Google has presented in its blog its “10 predictions of digital marketing”

trends google 2019

Moving from multichannel to omnicanal advertising

For the technology giant google this means that Marketing must be unified and abandon the strategy of independent marketing. The objective of Omnicanal advertising is to be part of a unified communication system, that is, that online resources, social networks and applications are integrated to reach the user at the right time.

The importance of the mobile experience

User demands are increasing and, for this reason, the loading times of the mobile web have taken on a very important role, considering that 53% of users abandon if the loading time of a page exceeds three seconds. That’s why Google recommends using Accelerated Mobile Pages (AMP) technology which allows us to reduce loading times and improve the user experience.

Replacing television with online video

Google claims that users will spend more of their time online than in front of the TV for the first time and, and is expected in 2020, the average daily time spent watching videos online will be 84 minutes. On the other hand, the variety of formats (video blogs, interviews, documentaries) allows the use of any content that reaches the user directly.

The growth of voice services

It is estimated that this year the sale of intelligent loudspeakers will increase significantly, representing a 50% increase and reach about 2,700 million dollars, according to estimates of NPD Group. For this reason, Google believes that marketing tools should integrate voice services, while recalling that some e-commerce applications will also be controlled using voice.

Collaboration for store growth

Google believes that the change in technology and digitization will force us to look for new opportunities and, among these, indicates that collaboration will be one of them.

Chat bots will break into the market

Artificial intelligence plays a fundamental role in the future market with cbots that despite not being liked by users, these bots will continue to develop in 2019 as a tool for interaction between companies and potential customers.

Data-based marketing

Maite Gómez Fraile, Industry Head of Google Spain, says that the use of data-driven marketing strategies “will focus on audience, resources, access, attribution and automation […] When these five elements are mastered, brands will have a digital transformation and offer complete experiences to their customers.

Connecting online and offline content

According to Tahani Karrar, director of content at Google, an increase in marketing professionals is expected this year “trying to connect online and offline content to facilitate attribution, measurement of store visits and programmatic purchases. She gives the example of Landmark Group, which integrated the sales data of its loyalty card in Google Analytics “to connect online advertising with offline sales”.

Increased use of augmented reality

The use of augmented reality is already growing and proof of this are the brands that apply it: L’Oreal, Punky Color, IKEA, Madison Reed, Coca Cola… the investment in this technology will exceed 60,000 million dollars next year, according to estimates by Harvard Business Review.

More value from personalized content

The user is increasingly demanding with the veracity of the information and, therefore, give priority to the information of other users in all formats (text, video, photo, …). These contents allow reaching a wider target audience at the same time that the brand increases its credibility and loyalty to users.

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