Top digital marketing trends for 2019
- Uk Business Profiles
Voice search and personalisation are set to drive digital marketing decision making in 2019, according to experts.
Digital marketing is getting quicker and more competitive as marketers look for ways to appeal to ever more fickle consumers.Most of a company marketing budget goes on digital, with digital marketing spend to hit $118 billion by 2021.The number of digital marketing tools and channels keen for your custom are huge and deciding where to put your hard-earned revenue is a challenge, especially when your brand is at stake.So, before you begin planning your 2019 marketing, here are the digital marketing trends experts think are worth investing in for the year ahead
Voice search
The rise of Google and Amazon have brought voice search devices to millions, which enable you to search and order products with your voice via digital assistants. Gartner predicts that 30 per cent of all web browsing sessions will be made by voice-activated searches by 2020. Whether this leads to Amazon ‘destroying traditional brands’, a claim made by NYU professor of marketing Scott Galloway in 2017, remains to be seen.Mark Ralphs, Partner at Good Rebels says that voice technology and intelligent assistants like Alexa and Google’s Duplex will replace human and/or digital touchpoints on the consumer journey.
Progressive web apps (PWA)
Mobile has been talked as the next big thing for years but it looks set to come into its own very soon. A report by Google and PayPal predicts that two-thirds of UK e-commerce purchases will come via a smartphone in 2020.‘PWA is a way of building your website on a single holistic platform’, says Ant Scarborough, director of digital at Absolute Agency. How does it work? ‘You can search on Google as normal but can save the website to your homepage which means you can access the content offline much faster and you can push notifications to the user. It will be a big trend,’ he says.Also, PWAs take up less space than normal apps, which encourages and increases downloads.You currently can’t make payments on a PWA but can add things to your wishlist. Online payments may integrate in the future.From a developer perspective, you don’t need to maintain a web app and a native app (an app you download from the app store) as its all one platform.