A look back at 2018—A look ahead to 2019
Is it just me or was this year a blur? It feels like I was just watching the Super Bowl last weekend and counting the days to spring. What happened? Things are certainly moving fast, particularly in the world of marketing. Technological innovation and digital platforms continue to alter the relationship between businesses and customers—the former trying to keep pace with the preferences of the latter. As we approach 2019, it’s important for brands and marketers to reflect on where the industry has been and, more importantly, where it’s going. After all, being relevant is more important than ever to build awareness and grow your business.
What did 2018 bring?
What strikes me the most about 2018 is that many businesses, particularly smaller businesses, made a commitment to some form of digital marketing. It’s not always easy to give up what’s worked in the past. Problem is, traditional print, TV, radio is no longer as effective. Businesses now understand that customers have changed. They receive information in new ways, through new channels, and various social platforms. And that shift was reflected in 2018, as businesses began to do more than dip their toe into digital lead generation, Adwords, Banner Ads, SEO, SEM, re-marketing, and so forth.
What is on the marketing horizon?
So now that most businesses understand the critical nature of digital marketing and its key role in driving new leads and customers, the question becomes: “what are the hot topics and trends to look for reach and influence my target audience moving forward?” The following three things will be critical in 2019:
Customers want real, authentic dialog with brands. They don’t want to be sold. They want to know you understand them and can help them.
Video is the single most important marketing tactic, bar none. In fact, video is expected to make up more than 80% of all online traffic by 2020.
Businesses that do not put mobile first will be left behind. Period. People live on their phones. And brands must be able to reach them there or get left behind.