1. The Stories
The big trend in digital communication in recent years, it’s probably the “stories.” Stories are everywhere, Instagram, Snapchat, Facebook and even Netflix gets started and Google tests for its part the AMP-story, the equivalent of stories for the search engine.Internet users no longer want to read information to process, they want fast, preformed, easy-to-follow stories.Internet users no longer want to read information to process, they want fast, preformed, easy-to-follow stories.
2. Mobile digital marketing
Mobile devices now account for 60% of the time spent on the internet. By their more mobile use and their additional functionalities (APN, GPS, SMS …), it becomes more and more obvious that digital marketing techniques will be based exclusively on mobile platforms, where today we aim more often desktop or 360 ° campaigns.In the mobile age, localization plays an important role in spreading brand awareness and strengthening the reputation of any business at the local level.Companies looking to increase their market share by strengthening global engagement can opt for a localization approach. Digital marketers are also implementing a native advertising strategy to get the most out of localization.
3. The micro-moment
The micro-marketing moment is a notion popularized, among others, by Google and which designates the use or marketing exploitation of the many short periods of time spent on their mobiles or tablets by consumers during a day (a high school student who consult are portable between two courses, or even during the course when the teacher writes on the board or the person consulting his tablet during the TV advertising page).In a micro-moment strategy, we need to create a “map of moments”, how to understand the needs of the consumer at the right time, how to use the context to offer the best experience, how to optimize micro-moments for the day and finally how to measure the moments that really matter in the consumer’s day.
A micro-moment, as defined by Google, is a moment rich in intentions when a user wants to learn, find, do, or buy something and then decides to take immediate steps to achieve it.
The 4 main micro-moments of the consumer
- Evaluation of the purchase decision on the moment: 82% of smartphone users turn to their phone to influence a decision to purchase in-store. Which confirms the figures of this other Google study.
- Resolve unpredictable problems immediately: 62% of smartphone users are more likely to take action immediately to solve an unexpected problem or a new task or a difficulty, because they have a smartphone at hand.
- At every moment, its goal: 90% of smartphone users have used their phone to advance towards a long-term goal or a multi-step process …:
- New ideas to break the routine: 91% of smartphone users are turning to their mobile phone to find new ideas while performing a task.
Brands must be able to exploit these micro-moments. A good example of an advertising practice using micro-moment marketing and by which the motorist is touched on Waze when he is in a traffic jam.
4. Contextual & targeted advertising
For marketers, tracking consumer behavior in the overall journey from search to shopping is essential. With data, digital marketing professionals can analyze and optimize each step.It will therefore require more and more data, but with the GDPR , it will be more and more difficult to harvest it.In fact, AdTechs will have more and more trouble using cookies, but because Internet users are less and less attentive to advertising, it is increasingly important to target the consumer in a very precise way by taking into account account his profile AND the context. What content is read, what action is taken, at what time?With digital advertising, it will not only be about reaching the right people (targeted with the data), it is still necessary to touch them at the right moment. So the best time to run a restaurant ad is when someone goes to write “I’m hungry” in a conversation.
5. Ethics as a commercial argument
Ethical marketing is not new in itself. In 1983, American Express decided to donate money – for the restoration of the Statue of Liberty – each time one of its customers used the American Express credit card.This kind of campaign brings no commitment to the customer, out, the customer does not want to be “the product” anymore. We tend to forget it, but the GDPR is above all a consumer demand and in a digital world where the false is often more effective than the truth, trust is more than ever determinant for the consumer.Each stage, from the harvesting of raw materials to the gradual transformation of the product, through the transport, could be freely available, with for each level the various stakeholders and the remuneration they received in return.
6. The customer experience (CX)
No longer consider the consumer as a number, profile or data, here is a big challenge for companies. Increasing competition in the digital world has forced marketers and entrepreneurs to focus on the Customer Experience (CX) .The GDPR obliges companies to facilitate departure and change of supplier. It is far from the time when a telephony operator relied solely on recruitment by offering exclusive offers to new customers, now we must also keep its first customers.The CX needs to be evaluated regularly, especially since your satisfied customers are also your best ambassadors.
7. Vocal Marketing
I’ll be honest, I’m not a fan of voice conversational interfaces such as Amazon’s Alexa, Google Assistant, Cortana, but this market is the new battleground that follows that of watches and other connected objects.I think that voice marketing is likely to grow much better in Anglo-Saxon countries because of the efficiency of the solutions and the size of the markets.As for conversational interfaces such as chatbots (which may be vocal, but not only), I am less skeptical, they make it easier for consumers to get useful information or transaction assistance.
8. AI and conversational interfaces
We should talk about more and more conversational UX or Conversational Design, which is like asking how to make a bot really efficient. There is so much to do and imagine, we are at the beginning of a small revolution, I am sure.The AI will naturally find its place in the conversational interface, a simple example, a chatbot for legal, accounting or dietary advice could be driven by an AI. Recall that the AI feeds on Big Data, so if you ask a question, someone else has necessarily asked more or less the same question before you.In conversational marketing, it will be difficult to create tailored solutions, but it will also be difficult to limit yourself to static advertising campaigns. Sometimes it is the deep integration at the heart of a service that will be needed.
9. Influence marketing reinvented
Leading brands are increasingly relying on influencers to build brand awareness, but they are unable to measure results for often very high costs.Leading brands are increasingly relying on influencers to build brand awareness, but they are unable to measure results for often very high costs.Recent studies have shown that too big influencers are too far away from their community because they no longer interact with them. An influencer marketing campaign should instead rely on a network of small influencers to be more effective.I think influencer marketing will have to change, be more automated and better structured. Agencies selling influence will need to monitor campaigns and integrate influencers into more elaborate creative processes.There is no doubt that video should be at the center of the digital marketing strategy, as 79% of customers prefer to watch a video to learn more about the product. Nevertheless, live video such as live Facebook is even more engaging.
10. The live video
There is no doubt that video should be at the center of the digital marketing strategy, as 79% of customers prefer to watch a video to learn more about the product. Nevertheless, live video such as live Facebook is even more engaging.
11. The Internet of Things
More than ever, connected objects allow to enter the intimacy of customers. Thus, it is possible to use this concept to promote products and services in an engaging way.A simple example, the association of a brand of diet products and a connected calorie counter.
12. Augmented reality
Augmented reality is not a new technology, but until the arrival of Pokemon GO, it had not shown its potential to a large population. Today, everything is different, consumers are almost all equipped with smartphones.
Brands will be more popular to reach the consumer in an original way.