From creative excesses to E-learning. What are the visual marketing trends for 2019?
At the start of the new year we like to look forward. What will the coming year bring us? Do we still look at advertisements, for example? And is content marketing already past the hype? In short, what should we pay attention to as marketers in 2019? Below a number of interesting developments at a glance.
Get rid of traditional marketing
Traditional ways of marketing work less and less. It has been known for a number of years that people respond less and less to advertisements. This also applies to online advertisements. 30% of all internet users have an ad blocker. And that number is only increasing. So it's time for a different approach.
More and more people rely on other sources to find information. They prefer to go to people they know to hear about their experiences, search the site of a brand they know, read blogs, watch informative (YouTube) videos and watch or read reviews.
Naturally, marketers also see these trends. That is why we are increasingly focusing on content marketing, influencer marketing and other methods that are aimed at providing valuable content for the target group. This makes content marketing more common and makes it no longer a hype. In 2019, a lot of new content will be added. Many of the other trends mentioned in this article are also related to this.
Now that more and more content is being created, you notice that campaigns quickly become ten-a-penny. Everyone claims that they are unique, innovative, sustainable, challenging and so on. And yet we hear and see much of the same. And when I say 'much', I really mean 'a lot'. Never has so much information been available as now. In order to ensure that you stay on course, you have to be creative. But how do you make sure you stand out? You can make a nice infographic, of course, just like all your fellow colleagues. Or take your customers on a true 3D experience, during which they discover all kinds of special facts during their journey. Which of these two will people talk about? If you want to stand out in 2019, you have to be creative.
Marketing is not just about the marketing department anymore
As mentioned earlier, traditional marketing communications are no longer very effective. The target group wants to be able to form an opinion and does so by absorbing information. This means that a lot of content has to be created to fulfill this requirement. This content doesn't just necessarily have to come from the marketing department. In fact, much of the content that the target audience wants, can be obtained from the various departments of an organisation. Developers of a product can explain very well how the product works and give a glimpse of the 'workshop'. The sales department can retrieve customer stories and experiences, while the technical department can explain perfectly how a product is developed and what you can do with it. This makes content marketing something that is taken care of by an entire organisation.
The way we search for information online is changing. Nowadays you just ask your smartphone or smartspeaker what you want to know. For example, in 2020 50% of all searches will be verbal. Digital assistants like Siri, Alexa, Google assistant and Cortana are becoming increasingly popular. This year you must ensure that you can be found this way, if you want to appear in the 2020 search results. This means that different or more content must be created, in which these questions are asked and answered.