In 2019, what will be the biggest data driven marketing trends? What data-led marketing strategies will take the lead in the new year?
To find out, we gaze into the crystal ball to reveal how data-focused marketing execution will evolve in 2019. Here are our top five predicted trends for the new year.
Interested in learning more about the biggest trends in ad tech and martech in 2019? Be sure to download our 2019 trends report today to see what we think will be huge in the new year.
In this day and age, it’s hardly surprising to say that artificial intelligence (AI) is a key trend. After all, it seems as though everyone is talking about AI and machine learning (ML).
But beyond the buzzwords, what does this actually mean for marketers? How can marketers and advertisers actually benefit from AI and ML? Likely, expect the following applications to come further to the fore in 2019:
“We see the limitless potential for machine learning in digital advertising. Current advancements are blurring the lines between human and machine as evident in applications like sentiment analysis – machines are increasingly able to identify and categorize the opinions expressed in a piece of text, in order to determine whether the writer’s attitude towards a particular topic or product is positive, negative, or neutral. Nuance here is always evolving as language expands and includes things like sarcasm and emoticons to express meaning. Rapid advances in deep learning are allowing computers to process images and video in a more human-like way. These advancements will enable a more robust generation of brand safety and fraud solutions that will help to protect digital advertising investments.”
Harmon Lyons, Senior Vice President of Global Business Development at IAS.
Remember when “big data” was the biggest buzzword in data driven marketing? It used to be that volume, velocity and variety were the key variables in big data, whether related to user data, customer data or any other type of data.
But what about veracity? What’s the point of having a lot of data if it’s not accurate or verifiable?
Getting a lot of data to analyze is the easy part. The hard part is determining how much of it is good and, therefore, actually useful.
This shift from quantity to quality is already underway, but this transition will take on new urgency in 2019. In the new year, expect organizations to focus far less on the amount of data they have and more on its inherent and intrinsic value to the marketing department specifically and the organization as a whole.
In data driven marketing, historically customer insights was equated with hard metrics like conversion rate, ad views, clicks, etc. But, by focusing on just these kinds of single actions, marketers are missing the bigger picture.
What does the entire customer experience look like? After all, it’s rare that seeing one ad will lead to a sale. How do other inputs over time impact a prospect’s likelihood of becoming a paying customer? And, what goes into keeping that paying customer around for a long time and not churning?
In 2019, savvy marketers will use data to more effectively quantify all components of the user experience.
For many brands, knowledge on the customer is coming from distinct endpoints like mobile device IDs. But humans are more than just a number. In the new year, marketers will be smarter about how they look at and aggregate customer data, in order to develop more holistic, all-encompassing profiles of who precisely each prospect/customer is and what really makes them tick.
“From a data perspective, probably the most important change we can see is the collective effort towards greater data integration. We have all this data with us – transactions, channel engagement, support inquiries, etc. - but, ultimately, it’s information about the same consumer. What we want to be able to do is get a 360-degree customer view – who they are, what they like, how they engage with us, etc. – all at one place, and then use this data to communicate with them in a more personalized and relevant way. Stitching together data becomes important not only across functions, but across channels as well – both offline and online.”
Rana Saha, Senior Director of Growth Marketing at Grab
The media landscape of 2019 is more fragmented than ever before. For marketers, their target audiences may see ads on billboards, on TV, in apps, in magazines and in newspapers, just to name a few examples.
However, in 2019, apps will be the main channel marketers use to reach their target markets. As mobile devices and their apps become more popular than ever before, marketers will need to reach their core audiences where they are.
This push to apps extends now to television sets too. As over-the-top and connected TV rise in popularity, marketers will further focus on these channels in 2019 and beyond. And, just like with mobile devices, these TV sets and video platforms are all powered by apps.
In-app advertising and marketing provides a veritable treasure trove of data, in large part because of how central programmatic media buying is to this environment. According to our latest Mobile Programmatic Advertising Trends report, 56 percent of all mobile in-app ad spending conducted through the InMobi Exchange was spent programmatically.