The digital marketing trends of 2019
By Thomas Schrämli, Schrämli Consulting, and Philipp Benker, Scout24 MediaImpact
Anyone who dares to make predictions about developments in digital marketing needs to be able to differentiate between short-lived trends and true changes in the market. Which factors contain hidden potential? How can we achieve measurable increases in efficiency? Drawing on our perspective as a neutral consultant and our experience as a marketer, we’ve taken a look at what’s currently driving the sector – and identified five key trends that will make waves in the Swiss digital market in 2019.
No. 1: Machine learning
This topic is currently on everyone’s lips, but only a few are truly capable of determining its significance. Adaptive algorithms will provide more relevant results. This sounds very helpful and is sure to impress us in the future, but efficient usage is still limited in the current situation. This trend is particularly characterised by the fact that searches in digital marketing increasingly take place via visual attributes, presenting the product or service in question in a brand-new light.
No. 2: Customer-centred marketing
In future, algorithms will dissect user behaviour far more accurately than human analysis or experience is capable of. The adaptation of usage-based data to user-oriented data collection will alter both appeals to target groups and the current segmentation of traditional customer data. If data is used correctly, interests and behaviour can be brought together in a single forecast, increasing the chances of concluding a transaction.
No. 3: Micro-moments
This trend is based on the fact that the primary purchasing or transaction decision-making process for consumers will soon be dominated by micro-moments. The relevance of the products, services or offers will once again play the most important role here, in line with the motto ‘in the right place at the right time’. Messages are regulated using data that analyses individual, personal user behaviour and identifies micro-moments. In future, artificial intelligence will be used here to store behavioural patterns.
No. 4: Artificial intelligence
Artificial intelligence, which is currently mainly used in customer service, will contribute to a significant increase in quality for collected data. Serving as a compact impetus and revealing where and to what degree products and services should be further developed, it will shape far more than just marketing. Artificial intelligence can be used to automate and sell selected products and services as part of digital marketing, and to independently manage individual target group segments analysed on the basis of their behaviour.
No. 5: Online transparency
Our industry has long been mired in partial transparency. All those involved, from publishers, intermediaries and networks through to business customers, have managed to work with this lack of transparency. Transparency, however, is essential for digital marketing, and will be further promoted in coming years in order to strengthen trust and provide consumers with more security regarding their data. The key to success here lies in new technologies such as blockchain, which stores information in a neutral and unalterable way, and can be viewed transparently bythe consumers and partners involved.