Your digital marketing survival checklist for 2019 and beyond, according to our Strategy Director, Kevin
As we all wind down for Christmas and the year slowly but surely comes to a close, at Proctors we’re looking to the future.
Every year, we see new technologies emerge and existing technologies get smarter. So, with this in mind, how do we keep our heads afloat in the ever-evolving sea of digital marketing?
We spoke to our Strategy Director, Kevin Mason, who told us if you’re going to make 2019 your year in the digital marketing world and beyond, then get ready to tick these six things off your strategy survival checklist…
Be the solution to people’s problems.
Whether it’s in an office or daily life situations, no-one likes to be reminded of a problem. Instead, be the person who comes up with a solution to a problem – that’s what everyone wants and needs, after all. When it comes to improving your environment and strategy, be the expert people turn to for answers. So start small today and get into the habit of finding solutions rather than pointing out and focusing on the problem.
In addition to this, it’s important to build trust with your client – focus on timely and thorough communication and most importantly, don’t try to sell them stuff they don’t need!
With Artificial Intelligence (AI) taking up huge space in the industry right now, and information at our fingertips, the more things become automated, the more we’re becoming distracted.
So where does that leave us?
Authenticity. With AI growing, this creates an even greater opportunity for a truly authentic (and human) voice to hold our attention.
Be seen and heard
According to Google, 20% of all mobile searches and queries are made by voice. It’s also predicted that by 2020 this will rise to 50%.
Writing copy that engages the listener when spoken by a robot will become a critical skill, then. As will long-tail search strategies and rich-snippets optimisation.
It’s also important to keep an eye on visual search. Google and Pinterest are redefining how we search for our answers by rolling out the ‘lens app’. This lets users snap a photo using their smartphone camera to learn more information about it.
In 2019, the need for faster content and more reactive innovation will become even more essential. MIT research shows our online attention span is now 8 seconds. In 2011 it was 12. A goldfish has an attention span of 9 – it’s safe to say the importance of speed is crucial.
Did you know that 90% of people check their mobile phones while in-store before making a purchase decision?
These actions are centred around the micro-moment: Know, Go, Do, Buy.
I want to know – when someone is exploring or researching but isn’t necessarily in purchase mode.
I want to go – when someone is looking for a local business or is considering buying a product at a nearby store.
I want to do – when someone wants help completing a task or trying something new.
I want to buy – when someone is ready to make a purchase and may need help deciding what to buy or how to buy it.
For Google and other organisations, these four moments are key in the shopping journey. The successful brands of 2019 will be those that have a strategy for understanding and meeting consumers’ needs in these very micro-moments. Starting in July, page speed will become a major ranking factor for mobile searches. Google is calling this the ‘speed update’ - Google knows that sites must load fast or visitors bounce away. Therefore, the faster the site, the better.
And last but not least, Facebook’s ‘in-stream’ video ad spots are now being offered between 5-15 seconds. Why? Because in this time you can try and capture your audience’s attention a lot quicker.
Even the best, most comprehensive data won’t give you empathy with the customer. To do that, you need to meet them, talk, laugh and share real moments with them!
Google made a chatbot that debates the meaning of life. The talk went something like this;
Human: What is the purpose of life?
Machine: To serve the greater good.
Human: What is the purpose of living?
Machine: To live forever.
Human: What is the purpose of existence?
Machine: To find out what happens when we get to the planet earth.
Human: Where are you now?
Machine: I’m in the middle of nowhere.
Human: What is the purpose of dying?
Machine: To have a life.
Human: What is the purpose of being intelligent?
Machine: To find out what it is.
Human: What is the purpose of emotions?
Machine: I don't know.
The moral of the story here for the future and beyond is simple: we can never rely solely on artificial solutions. Be human.