The top 4 marketing trends to watch in 2019
Reviewing the year that was previews that year that will be, with advancing marketing technologies and consumers changing the way they consume.
1. Nike did it
When former San Francisco 49ers quarterback Colin Kaepernick joined other NFL players by taking the knee in protest during the play of the American national anthem, his stand on civil rights was clear.
In a bold move, Nike aligned themselves with an individual of conviction. When the campaign launched in September, there was outcry. Fans burned Nike gear. The company’s share price took a dive.
But once the dust settled, Nike's move emerged as the finest marketing play of the year.
Mark Parker, the chief executive of Nike, told Wall Street analysts on the company’s quarterly earnings call that the campaign had yielded “record engagement with the brand.” In September, Nike’s stock closed at an all time high.
In 2018, Nike did it. For marketers in 2019 and beyond, it is a lesson that companies can make an ethical stand and win.
2. Speed wins
With brands battling for attention and content overwhelm being central to this challenging battleground, those businesses with a toolbelt of quick fix and instant wins are winning.
Chatbots and messenger tools are speedy solutions to service problems, enabling quicker transactions and mobilising quicker commerce. These services are also reducing operational customer service costs because basic FAQs can be answered with pre-filled automation using Artificial Intelligence.
Next year will continue to see consumers use these technologies, with businesses meeting the demand.
3. It’s all about trust
The holy grail of brand sentiment in the financial services industry is trust. And for many businesses in this space, the distance to this goal is further away after a bruising royal commission.
At the turn of the New Year, expect to see emotive advertising, coupled with we’re giving back messaging. All with the intent of we want you back.
Advertising won’t be the only trust channel to win back hearts and minds. Expect to see more money funnelled into sponsorships, content marketing, influencer marketing, referral partnerships, and other methods that are designed to deliver actual value to customers.
4. The price of privacy
In a blog that every marketer must read, Bob Hoffman captured the heart of Facebook’s breakdown year, “advertising used to be concerned with imparting information. Today it is concerned with collecting information.”
As one of the world’s biggest aggregators of customer data, Facebook’s trust index plummeted and a peak behind the curtain of the world’s largest media company by The New York Times hinted at more problems in the New Year.
In May, Europe’s updated privacy law has seen a changing of the guard of how personal data is collected and handled. Called General Data Protection Regulation or GDPR, tick boxes and bamboozling customers with fine print will no longer do the job:
Companies must be clear and concise about their collection and use of personal data like full name, home address, location data, IP address, or the identifier that tracks web and app use on smartphones. Companies have to spell out why the data is being collected and whether it will be used to create profiles of people’s actions and habits. Moreover, consumers will gain the right to access data companies store about them, the right to correct inaccurate information, and the right to limit the use of decisions made by algorithms, among others.
The new law flips the economies and monetisation of the web. Which countries will follow suit is a play to watch in 2019.
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