Trends in 2019: 5 global marketing innovations

People stop trusting advertising – trusting individuals and enlightenment

We’ve been seeing for three years now that people are becoming less and less attracted to traditional advertising. The Nielsen study of 2015 showed that the main “selling” sources of information about products were: people whom the customer knows, producers’ websites, educational articles and reviews.

In addition, in 2019, at least 30% of Internet users will use ad blocking.

Therefore, we will see the outcome of previous advertising budgets – in educational and entertainment content marketing, marketing with the help of opinion leaders, partnerships – that is, in methods that create the personal and self-educational value that the current audience appreciates. This shift will not stop.

People no longer value their values – they value creativity

Recently, I learned about a manufacturer who used software to get physical addresses of registered customers – and started sending them full-color magazines about their products with envelopes for ordering goods by mail (in the style of club catalogues of the mid-20th century).

That is, in the era of smartphones, the manufacturer “drove sprouts into the grain” and spent extra money to make the marketing of loyalty in the old-fashioned way. I was also surprised to find that his campaign was extremely successful: orders were made by most of the magazine’s recipients. [Note: in Ukraine, the Club of Family Recreation, a bookstore company, has been successfully used as a way to re-sell the magazine.]

I do not advocate for the companies to try to revive marketing in the club magazine printing. I’m saying that unusual ideas of attracting now are more promising than those ideas, which, according to marketers and sociopsychologists, resonate clearly with the audience.

Content is no longer just about marketing and PR

Companies that are too tightly splitting functions between departments and employees, creating barriers between departments, will soon begin to fail. Successful companies in 2019 will be built on departments that work together.

For example, the attractive content I mentioned in the first paragraph will not only be created by marketing and PR staff from 2019. Other departments will also feed into the content of their websites and communication channels, which will lead to the discovery of talents, cost reduction and improvement of internal relations.

Marketing will be more attentive to each new technology that customers use to communicate

Customers expect selling companies to communicate with them through all new channels.

Example: Some analysts predict that 50% of all search queries will go to voice search by 2020. I’m not sure the numbers of such forecasts are accurate. But I know that we live in a world where smart speakers, voice assistants and just voice search are a fashionable feature – and many are already expecting more marketing activity from these channels, more precision for voice queries.

Personal contact in marketing will begin to struggle with automation

There is no limit to the automation of marketing technologies. These achievements help marketers to scale more effectively, make the right decisions and save money. However, these advantages sometimes arise due to lively personal relationships, which the same marketers used to build with individual members of their audience.

Gamification as a new marketing tool

The gaming market is growing: according to GfK, the German gaming industry sold around 4.37 billion euros in 2018.

Cybersports bring together stadiums around the world, Candy Crush Saga leads the list of the most popular applications in the Google Play Store, and Pokémon Go has pushed millions of users to search for virtual pokémon.

Games evoke emotions, such as joy, ambition and happiness, which can also be successfully used by marketers.

The child in each of us

The gaming instinct is a natural human instinct. The game is important for the mental and physical development of the child. But adults also need to play.

According to a study by the German Game Industry Association, 28% of consumers of computer and video games are people over 50 years of age.

These figures indicate that our parents, and even grandparents, are an underestimated target audience, especially against the backdrop of an ageing society. Because of their ability to activate social interaction, games can also counteract problems such as loneliness in old age.

In addition to the classic target group of so-called active players, i.e. players who spend a lot of time playing games, some people play only occasionally and do not invest their personal money in the purchase of devices for games.

The platform will allow you to download games from the cloud and play on any device using a dedicated controller. Although nothing is yet known about the pricing policy of the service, it can be assumed that the platform is capable of activating the potential of a rarely-playing target group.

Playing approaches in the classic retail

According to the German Retail Association, the retail sector is actively struggling with a decline in the number of customers. One way to attract more customers to retail chains is to make shopping more exciting and interactive through gamification – integrating game elements into a non-game context.

Gaming elements address human needs, such as the desire for interaction, the realization of ambition, competitive spirit and the thirst for reward.

In the spring of 2018, for example, the book seller Hugendubel encouraged customers to visit bookstores with its Bookbuster campaign. A smartphone game was developed where users could test their knowledge of literature on three levels.

Level 1 consisted of a virtual puzzle game with the cover of the book, and level 2 motivated users to guess the names of the books presented by the images. The augmented reality was used for the third level. Participants could collect virtual birds and win books in the process.

According to Hugendubel’s Marketing Director Sarah Orlandi, the campaign led to an increase in the number of visitors and sales.

In honor of the opening of the new IKEA store in Dallas, the furniture manufacturer gave customers the opportunity to immerse themselves in the virtual world of IKEA. In another VR-based project, participants designed an IKEA bamboo lamp.

Another successful case in the field of gamification belongs to NIKE. In order to promote the new “Epic React” shoes, a trial shoe fitting in the store was combined with a three-minute game.

Before customers started testing sneakers on a treadmill, they created an avatar for themselves. This avatar was controlled by the clients’ running movements and a special button for jumping. In total, participants were invited to explore four worlds while testing new shoes in a game format.

There is no limit to creativity and imagination in gamification. However, retailers should make sure that the elements of the game support the process of shopping, not distract from it.

Gamification as a learning tool

Gamification will also play a significant role in the distance learning process. In the near future, events and trainings will be held with game elements.

For example, companies will be able to set incentives that motivate employees to continue their training, so that employees can move to the next level by accumulating points.

Salesforce, an international provider of enterprise cloud computing solutions, is a prime example of this approach to learning. A special training platform called “Trailhead” has been developed to introduce them to their software in a game form. In the process, students receive glasses and badges as a reward for solving problems.

Gamification approaches are also available for recruitment and training workshops. So, dear colleagues, be creative and let your gaming instincts run wild.