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MARKETING: Trends for 2019
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Trends for 2019
By John Feng

BT 201901 marketing 01我们现在正进入通常是一年中最激动人心的时期之一。为了更好地计划明年,您需要知道您无法控制的变化是什么。因此,了解趋势以及营销巨头和影响者对未来一年的想法非常重要。

在本文中,我想与您分享一些预计将在明年发生的趋势变化,以及您如何适应它们。

基于账户的营销(AMB)

这种方法最终将成为常态。目前,ITSMA向87%的营销人员的调查中显示,AMB在投资回报率方面优于所有其他营销投资。

如果您不熟悉这个概念,请允许我向您做一下简单介绍。这与传统营销的主要区别在于目标。 您不必向广大受众创建内容,并希望正确的客户在广告投放时的30秒内观看电视或收听广播,您首先要深入研究您的客户,找出与您的产品完美匹配的客户或服务,然后为他们创建非常具体的内容,这些内容不仅有价值,而且具有吸引力。 这种方法预计将在2019年经历一次非常大的提升,服务从大品牌到小而精确的客户群个性化内容。

tendencias de marketing 2019 updates por angelo publioWe are now entering what usually is one of the most exciting periods of the year. This is the time when we start to think about what was accomplished, what we could have done better, what we regret not doing and what we will do next year.
 

Well, to better plan next year, you need to know what to expect from the variables you do not control, hence, it is very important to be aware of the trends and what the marketing giants and influencers are thinking for the year to come.

In this article, I would like to share with you some of the trends that are expected to take place next year and how can you adapt to them.
 

Account-based Marketing (AMB)

Let’s start by saying that this method will eventually become the norm. Right now, 87% of the marketers inquired by ITSMA state that AMB outperforms all other marketing investments in terms of ROI.

ABA Blog 2
In case you are not familiar with the concept, allow me to introduce it to you. In a very simplistic manner, the main difference between this and traditional marketing is targeting. Instead of creating content to a very wide audience and hope that the right client is watching TV or listening to the radio in those specific 30 seconds when your ad is running, you first study deeply your client, identify the ones that perfectly fit with your product or service and then create very specific content to them, content that is not only valuable but also engaging. It is not a true novelty this method is expected to experience a very big raise in 2019, through personalized content from the big brands to small and precise clusters of customers.
 

Authenticity

Brands can no longer just focus on selling, we already know that. What we might not know is that spending money and resources in automation and technology is creating a hole between the two ends of the commercial spectrum. This investment choice is definitely making companies more profitable in the short term, but it will become a problem sooner or later. There is an urgent need to build rapport with clients by interacting with them in a meaningful and honest way. This will not only increase sales but also it will make the relationships last longer.

Nilsen MediaBesides this, and as you can see in the above table, trusting others’ opinions is the standard now. Ads do not make the top 4 of the most trusted sources of advertising and are replaced by editorial content, reviews, and branded websites. Moreover, according to eMarketer, 30% of internet users are already deploying ad block software. The shift to reputable content is already happening and is expected to keep getting stronger next year.
 

“Snack Ads”

BT 201901 marketing 03The cravings for attention continue to be one of the biggest challenges for brands and it seems that as the years go by, consumers have less and less of it to give. If some decades ago the attention span was enough to watch a 60 seconds commercial, nowadays, in the first 30 seconds of a video, half the audience is already gone.
 

It is expected, then, that brands will create shorter ads, shorter content and shorter interactions with their customers in order to get their attention to the full message. This will demand high levels of creativity that will translate into a shift in the budget allocation. The budget for traditional advertising will have to give room to content and affiliate marketers, in order for them to produce highly valuable and concise content.
 

Wrapping Up

BT 201901 marketing 04Predicting the future is not possible and these are expected trends that are likely to become more and more common as the time goes by. Having said this, it is never too much to be ready for every possible scenario and if for one side you should focus on making your business more profitable by innovating your product or service, you also have to innovate in your relationship with all the stakeholders. Be authentic in your interaction, focus on your niche and communicate in a shorter and more valuable way and I am sure your business will get to stages that you never really thought about!

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