New year, new trends. It's the time of year when marketing and advertising professionals review which industry trends have gained momentum over the past year and predict which ones will stick around for the current new year. Discover which trends GWL Advertising anticipates will be imperative in 2019.
Everything is moving to mobile. Statista reported that in 2018, 52.2% of all worldwide online traffic was generated through mobile phones. Mobile-friendly landing pages and content will be more crucial than ever this year. The majority of consumers now own mobile smartphones which they use to shop, research, connect, and share with other users around the globe.
Mobile technology makes it easier than ever to purchase products and services from any place, at any time. Nearly eight in ten customers claim they would stop engaging with content that doesn't display well on their mobile device, according to Sweor. Users are more likely to search until they find a mobile-friendly display rather than settling for an unresponsive website. SocPub reports that 57% of users say they won't recommend a business with a poorly designed mobile site. Content should not only be mobile-friendly. but also be built to view specifically on a mobile device. "Text Us" and click-to-call features are an example of content built for mobile.
Cari Brady, a digital account manager at GWL Advertising, hopes businesses will invest more in the vertical-video format in 2019: "Vertical video will keep growing. In a world of a busy consumer, people no longer want to turn their phone. Optimize video for both formats going forward and also plan for it during your initial shoot/brainstorming process since it's a unique approach compared to the traditional format."
Cari believes that user content matters now more than ever: "Your message must resonate with your audience, and that means catering to the ways users consumer content."
She continues, "gone are the days of throwing an ad at someone and them taking a bite. It's time to relate to them on all levels of their buyer journey and spend less time pushing out your message and more time creating a story they relate to."
Live Video Experiences
Many are familiar with "Facebook Live" or "Instagram Live" videos. These are examples of creating a live experience for audience members. Facebook Live and Instagram Live allow individuals to share video in real-time where viewers can post comments as the video is live streaming. This type of live experience notifies followers and prompts them to watch your live video.
A wide variety of brands have found success using live videos to gain followers. Chevrolet cleverly used Instagram Live to show viewers the live release of the 2017 Bolt EV model at the CES tradeshow in 2016.
Implementing a weekly "show" using Facebook or Instagram Live is a great way to give followers a specific day and time to tune into live shows. This time can be used to promote your special of the week, showcase a product, or give a behind-the-scenes sneak peek into what is coming up for your business.
Businesses can conquer the market by diving their advertising budget across a variety of different channels. It is no longer enough to just connect with audience members through one channel.
Audiences can connect with brands through social media, a phone call, a physical store, a website or mobile app, etc. Brandon Tomes Subaru, a long-time client of GWL Advertising, connects with consumers through Facebook, Instagram, and Spotify using 'brandontomessubaru' as a consistent username across each platform.
Marketers need to provide a seamless experience, regardless of channel or device. Every part of a users experience with a brand should be similar and consistent.
Advertise Like a Pro in 2019.
Consider these trends when planning for your business this year. Test new tactics and discover which ones work the best for your brand. If you're ready to take your advertising to the next level, GWL Advertising is a full-service advertising agency, specializing in all forms of advertising and creative marketing. We produce complete campaigns for a variety of industries and would love to help you help your business.