How To Hone Digital In 2019
It’s the time of year when brands pause to take analyze the successes the past twelve months have brought and begin looking to the future for new ways to hone their digital strategies. Planning effectively for the future means having clear insight into the technologies, behaviors, and consumer expectations that will define the growth of your business.
Video Is Essential
By now most brands are aware that the state of digital marketing is something of a content arms race. Creating quality content is absolutely essential in order to succeed in digital, but churning out the same content is almost as bad as doing nothing at all. The truth is that a multimedia approach to content is necessary if a brand’s content is going to stand out from the competition. Videos are a core element of that multimedia strategy. Time spent viewing videos on digital devices is growing every year, and is projected to be 1:22 per day on average in 2019 (eMarketer). For younger generations, digital video viewership is the norm, with 90% of millennials watching digital videos at least once per month. A handful of social feature launches — Facebook Live and Instagram Stories — in the past year have helped hasten a proliferation of video content.All of this signals a demand for quality video content and an increased opportunity for video advertising. In fact, eMarketer estimates that video ad spending will reach $15.2 billion in 2019 — an increase of roughly 16.5% from 2018. In 2019 many brands will be looking for opportunities both to create more engaging and authentic video content and to incorporate video as part of their advertising strategies.
Personalization Is Key
Personalization is not a new trend by any means. It’s been mentioned as a dominant digital marketing trend for several years now. And it’s no wonder why — according to survey data published by eMarketer, between 36% of marketers say personalization gives them a 1-10% sales lift, and 30% say they’ve seen lift between 10-20%. Despite the fact that personalization is the word out of every marketer’s lips, and that the evidence supports its positive impacts on sales, the majority of brands have yet to nail their personalization strategy, or even begin devising one in some cases. According to eMarketer, only 6% of marketers claim that their personalization initiatives are “advanced”, versus 56% who say theirs are “in process”, 28% who are just starting out, and 10% who are doing nothing at all. Personalization has already become the norm for most consumers, even if brands haven’t totally caught up. Spotify creates music playlists based on each consumers listening behavior on the platform. Google uses our past searches to predict what we’ll want to know next. Netflix crunches viewing data to give us options in hyper-specific genres it already knows we like, greatly reducing the burden of searching and helping ensure users can reach the content they’ll enjoy. In other words, today’s digital users are accustomed to personalized experiences, and they are beginning to demand them from the brands they shop and do business with.