Digital marketing is fertile to new trends and technologies. Some trends surface only to fade into oblivion while others grow in stature with time. Let’s elucidate on the top five digital marketing trends that are supposed to take the B2B space by a storm in 2019.
1. Influencer Campaigns:
Influencer marketing has gained traction and the trend will hold true in 2019 and beyond. It’s an inventive form of social marketing involving an influencer who spreads a word about your brand either through testimonial advertising or posing as a potential buyer. The influencer is a social media personality with a huge following, promotional skills, industry knowledge, and connections. B2B businesses are increasingly tailoring content-driven campaigns around influencers to deliver authoritative information and boost conversions and sales. Per the research, influencer campaigns guarantee 11 times higher ROI vis-à-vis the display ads.
2. Programmatic Campaigns:
Put the hassles of manual insertions and trading to the past and embrace programmatic marketing – a futuristic, data-driven strategy to buy advertising space across media. Here, the buying, placement and optimization of an advert are done digitally in real time via a bid, eliminating the need for time and effort intensive conventional methods involving estimates, proposals and negotiations. Businesses in the B2B space not only leverage programmatic marketing to create speed and accuracy but cut down the overall marketing costs as well.
3. Enhanced Personalization:
The concept of personalization is not new to digital marketing, but things are about to get more personal in the current year. B2B businesses are capitalizing on historical data to create more personalized and targeted consumer marketing messages that attract, engage and convert. According to EVERGAGE, personalization programmes helped 88 percent of marketers to drive in higher customer engagement and ROI. Unsurprisingly, the personalization mania will be evident in emails, landing pages and other touch points, and even products and services.
4. Content Marketing:
Content marketing has been central to B2B businesses since long but now it’s time to take it to the next level. The focus is steadily shifting from quantity to quality. The digital marketers are getting more mindful of the buyer journey and integrating their marketing efforts to it. The idea is to create and deliver relevant, individualized content in line with their bottom line.
5. Customer Experience:
The buyers are more discerning than ever before, forcing marketers to create smooth and endearing customer experiences to attract new buyers and retain the existing ones. If a report by PWC is to be believed, buyers can shell out 16% more for decent customer experience.