably, but they don’t mean the same time. Omnichannel strategies are more useful if you want to deliver a consistent user experience across all of your platforms. For example, Google offers a wide range of applications like Docs, Slides, Sheets, Gmail, etc. All of these applications are omnichannel and work similarly on a desktop, mobile, and other smart devices.
Ensure your customer’s transition from mobile to desktop, and from website to social media profiles is smooth, quick, and easy. This will go a long way to help establish a strong presence online. It is also a good idea to understand the relationship between different channels and how they can influence each other. This will help you create a more integrated marketing campaign for your organization.
6. Be Candid on Social Media
Recent research indicates that millennials and most modern audiences value authenticity. That’s one of the reasons why they don’t trust celebrity endorsements or paid influencers. They take extra steps to find the most authentic source of information. In fact, 90% of millennials care about authenticity, while 85% and 80% of Gen Xers and Baby Boomers require it.
That’s why it pays to be candid and open on social media. Candid content like amateur photographs, articles about personal experiences, Instagram or Snapchat ‘Stories’, live streams, etc., help you establish a more personal connection with your target audience. This is a very effective medium to help build brand loyalty and earn customer trust.
7. Surge of Original and Authoritative Content
There’s an increased focus on creating original and authoritative content. It is no longer enough to create generic articles just based on research provided by other sources. If you want a really successful marketing campaign, get original data and content wherever you can.
Some content creators conduct surveys, others analyze data from different websites. Some also observe search engine behavior and patterns to determine if the algorithm has been upgraded recently. Original content gets more links and better engagement.
All digital marketing strategies require a solid website as a foundation. Make sure you include website optimization and upgrades in your campaign.
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- 7 Key Digital Marketing Trends for Organizations in 2019 - January 30, 2019