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LMC. Growth

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3 business-critical digital marketing trends for 2019

1. Digital marketing strategy and planning trends

Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company. Instead, we recommend using a customer-centred approach to audit your approach for different personas across the lifecycle as shown below.

In today’s omnichannel marketing world there are many marketing techniques across paid, owned and earned media that we advise reviewing across the customer lifecycle.

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4. Social media trends

We can expect that Instagram ad spend continues to increase in line with increased usage and better advertising options on the platform. This shift in ad spend is indicated by a Merkle report of their clients' investments that showed that while Facebook ad spend grew 40 percent year over year in Q2 2018, ad spend on Instagram jumped 177 percent during the same time period.

Within Facebook, increased use of Messenger is an opportunity. The latest statistics from Facebook show the importance of Messenger: with 1.3 billion people use Messenger every month; 8 billion messages exchanged between people and businesses every month and 78% of people with smartphones using messaging every month. As well as targeted sponsored ads, use of Messenger for conversations is a major trend. Nike has one of the most advanced commercial chat applications and well used implementations I have seen that is worth checking out.

3. Content marketing

The Content Marketing Institute does a great job of showing trends within content marketing via its research and case studies.

The research section on CMI shows similar patterns within content marketing compared to previous years. Taking technology content marketing as an example, this chart shows that key trends are:

A more strategic approach to content marketing with many businesses now having a holistic content marketing strategy to support audience engagement and commercial goals of leads and sales

Focus on content quality based around deeper understanding of personas

New roles and structure to support content marketing activities as investment increases

Improved measurement of content marketing effectiveness