Author: Kristjan Raude
Predicting the future is a thankless job. It’s far better to create it yourself. But, I guess it’s okay to play with the crystal ball once a year, so I’ll give it a go. So, without further ado, let’s glance at the 2019 trends in marketing.
But, first, as a warm-up, let’s take a look at my last year’s (2018) predictions:
- Successful marketing management is becoming more and more complicated. There is a consistent flow of new channels, alternatives, laws, and threats. Your marketing team must be enriched with new additions (specialists) or you ought to find excellent partners to collaborate. Bear in mind that new clients are important, but the old ones are even more valuable!
- Advertising budgets on Google and Facebook are increasing. Whether we want it or not, these channels matter, and I don’t see them threatened by any other any time soon.
- New data protection law (the infamous GDPR) has caused a lot of headaches. It will be succeeded by a new one which is being created as we speak. Marketers (and entrepreneurs) life will be made significantly more difficult by it, and the consumer’s interests will be protected even more.
- Facebook will lose its user base. Their YOY growth has stopped and is in a downfall. The consumers have started to comprehend the tremendous time expenditure which, today, is about two hours a day.
- Instagram is growing in popularity. It’s straightforward to use for the consumers and easy for the advertisers to target their products and services. They can do it precisely and effectively.
- LinkedIn is also growing. When Microsoft’s first steps as a new owner in developing the platform were in a completely wrong direction, then today is looking up quite a bit! It’s still, by far, the best B2B platform.
- New tools? To sum it up, it’s marketing technology, meaning AI, chatbots, automation, smart devices, etc. From one side it reduces routine and repetitive actions, on the other hand, it creates entirely new specialists in the field. As a result, the demand for marketing technologies will snowball. Let’s take Google Home and Amazon Echo for instance. Adapting these tools demands for content optimization for voice commands.
I’ll leave the summarization and evaluation to the reader.
Looking at the year 2019 in marketing and advertising, I don’t see a drastic change. In recent years the technology has properly shaken the scene (in a good way). The old is no longer valid, the new techniques have been written down, but are still in need of a trim.
The internet, formerly known as the “miracle tool of free marketing” is asking for a decent amount of cash today. Because everyone’s there. And you want to be as well. It’s better for your business. You mustn’t forget though that Facebook, Google, Amazon, and Twitter are listed on the stock market, and their primary objective is to please the investors, not their end clients. Last year also shook (for the first time) Facebook’s and Google’s nearly unshakable positions.
What will continue as it is?
- Advertising budgets continue to cross over to the digital channels.
- There’s still a shortage of great digital specialists.
- Budgets aimed towards influencers will continue to grow.
- Adapting and developing different marketing technologies continues, i.e., marketing automation.
- Companies are still facing a dilemma: whether to do their marketing in-house or buy it from an agency.
- Local media channels will lose their share of the market to Google and Facebook. It’s evident more and more how traditional (for example in Estonia) media integrates digital channels, i.e., Paljas Porgand in Italy, Hensugusta SHOW, etc. What the future will bring, is still up for a discussion though.
- The importance of a webpage in a marketing matrix will continue to grow.
2019 trends in marketing: what’s new?
- I thought last year that the coming of GDPR would present us an example case. It didn’t happen (editor’s note: the article was written just a few days before Google got fined). The reason, most probably being, that Google and Facebook got told off one way or another. Maybe we’ll see an example case this year.
- Content marketing will gain an entirely new meaning. To blog just for the sake of blogging or SEO is rather pointless these days. How to tell your story (which is not a sales story) in various channels, so that it brings out the desired change in the end consumers thoughts and behavior? #milliondollaranswer
- In 2019 it will be understood that collecting marketing data isn’t going to cut it. You also need to analyze the data and change your tactics based on the results.
- The leaders of companies will a) give more power to their marketing managers or b) dive into the wonderful world of marketing and advertising themselves. The development and marketing of a company go hand in hand in today’s world, whether you want it or not.
What I hope to see is a better understanding of the advertising and marketing scene in Estonia when it comes to the actions of specialists and agencies. The “old classics,” the advertising crowd, will understand the essence of advertising and marketing and know how to use it in their campaigns successfully. The “new and angry” digital marketers will instantly grope result-orientated digital channels as they go along.
The first bunch has done mainly brand marketing so far where the results are not measured. And the other group has done more of direct marketing where the results are ‘the thing’.
Both are irreplaceable though. The power lies within the collaboration. I’m pleased to see the marketing communication agencies union’s (ETKAL) re-branding and positioning into a marketers union (TULI). Maybe it’s the first step?
I believe in tomorrow where both sides of the coin are not only in deep collaboration but also understand each other and are capable of creating fruitful campaigns together. We’ll probably see an entirely new type of agency, the kind that will bring these two sides of the same coin together.
That was our curious glance at 2019 trends in marketing.
As a result of the above, the company will benefit. It doesn’t matter if the company is the employer of the marketing specialist or a client of a marketing agency. As long as the company is happy, everyone else is too. There will be enough work for everyone.
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