Everything is changing! At least if you trust most trend reports for 2019. The reality is probably less dramatic. Yet broader developments will mature this year.
You are already familiar with chatbots from the previous issue. They are bound to grow in 2019 as brands try to automate interactions.
Voice-powered devices such as Amazon’s Alexa and Google’s Home creates another use-case for bots. Adoption of these devices will grow further in 2019, provided brands create meaningful experiences for consumers. Still belonging to the trendsetters and not the masses, experimenting and trialing voice enabled experiences will give you the edge before the inevitable mass-adoption in future years.
Video, as we explored in August, is definitely reaching the masses as opposed to trendsetters. In part because it has belonged to the masses for so long already with TVs. As online video consumption grows even more brands must leverage the platform and be on the lookout for the growth opportunities. Live video is going to offer this for 2019 and make brands more personable than ever.
Companies too will realize the power of digital transformation. Progress is slow, but increasing. Use of artificial intelligence (perhaps the application of big data) will enable efficiency boosts and see the rise of new and smarter products and services.
For digital marketing, brands must seize the moment and use the abundance of tools to finally embrace omni-channel strategies as increasing costs in now established methods yield less results. A holistic, omni-channel strategy enabled brands to realize more returns for their investments. Now is as good of a time as ever to get started, if you don’t want to lag behind.
Finally, 2019 will be a year of better security discussion. Following the big security headlines around the world in 2018, security now has a better seat at the table. Well-deserved too. As digital tools get easier to implement, security questions and processes create a meaningful balance between too quick and too slow.
One thing is certain. The world is moving quickly. When we after the next 11 issues look forward to another year, some ideas will have matured yet others pivoted into perhaps greater ones. Keeping an ear to the ground and having an open mind is undoubtedly the only way forward, as always.
This post originally was sent as the January edition of our insights newsletter to our clients. Sent once a month, it gives our clients the condensed, key insights that they need in digital marketing.