Almost two weeks ago, we launched a blog post about digital marketing trends in 2019. Do you remember these digital trends? And have you made a note that some of these trends should be a part of your marketing plan for this year?
It is important to follow the digital trends and your customers’ behavior. Why?
Because your forecast will be better, you will base your marketing initiatives on things that happen now and in the future and not on things that you assume happen. You will also reduce costs because you will be spending time and money on initiatives that actually work, and you will be more efficient because you will be working on the right and not the wrong initiatives.
It is important to have in mind that, just because an initiative worked last year, it does not mean it will work this year. You will have to try old and new initiatives and see where you obtain the best results.
If you have read this blog post, you will know: what the names of the 2019 trends are, what the trends mean for you and how you can benefit from these trends. The last thing you should know before you can include these trends in your marketing plan for 2019 and as part of your digital toolbox is how to work with these trends in practice. This blog post will answer this question.
Trendday — or, more precisely, Camilla Krøyer — make numerous videos on their Facebook Page. The videos are a combination of Facebook live videos and everyday videos. Trendday is great at making personal and authentic videos because Camilla is recording herself on video. When Trendday makes Facebook Live videos they are having a competition where you are able to win products from their shop.
When you are running a live video, you are able to engage with your customers in real-time.
See an example of one of Trendday’s Facebook live videos here.
Another type of video is the everyday videos that Trendday makes. Camilla is announcing new releases, for instance, their new jewelry releases, and she is also saying thank you for all the orders they received from their customers. Besides that, Camilla is also informing their Facebook followers about good offers like “offer of the hour” or big discounts, where you can buy clothes from Trendday for the low price of DKK 50 or get a discount of 93%. Again Camilla is recording herself instead of using a professional video expert to produce their videos. Video Marketing does not have to be too complicated, and you can easily record yourself or an employee with your phone and post it on Instagram or Facebook.
See an example of one of Trendday’s everyday videos here.
Another brand that is adopting this video trend is BabySam. BabySam show sweet, funny and information-based videos to their followers on Facebook. BabySam show these sweet and funny videos of kids, talking about “What does a baby eat?” and “What should kids not do?”.
See examples of BabySam videos here.
They also show videos featuring parents sharing good tips, such as “What to know before having a baby” and “What is the most important baby equipment?” BabySam is letting the parents, their main target group, give tips instead of BabySam themselves.
Video examples from Babysam where videos with parents are one of their focus areas
That is video content because it is focused on ideas and advice for BabySam’s audience.
Are you making video content that your audience is able to watch and gain inspiration from before their purchase in your shop? And, if you were to make a video that your audience should learn something from, what should your main topic be?
BabySam also have an emotional focus in their videos because they show sweet and funny videos of kids, talking about “What does a baby eat?” and “What do parents not allow their kids to do?”.
See examples of BabySam videos here.
If customers are eager to learn about make-up, getting “how to” tips, watching video tutorials on make-up, eyes, lips, face, hair and nails, they are able to do so because Sephora has a chatbot, Kik, where they give this information to their customers. Also, if the customer is considering buying a particular product, Sephora will share product reviews and ratings so the customer can get an idea of the product’s satisfaction level.
Sephora is using chatbot to share tips and recommendations with their customers.
If a customer writes to Spotify through Spotify’s Facebook messenger, the customer will be able to share music with friends and family and build a whole new Spotify list. The only thing the customer should do is choose a random group conversation and tap on the + and add Spotify. Thereafter you can create a group where your friends are able to add songs from your messenger conversation.
Spotify is using chatbot to engage with their customers.
Mastercard’s Facebook Messenger makes it easy for their customers to check current transactions, for instance, if they want to check how much they are spending on shopping this month. Customers are also able to make a purchase from various Mastercard partners, such as Subway.
Starbucks’ chatbot gives its customers the opportunity to place an order and lets customers know when they can pick up their order and what the price of the order is.
If you want to know more about how you can use chatbots for your online business, or just need some inspiration to optimize your existing chatbot, read this article.
Netflix knows exactly what you have played and paused and what you have added to your watch list (My list”). And, if you log in to your friend’s Netflix, it will look different to yours. Why is that? Netflix is using your digital behavior to present series and movies that are based on your previous actions on Netflix. This is how Netflix uses their data to make their platform more relevant to their users.
“My list” helps Netflix to generate personalized content to each of their customers
Shops like Sinful and NY FORM are producing email campaigns that are based on their customers’ past behavior in their shop. Your customers’ behavior in your shop will tell you what products they watched, what products they clicked on and what products they have saved or bought. Use your customers’ digital behavior to make personalized content for each of your customers.
Personalization will improve your customers’ experiences because your customers will only watch products that are relevant to them. Moreover, when the products are more relevant, the engagement level will be higher, and the conversion rate as well.
Filip Tysander, the founder of Daniel Wellington, chose to focus on the power of influencers rather than traditional marketing ads. He wrote to 1000s of micro-influencers with varied interests in travel, fashion, photography and lifestyle to get them to promote his watch through a post on Instagram. In advance, he offered a free gift, one of his watches, to each of the influencers, and a discount code of 15%, which every influencer could share with his or her followers. Daniel Wellington also has its unique #DWPickoftheDay to stimulate both influencers and regular customers.
The pictures above belong to the #DWPickoftheDay. All the pictures have been uploaded by Daniel Wellington influencers and regular customers.
Like to get started with influencer marketing? Here are 20 influencer marketing ideas to get started with.
She is a listener and she will provide answers when you ask her about something. She reminds you of Google. On Google, you will also get an answer, but then by typing a question rather than asking a question. If you want a ride to the airport, want to play a song by Lukas Graham, want to know what a Whopper is, or want to add groceries to your shopping list, you can just ask her and she will answer and do what you have told her to do.
We are talking here about the personal voice assistant, Alexa. Besides Alexa, there is Google Assistant, which you can find on your smartphones or home devices, and there is Siri, which you can find on your iPhone.
Examples from four brands
Among brands that have integrated voice search in their marketing initiatives are Uber, Spotify, Burger King, Ocado and many more. Uber has made it possible to order an Uber through voice search. Spotify gives its users the opportunity to play songs or the playlist they have asked for. Burger King explain what their burgers consist of, so if a customer asks “What is a Whopper?”, the voice assistant will explain what a Whopper is. With Ocado, voice search shoppers are able to add more groceries to their shopping list.
At some point, these brands have all considered what questions their potential customers have, what valuable information their customers need in order to make a thoughtful decision about choosing their product or not, and what their Unique Selling Propositions are. These are also questions that you should apply if you are preparing to optimize voice search for your shop this year or in the future.
It is important to say that voice search is far from common in Denmark, but the trend will grow notably through this year and next year.
Artificial Intelligence (AI)
Well-known brands such as Amazon, Netflix and Spotify are working with AI. At Amazon, they show books based on your previous purchases. At Netflix, you can see how likely this movie or series is to fit your interest, which is also based on the movies and series you have seen. As mentioned earlier, Netflix also uses your watch list to find movies and series that interest you. Spotify is able to see what tracks their users have added to their own playlist and whether a user has clicked on “View artist”. With this data, Spotify is able to use AI to come up with a recommendation playlist such as “Discover Weekly” and “Release Radar”.
“Discover Weekly” and “Release Radar” are examples of recommendations from Spotify.
GrejFreak, a shop with ViaBill, also focus on AI. They are working with AI though Raptor Services. In the GrejFreak shop, you are able to see “Best-selling products” and “Products you might like”. These recommendations make it easier for GrejFreak’s customers to find related products, and the customers are more likely to make an extra purchase.
An example of GrejFreaks frontside where they focus on different type of recommendations.
Here are examples from Danish and international brands that work with this year’s digital marketing trends.
Trendday focus on personal and everyday videos, and BabySam focus on customer videos and emotional videos that make you laugh and smile.
Spotify give their users an opportunity to share music through their Facebook Messenger chatbot, while Sephora share make-up tips, video tutorials and recommendations through their chatbot, Kik.
Netflix are able to generate personalised content for their users, where they analyse what the customers have viewed, paused and what the users have added to their watch list.
Daniel Wellington choose micro-influencers to reach out to their target group through free gifts and a unique discount code to each of their influencers.
Burger King use voice search so their customers are able to understand what Burger King’s burgers consist of. Customers can also get a ride to the airport through Uber.
Amazon and GrejFreak work with AI on their shop, where they present products that might have a interest for their customer. Amazon is also able to show other products that are related to the customers present purchases.