{"id":58049,"date":"2019-01-21T00:00:00","date_gmt":"2019-01-20T22:00:00","guid":{"rendered":"https:\/\/richardvanhooijdonk.com\/blog\/authentic-content-voice-search-ai-and-ar-vr-trends-that-will-shape-marketing-in-2019\/"},"modified":"2021-07-12T12:49:32","modified_gmt":"2021-07-12T10:49:32","slug":"authentic-content-voice-search-ai-and-ar-vr-trends-that-will-shape-marketing-in-2019","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/authentic-content-voice-search-ai-and-ar-vr-trends-that-will-shape-marketing-in-2019\/","title":{"rendered":"Authentic content, voice search, AI, and AR\/VR \u2013 trends that will shape marketing in 2019"},"content":{"rendered":"<ul class=\"bold-list\">\n<li>Consumers increasingly expect authentic content<\/li>\n<li>The optimisation of mobile marketing and voice search<\/li>\n<li>Cutting-edge technologies play an increasingly prominent role in marketing<\/li>\n<li>It has never been a more exciting time to be a marketer<\/li>\n<\/ul>\n<p>The business world is changing rapidly, and this is particularly true in marketing, where the rise of the internet, smartphones, and social media have completely transformed the way companies reach their audience. Keith Weed, the chief marketing officer at consumer goods giant Unilever, <a href=\"https:\/\/www.marketingweek.com\/2018\/05\/25\/keith-weed-pace-of-change\/\">says<\/a> \u201cI\u2019ve seen more change in the past five years\u2026than I did in the 25 years I was in business before that.\u201d And as the pace of transformation increases and advertising efforts go increasingly digital, marketers work hard to stay on top of their game. That requires knowing <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/which-hypes-or-trends-matter-and-why-your-company-should-know-the-difference\/\">trends<\/a> that shape today\u2019s world, but more importantly, recognising trends that will shape the future.<\/p>\n<p>One of the trends that\u2019s expected to shape the marketing industry next year is that brands are <a href=\"https:\/\/www.forbes.com\/sites\/johnhall\/2018\/06\/17\/5-marketing-trends-to-pay-attention-to-in-2019\/#14c4411a60f7\">increasing<\/a> their spending on the creation of authentic and valuable content. Also, consumers\u2019 desire to see how other users and people they trust benefit from a certain product before buying it will remain as strong as ever. At the same time, mobile marketing is poised to be further optimised beyond the existing mobile-responsive design. Voice search is on the rise, too, forcing marketers to adapt their SEO practices, while artificial intelligence (AI) and augmented and virtual reality (AR\/VR) technologies are set to provide marketers with new ways of reaching and impressing consumers.<\/p>\n<h2>Consumers increasingly expect authentic content<\/h2>\n<p>As people&#8217;s trust in traditional ads <a href=\"https:\/\/www.forbes.com\/sites\/johnhall\/2018\/06\/17\/5-marketing-trends-to-pay-attention-to-in-2019\/#410dd53860f7\">plummets<\/a>, advertisers increasingly rely on content marketing to meet their customers\u2019 demand for authenticity. Videos, e-books, articles, infographics, and any other type of content that provides value to consumers is crucial in getting the brand\u2019s message across. Another way for companies to <a href=\"https:\/\/voluum.com\/blog\/7-digital-marketing-trends-2019\/\">show<\/a>&nbsp;that they are trustworthy is advertising through influencers that a have strong relationship with their followers. And since people perceive user-generated content as three times more <a href=\"https:\/\/voluum.com\/blog\/7-digital-marketing-trends-2019\/\">authentic<\/a> than content created by companies, finding ways to motivate your consumers to share their positive experiences is becoming increasingly important. Action camera manufacturer GoPro, for instance, took this tactic to a whole new level. Its customers now <a href=\"https:\/\/voluum.com\/blog\/7-digital-marketing-trends-2019\/\">share<\/a> almost 5,000 videos each day, showcasing their exciting adventures accompanied by the #GoPro hashtag.<\/p>\n<figure id=\"attachment_2698\" aria-describedby=\"caption-attachment-2698\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-2698 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/script_video-1030x686.jpg\" alt=\"Man in white shirt with photocamera\" width=\"800\" height=\"526\"><figcaption id=\"caption-attachment-2698\" class=\"wp-caption-text\">As people&#8217;s trust in traditional ads plummets, advertisers increasingly rely on content marketing to meet their customers\u2019 demand for authenticity.<\/figcaption><\/figure>\n<p>This also illustrates the importance of video content, on which people spend a <a href=\"https:\/\/medium.com\/the-startup-growth\/the-ultimate-guide-to-marketing-trends-in-2019-3d21bc5868e2\">third<\/a> of their time online. This fact prompted Facebook, Instagram, YouTube, and other social media platforms to introduce live video streaming, enabling businesses to easily share video content and engage with consumers. As the marketing expert Solomon Thimothy <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2018\/09\/26\/10-digital-marketing-trends-every-entrepreneur-should-watch\/#76271a5f2b53\">says<\/a>, \u201cIt\u2019s a must-try tool for entrepreneurs in any industry.\u201d<\/p>\n<h2>The optimisation of mobile marketing and voice search<\/h2>\n<p>Smartphones will remain the best way to reach customers as <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-megatrends\/\">more<\/a> than 50 per cent of searches are done via mobile phones. With this in mind, it\u2019s important to know that mobile-responsive design alone doesn\u2019t automatically make a website or app mobile-optimised. Dave Chaffey, a co-CEO and co-founder of marketing company Smart Insights, <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-megatrends\/\">explains<\/a> that \u201cmany mobile experiences are sub-optimal since they are not designed for &#8230; \u2018thumbs and fingers\u2019 interactions.\u201d In other words, users may find it complicated to zoom in, swipe, scroll, and perform a range of other actions on their mobiles. Companies that want to keep their websites mobile-and-SEO-optimised will also have to drastically improve their loading speed as Google\u2019s Speed Update is <a href=\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/marketing-innovation\/business-critical-digital-marketing-trends\/\">coming<\/a> into full effect next year. This could make things rather unpleasant for certain businesses with websites that fail to load quick enough as they will be penalised by a search ranking drop.<\/p>\n<p><iframe title=\"Mobile Marketing: Why Digital Marketing Reaches &amp; Converts a Mobile Market for Local Business\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/3oZUGKhQOzY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Another major trend impacting SEO marketing is the rise of voice search as consumers increasingly rely on virtual assistants like Siri, Google Assistant, and Alexa. In <a href=\"https:\/\/voluum.com\/blog\/7-digital-marketing-trends-2019\/\">fact<\/a>, \u201cone third of the 3.5 billion searches performed on Google every day are voice searches\u201d. With the voice search industry <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2018\/09\/26\/10-digital-marketing-trends-every-entrepreneur-should-watch\/#76271a5f2b53\">growing<\/a> the way it does, optimising websites and apps for voice search is becoming increasingly important, as is learning the tricks of voice marketing.<\/p>\n<h2>Cutting-edge technologies play an increasingly prominent role in marketing<\/h2>\n<p>Marketing is shaped by a range of technologies, with AI being one of the most important ones. It has, for example, enabled the development of sophisticated chatbots that can <a href=\"https:\/\/neilpatel.com\/blog\/bots-digital-marketing-strategy\/\">gather<\/a> demographic user data \u2013 such as age or occupation \u2013 to help marketers optimise their campaigns. AI is also <a href=\"https:\/\/www.techemergence.com\/artificial-intelligence-in-marketing-and-advertising-5-examples-of-real-traction\/\">used<\/a> for marketing forecasting as it can be trained with marketing data like clicks, views, and purchases to predict the outcomes of marketing campaigns, which can help businesses improve their advertising efforts.<\/p>\n<figure id=\"attachment_2699\" aria-describedby=\"caption-attachment-2699\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2699 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/future-tech.jpg\" alt=\"Keyboard illuminated with blue light\" width=\"800\" height=\"526\"><figcaption id=\"caption-attachment-2699\" class=\"wp-caption-text\">Marketing is shaped by a range of technologies, with AI being one of the most important ones.<\/figcaption><\/figure>\n<p>Where AI really shines, however, is in delivering personalised and optimised ads. It relies on a range of data sets like user demographics, buying history, online behaviour, and which Facebook or Instagram pages they follow, to deliver ads for products that users might consider buying. AI can also deactivate underperforming ads and push better performing ones to give advertisers the best value for their money. Netflix, for instance, <a href=\"https:\/\/www.emarsys.com\/en-uk\/resources\/blog\/ai-marketing-examples\/\">uses<\/a> AI in \u201cpreemptive marketing\u201d by analysing data and suggesting movies that users might enjoy.<\/p>\n<p>AR and VR technologies will also play a prominent role in <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/the-future-of-marketing-are-you-ready-for-it\/\">the future of marketing<\/a>, as they engage customers in an immersive environment and showcase products in ways never before possible. Furniture giant IKEA, for example, developed the IKEA VR Experience shopping app, which enables customers with a VR headset to \u2018walk\u2019 through a virtual kitchen or living room and explore products before deciding to buy them. Amazon uses AR technology to allow customers to virtually place objects like tables or chairs in their own homes via their smartphones to see how they fit. Annie Eaton, a co-founder of the tech company Futurus, <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2018\/09\/26\/10-digital-marketing-trends-every-entrepreneur-should-watch\/#76271a5f2b53\">anticipates<\/a> that \u201cother (e-commerce) brands will adopt this tech and we\u2019ll see a huge rise in the number of augmented reality experiences on the market\u201d.<\/p>\n<h2>It has never been a more exciting time to be a marketer<\/h2>\n<p>The pace of change in marketing is relentless, and companies are forced to continuously learn and adapt. Marketing methods that worked last year could very well become obsolete this year, and staying ahead of the game requires knowing the trends that not only shape the present, but the future as well. Authenticity is one of the defining features of the market, but so is the rise of voice search, AI, and AR\/VR technologies. And as mobile marketing becomes ever more optimised, marketers will have a wide array of tools to impress customers. As Weed <a href=\"https:\/\/www.marketingweek.com\/2018\/05\/25\/keith-weed-pace-of-change\/\">concludes<\/a>: \u201cit has never been a more exciting time to be a marketer\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers increasingly expect authentic content The optimisation of mobile marketing and voice search Cutting-edge technologies play an increasingly prominent role in marketing It has never been a more exciting time to be a marketer The business world is changing rapidly, and this is particularly true in marketing, where the rise of the internet, smartphones, and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51154,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2877],"tags":[4978,4980,4979],"article-type":[],"trends":[5485],"class_list":["post-58049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-authentic-content","tag-mobile-marketing","tag-voice-search","trends-artificial-intelligence-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Authentic content, voice search, AI, and AR\/VR \u2013 trends that will shape marketing in 2019 - Richard van Hooijdonk Blog<\/title>\n<meta name=\"description\" content=\"Marketing in 2019 will be shaped by the demand for 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