I find it really interesting to follow the trends in new marketing techniques enabled by new innovations in technology and how they’re managed. To gain an idea of the most important trends to businesses, each year we ask our members to rate THE most important digital marketing technique.
In our latest research, we asked which tactics marketers think are most important with the question:
“Please give the digital marketing technique which you hope will give the biggest commercial uplift in 2019.”
These are the top rated trends from the report.
There are four clear leading techniques, here’s my view on why these tactics form the top five techniques.
- #1 Content marketing – this has featured consistently in the top 3 for several years. I think it’s number 1 since content marketing can be applied by all types of business regardless of their sector or size and if the right strategy is followed can make an impact that supports communications across all touchpoint of the customer lifecycle. It fuels all digital channels from search, email and social media marketing. This makes having a defined content marketing strategy essential to competing in many sectors.
- #2 Artificial Intelligence and Machine Learning – This is an exciting ‘new entry’ into the top 5 and suggests that marketers now believe they will see a return from deploying the latest AI tools supporting the many marketing applications for AI we review in this infographic. Within AI, I believe the most popular marketing applications will enhance personalization and marketing automation which brings us to…
- #3 Marketing automation and email marketing – This is also a perennial feature in our top five and it’s no surprise since, like content marketing, it’s effective for both B2C and B2B marketing. While some more mature organizations will make improvements through use of AI, other less mature businesses will benefit from improving the relevance and timing of their emails through using rules-based automation and personalisation.
- #4 Big Data (including market and customer insight and predictive analytics) – It’s good to see big data in the top five since we believe in the power of data-driven marketing. Big data analysis such as predictive analytics typically requires larger budgets, so will be restricted mainly for larger organisations, but the use of market and customer insight using the tools shown in our Martech tools wheel is open to all businesses and I think is why this is a relatively popular choice.
- #5 CRO and improving website experiences – This is the first time that CRO has featured in the top 5, which is again a sign of increased adoption of data-driven marketing as processes improve in organizations who can now run ‘always-on’ improvements using structured AB testing programmes. There is also the option of new lower-cost tools including Google Optimize which is freely available.
On my full blog-post on Smart Insights I give more examples and details on 8 digital marketing trends for 2019.