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.