Nine Trends Disrupting Marketing In 2019
Interested in marketing and need to keep your finger on the pulse? Here are nine trends you need to be aware of that are going to shake things up and influence the marketing industry in 2019.
1. From clicks to bricks and mortar (and vice-versa).
Many large retailers are closing down stores, while many small stores are opening up brick-and-mortar sites. More online brands are recognizing the necessity to cover all their bases and offer their customers a much fuller experience. They are also in a better position than online-only businesses, to truly understand the customer and how they purchase.
2. The changing role of the CMO.
The expectations placed upon the shoulders of the CMO are higher than ever. To be effective in this position, you need to more strategically focused, understanding the business needs before assembling the right team internally, or utilizing external partners in order to meet the expectations of the organization.
3. Survival is dependent upon creating a custom centric and data driven culture.
First of all, the customer voice must be heard, before determining which customers the organization can serve best, rather than trying to please all customers at once. Another mistake is that many organizations focus fully on data, rather than using it conjunction with the ongoing ‘customer conversation’.
4. Use of real time data and analytics to understand the customer journey and Customer Lifelong Value (CLV).
An organization needs to utilize predictive analytics to enhance customer relationships, while capturing voice of customer (VoC) data in the present. An willingness to learn and adapt is required.
5. Voice of Customer insights must be acted upon.
Many companies overload themselves with data and do nothing with it. A clear overall strategy must be established to provide the customer with the optimal experience, while data insights on the customer are put into a series of real time actions.
6. The Importance of Personalization grows.
Companies need to be aware of changing consumer demands. A customer not only wants a product, but an overall, flawless experience that meets their personal expectations.
7. The question of data privacy. Trust and transparency is essential to a brand.
Big data isn’t always the best type of data. Customers are now becoming more concerned about how their personal data is collected and used. An organization needs to develop the right data collection methods and be transparent with customers. Doing so will be a part of the brand’s success.
8. AI and Machine learning are growing as customer experience (CX) requires more investment in technology.
AI and associated technologies are on the rise and are providing a more human experience. Winning brands will be those that are able to think outside the box and foresee ways to improve CX. Better marketing experiences are possible as AI can be used to experiment and learn on a larger scale. However, AI is still in not essential for many smaller organizations at the moment and they will be better off using their resources elsewhere for now.
9. B2B companies increasingly adopting B2C practices
Behaviors of B2B and B2C audiences are starting to merge and B2C strategies are becoming more applicable within B2B.