2019 Digital Marketing Trends You Need to Watch

Let’s pour one out for 2018, and cheers to 2019! From the Facebook algorithm changes to changing consumer trends and GDPR, 2018 has been a wild year for marketers, but we’re excited for the new year. Here are a few digital marketing trends that our Stratalytics team (yes—we made that word up because we believe that Strategy and Analytics can’t live separately) is keeping an eye on.

Using Analytics to Determine ROI

Emily_Clancy“Analytics will be called upon more and more to evaluate ROI for video on social media as well as other digital ads. Recent challenges include market skepticism around scam ads and privacy, inconsistent pricing, and questionable metrics (Facebook video). Telling a complete business story about performance of marketing assets takes nuance, starting with performance metrics at the point of contact with the piece—on social media or display—and ending with conversion, often on a website. Platforms that integrate metrics from paid distribution with site KPIs in a more coherent and transparent manner will gain marketers’ trust in 2019.”
Emily Clancy, Analyst

Employee Communications and BYOD

jamie-jeffries“I will be keeping my eye on the “bring your own device” trend hitting companies. We are seeing more companies allowing employees to use their personal devices while at work, and in turn companies are standing up their own mobile apps to encourage collaboration, improve performance and tighten engagement with the company. We will be helping companies determine how they can best leverage BYOD, whether their goals are for connectivity, innovation, team dynamics or workforce visibility. With their goals in mind, we help determine best approaches for how they integrate with employees via apps and digital experiences.”
Jamie Jeffries, Strategy Lead

Data, Privacy, Security … And One Four-Letter Word, GDPR

eric-westerman“I’m watching the battle between marketing/automation/analytics tools and personal identifiable information. The EU dealt a heavy blow to data acquisition via the General Data Protection Regulation (GDPR) this past summer. As major players, especially Facebook, have made numerous public missteps, I’m watching for additional regulations/limitations coming down the chute, self-imposed or otherwise.”
Eric Westerman, Director of Technical Analytics

Kemp-Allen“GDPR is still fairly new—it was implemented in May 2018—and it’s already changing the way businesses and customers interact online. This push for increased privacy and security for consumers means that it will be harder to personalize experiences on the Internet. Businesses will not be able to track customers as easily and will have to rely on customers’ opting in more than ever before. The increased rules around privacy may mean that websites, emails and ads, especially retargeting ads, will serve up a far less personalized experience. It will be interesting to see if the return of a more generalized experience leads to fewer conversions.”
Kemp Allen, Strategist

brynne-parmele“I’m interested to see how privacy, transparency, and trust continue to shape the landscape of digital marketing. 2018 was the year of GDPR,and marketers will have to be even smarter and savvier with data collection and usage as consumers place more and more emphasis on protecting their personal data. In fact, spending on global information security is expected to exceed $124Bnext year. GDPR was just the start of the privacy party—keep an eye out for increasing chatter about the (California Consumer Privacy Act (CCPA),which goes into effect in early 2020.”
Brynne Parmele, Strategist

The New Consumer

sarita-dan“I’m paying close attention to how brands are responding to new lifestyles … e.g., access over ownership, digital nomads, new life milestones (travel over buying a home), delayed marriage and children, etc. I think we are seeing fundamental change in the way people choose to live, and it will have an increasing impact on how we consume.

Also, PERSONALIZATION. I think this will be the year we start to see it happening at scale, thanks to new technologies and cultural demands.”
Sarita Dan, Associate Director of Strategy

Consumer Tech and Voice Search

chelsea-campbell“Smart speakers and voice assistants like Amazon Alexa and Google Home are taking over, and consumers are loving it. Voice search is being touted as one of the most rapidly adopted technologies in recent history. One thing is for sure, it’s changing the way consumers gather information and interact with the world around them. In order to keep up with the changing landscape, marketers have to get a jump on optimizing their content for voice search. Experts also predict that companies like Google and Amazon will develop advertising platforms for voice search where companies can easily buy and sell ad space.”
Chelsea Campbell, Strategist

Facebook Newsfeed Algorithm Changes

morgan-south“Early in 2018, Facebook announced its vision to bring people on the platform closer together, noting it would be prioritizing posts that create “meaningful interactions”—resulting in less visibility for businesses, brands and media. Moving into 2019, organic reach will likely continue to drop. Comments from followers, shares and engagement with shares, and reactions over a simple “like” are just a few of the factors that’ll help boost your post and increase your “quality” score. Brands will need to be diligent in creating quality content to keep audiences intrigued and engaging in conversations to stay relevant.”
Morgan South, Associate Strategist

That’s a Wrap

Privacy is a hot-button topic that will continue to drive the conversation in 2019, along with the changing needs and wants of the consumer in the evolving digital landscape. As marketers, it’s our job to continually improve the customer journey and bridge the gap between brands and experiences.

These are just a few of our musings, but we have more. Keep up to date by following Pace Insights.

Written by Chelsea Campbell

Keep reading in Insights