The widespread practice of cord-cutting has been much discussed in recent years as men and women, especially younger generations like Millennials and Gen Z, refuse to be tied down by traditional forms of consuming media in the face of innovative alternatives. For further evidence of a rising, disruptive tide, look no further than the ongoing surge in mobile use. More than 50% of web visits and searches now take place on mobile, and the pattern shows no signs of slowing anytime soon. If the future is mobile, marketers can’t wait afford ait to implement mobile-focused strategies. Here’s how:
Digital assistants like Google Assistant have made shopping, searching the web, or organizing your life just a simple “Hey Google!” away. Industry forecasts predicted that as many as 48% of American homes would own at least one smart speaker by the end of 2018—up from 32% in the previous year—and AI-powered, voice-enabled assistants are only expected to proliferate further in 2019. To make the most of these technologies, marketers and brands can explore ways to make them more predictive and offer suggestions to users that go beyond their previous purchases alone.
Mobile Saved the Video Star
Over 50% of total video views took place on mobile platforms for the first time last year. Brands recognize the potential that mobile video has to influence and engage consumers, and they’re putting their money where the views are: Mobile video is predicted to capture a stunning 72% of the overall growth in online video ad spend in 2019. There’s no shortage of reasons why mobile video should already be a part of your marketing strategy, but a greater focus on this medium in the coming year will help your brand to connect and engage with consumers in their new natural habitat.
Honey, I Shrunk the Influencers
The growth of influencer marketing has become one of the most fascinating marketing trends to evolve in recent years. However, despite the demonstrated potential of this approach, it hasn’t unfolded without challenges: Scandals surrounding fake subscribers on influencers’ accounts have undermined trust in them by both the brands that engage them and the consumers that solicit their advice. 2019 will feature refinements to influencer marketing designed to improve transparency and trust, including a turn to quality over quantity through “micro-influencers” who maintain smaller followings that are more authentic, local, and engaged.