2019 Marketing Trend Predictions

The year 2018 has come to an end.  The new year will bring about many marketing opportunities.  I have identified several marketing trends to monitor in 2019.  These marketing trends include a) the rise of Google My Business, b) an increased focus on retention, c) consumers’ trust in reputable content, d) more voice search usage and e) growing popularity in USPS Informed Delivery.

Here is a snapshot of each potential marketing trend to watch in 2019.

  • The Rise of Google My Business.  Google My Business is a platform to help businesses reach and engage with customers across Google Search and Maps.  Businesses should complete Google My Business profiles and utilize the service.  Using Google My Business can potentially help businesses with SEO (Search Engine Optimization).  You can learn more about Google My Business by visiting https://www.google.com/business/.
  • Increased focus on retention. It is becoming increasingly difficult acquire new customers.  Retaining current customers and generating positive Word-of-Mouth buzz will help businesses gain and sustain competitive advantages.
  • Consumers’ trust in reputable content. Consumers can overlook your magazine ads, skip through your commercials and avoid seeing your billboard ads.  Consumers will trust the advice they get from family, friends and co-workers.  Provide outstanding service and encourage customers to speak [positively] about interactions with your brand.
  • More Voice Search Usage.  Voice-based commerce sales in the United States surpassed $1.5 billion in 2017.  Voice search sales are projected to reach $40 billion by 2022.  Surfacing among traditional organic online search requests is becoming harder.  Consider optimizing your website for voice search in 2019.
  • Growing popularity in USPS Informed Delivery®.  I must first admit that I work for USPS (United States Postal Service).  I have not seen Informed Delivery® mentioned as a potential 2019 marketing trend in mainstream marketing publications.   USPS Informed Delivery® allows organizations to connect their hardcopy mail and digital marketing strategies by providing users (aka direct mail recipients) with a preview of their mail before it arrives.  I am seeing more marketers use USPS Informed Delivery® across financial, non-profit and retail sectors.  You can learn more about USPS Informed Delivery by visiting https://www.uspsdelivers.com/creating-interactive-experiences-with-informeddelivery/.
Informed Delivery
This is an example showing how ESPN is using USPS Informed Delivery® .

I hope 2019 brings you good tidings!  The marketing trends above are not meant to be comprehensive.  The marketing topics above warrant attention going into 2019 based on growing interest and necessity.  I hope you find this blog posting useful.  Contact me if you have any questions, or comments.

 

 

 

 

 

 

Sources:

Forbes.com –  “5 Marketing Trends to Pay Attention To In 2019

Entrepreneur.com – “10 Marketing Trends to Watch in 2019

Duct Tape Marketing Podcast – “The Top Four Marketing Trends for 2019”

USPS.com – “Creating Interactive Experiences with Informed Delivery®

 

Retail Marketers Plan to Shift More Ad Spend to Amazon

eMarketer is reporting that more retailers are allocating advertising dollars to Amazon.  Eighty-percent (80%) of retailers plan to increase their Amazon ad budgets next year.  It is too soon to see how increased Amazon marketing spend will affect Facebook and Google.  This is a situation worth monitoring going into 2019.

Source: eMarketer.com

Millenials and the Mail!

Millenials will outnumber any other generation by 2019. Millenials are the members of the population born between 1980 and 1996. Millenials are known for extensively using mobile devices and multi-tasking. A recent report by the Office of the Inspector General (OIG) finds that millenials like the United States Postal Service (USPS). Millenials prefer direct mail more than you think! Other USPS OIG findings are as follows:

  • Millenials grew up using digital devices; however, still prefer print. USPS research shows that half of millenials agree they “like to discover what the mail brings every day and consider time spent looking at/reading mail time well spent.”
  • A Gallup poll found that 95% of adults 18 to 29 enjoy receiving personal mail.
  • Ninety-percent (90%) of people ages 25 to 34 find direct mail reliable.
  • Sixty-two percent (62%) of millenials said they have visited a store in the past month based on information received in the mail.
  • Sixty-nine percent (69%) of millenials like receiving, and using, coupons by mail from local restaurants and retailers.

What does this mean?

Millenials are extremely familiar with digital devices and marketing; however, prefer print. Furthermore, millenials interact with mail in different ways than prior generations. Advertisers and marketers that can build seamless links between direct mail and digital advertising through a “multi-channel” campaign can perhaps most benefit from direct mail advertising.

Do any of the findings above surprise you? Feel free to leave a comment.

Source: The Postal Record, October 2018

Is Interest in Voice Search on the Rise?

Many publications and podcasts have been touting the rise of voice search since 2018 began.  For example, Forbes recently published an article titled, “The Continued Rise of Voice Search and How Your Business Can Leverage It” on January 29, 2018.  Voice search poses many benefits for both businesses and consumers.  Is interest in voice search actually gaining traction despite recent praise by prominent sources?

Voice Search

Source: Google Trends

The trend graph above shows that online search requests for the phrase “voice search” on Google are noticeably lower than reported in years past.  Roku and Amazon Fire are contributing to a resurgence in voice search interest though.

Businesses and consumers can benefit greatly through improved voice search technologies.  Do not to go overboard with recent voice search hype until voice search technologies prove to be viable staples for your search optimization strategy.

What are your thoughts about voice search?