New Year, new marketing trends. In 2018 we saw the rise of chatbots, video marketing and at Digitonic we declared that CPC now equals 'Cost Per Conversation' not 'Cost Per Click'.
As we begin 2019, we look at the mobile marketing trends set to make an impact.
Social commerce is often said to be the future of online retail. However, many Western social media platforms have been slow to react and customers are reluctant to take to the trend. Nearly 82% of shoppers admitted that they are yet to use social buy buttons or other forms of social commerce.
With shop-able posts becoming available on Instagram and Facebook introducing 'Instant Experience' adverts in the near future, 2019 may be the year that social commerce booms in Western culture.
China is already at the forefront of social commerce. The super app WeChat allows users to complete a wide variety of activities without leaving the app – from ordering food deliveries, purchasing household items, hailing a taxi or even booking appointments. You can read more about WeChat here.
Voice search is continuing to rise thanks to Siri, Alexa, and a host of other smart devices. It is reported that 22% of UK adults now use voice search between three and five times a day as virtual personal assistants become a more significant part of consumers daily lives.
Marketers must prepare for voice search. When using a search engine, customers use short phrases to find information. However, voice searches are part of a conversation with a smart device. In fact, 2017 Google Data shows that 70% of all searches on the Google Assistant are in a conversational language.
2019 SEO strategies must recognise and adapt to this change by stepping away from conventional keyword terms and looking to use long-tail keywords instead.
Long-tail keywords are usually three to five words in length and are more specific than standard keywords. People tend to use long-tail keywords when talking to smart devices without even realising it! For example, if you were looking for a nearby bookshop, and were talking to your smart device, you would ask something along the lines of “Where is the nearest bookshop?” However, when using a search engine, you are more likely to enter something simpler, such as “nearest bookshop”.
Location-based marketing has been around for a few years now. Yet, this marketing method will grow by 18% this year.
Brands such as Nike are using location-based marketing to entice people into their new global flagship store in New York City and their Nike Concept Store in LA. A report last year showed that 43% of UK smartphone users find location-based communications helpful if it comes from a store they’ve already used.
Our location-based marketing tool, Entr, is powered by existing Wi-Fi connectivity which creates unique data insights and outcomes by enabling venue owners and operators to understand who their customers are, how often they visit and how long they stay.
MAKE THE MOST OF MOBILE
If you’re interested in finding out more about our Smart Mobile Marketing® approach, get in touch today!