Ten 2019 Digital Marketing Predictions You Should Probably Ignore
Written by Jean Fourie on Februrary 20, 2019
Is your inbox and/or feeds full of predictions every marketer should be looking forward to in 2019? Mine are, and since there are so many prediction posts published, I thought I would curate a list of the predictions I don’t necessarily agree with. It’s not hard considering marketers are always talking about the next buzz technology, trends or methods.
With that said let’s explore some predictions you should probably just ignore.
1. Voice search will be a marketing tool
Voice search is definitely the new niche thing, but while this is interesting, and voice discovery will be used as a marketing tool eventually, there is little hope in the near future to be implementing voice search in our marketing programs outside of possibly eCommerce. With the big 3 companies, Google, Amazon, and Apple capitalizing the market and not providing an easy turnkey way for voice optimization for top funnel content, this is still a few years out in my books.
2. Augmented and virtual reality experiences from brands will be commonplace
BAugmented and virtual reality development has come a long way and with the evolution of the HTC Vibe and Oculus Rift, we’ve seen significant development in this area. To me, this will continue to just be a novelty in 2019. Their target market continues to be gamers which do present some viable channels to those who produce content for those channels, but for the vast majority of marketers, this will be a long wait for the adoption of these technologies into full mainstream.
3. Artificial intelligence (AI) will start to displace marketers
It is true that Artificial Intelligence (AI) has come a long way in the last few years, but to be replacing marketer jobs is not in the near future. AI, as a technology, is still in its infancy and it’s much more likely to increase jobs in the near term. With this said, the focus should rather be on how we as marketers can utilize the AI to our advantage and have these systems perform the day-to-day grind tasks for our businesses.
4. Chatbots will be heavily adopted by marketers
As a customer service tool, chatbots can work well by delivering efficiencies in answering customers questions. However, outside of customer service, there’s just not a lot of use cases that make much sense. Most of the marketing cases I’ve seen are pretty spammy. 2019 will not be the year of the chatbot deploying marketer.
5. The online ad industry will die
While it’s true that display and interruptive advertising budgets are shifting to social and native advertising, overall spend continues to increase. At the same time, transparency is getting better and better – we’re also moving from a click-based economy to an engagement-based economy. This will lead to even further growth of online paid media spend in this category.
6. Video will overtake written digital content
Video is cool, but still expensive, and difficult to scale. I know many industry talking heads like to push lower quality production using phones, and this is a viable approach for some brands. Usually, the numbers cited as proof that video is poised to be the number one form of online content by brands is based on bandwidth estimates – but just because video takes up much more bandwidth than written content, that doesn’t mean there’s more video being produced by brands.
7. The marketing technology landscape will shrink because of consolidation
All one has to do to debunk this prediction is to go over to Scott Brinker’s Marketing Technology Landscape Supergraphic and compare the YoY growth of it. From 2016 to 2018 it more than doubled from around 3,500 to almost 7,000 vendors. There will be consolidation, but for every company that gets gobbled up, three more will emerge.
8. The brand newsroom will die
There’s been too much investment (and continued investment) by many brands to kill off their newsrooms. From blogging to more advanced multimedia publishing, the brand newsroom is here to stay – whether it’s insourced or outsourced.
9. Persona-based marketing is dead
Really? Whether the personas are strategically defined or loose categories it’s a very useful tool for most (if not all) marketing tactics. It doesn’t matter if those personas are defined by humans or AI, written down or just commonly known, marketing will still use them.
10. Digital marketers will embrace content production for the Internet of Things (IoT)
The IoT is still in its infancy – and while novel, it’s very early for most brands to put together a content plan for the IoT. I think it’s more likely that marketers will embrace and use the data collected by these devices to enhance what they’re already doing before they start producing dedicated content for them.
There it is folks – the 2019 digital marketing predictions you can go ahead and ignore. You likely don’t need a plan for voice search, AR/VR, chatbots, and the IoT, and you don’t have to kill off your personas and brand newsrooms, or dump written content in favour of video.
Don’t believe the hype – I’m sure this time next year there’ll be new doozies for me to opine on once again.