Remember bell bottoms, leg warmers, and mullets? Well, there’s more to trends than friendship-forming fashions and hairstyles: marketing strategies also follow trends.
The history of marketing trends is interesting to observe because of the insights they provide about society; they show us what consumers are interested in, and technological advances.
So what do the marketing trends of 2019 tell us? Let’s find out.
2019 Marketing Trend #1: The Content-Centric Approach
This year, marketing strategies throughout industries shifted their focus toward content. More results-driven than the previous year—and much more personable—companies have been interacting with their audiences in more “real” ways over social media and through the use of chatbot AI.
Not only does this focus on a personal and conversational type of tone make consumers feel more like they are talking with friends and families, but it also helps companies learn more about their audience, naturally. This year, these conversations have provided companies with insights about their clients’ specific needs, goals, and personas.
2019 Marketing Trend #2: Multichannel Marketing
What is multichannel marketing?
Multichannel marketing is when businesses and companies market across multiple separate and independent channels like:
Each of the above channels is independent of one another because they each have their own strategy and goals, which transform the more that these platforms are developed. Companies have discovered, especially in 2019, that the most solid marketing strategy involves a combination of channels.
Similar, and often confused with multichannel marketing, omnichannel marketing focuses on a variety of channels but has a heavier focus on converting consumers with a consistent, personalized experience.
2019 Marketing Trend #3: A Larger Focus on Privacy
Due to the heightened media coverage of data breaches and misuse over the last couple of years, consumers are paying attention to privacy policies and concerns. According to a study on cyber safety by The Harris Poll,
83 percent of worldwide internet users said
they are concerned about their privacy.
In addition to addressing consumers’ privacy concerns, companies have been preparing for the upcoming European General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) by taking another look at the way they incorporate third parties and cookies into their marketing plans.
What Do These Trends Mean for 2020?
While trends are more complex than just “good” and “bad,” we can agree that the world of B2B marketing has seen a switch toward strategy that is more audience-focused: in the way that target audiences use the internet, and in how they want their data used.
As we go into the new year, we project that B2B strategy will continue to move in this direction. What’s been your favorite trend this year?
Wayward Kind is a digital marketing agency built on the belief that effective marketing is centered on human connection. B2B businesses don’t have to be extraordinary to have an extraordinary impact on their clients. Learn how to strengthen your marketing strategy with conversations that matter.
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