TRENDS 20192019 Adsyndicate bags the 'Most Innovative Technology Initiative of the Year 2019' Award
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TRENDS
2019
Adsyndicate bags the
‘Most Innovative Technology
Initiative of the Year 2019’ Award
DIGITAL MARKETING TRENDS About Adsyndicate's Digital Trends Report Adsyndicate's team releases a Digital Trends Report annually covering major digital trends impacting the industry in India over the next year. The report is prepared by in-house digital experts in discussion with clients across a variety of Industries. Printed at: Manipal Technologies Ltd., Manipal | Released: Feb - 2019
Akshay S Rao
FOREWORD CHIEF DIGITAL OFFICER
akshay.r@adsyndicate.in
Dear Friends,
The year 2018 was an eventful year with the digital advertising market
size crossing a major milestone reaching Rs.10,819 crore for the first time.
The coming years ahead will further fuel the growth momentum of digital
to reach Rs.24,000 crore by 2021 at a CAGR of 32% on a base of 924 Mn
connected users. The industry is poised to grow with the advent of
smartphone penetration and internet connectivity due to affordability.
The year also saw some major brands in India embracing new-age tech
such as AR and VR to enable their communication apart from video and
voice. One such instance, Nissan India partnered with Adsyndicate to
develop India's first VR based test drive experience across major Indian
cities putting to test technology to showcase its products in an innovative
environment effectively.
2019 will be an interesting year for digital marketers as markets grow
bigger both vertically and horizontally. The growth witnessed in nos. will
now drill down further giving shape to new platforms and extensions such
as ShareChat – Regional social platform, SEO for voice enabled devices,
Micro-influencers and local-regional video going mainstream.
We are at an interesting cusp wherein brands will not only be required to
be digital ready but ready for a digital future wherein the business model
and competition is digital driven. The sheer amount of data generated will
drive the next phase of marketing and communications decisions
requiring even the agencies to be data driven.
We wish you a successful year ahead.
03
INTR0DUCTION
With every passing year, the art of entertainment sector, which will
digital marketing gets better and witness a large flood of regional
better. This continuous change may audiences. In this regard, regional
be attributed to two things: High- content marketing will see immense
speed Internet Connectivity and growth in 2019.
Accessibility of Smart Devices. 2018
In 2018, Start-ups/Apps sector were
was a milestone year in the growth of
amongst the top contributors to digital
Indian digital marketing sector, where
marketing. In 2019, the scope will
the sector witnessed a record growth
widen further due to the rapid growth
of 31.96%, reaching a mark of INR of regional networking apps. The
10,819 crores. popular trend of 'going local' will
The major contributors of digital impact influencer marketing. As a
marketing in 2018 were Start-ups, result, micro-influencers will gain
Real Estate, Education, more credibility and will be reliable.
Media/Entertainment, BFSI, E- To sum it up, 2019 will be a
Commerce, FMCG, Healthcare and challenging yet fascinating year for
Tourism. The same sectors will digital marketing. 'Convergence' will
continue as major contributors to be the main keyword for digital
digital marketing, however their marketing in 2019. Untapped
shares are set to alter. Particularly, a potentials and possibilities will be
lot of changes can be expected in the manifested, as a result of
ways education and e-commerce convergence of technology, sectors,
sectors approach digital marketing. domains, applications and strategies
Moreover, digital marketing will make on the digital platform.
it possible to promote newer
interlinked sectors such as medical
tourism or VR/AR based education.
Amazing potential of these sectors
will be deemed as reality in 2019.
2019 will be an exciting year in terms
of technological growth. The
precursors of 5G broadband internet
will be introduced in the Indian
market, which will radically change
the way we approach digital
marketing. AR/VR technology will be a
common place whose applications
will alter the shopping experiences.
High speed internet also opens
broader doors for media/
04
VISUAL SEARCH
Let's admit – our search for shopping Pinterest Ads have a conversion rate of Digital Marketing is driven by what is
seldom begins with text. It's the visual 8.5%. Visual Search is known to be known as the ‘Micro-moment’: a new
search that comes to our aid. We put faith majorly influencing the Lifestyle sector. consumer behaviour that occurs when
in clear-cut visuals, rather than elongated Business Insider indicates 39% of the people reflexively turn to a smart-device
descriptive text. With newer digital trends visual searches were related to Apparels, to satisfy a need to learn, do, buy or get
emerging every day and innovative while 31% of them were in search of to know something. This momentary urge
progress occurring in the AI domain, Home Décor. Electronics are leading the is what draws the users to digital
marketers are in a constant race of third-position by 24% platforms. According to Google, users
adopting new strategies to thrive in the experience an average of 150 micro-
In 2018, Google, Snap, Inc. and Amazon
market. In Pinterest's CEO Ben moments every day. Given the
revealed new visual search tools that
Silbermann's own words, ‘The future of highlighted forthcoming changes in the dominance of visuals over text, increase
search will be about pictures rather than way consumers search for products and in accessibility of smart-devices and the
keywords.’ In terms of visual search, we intensifying completion among digital
information. Pinterest Lens alone has
are about to witness swift advancements marketers – Visual Search is one of the
increased the rate of visual searches by
in a number of marketing strategies in fundamental areas that marketers need
140% in 2018. In the fall of 2018, Google
2019. to focus on in 2019.
introduced the release of Google Lens
A study conducted by MIT suggests, the within Google images. This is good news,
human brain can classify images seen for as it provides users a unique feature of
as little as 13 milliseconds. The report identifying particular elements within an
states that visual data transmitted to the image so as to search for additional
human brain comprises of 90% of the relevant images or product pages.
overall information. As visuals have a Similarly other players such as Amazon,
natural advantage over texts, visual- Snapchat, Bing and eBay have also
based search are gaining popularity, released visual search tools that are
especially after AI has begun to increasing awareness of visual search
revolutionize digital marketing. In 2018, among smartphone users. In 2018, visual
Pinterest reported that an average of 600
search contributed to one billion queries
million visual searches is carried out
per month. Although it is low compared
every month – and these statistics are
to 105 billion text queries, the increasing
increasing ever since. In 2019, image
numbers of visual search will soon
recognition market will grow to $ 25.65
compete with text search along with its
billion with a CAGR of 21.6% from 2014-
improved accuracy and utility. Since
2019 (MarketsandMarkets).
visual search is on the rise, there will a
In order to capitalize on Visual Search, significant change in SERPs rankings.
giant retailers including Google, Amazon, Hence, marketers must employ high
Bing and Pinterest have already started caution in deciding the descriptive image
developing in this area. For instance, file names, descriptive alt text, image
using Pinterest Lens alone, brands can titles, image sitemap, schema markup,
target over 5000 categories through open graph tags in order to top the
visual search advertising. Image-based rankings based on visual search.
05
VOICE SEARCH
AND THE ROLE OF
SMART SPEAKERS
06
2019 holds high hopes for Voice Search, Interestingly, though Apple has plans for 2019 for every aspiring business to thrive
which has now already surpassed by one its HomePod, it is unlikely to enter the in the market.
billion. It is estimated that voice market in 2019 mainly because of its high Indian regional market is not an
recognition market is going to cross the price tag. exception to voice search. In 2018,
$600 million mark in 2020. It is predicted Until now, SEO was considered as the Google had introduced voice search in
by 2020, nearly 50% of the searches will elixir of digital marketing. With voice eight Indian languages i.e. Bengali,
be voice based, while 30% of all the searches marching their way as 'voice-to- Gujarati, Kannada, Malayalam, Marathi,
searches will be done without a screen. text' technology is being incorporated as Tamil, Telugu and Urdu. Adding to this,
In this regard, smart speakers hold a a fundamental feature of new smart- the digital revolution invoked by Reliance
great advantage as they can be used by devices, digital marketing is faced with a Jio has created ripples in India, where
multiple people at once, unlike other challenge to optimize the effects of voice internet usage has been transforming
smart devices such as smart watch. Since searches to its SEO strategy. exponentially. By June 2018, there were
the full potentials of smart speakers are
One example that reflects how virtual 500 million internet users in India, which
not explored yet, it is sure that they are is 35% of the total population. These two
here to stay in 2019. assistants are changing the dynamics of
search queries is when you want to order facts imply that Indians can now conduct
Perhaps the biggest challenge for smart Chinese food. Generally, in text search voice search in vernacular languages like
speaker developers is to get creative in query, the input would be “Chinese never before.
formulating efficient search techniques to restaurant.” However, this would be Google has declared that by 2019,
enable users to look for what they want. replaced by a typical voice search query Google Assistant will be able to speak 30
Although the popularity of smart as “where's the closest Chinese food languages, contributing to a reach of 95%
speakers continues to attract more place?” Moreover, in many cases, what Android smartphones worldwide. This
customers, a lot of development is yet to the user utters would not be the gives Google a clear edge over its rivals
be done, rather than simply inserting ads keywords, as the virtual assistant may like Siri and Alexa, whose language
into smart speaker's regular function of rephrase the speech-to-text query before support is limited and not localized.
entertainment. submitting a request to the search Similarly, Indian e-commerce giant
Amazon is likely to reduce the prices of engine. Flipkart acquired AI company Liv.AI for $
its smart speakers due to the launch of In 2019, user experience and intent will 40 million recently. Liv.AI's API is capable
Google's more affordable Home Mini play a fundamental role in SEO, as the of recognizing 10 Indian languages and
Speaker. Amazon continues to dominate primary goal of Google is to encourage their accents. This undermines the
the market share in 2019, despite Google more people to conduct searches and importance of voice search and scope of
challenging it as a new potential thereby make them use its products. But smart speakers in 2019.
competitor. Other players such as user experience and intent are extensive
Microsoft's Cortana and Samsung's and dynamic variables that depend on
Galaxy Home is set to compete with them different target audience. Hence
too. It is also possible that Facebook will optimising SEO to sync with voice search
be working on its own smart speaker. is an art that needs to be mastered in
07
“ Bengali
Hindi
Assamese
English
Gujarati
Kannada Kashmiri Malayalam
Maithili
Manipuri Marathi Oriya
Punjabi Rajasthani
Sindhi
Telugu
Urdu Tamil
08
REGIONAL
LANGUAGE
MARKETING
India set a record in 2018 by acquiring surpassing English users. 2019 will be A distinctive trend in Indian local
number of internet users close to 500 a landmark year in this process. By language marketing is the rise of
million. Among them, majority of the 2021, it is estimated that Hindi social networking apps such as
users are vernacular language speaking userbase will be 2.5 times ShareChat, Roposo, Clip, Valmeeki,
speakers. It's also estimated that 95% more than that of English. Thus, in Shabd Nagari, Pratilipi and Dailyhunt.
of the video consumption among 2019, it will become more common to For example, in Kerala alone,
Indians occur in vernacular see content being driven by Hindi or ShareChat has about 4 lakh active
languages. Interestingly, the mobile other vernacular languages than by users who converse, share news,
internet market is further triggered by English. In 2019, the vernacular posts, photos, ideas and jokes in
digital revolution brought in by faster language trend can be predominantly Malayalam. Other major local
connectivity, cheaper smartphones observed in the increasing popularity language apps offer services in
and affordable internet services. of voice search and video Telugu, Bengali, Bhojpuri and Marathi
consumption, since both the trends among other prominent languages.
Given that mobile internet
will dominate this year. This is a significant development,
penetration, voice search, video
especially when social networking
consumption and regional app usage Among vernacular languages, Hindi
was primarily driven by English. It is
are on the rise, there lies an immense will contribute more than others in
estimated that by 2020, Indian
scope for marketing in regional terms of internet users. It is predicted
regional language networking and
languages in India. Google predicts that by 2021, more than 201 million
content publishing apps will
that by 2023, 9 out of 10 internet Hindi users will form 38% of the Indian
contribute to the digital ad spends
users are likely to be Indian language internet userbase. Given that users
worth USD 1.5 billion, with an
users. There is an 88% chance that are likely to respond to an ad in their
additional 250 million Indians
users respond to digital ads in their native language, advertising and
subscribers. This reflects the
own language. Based on these marketing sector in India will be going
potentials of app networking in terms
calculations, internet giants such as through a huge vernacular makeover.
of local language marketing in India in
Google, Amazon, Facebook and
2019.
others have already started investing
in Indian vernacular content.
As a result, we will witness the rate of
internet adoption by vernacular users
09
SHORT AND
LONG FORM VIDEOS
Unlike other trends that generally have a shorter lifespan, video trends are not
going to be deemed irrelevant any time soon, for a simple reason: videos are
more appealing over texts, and visuals convey a message more clearly and
creatively – two major elements that determine the success of every campaign.
9.7k views 188 comments
SHOR
LONG
V
10Moreover, recent research conducted will retain their popularity, but will be with television for consumer attention.
by established agencies yield the replaced by short-form videos on Some of the major categories of long-
following statistics: social media. This will place long- form videos that are certain to yield
Ÿ 70% of consumers share their form videos in the category of go-to results in 2019 includes events, vlogs,
brand's video on social media. for brand communication on social tutorials, interviews, product reviews
networks, which will be ruled by etc.
Ÿ Videos boost conversion rate by micro-moments.
72%. Short-form videos too continue to
While the attention span of online prosper in 2019, particularly on social
Ÿ Videos are 52% more efficient in users is decreasing, it naturally looks media, where users tend to be quick
persuading online customers and like long-form videos will have the in assessing news feed. Hence,
instigate confidence in them to tough task of standing the test of shorter content suits social media
make sales. time. But 2019 is definitely not that users who have reduced attention
Given the competitive edge of videos, year. Despite the predominance of span. Short-form video categories like
two contradictory video forms are micro moments on social media, long- snaps, sizzles, live-streams and
going to be talked about a lot in 2019. form videos will succeed to stay; teasers continue to continue the
These are short-form videos and thanks to the space it provides for legacy of short-form videos into 2019.
long-form videos. However, long-form creativity and entertainment to thrive. Nevertheless, YouTube continues to
content, such as webinars and vlogs Long-form video strategies are be the dominant video platform
crafted to be new and motivated, among the youth demographics.
allowing space for influencers and A recent survey conducted among
marketers to find new brand partners. youth of 18-24 age group revealed
Browse Perhaps, the advantage of long-form that 94% of the respondents prefer to
videos is that it is capable of stream videos on YouTube, while only
2.30 delivering in-depth educational 80% prefer Facebook. This is an
content unlike short-form videos. interesting fact that marketers need to
Thus, long-term videos continue to keep in mind to promote their brands
remain central to many marketing in 2019.
RT AND
strategies.
In terms of the type of content, it is
evident by now that users desire to
know completely about a topic or
G FORM
video that draws their interest. Some
of the key video trends for 2019
include infotainment videos in form of
Q&A, Behind-the-scenes, feature
videos, live videos, user generated
VIDEOS
content, trending/breaking news,
how-tos videos and events.
Long-form videos continue to
dominate in 2019 with a significant
rate. About one-third of the total view
time in Youtube – world's largest
video platform is attributed to long-
form videos alone. The major reason
behind this figure is Youtube's
personal support to publishers to
upload broadcast-like programs,
since Youtube intends to compete
11LIVE VIDEOS 12
In terms of digital revolution, we have reached a state users involve in commentary, debate and discussions
where we cannot escape coming across live videos as we about the video. This is not always the case with pre-
navigate across any social network. Although live video is recorded videos.
a big technology trend that began in 2017, its popularity is Live streaming is becoming popular on social media like
still increasing as we embrace 2019. The main reasons for Facebook and Instagram. A research by Impactbnd
this growing trend are the swelling number of high-speed suggests live videos promote audience engagement and
internet users brought about by telecom companies that retains the viewers for a longer time compared to pre-
offers 4G for an affordable price. recorded videos. In fact, 8 out of 10 users would rather
Many marketers feel sharing live video is the most watch live video from a brand than read a blog, while 82%
suitable way to connect and communicate with the of them expect a brand to post live video on social media.
audience in real-time. This is why brands, businesses and This means, live videos are not only a part of effective
even social media users utilise live videos to deliver real- marketing strategy, but also an obligation to keep the
time experience. One cannot deny the fact that customers and potential stakeholders informed and
technology is the fastest growing sector and hence a entertained.
successful business always makes constant attempts to Live streaming is also a good method of persuasion. 67%
leverage its potential by utilising technology. of the live viewers agree that they are more likely to
Ÿ Live video has become an integral part of every purchase a ticket or attend an event if they have watched
effective marketing strategy. Live videos help a similar event live online. Further, 45% of the live
promoters who seek to stand out and receive instant audience is willing to pay to watch their favourite
attention from the audience whose attention span is celebrity/persona on live streaming. Realising its potential,
diminishing in the high-speed internet era. Moreover, organizers of ICC Cricket World Cup 2019 and IPL 2019
live videos have been successful in achieving the have decided to stream the matches in real-time.
objectives because of three main reasons: Additionally, this can also serve as an advertising channel.
Ÿ Live Videos are economical. Unlike pre-recorded Live videos have arrived at a time where smart-age
videos, broadcasting a live video is economical customers dislike watching generic marketing content, as
because of time and money spent on production and they wish to engage and connect with a brand on a
editing. deeper level. Considering the current 4G wave sweeping
Ÿ Live videos are authentic since target audience is across India, live videos are the best way to introduce
more likely to trust it. Unlike pre-recorded videos, products and services, interact and engage the users in
there is no conspiracy such as vomiting undesired and 2019. Live videos have the potential to reach out to
misleading content involved in live video streaming. thousands of new customers with a click of a button in
Hence live video is perceived to be authentic. real-time. Moreover, it is almost a free way of generating
tons of revenue; raking in the moolah. Within two years of
Ÿ Live videos are compelling as they trigger spontaneity its introduction, live streaming market has been growing
and instant discussion from the audience. In fact, users at an alarming rate and has already been established as a
spend three times longer watching live videos USD 30 billion industry. But, this is just the icing on the
compared to pre-recorded videos. cake. 2019 is going to be a year of advancement,
Ÿ Live videos increase the quality of the views as most expansion and growth for live-streaming.
13MICRO-INFLUENCERS
Ever since the advent of digital micro influencer is someone who may could be paid a kind sum, or even be
marketing, influencers have always have less than 10 thousand followers offered free products in return for
been the most efficient way to on social media. Micro-influencers their endorsements. Micro-influencers
connect with a community. 2018 was necessarily need not be famous or are not only more affordable but also
not an exception for the growing have many fans. Their followers are are cost-effective and have higher
popularity and reliability of influencer less in number and generally share ROI than that of mega-influencers with
marketing. By 2018, India had over some sort of tie such as friends, over million followers. In 2019, we will
200 million active social media users family, colleagues. Micro-influencers see brands hiring about ten micro-
among whom 12 million were college have a high degree of influence over influencers instead of one mega-
students alone. The scope of them. Marketers have realized the influencer. Or at least, brands now
influencer marketing is high in India. A advantages of micro-influencers to have the option to choose between
recent research reveals that about drive sales more effectively than mega-influencers and micro-
70% of the teenage YouTube mega influencers. The major influencers in a more efficient way.
subscribers in India trust influencer advantage is that micro-influencers Due to the dominance of visuals over
opinions, while 71% of the overall are perceived to have more texts in terms of appealing to the
consumers are highly influenced to credibility, more knowledge and users, Instagram has been the more
make a purchase based on social passion about the specific niche that reliable platform for influencers to
media reference. they discuss. For this reason, online reach out to target audience in India.
users regard them as experts of Hence, in 2019 Instagram will be a
This success can be attributed to
subject matter and trusted sources of popular choice for micro-influencers,
influencer marketing, who are
information. Studies also reveal that followed by Facebook, Twitter,
capable of persuading consumers to
increase in followers leads to Pinterest, YouTube and Snapchat.
make a purchase by connecting with
decrease in engagement rate; thus Fashion will be the major industry that
them on a more intimate level than
audience find micro-influencers more will dominate micro-influencer
that of a celebrity. The greatest
relatable. marketing sector. Followed by beauty,
benefit of influencer marketing is that
unlike celebrity endorsed ads, the In 2019, micro-influencers will be the food, travel and home/design. Thus,
common consumers can relate with buzzword in influencer marketing for in 2019, we will see influencers
the influencer, whose traits match up several reasons. One reason is that connecting with the audience in a
with that of regular users. Until 2018, they have higher authenticity and more personalized way than before.
we have witnessed several influencer appeal to the users as “genuine
marketers with over a million people who are passionate about
followers persuading customers to what they speak and do.” It is no
“try-out” a new product. But this trend secret that micro-influencer marketing
is on the verge of extinction. 2019 is is highly personalized like never
all about micro-influencers. before. The industry trends are also
shifting from mega-influencers to
Micro-influencers can be considered
micro-influencers for economic
as people that have much lesser
reasons as well. Micro-influencers
following than mega influencers. A
14CHATBOTS IN 2019 Chatbots are on the rise and are exceeding voicebots and “conversational advertising,” where customers shall be visual search in the race of AI. Chatbots are already taking able to 'converse' with an ad while watching it. over customer service for many global brands. By 2020, it Embedding a chatbot at the bottom of an ad will allow the is predicted that 85% of the customer interactions will be consumers to ask questions and more details regarding done via chatbots. This means, 2019 is going to be a year the ad. of transition in terms of proliferating chatbots. However, considering the context of multi-lingualism in The main reason for their increasing reliability is that India, chatbots have a long way to go. Until now, chatbots chatbots are not only an effective way of mass primarily functioned in English. But, given the scope of communication, but also a 24/7 channel for bi-directional regional marketing in India, developing chatbots to communication between the audience and a firm. Thus, function in regional languages seems to be highly two advantages arise from utilising chatbots: enhanced beneficial in the business. In fact, India is a key player of customer satisfaction and increased response rate that the chatbot market, with chatbots launched by the Indian improves SEO. startups not only in India, but also across the globe. In According to Facebook IQ, more than 2 billion business India alone, where there are 300 million smartphone related messages are sent by Facebook Messenger users currently, introducing chatbots to take care of their chats. Chatbots are found to be extremely helpful in daily chores can generate business in a great way. online retail, healthcare, telecommunications, banking, In this regard, Ola app and HDFC Securities have financial advice, insurance, car dealership and e- launched their apps in Indian regional languages. In fact, governance, as chatbots hold a huge potential in terms of on a daily basis, close to one million bookings are done in assuring faster response to customer inquiries. This is local languages using Ola app that functions in 11 different significant, as a study be Harvard Business Review and Indian languages. Similarly, HDFC Sec is an android app InsideSales indicates a five minute delay to respond to a that offers stock trading facilities in 12 Indian languages. customer inquiry results in the low chances to attract lead Hike and BHIM UPI have also found success in catering to conversion. A 10 minute delay to answer a query reduces the needs of regional audience in local languages. one's chances to get effective contact by 400%. With the development of AI, chatbots are set to initiate 15
Earlier, Microsoft had launched Ruuh, India's first chatbot
operating in Hinglish. Ruuh's quick, friendly and witty
responses have been winning the hearts of the Indians
who love talking on wide range of topics like cricket or
sharing intimate emotions. Within a year of launch, Ruuh
had 40 million conversations, and is highly active on
social media.
Similarly, Oxford University Press has launched a Hindi
Chatbot to converse Hindi language data and transfer it to
online Hindi dictionary. Microsoft, Amazon and Google too
have applied enormous linguistic data accumulated by
OUP. It is interesting to know that the chatbot's
conversational interface is a 'user magnet' for the
development of Hindi dictionary website. Hindi chatbot
makes use of gamification to draw Hindi speakers,
language learners and scholars to the webpage which
offers a wide range of facilities such as to learn Hindi
online, enlarge their vocabulary or contribute to Hindi
language database.
Employing gamification is interesting to improve language
database. For instance, a Hindi chatbot pops up as a
plugin and offers the visitors a guessing game or a puzzle.
This is an entertaining way of teaching them to converse
in Hindi. In this way, a simple Hindi chatbot can transform
into a huge regional marketing tool that is capable of
generating more quality traffic on the internet. This same
strategy can be used to develop chatbots in other Indian
languages.
Given the potential of regional content marketing and
personalized ads, chatbots when developed in local
languages can generate more business, especially in a
multilingual diverse nation like India. Although a lot has to
be done in this regard, it is clear that the revolution has
only just begun. In 2019, we are going to witness more
desi-chatbots, as leading firms have realized the
importance and benefits of appealing to the customers in
their local language.
16DATA DRIVEN
MARKETING
It has been become very common that while surfing internet, almost every
webpage you visit o ers you cookies i.e. in other words the webpage seeks your
browsing details. Marketers have realised that by using these data, it will be
much easier for them to present you with more personalized ads. 2019 is the
year where Data Driven Marketing continues to sustain its relevance as more
marketers and retailers are seeking out newer data driven ways to achieve
competitive advantage by understanding customers' behaviour.
17These are the following predictions that are deemed to common that whenever you log on to LinkedIn, you
occur in 2019. come across news on “retail apocalypse.” In reality,
Ÿ You will start seeing only those advertisements that these are the brands which are unsuccessful to clasp
“get you,” as the digital marketing campaigns in 2019 omnichannel marketing. In 2019, omnichannel
will be organized based on your proximity and daily marketing will be the fundamental part of every
habits. Modifying advertisements based on your marketing strategy.
location, where you eat, shop and hang-out will Ÿ Account-Based Marketing will embrace Predictive
become a standard practice. Analytics. In simple terms, predictive analytics refers
Ÿ Streaming Analytics will open new revenue streams for to the use of data, statistics, algorithms and machine
marketers. Streaming services are an unexplored pool learning techniques to determine the probability of
of psychographic data that more marketers will dive future outcomes based on historical data. The
into to analyse and identify target segments based on objective is to surpass the knowledge about past in
lifestyle, values, views and preferences. order to deliver the best assessment about the
future. Predictive analytics will rise in 2019.
Ÿ Opportunities for data driven marketing will rise with
the increasing POS devices, thanks to the Ÿ Data onboarding will determine the path of ad
developments in location intelligence. This will help to campaigns. Data onboarding is a data driven
build more vigorous customer profiles at a larger level marketing trend that transfers offline customer data
that has higher accuracy of ROI estimation. to online platforms and identifies them online. There
is a correlation between data onboarding,
Ÿ Personalized user experiences are created by the omnichannel marketing and identity resolution: as
data gathered. For instance, when you log on to your their collaboration helps to reach the same target
Amazon account, you can see personalized product audience across multiple channels with more
recommendation based on your shopping and personalization.
browsing history. This is done with the help of your
browser cookies. Tools such as Optimizely will make Ÿ Machine Learning will continue to grow gigantically.
user experiences more personalized in 2019. For example, in order to improve the quality and
personalization of voice search and chatbots, it is
Ÿ Identity Resolution (i.e. recognising user behaviours on very essential to gather a user's preference details.
both online and offline platforms) will create a 360 Hence, data-driven marketing will assist machine
degree profile of your customers. This will help to learning and artificial intelligence.
deliver the best experience to your customers on
multiple channels as identity resolution determines If a brand wants to attract new customers, it is vital to
their identities on those channels and provides you make a lasting impression at the starting point. In this
with a heightened understanding of your customers, regard, data driven marketing helps to achieve that
their interests and app usage. Identity resolution helps objective. Moreover, understanding the preferences of
in increased precision in targeting and enhanced your customers helps to retain their trust in you. In 2019,
personalization. data driven marketing continues to be the backbone of
ad personalization in a more profound way.
Ÿ Omnichannel Marketing will become the fundamental
criteria in data driven marketing because of its ability
to reach the same target audience effortlessly across
multiple channels. For instance, it has become
18PROGRAMMATIC
MARKETING
Programmatic Marketing continues to gain momentum in
every sector for three basic reasons:
Ÿ It presents an opportunity to leverage connections
with an audience across multiple platforms
Ÿ It enables the purchase of inventory in real-time
Ÿ It makes the process of measuring campaign
performance very easy.
Programmatic is digital advertising and is set to extend its
scope in 2019, with two-third of digital media embracing it.
In other words, about 66% of the money invested in digital
advertising will be traded programmatically in 2019. This is
a giant leap for advertisers, clients and marketers,
especially during the time where the threats of ad fraud,
brand safety and misplacement are still prevalent. Industry
experts predict Programmatic ad spend will reach USD 84
billion mark, with a growth of 19% in 2019.
Further, the breadth of existing ad formats in
programmatic trading is getting better, which can include
more mobile, audio and video formats online. This is one
of the major factors that will drive the programmatic ad
revenue. However, firms and enterprises intending to
monetize via programmatic advertising must now focus on
improving the quality of their inventory, which must at
least be secure and viewable. In fact, customers are
seven times less likely to consider a brand if the ads are
served against inappropriate content. Thus, brands with
ineffective brand safety strategy will now have to confront Since quality inventory is the key criteria in programmatic,
a lot of stakes. valuable data will be prized by every organization. In
Particularly, in the Indian ad market, programmatic is still in 2019, we will witness newer trends in data collection
its infancy and hence has a great potential in the coming techniques. First-party data will continue to be the most
days. Currently, in India only 20% of the ad budgets are valuable form of data, gathered explicitly either through
allocated to programmatic advertising. Yet, one must note customers themselves, or gained by tracking their activity.
that India is still on a learning curve and is increasingly Second-party data collections will become more
becoming aware of its immense scope, thanks to the commonplace among brands and online retailers by
digital revolution sweeping across India. In terms of forming wider data sharing partnerships. Because of
prominent programmatic trends that will become these developments, third-party data will be less
commonplace in 2019, videos will retain their popularity beneficial for brands to gain a competitive edge, although
among all ad formats. Increasing rate of mobile video these data will be widely available.
consumption can be attributed as the leading cause of
this trend. Similarly, in-apps will be buzzing in 2019, due to
rise in mobile internet consumption and deviation in
preferences of users from mobile browsers to wide array
of in-apps.
19MARKETING AUTOMATION
‘Marketing Automation' is the word that created a lot of information etc. and evaluates them to give a score.
buzz in 2018. According to Radicati Group Email Statistics This score will determine whether a lead is qualified or
Report, 281 billion emails were sent every day in 2018. not. This is very useful to determine the right content
This massive statistics indicates email is still vital for a for the target audience across various channels,
strong marketing strategy. particularly in sector based targeting and demographic
Marketing Automation is inevitably deemed to be the based targeting.
future of marketing. The new-age marketing automation Ÿ The role of AI in marketing automation will enhance as
tools such as WishPond, SalesManago, GetResponse and it tracks user behaviour, requirements & needs and
SimplyCast are steadily gaining devoted users and delivers the right content to the user when the user
commencing to begin a new era of marketing automation. wants something.
However, there are a lot of things to be done in terms of Ÿ 2019 is going to witness smart chatbots playing a
technological development. Industry expert, David Raab crucial role in generation of lead, as chatbots have the
opines that over 70% of marketers are either unhappy or ability to analyse user needs, requirements and can
marginally happy with their marketing automation engage users with a brand. Integrating AI with
software. Moreover, experts hold a view that there is a chatbots will surely increase sales. Further, it can be
'lack of automation' in marketing automation. observed that there were 2 billion users who availed
Nevertheless, marketing automation is a technology that messaging apps. In 2019, this number shall increase,
is still in the progress of development, and has not and so does the potential of chatbots to engage with
achieved its full potential yet. Given its increasing them.
popularity and its capabilities, marketing automation is Ÿ Cross-channel marketing is going to dominate
'the' marketing technology of the future that promises marketing automation in 2019. Marketers have found
several marvellous possibilities. So what can we expect in that rather than a solo strategy, incorporating multiple
2019 in terms of marketing automation? Here are some of channels such as mobile marketing, email marketing,
the trends that will pave way for marketing automation to social media marketing and content marketing will
reach its potential: intensify user engagement with a brand. As a user is
Ÿ Personalization is the key to marketing automation in exposed to a brand 24/7 due to various channels, the
2019. Litmus' State of Email Survey revealed that business is set to leverage.
targeted emails are 108.5% more likely to generate Despite several speculations, marketing automation is
almost half of a company's email marketing revenue growing at a rate of 8.55% transforming itself into USD 5.5
via automated emails than other types of emails. billion industry in 2019. In fact, 51% of the industries across
Ÿ Technology has enabled marketing automation to the world are already using marketing automation in their
occur across multiple channels, be it a landing page or business strategy.
social media. In 2019, there is no escaping marketing
automation.
Ÿ Until now, email marketing had limited effect since
most of the emails in an inbox go unread. But thanks
to the developing marketing automation tools,
marketers have realized it's the quality of a mail and
not the quantity that determines the outcome. Here
too, personalization is the key. A good example for this
is Spotify, a music platform that sends users a
personalised playlist based on their taste on a weekly
basis.
Ÿ Predictive Lead Scoring will lead marketing
automation in 2019. It is a tool that records factors
such as behavioural data, demographics, social
20
05VIRTUAL REALITY
Virtual Reality (VR) has been buzzing in marketing since few Due to the limitations of internet speed, VR was perceived
years. In fact, its applications have become common place by the more as a fad and was limited to gaming and
end of 2018. However, it must be noted that VR is a technology entertainment. Tech giants such as Facebook, Microsoft,
that is driven by fast speed internet. Although, VR and 4G Samsung and others were pioneering by developing VR-
continue to conquer the Indian digital market, the real potentials enabled headsets that generated significantly better
of VR will be brought by the adoption of 5G, predicted to be gaming ecosystems. But as the technological changes are
launched in 2020. As a precursor, the base for mobile network occurring in broadband internet sectors, VR will soon set
assisted VR applications will be launched in 2019. This network its footsteps in sectors such as retail, real estate,
functions as ever-present and uninterrupted. Later this network automotive, ecommerce, film and entertainment. This will
will be leveraged by 5G by adding more spectral bands of wider not only enhance the customer experience, but also
bandwidths to boost its capacity. impacts their buying behaviour and reduces cost involved
The current limitations of VR until now are due to the inability of in the process as well.
4G to provide wider bandwidth, latency and uniform experience. Hence, it is crystal clear that VR is not a fad, and is here to
But VR devices can function differently with 5G network which stay for a long time to come. As an indicator, it is
can drive 100 times improvement in traffic capacity and network estimated that VR market will grow by 76% in the next five
efficiency. It will also decrease the existing latency by 10 times. years, crossing a networth line of USD 120 billion. The
These facts suggest, the original glory of VR will be witnessed in year 2019, in this regard will be an important year where
2019. the greater potentials of VR begins to unfold.
21AI POWERED
SOLUTIONS
22AI was the magic mantra in digital Natural Language Processing (NPL), successful in driving the average
marketing in 2018, as AI technology Natural Language Generation (NLG) sales by 40%. Similarly, there are a lot
was implemented into digital and computer vision. These will of successful stories of AI
products like there's no tomorrow. Be minimize human intervention and implementation in marketing:
it through chatbots, voicebots, Virtual boost other tasks by assisting voice/visual based search,
Assistants or Visual Search, AI has employees with their assignments. In prevention of data breaches and
promised to be the next big a nutshell, MLaaS will make an fraud.
technology trend: The Future of impression in businesses Industry reports suggest, the deep
Computing. But one needs to predominantly across healthcare, learning market is predicted to
ponder; ask questions such as, how cyber-security and automobile exceed USD 18 billion by 2024,
powerful is AI in reality? To what industries. From 2019, what qualifies expanding at a CAGR of 42%. Deep
extent can AI be implemented in the as a 'technological innovation' will be learning algorithms have great
marketing arena? And, are we really built on cloud adoption capabilities, potential to evaluate disorganized
up and about to embrace AI in 2019? due to the progress in machine data such as videos, images, verbal
learning.
Undoubtedly, AI is fast and furiously texts, audio recording and transform
becoming an integral part of digital In 2019, AI will make the process of them into business-friendly
products. This is why we are content generation more proficient. predictions. As a result, digital
witnessing more and more number of In this direction, AI powered solutions workflow will be made convenient
start-ups leveraging AI on their such as Articoolo and Quill have with simple-to-deploy AI powered
marketing platforms. Even giants like already made it easier to generate solutions. One instance could be
Amazon and Apple are focusing on whimsical content. 2019 is going to optimization of paid advertising
further development of AI to increase witness more of such tools with campaigns by media agencies for
the quality of voice-based search. increased efficiency. However, given their clients using AI algorithms to
Just two years ago, AI was merely the increasing popularity of regional examine the performance of a
seen as a “nice-to-have” feature on content marketing in India, it has to campaign in motion, social
digital platforms. But today, AI is go the whole nine yards to develop semantics, website design, product
viewed as an integral part of AI technology, in order to cater to the pricing, customer service predictions,
functionality and as an everyday need for content in regional ad targeting, speech and language
utility. This has driven all the languages. recognition, to name a few.
marketers to enhance their Apart from content creation, AI will However, revolutions can be
marketing strategies by utilising AI to be utilized to leverage email intermittent and unpredictable. In a
boost sales. marketing for further personalization roadmap for Artificial Intelligence
One strong term in AI domain that's of content, in addition to maximizing programme is laid down by NITI
going to be commonplace in 2019 is the conversion rates on the web. Aayog to being a revolution in fifth
'Machine Learning as a Service There is also an immense scope to generation technology (i.e. Artificial
(MLaaS).' MLaaS is a digital craft AI powered digital experiences Intelligence, Machine Learning,
transformation space linked to cloud for the customers that can be Internet of Things, 3D printing and
computing, which has the potential to thought of as a conversion funnel. Blockchain) by allocating INR 3073
rapidly trigger the existing cloud For instance, Olay, the dominant crores. On a larger perspective, 2019
computing process. As a result, we player in cosmetics, in collaboration is poised to be the year where the
will witness traditional players with Nara Logistics developed Skin applications of AI will be emphasized
adopting MLaaS, since it will be a Care Analysis tool that evaluates the and executed; giving it a whole new
crucial factor for all businesses to customers' skin and recommends the dimension.
thrive. Some of the features of MLaaS type of skin care products suitable
that will gain popularity include for them. This AI tool has been
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