Digital marketing and digital technologies are disciplines who evolve almost daily, making them extremely interesting, but often difficult to keep up with, because of the numerous discoveries and innovations in this sphere. At the threshold of 2019, we can look back at the past year and notice that many of the trends we mentioned a year ago have really come true - voice search is already very popular among consumers, artificial intelligence is integrated into numerous systems and applications, and the Internet of Things (IoT) makes our homes smarter. However, the question is what awaits us digitally in the upcoming year?

Digital marketing and digital technologies are disciplines who evolve almost daily, making them extremely interesting, but often difficult to keep up with, because of the numerous discoveries and innovations in this sphere. At the threshold of 2019, we can look back at the past year and notice that many of the trends we mentioned a year ago have really come true - voice search is already very popular among consumers, artificial intelligence is integrated into numerous systems and applications, and the Internet of Things (IoT) makes our homes smarter. However, the question is what awaits us digitally in the upcoming year? 

 

1. 5G

The most powerful and fast internet ever is set to be launched in late 2019, as introduced by the tech giants Verizon, T-Mobile and AT & T in North America and some European countries. The network has the potential to literally change the world, starting with your TV - with 5G, you won't need any cables and boxes but just a cable to power the TV to enjoy your favorite videos and shows even if they’re in 8K resolution. This will force many companies offering TV services to rethink their business models and probably lower their prices to remain competitive. Another benefit of 5G is that its speed will be unprecedented so far - 10Gbps, compared to 100Mbps, which is offered by 4G at the moment. The network is about 500 times faster than 3G. In addition, the "internet of the future" will guarantee a delay of just 1ms (4G has a delay of about 70ms) - this is particularly important for remote-controlled devices, such as drones, as well as self-driven cars. Samsung and Ericsson are already developing 5G mobile phones, modems, and routers for them to get ready for this change! 

 

2. Client Journey and Marketing Automation

This marketing approach is already popular but in 2019 it will be crucial because of the important number of channels and ways of marketing communication, as well as the growing importance of customer success as a discipline. A key point here is also the introduction of the GDPR law in the European Union, which aims to reduce spam and indiscriminate emails. Thanks to marketing automation, you can track what's happening to your clients on every trip in real-time. When someone unsubscribes from your emails, the system automatically stops sending marketing communication to ensure that you follow this law.

The Client Journey is a way to bring potential and existing customers into a route that is right for them, thus to be able to achieve a business goal (conversion). 

 

3. Serving the customer through artificial intelligence

Artificial Intelligence, which was originally used as a way of analyzing data and forecasting results, also found its role in customer service last year. This trend will continue to grow in 2019. Artificial Intelligence helps to analyze historical data and makes reports on it, as well as predictions about the future.

In customer service, it is extremely important to react quickly, especially when it comes to health centers, heating or water supply companies, logistics, and others. The advantage of the introduction of artificial intelligence into your system is that it allows customers to "self-handle" by talking to bots and booking their appointments by themselves. This allows smaller cases to be resolved quickly and easily. People working in customer service departments have more time to devote themselves to more complex and bigger cases without feeling nervous. Chatbots are just one example of this - in the Salesforce solution for Field Service employees, artificial intelligence helps dispatchers to predict which employee has the capacity to handle a given task and when he is busy or free. The best solution is to integrate artificial intelligence at all levels, from the first contact or order to data analysis and reporting. Do not be afraid - artificial intelligence will not replace people, it will just make their work easier and free their time for more important tasks by helping with administrative or other time-consuming tasks.  

 

4. Cybersecurity

2018 was shaken by a lot of hacker attacks and a lot of data storage problems have come to light – the Facebook and Cambridge analytics scandal is just one of the examples. At any given moment, with each click, each of us produces more and more information, which is collected, stored and used by companies. In the most common case, the use is rather harmless – its goal is to target advertisements and marketing messages better. Some companies, however, use the data they have to sell it to third companies without the knowledge of the consumer. Carefully review your emails and see if you have emails from a sender you do not have a memory of subscribing to, you can be sure that this is either spam or your email address has been sold to a third-party company. You may complain if you notice this practice. Cybersecurity is also important for data storage, which is increasingly the subject of hacking attacks and security breaches. One of the safest ways to store data is in the cloud because the data security is guaranteed by multiple technologies and systematic security architecture at several levels (deterrent, preventive, detective and corrective controls). 

 

5. Consumer expectations

This trend is not technological, but rather psychological, and is an extremely important part of the digital marketing and development strategy in 2019. In the last few years, marketing has evolved thanks to social networks, the boom of online commerce and the globalization of markets. In the same time, the expectations of consumers change - the price of your product or service is no longer determinant of whether you will be chosen instead of your competitor. Factors such as social responsibility, employee attitudes, potential product or service issues, and clear customer trips are now much more important than a simple price advantage. 80% of the people in this Salesforce survey claim that the service they receive from a company is just as important as its products or services. Every year, the purchasing power of people increases, but competition and innovation are increasing in any industry, so it's impossible to rely solely on your pricing to earn customers. You need to have the full package - a good product, targeted marketing, excellent post-purchase support, good presence in social media, employee and customer engagement. Yes, it sounds like a lot of work, but if you are motivated, you will do it all with ease and it will definitely not weigh you down. The results are steady and worth the effort!

The alternative here is to deal with customers lazily, which will inevitably have unpleasant consequences - in the internet and social media era, only one unhappy client is needed to lose a hundred potential and existing ones! See more about how Omnicar BG carries out its marketing with automation. 

With every year passing by, digital marketing and technologies make not only our businesses but our everyday life even more interesting and exciting. The numerous opportunities that they provide should not be overlooked, because innovation is what makes companies more competitive and more attractive in the eyes of potential and existing customers. Even seemingly small details like personalizing your marketing messages or introducing better customer service processes has the potential to give you an edge over your competition and to show that you really care about the person to whom a marketing message is directed. In the new year, it will be essential to start a positive change from within, through timely digitization of processes in the company, and outwardly in the form of quality (not just quantitative) marketing. This is a sure way to make the upcoming year even more successful!

 


About the author: Yoana Velikova has solid knowledge and experience in SEO and SEM (including AdWords and Tag Manager), display advertising, statistics and data, website creation and management, social media and advertising management, email marketing, Analytics and more. Joanna is responsible for all digital items and is certified by Google and the Salesforce Marketing Cloud. You can contact her at digital@next-consult.com.

 

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