Marketing has always been a challenging frontier. The shift from traditional to digital has also been a subtle yet a well-predicted journey. With ever-changing ideas and strategies, even the trends have changed drastically from time to time. While marketing by itself isn’t a very predictable area, a tentative forecast will always help understand and work towards the brand strategies. Some of such marketing forecasts for 2019 are listed below:
1. Streamers Will Be The Next Marketing Influencers
Influencers have had a big hit in 2018 and have worked for the benefit of brands. But now, with everyone using the influencer strategy, the idea has now become common. With the saturation of influencer marketing, brands may now move to audience trust building. Live streaming will hold the ground for brands. Influencers may be replaced by live streamers. Live streaming will not only be actively practiced for retail brands but also for intangible services. Industry experts can now make a shift to become marketers for best live streaming experience. With direct brand contact, the audience trust instills in the brand and that is how streamers work as an alternative to brand influencers.
2. Stories Will Hit The Roof
During a Facebook meet in January 2018, Mark Zuckerberg made a bold claim and predicted about the future of the stories format. He said, “Another important shift that we’re seeing across the industry is the growth of Stories. We expect Stories to be on track and overtake posts in feeds as they are the most common way that people share across all social apps. That’s because stories are a better format for sharing multiple and quick video clips throughout your day. The growth of stories will have an impact on how products are built and thought about from a business perspective.” We have already started to see the trend over WhatsApp and Instagram, which without a shred of doubt are the #1 and #2 most-used apps in the world.” So given Zuckerberg’s historical ability to spot and adopt trends, his prediction that the consumption and usage of the stories format will surpass news feed usage in 2019 should not be overlooked.
3. Segregated Formats For Marketing And Personal Posts
Social media developers have identified the power that the platforms hold over people. The retail and service industry has tremendously started making business over social media. This has now lead to a lot of clutter and amalgamation of personal and business accounts. With an initiative to segregate the one from another, blue ticks on verified profiles were introduced along with separate business accounts. But, considering the hacks that marketers have come up with for verified and business promotions, platforms will soon introduce various updates and new distinct formats for brands and business accounts. While retail pages have already received quite a few updates like product tagging, new ideas and segregator are in store in 2019.
4. The Rise Of Videos (Personalised Content)
With time, every social media expert has realized that most social media channels consider videos as the best format of content. The ideal algorithm of social platforms helps push video content above any other format. Observing this, the brand pages have by default started constructing video-based content along with readable content. The number of videos has already seen a hike in 2018. Therefore, it wouldn’t be wrong to predict that videos will be the most preferred form of content over the platforms. Also, a study shows, portable content has the highest consumption rate. Since podcasts, videos and songs can easily be heard over the phone even while someone travels, it is considered to be the most engaging form of content.
5. Personal Interaction
Endearment has always been the main goal for brands. Every brand has the knack and interest for the audience to interact. The more the mass interaction, the more it is obvious that the brand holds a place within the hearts of the audience. Marketers have gauged the value and importance of personal interaction for a brand. In 2019, a major part of marketing strategies will cover client interaction and reputation management. Social media and other digital channels will be seen interacting with the audience on a personal level. This will be covered through micro-monitoring of every remark, comment or expression that an individual has to share about a brand. The intention of brand interaction has already started and is visible within celebs where they now are developing personal apps for interaction with fans.
Marketing as a field can hardly be predicted. But, the trends and audience responses can definitely be reflected. Some facts and figures remain as constants even while the trends may change. That is where forecasts help in predicting the estimated shift of trends and fads for marketing. Human behavior and consumer cycle is the best way to predict marketing trends for 2019.