TripAdvisor becomes a social network
Feeling we all got in 2018 times properly air and driven no new marketing pig through the village. So I continue to believe in the breakthrough of voice, the growing dominance of Instagram, and hopefully more quality in influencer campaigns.
In addition, the travel industry can look forward to the repositioning of TripAdvisor as a social network. The Booking Site will present a new design at the turn of the year.
Then, users can create their own profile page, post videos and photos, and follow their friends, brands, and influencers for an exchange of ideas and personalized travel tips.
André Gebel, Director Strategy and Consulting of coma AG, Munich
Amazon becomes the most relevant advertising channel in e-commerce
In 2019, Amazon will tangibly dispute Google and Facebook’s market share in online advertising. With Sponsored Ads (formerly AMS), the platform already offers one of the strongest levers in the “lower sales funnel”. Particularly interesting is the expansion of the Re- & Targeting options on the Amazon DSP (formerly AAP).
On the basis of the shopping behavior data, it is already possible to pinpoint buyer segments on and off the marketplace. Above all, it will be exciting to see to what extent Amazon also uses its re-targeting logic for its SEA product Sponsored Ads and extends the campaigns to external websites.
Tim Nedden, Managing Director of Finc3 Commerce, Hamburg
Voice next to touch
“Siri, where is a nice Christmas market in my city?” – 38 percent of Germans who use digital voice assistants use them on their mobile devices, according to a recent GfK study. But also smart speakers like Amazon’s Echoes and Dots as well as Google Home enjoy growing popularity. Experts predict that the number of voice users will double over the next three years.
If Alexa, Cortana, Siri & Co. always work more precisely, voice control has a great future potential: Voice joins Touch. That will change our consumer behavior. It does not matter if we launch an on-demand-video by voice on the couch, look for the next hardware store in the car or have the recipe for food read to us in the kitchen. Marketing needs to equip itself for how voice search makes relationships with brands different.
Claudia Leischner, Managing Director at gyro, Munich
Analytics tools bring more automatism
In 2019, companies will have to deduce more and more actions from data. In addition, there are the first AI approaches in most analytics tools that allow automated responses. The manual optimization of campaigns in performance marketing will be gradually replaced by more automatisms within the next few years.
For example, many people consider the AdWords Manager a future job – but this job profile will be one of the first to be largely replaced by algorithms.
Bjoern Sjut, Managing Director of Finc3 Marketing Services, Hamburg
Over the years, we have gradually become familiar with the idea of an increasingly digital world. But: the physical world has not disappeared. And man remained the same. People want to be taken seriously as an individual. People act and decide on the basis of feelings. And: People are looking for trusting connections with other people – especially in the digital age.
What we are increasingly concerned with is the question: how do we bring it all together in a good and intelligent way? How do we creatively use free spaces created by shifts in our daily lives? For this we need strong, identity-creating stories that connect people across all areas in a lively way.
Irmgard Hesse, Managing Partner of Zeichen & Wunder, Munich
Consumers no longer buy brands they can not identify with
The next year marks a turning point in the way companies run their brands. Specifically, this means: moving away from static brand identities. Towards a constantly evolving agile branding that can adapt to consumer preferences at any time.
After all, consumers no longer buy brands that they can not identify with, do not trust, or whose values do not match theirs. Successful CMOs and marketing teams must now see their brands as living, transformable entities and take targeted action that can change with consumer expectations.
Brett Zucker, CMO of Monotype, Berlin / Woburn (USA)
AI becomes a lived reality
Not only are technologies such as AI hotly discussed in marketing, they are also used in practice. This applies to digital as well as traditional companies. The target group analysis becomes more and more accurate through AI and creates added value for the entire media strategy through detailed insights. KI will live the reality of marketing in 2019 and prove itself to be a useful tool.
Sara Sihelnik, Country Manager DACH at Quantcast, Munich
2019 will be the year of “tipping points”
In the coming year, many things will be going through what has been predicted for five to ten years, but has not yet materialized to any relevant extent. Big brands, catalogs, advertising agencies, dealers, former leading media will leave the stage altogether or at least disappear into insignificance.
Even “our oil”, the German automotive industry, will get more shaky instead of announcing records year after year. Bad? In the short term and in particular Yes, in the long term and generally not. Because this creates space for something new, for something better: new and better solutions, new social and value systems. The trend towards something new will continue in 2019. And the decisive factor will be what we all make of it.
Simon Umbreit, co-founder and managing director of the oddity group, Stuttgart
Strong marketing for strong brands
Digitalization should bring growth, but not just for the big players. The middle class also uses this opportunity for itself. Only how, is the question. For example, how does Sport Schuster act in terms of marketing? The LEAD Bookazine 3/2018 shows how small and medium-sized businesses shape marketing in the digital age. Customer needs and own values - that’s why it should work.
Prototyping for Communication
Scrum, Kanban, Design Thinking, Prototyping and Collaboration are working methods and methods that have their origins in product design and software development. In recent years, they have found their way into the development of digital platforms, products and services.
Now we are seeing how they are beginning to change the way in which communication agencies work across the board. In the future, both communication strategies and communication campaigns and measures will be designed and planned more and more collaboratively – also in collaboration with customers – in Sprints.
Klaus Schwab, Managing Director and Partner of the Plan.net Group, Munich
Also interesting: New technologies: How to classify hypes
B2B marketing is becoming more measurable, creative and scalable
XING took the first serious steps in 2018 as an advertising platform. LinkedIn is continually expanding its advertising opportunities. Online and offline processes are more strongly linked, such as automated mailings through digital print letter shops to companies visiting a B2B website. B2B marketing will become more measurable, more creative and more scalable in 2019.
Niall Donohoe, Co-Managing Director of BizMut, Hamburg
Stories conquer social media
Stories will shape the social media landscape in 2019. Already this year the format on Instagram was at least as popular with the users as the posted pictures in the feed. The advantage lies in the simplicity, since the contents delete themselves after 24 hours again.
That’s why users post their content much more spontaneously, as they worry less than with a perfect picture. I assume that this trend will continue and also put companies on the format. It remains to be seen whether this development remains limited on Instagram or whether the stories also prevail on Facebook or even WhatsApp.
Helge Ruff, Managing Director of OneTwoSocial, Munich
Personalization arrives in the middle class
For trend researchers long since snow from yesterday: Finally, personalization finds its way into the middle class – and also in traditional industrial B2B companies. The reasons are simple: the expectations of users in the digital world are shaped by digital pioneers such as Google, Amazon and Co.
Personalization is easier to implement than ever before with the integration of AI-based programs: it does not take a complicated set of tools, nor does it need technical expertise to create personalized websites and user experiences that are optimized for the target group. Ultimately, it is only necessary to realize that a significantly improved user experience through personalization helps companies to be more successful.
Oliver Zils, Managing Director of Logic Joe, Hamburg