As 2018 comes to a close, it’s time to pay attention to “what’s hot” for the coming year. The most successful marketers plan ahead, anticipate marketplace changes and capitalize on trends before their competitors. Although it’s impossible to predict the future, it is imperative to plan for it. Here are six trends to watch for and capitalize on in 2019:

1. Content marketing takes center stage. Although it is a relatively new phenomenon, content marketing has transformed both B2B and B2C marketing. Today, it is an essential component of a well-rounded strategy. For B2B organizations, the most effective content includes white papers, case studies, bylined articles and blogs. When done well, content marketing can earn trust, build your brand, generate website traffic and produce qualified sales leads.
2. Increased attention to data security and privacy. The implementation of EU’s General Data Protection Regulation (GDPR) put American marketers on notice—either protect the privacy of prospects and customers or pay the price. In the wake of much-publicized data breaches, customers are more concerned than ever about the security of their information. The industry will see an increased focus on protecting personal data, improving privacy policies and enhancing website security.
3. More emphasis on customer success stories. As the number of companies that push content into the marketplace increases, standing out from the competition is more important than ever. Customer success stories show potential buyers how your company’s products and services have helped others achieve their goals. Testimonials and case studies also support the sales team to propel prospects through the sales funnel more quickly.
4. Experimentation with B2C techniques and technologies. Explore emerging technologies such as chatbots, voice search, artificial intelligence and virtual reality. Other concepts to consider include influencer marketing, brand value and personalization.
5. Smarter measurement and reporting. Just as technology is transforming the way we communicate with our audiences, it also has transformed the way marketers measure the success of their initiatives. The push for demonstrating ROI means marketers need to identify smarter ways to measure success. Fortunately, a number of tools exist that can help marketers sift through data, monitor programs and make sense of their impact.
6. Continued expansion of marketing’s role. To keep up with the demands of an ever-changing marketplace, marketers will face new challenges beyond the traditional comforts of the marketing department. These tasks include recruiting talent, shaping and enhancing corporate culture and improving internal communication. The role of marketing will continue to grow in business development and organizational strategic planning.

The only constant is change

With marketing developments and technology advances happening every day, companies need to evolve their strategies to adapt to a continually changing marketplace. To stay on top of your game, it’s best to choose a couple of trends to focus on in the coming year. To learn more about developing a strategic marketing plan that capitalizes on these and other trends, contact Trade Press Services.