The new year has arrived and brings with it both new challenges and opportunities for marketing specialists. After the major changes that GDPR brought last year, the question is: Which topics will marketers deal with in 2019?
TREND #1: FIRST-PARTY DATA GAINS MORE IMPORTANCE
The amount of data collected is growing and therewith the amount that needs to be processed, analyzed and ultimately used to retarget customers. This brings an increase in the need of data management. In recent years, there has been an rise in Data Management Platforms (CDPs) already to manage these masses of data. Demand will continue to grow this year.
In addition, less than 8 months after the data protection guidelines were tightened according to GDPR, the swirl is slowly subsiding and marketers are drawing their first conclusions: first-party data is becoming increasingly important. For consumers, there is no longer any distinction between their online and offline interactions with brands. They expect a seamless experience regardless of the medium they are using. Marketing experts therefore forecast an increase in the collection of first-party data in 2019. Advertisers must prepare themselves and align their measures to focus on customer identity. Marketers will therefore increasingly rely on unifying tools that allow to combine first-party data with the data already collected and use this to close existing gaps and to enable a more sustainable handling of customer relationships.
Learn more: Data Security in Cross-Device Tracking
TREND #2: CROSS-CHANNEL SOLUTIONS
Even though a company’s marketing teams work towards a common goal, they often use separate solutions that are not coordinated with each other. As a result, few advertisers actually gain a holistic view of consumer behavior. However, a holistic approach is necessary in order to be able to precisely determine the value share of a certain marketing measure. Only if all touchpoints along a customer journey are considered and analyzed, efficient marketing activities can be distinguished from inefficient ones and meaningful measures can be derived.
With this knowledge, in 2019 static marketing activities will be replaced by agile and tailor-made solutions. Campaigns can therefore be catered to potential customers and reach them via various channels. As a result, customers perceive a holistic brand experience and are reached exactly with the content they want.
TREND #3: LAST CLICK WINS GIVES WAY TO CUSTOMER JOURNEYS
Even though Last Click attribution is not yet extinct, more and more marketers recognize the need for multi-touch attribution. This is because the online industry is constantly changing and with it customer behavior. The customer journey is becoming more complex and takes place across different channels and devices. Consumers are looking for information both online and offline and expect a seamless experience with a brand.
The topic will continue to occupy marketers this year, because for successful and targeted campaigns, marketers must know and understand their customers’ journeys. This can only be achieved with multi-touch attribution, which examines each touchpoint in the chain for its contribution towards the conversion.
TREND 4#: ONLINE AND OFFLINE GROW CLOSER TOGETHER
While in recent years voices have repeatedly been raised predicting an end to offline trading, current developments show that offline will continue to play an important role in the future. Even online giants such as Amazon recognize that consumers will continue to shop in stores. The number of retailers expanding their original digital-only offering to physical stores is rising accordingly. For advertisers, this means that they must bridge the gap between the online and offline worlds and find a way to fully understand their customers' buying journeys
TREND #5: ARTIFICIAL INTELLIGENCE IS ADOPTED MORE AND MORE
The opportunities and challenges of Artificial Intelligence in marketing have been discussed for a long time. But more and more marketing specialists are discovering the advantages for themselves, because AI supports the target group analysis and creates detailed insights. Automation processes help to evaluate individual customer data and purchase histories so that users can be reached with the right message at the right time. Through learning algorithms, important insights are gained that can help to optimize marketing activities and use budgets correctly. According to experts, 2019 will see continued rapid development of AI in marketing technologies.
Advertisers recognize that the future of marketing lies in the quality of their data. By collecting data and using intelligent algorithms, marketers can perform accurate analyses. The open-mindedness towards new methods leads to the fact that silo mentalities can be dissolved, new solutions can be found and a customer-centered view in marketing can be created.