Now that we’re settling nicely into 2019, it’s a good time to re-examine our advertising strategy and see if we’re headed in the right direction. Did the 2018 predictions come true? Did some trends prove to be more impactful than others? Are there some tactics worth exploring this year? Here’s what we know:
The Rise of Artificial Intelligence (AI)
We already use artificial intelligence in our everyday lives without even realizing it. You use AI when you interact with Apple’s Siri or Amazon’s Alexa. But did you know that AI is what filters your emails in Gmail, improves your social media experience, and makes recommendations when you shop online?
In the world of advertising, AI is helping marketers become more consumer-focused. AI is helping enhance user experiences, enable personalization, and automate complex tasks faster and more efficiently. And with less time spent on testing multiple creatives and conducting surveys, marketers have more time to innovate and think creatively about their next campaign. With AI doing the heavy lifting involved in gathering data and insight, marketers focus their energy on delivering relevant and compelling ads and driving results.
With the rise of AI-driven technologies comes more marketing automation. Through automation, we can better track customer activity across multiple channels. Customer profiling is improved, giving us a more precise picture of our target audience.
Marketing automation also gives us the tools to track the performance of our advertising campaigns quicker and more accurately, allowing us to make adjustments immediately. With valuable insight gained through marketing automation, you minimize second-guessing or making risky decisions about advertisement design, content creation, or merchandise branding.
The Dominance of Video
Consumers are spending more and more time on their smartphones consuming videos. According to the 2019 statistics infographic by Digital Information World, 52% of marketing professionals name video as the type of content with the best ROI. And according to 70% of the marketing professionals surveyed, video converts better than any other medium. And a whopping 92% of shoppers say that visuals are the most influential factor affecting their purchase decisions.
If you haven’t added video to your advertising yet, 2019 is the year for you to leverage the medium to engage old and new audiences. Think along the lines of in-stream video ads on YouTube, Facebook Video, and Twitter Video. Start using Facebook Live and Instagram Stories. Create product or service promotional videos or product demonstrations, explainer videos. Encourage your audience to create videos about your products. Go live with interviews or share video captured from your corporate events or product launches.
While technology seems to be the answer in this increasingly digital landscape, it’s not enough to use the tools and rely on them to make the hard decisions for you. Creativity is still king. Successful advertising still demands innovative thinking and smart campaigns.
At NUEX Creative, we know how to dissect insight and data and implement them in your advertising strategies.
Let us help you focus on your branding and delivering impactful user experiences.
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John Sanders is a branding and advertising guru, as well as a PMP certified Program Manager. He has worked with top companies and startups to improve their branding and advertising.