As the year comes to a close, Momentum touch on strategy and trends likely to make an impact in 2019. We’ve already seen content and influencer marketing trends. Therefore, we’re going to take a look at macro trends impacting the digital industry in the next year. We’ll look at the Google marketing platform, as well as platform popularity, GDPR and 5G. Want to discuss these trends in more detail? Contact the Momentum Social team.
Google Marketing Platform
Google announce changes to their system in 2019. They’re launching their Google Marketing Platform. Renaming Adwords to Ads, in addition to tighter integration of Doubleclick ad platform and analysis features. This will see changes to Analytics, Data Studio and AB testing.
Digital platform popularity
OfCom’s 2018 review shows a declining use of Facebook across all age groups. Except for gen X (55+), which is now the biggest user group. On the other hand, Instagram shows an increase in use amongst all age groups. The largest group being 25-34. Therefore, shifts in usage, advances in AI and the introduction of voice will see brands being more creative in customer interaction. In fact, nearly 50% of all searches will be done through voice by 2020. So watch out for AI and voice/ audio-activation!
2018 saw drastic changes to GDPR. 2019 will see trend changes due to GDPR and increased use of AI. The new GDPR legislation limits cookie use which is damaging ad revenue streams. Therefore, creativity will be a deciding factor in differentiation and campaign success in the new year. GDPR’s transparency will mean companies ignoring users’ privacy will end up in the doghouse. Much like Facebook have been this past year!
Faster internet access means three things. 2019 will see faster, smarter and newer services for online users. Companies will take advantage of the improved network speed to tighten up the delivery of new content. However, this is dependant on it being available in both urban and rural locations. Faster internet speed is sure to change how we digest content online!
In summary, the digital marketing trends set to have an impact in 2019 consist of changes to Google’s marketing platform. As well as platforms’ popularity, regarding creative uses of AI and voice. In addition to GDPR and 5G access.