2019 is here, the start of a new year with new opportunities and new goals. Last year 2018 saw a few drastic marketing changes which will set the tone for 2019. Those changes consisted of businesses spending more on Social Media advertising OR Search Engine Optimization, but seeing a lot less return on investment than anticipated. Majority of that reason was because businesses flooded the same channels and consumers started to feel overwhelmed.
Our team of nerdy marketers got together a few days ago and comprised a list of the marketing trends that will begin to shape face in 2019. We predict this year will be a pivotal point for businesses and marketers as new forms marketing will be introduced and old forms of advertising will be readjusted.
There was a time when marketers told you that social media was best and ONLY way to advertise your business. There is some truth to this. When social media giants like Facebook, Twitter, and Instagram began shaping the way we connected with each other across the world, marketers starting using that platform as arguably the most cost efficient yet maximum results driven form of advertising. Because of this new found wave, it started to become oversaturated. Not only were marketers pushing products in social media users faces day-in-and-day-out, but social media influencers were constantly advertising various products along with the social media giants introducing tools such as Pay-Per-Click ads. Consumers began to grow tired and started scoring faster and faster when it came to their social media space.
Well, needless to say that is not going to change in 2019. To NOT be within the 90% of businesses who claim that they spent in excess of $80,000 a year of Social Media advertising but saw very little return on investment, the key is to spread the money across various channels. So what that means is rather than investing all of your marketing budget only on social media, or search engine optimization, or digital banner ads, the idea is to invest across all. One may say ‘are you guys crazy? We don’t have the budget for that’, well that’s where putting on your best chief marketing officer hat comes into play. Of course hiring a marketing agency like us is a huge part of that CMO gig. But the idea is to allocate portions of your budget across various channels to give your business an opportunity for equal distribution. For example, if you have a marketing budget of $3,000 for the next 3 months on a particular campaign, rather than use $2500 (83%) of the budget strictly on social media platforms (Paid-Per-Click Ads), use $700 on Facebook, $400 on Instagram, and have a surplus of $400 to allocate for readjustments on the campaign. The remaining money should be split between Google Ad Words, Local Podcasts, and Amazon (depending on your product/service).
“Hey Siri, where’s a good place to eat food?” ………” Hey Google, where can I buy furniture” …… “Alexa, what should I wear tonight?”
How cool is it to have a virtual assistant? Well, consumers definitely think so. According to a recent study, it is predicted that more than 50% of consumers will move to using V.A Voice Searches. Marketers will not start to shift their focus from search engine optimization focusing on web based searches to being able to incorporate Voice Searches. The idea is to have a business be in the response of the Voice Search. The process would be similar to that of web-based SEO.
This is going to be major in 2019, simply because the level of activity on the internet is creating for an unbearable amount of competition amongst businesses’ websites. But first let’s define what Conversion Optimization is first, CRO is the method of using analytics and prospective consumer feedback produce data on your website thereby improving the performance of your website. CRO can be used to improve any metric or area on your website that’s important to your business (Booking page, sign up offers, Recurring) –often called key performance indicators (KPIs)–that you’re trying to improve. Another way, it increases the percentage of website visitors who experience the must-have user experience that turns passive browsers into valuable conversions.
At its most fundamental, CRO means figuring out what users are looking for when they arrive at your site and then giving that to them. CRO takes many different forms, based on the KPI you’re trying to improve. Sometimes this involves making your call-to-action more apparent or placing it on a traffic-heavy page. At other times this means removing or relocating unnecessarily complicated or time-consuming steps from your conversion funnel, as the added friction can prevent a conversion from ever happening.
So why should a business care about CRO? Well the most important thing is that when driving traffic to your businesses’ website, you are most likely paying for that traffic. CRO can vastly improve the Return on Investment (ROI) when paying for traffic. Also, any form of data collection will become extremely valuable in 2019.
Ask any of our clients, they’ll tell you that one of our first principles in any marketing campaign is CONTENT IS KING! Nothing attracts a prospective consumer more than a beautifully designed flyer or a captivating video.
Businesses spent millions of dollars in curating content. In today’s world where things like Ultra HD, 4K, and expanded social media video-playback capabilities, video content is going to become of the most importance. Rather than the traditional digital flyer designs, video content will be the way to attract prospective consumers. A recent study was done whereby over 75% of consumers stated that they responded to video Ads rather than digital flyers.
Of course, like any content that’s created, it needs to be relevant to your audience/ consumer. Video content can be expensive and can have little to no ROI if done incorrectly.
Social Media Influencers (Engagement)
There was a period in time when a huge boom in endorsement marketing shook the social media and marketing/advertising world. Celebrity endorsements were always a way to brand a product, but how many local businesses could afford to have someone who had a social media following in the hundreds of thousands. Well, social media influencers became a thing. To understand how great this was for businesses and marketers let’s dive into a personal example for us. We had a client who wanted to plan a party. The client had a budget which didn’t have much room for a widespread campaign especially in such a competitive event- market like Miami. In doing our research to determine the best avenue for our client, we came across a local social media influencer. This particular influencer had over 600,000 followers via Instagram and over 900,000 on Facebook. We surveyed the influencers comments and engagements and determine that majority of their followers were organic (real people). We decided to reach out to the influencer in efforts to engage in the advertising of our client’s event. The influencer ended up being an official host for our client’s event. Long story short, the event ended up turning a huge profit margin. We paid the social media influencer $1200 to attend the event as well as advertise the event. We quantified the amount of impact the influencer had on the event and determined that their reach brought our client $30,000 value.
Because of this massive opportunity, businesses and brands began taking advantage of social media influencers. Suddenly social media influencers started becoming a sponsored ambassador constantly pushing products and services on their loyal followers. Eventually those very same followers began losing interest in their beloved bloggers and internet-comedians. We saw a large dip in social media influencers engagement with brands and businesses.
We predict that this will become a thing again. We believe that social media influencers and marketers will restructure their relationship.