Digital marketing predictions for 2019: “Screenless search” finally becomes mainstream

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When talking about social media, you may immediately think of Facebook, LINE and Ins tagram, but in fact, the development of global social media can be said to be quite diverse, with approximately 3.03 billion active users. What’s even more astonishing is that 1 million new users join various social media platforms every day, and major brands have invested US$40 billion in advertising budgets in order to win the attention of the consumer public. The development potential of today’s social media is almost unlimited.

The time series has entered autumn and winter, and it is time to predict technological trends in the coming year. Regarding the rapidly developing social marketing and content marketing, what unexpected developments will there be in 2019? And in this era of “all-employee marketing”, how should we find feasible solutions and implementation directions from these trends?

Below, I will compile some ongoing or upcoming trends in social marketing and content marketing for you:

1. TV advertising will continue to decline, and the Internet has officially become the mainstream news source

According to a survey by the well-known research institution Zenith, the Internet will catch up with the popularity of television in 2019. Next year, people are expected to spend 2.6 hours online every day watching online content, and another 2.7 hours watching TV shows. What deserves more attention is people’s dependence on audio and video content, spending 45 minutes watching it every day. It is conceivable that the amount of money companies invest in TV advertising will gradually decrease and then shift to the Internet. In other words, the Internet will officially dominate interpersonal communities and divide everyone’s leisure time. As for the future development of social media and online advertising, it will naturally attract more attention.

2. Voice advertising platform will become a battleground for military strategists

Smart speakers, represented by Amazon Echo, have become a craze around the world. In 2017 alone, more than 25 million smart speakers were sold in the United States. Many well-known technology companies, including Apple, Google, Xiaomi, Alibaba, Baidu and LINE, are also preparing to enter this market. 65% of smart speaker users have said that without voice control assistants, their lives would be boring.

Given that voice is the most natural interface for human-computer interaction, it is conceivable that more and more content marketers will adopt voice and publish audio content to these devices in the future. Not only that, well-known companies including Amazon, Apple and Google may launch voice advertising platforms in the future. It is not difficult to imagine that this is also a battleground for digital marketing strategists.

3. Screenless search brings marketing and technology closer together

According to Gartner’s predictions, we are entering a world without screen searches, mainly due to the popularity of voice searches. According to the study, 71% of those aged 18 to 29 use voice assistants, compared with 39% of those aged 44 to 53. What’s more, voice search has accounted for 20% of all Google searches on mobile phones; there is no doubt that young users are fans of voice search and will also affect the development of voice search.

Inspired by the rapid rise of voice search and natural language search, marketers also need to take this trend into consideration when investing in content marketing. At the same time, you need to pay attention to writing complete sentences and answers in the article, and you can use long and specific keywords when subscripting. In addition, since most voice searches come from mobile devices such as mobile phones, you also need to pay attention to the design guidelines of RWD (responsive design) to ensure that the website is suitable for use on mobile devices.

4. Be fast and let the product directly connect the community

Based on the ubiquity and convenience of social media, more and more new services are abandoning the method of re-obtaining user information, and instead cooperate with social media such as Facebook, Google, LINE and LinkedIn to integrate their user information into their own services. In this way, not only can netizens quickly complete the registration process, but also new service providers can take advantage of the opportunity to share existing social media data. For social media, it will help maintain its dominant position, and it can also grasp more information about the interests of the majority of users, thereby providing better services.

5. Creators should expand audio and video content as soon as possible

According to a survey by NewsCred, audio and video content will account for 85% of all Internet traffic in 2019 (in addition, according to a survey by Cisco, audio and video content will account for 80% of all traffic). What is even more surprising is that 54% of Internet users watch audio and video content on social media every month. Even on Instagram, which mainly focuses on eye-catching photos, as many as 65% of the platform’s advertising systems focus on audio and video content. This shows that everyone has a preference for audio and video, and should be used wisely when designing content strategies.

According to a survey by Outbrain, as many as 86% of marketers prefer audio and video. Why are audio-visual content and live broadcasts so popular among consumers? To put it bluntly, this is because video has always been an easily interactive form of communication on the Internet. Dissemination through live broadcast and other methods can make the content more interesting. If you’ve missed out on the bonus of live streaming before, it’s time to carefully evaluate including video in next year’s social media strategy. Not only speeding up the production of audio and video content, you can also consider placing audio and video advertisements to firmly capture users’ scarce attention. In addition to YouTube, the largest audio and video platform, you can also make good use of Instagram or Facebook as a channel for audio and video content distribution.

Based on the above five trends related to social marketing and content marketing, it can be imagined that the digital marketing market in 2019 will become increasingly lively. Are you ready?

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit：Piotr Cichosz

★ Article source: This article was originally published in the October 2018 issue of “English Island” magazine

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Further reading

• “Create popular content marketing power, practical social copywriting class from novice to professional” Questionnaire experience: The course structure is rigorous and the content is very useful
• Want to write great social posts? Develop a social media content strategy first
• To write great social posts, master five key elements

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