The State of the Marketing Industry in 2019: 7 Trends to Watch Out For

first_img Don’t forget to share this post! If you work in content marketing, you probably know that its booming growth and ever-evolving ecosystem forces us to constantly be on the lookout for the next big thing.One day we’re creating pillar pages and topic clusters to please the Google gods, and then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.That said, trends come and go every year, but we believe the seven covered below are here to stay. Read on to learn about the marketing trends that could move from hype to reality in 2019.Unlock tips, systems & recommended resources to stay ahead of the tech curve. Topics: Marketing Industry Trends Originally published May 21, 2019 7:00:00 AM, updated May 21 2019center_img 1. NeuromarketingWhether its views, social shares, scroll depth, subscriptions, leads, and sometimes even ROI, digital marketers can measure it all. But even though we have access to a laundry list of metrics, we still can’t measure what is arguably the most crucial indicator of a campaign’s performance — emotional resonance.Don’t get me wrong, I love seeing a spike in traffic as much as the next blogger. But in an industry where skimming a page for 10 seconds counts as a view, leaving your desk to grab some string cheese will result in a time-on-page of five minutes, and 50% of web traffic and engagement are generated by bots and Chinese click farms, claiming digital metrics are a surefire way to gauge your content’s emotional impact is a stretch.Fortunately, with neuromarketing, which is a blend of neuroscience and marketing, brands can gauge the emotional resonance of their current and future marketing campaigns. To do this, companies like Immersion Neuroscience and Spark Neuro have developed wearable technology that can gauge certain neurochemical and physiological responses, which both signal emotional engagement while consuming marketing content.2. Multicultural MarketingOut of all the challenges a company faces, diversity and inclusion is not only the most pressing one to address but it’s also the most difficult one to overcome. The societal movement for diversity and inclusion has rightfully bled over to Corporate America, enabling the public to expose the working world’s lack of diversity and challenge them to fix their ways.This has rocketed diversity and inclusion to the top of every company’s mind, but even though the world is a melting pot today, most brands market in a way that only appeals to a country’s majority ethnicity or culture. That means there’s a huge pool of people that brands aren’t resonating with.However, generating more sales shouldn’t be the only reason you market to minority groups. Acknowledging their ethnicities and cultures should be another huge driving factor.Because, ultimately, letting minority groups know that it’s not only okay to be different, but it’s also amazing that they bring such different perspectives to the places they immigrate to, will move society forward and help immigrants be proud of who they truly are.3. Cognitive Computing-Powered Customer ServiceCognitive computing is a technology that can analyze enormous amounts of data in the same way humans think, reason, and remember, so people can naturally interact with the technology and extract data-backed recommendations from itBrands who implement cognitive computing into their customer support technology are able to assemble two-pronged customer service teams that help provide better, faster customer service.By setting up computers and robots in their stores that can actually understand natural language and accurately answer people’s routine questions, a retailer’s human employees can service more customers who have more pressing needs.4. ShowsIn the neuroscience field, researchers have proven that storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative — that’ll never change.Just like your favorite Netflix show, crafting shows can entice your viewers to watch entire seasons of your series, subscribe to your updates, and get more excited for your show’s newest season than they currently are for the third season of Stranger Things.So before you green light another slew of listicles, how-to posts, and ultimate guides, remember how powerful storytelling is and consider crafting a show chock-full of conflict, surprise, and emotion that also ties to a unique angle and is told in an episodic fashion.5. PodcastingAccording to a content format study conducted by Edison Research and Triton Digital, people age 12 and older are listening to online audio content at unprecedented levels. On average, people spend 17 hours per week tuning into their favorite podcasts, online radio shows, and audiobooks. There are also 14 million more weekly podcast listeners this year compared to last year, which is more than Guinea’s entire population.The demand for audio content has exploded, but that doesn’t mean people will listen to your branded podcast just because it’s a podcast. In reality, they’ll only listen to it if it can hold their attention and, ultimately, entertain them. Otherwise, producing yet another interview-an-expert podcast like everyone else will only add to the noise flooding the internet.6. Word of Mouth MarketingNowadays, only 4% of consumers believe marketers practice integrity. So what’s a marketer to do when the very people they need to persuade don’t trust them? They need to rely on their customers’ recommendation of their brand.People trust customers over marketers because marketers have an agenda — they promote their product or service to generate sales. On the other hand, customers will only rave about a product or service if it truly benefited them.To create as much word of mouth marketing as possible, you need to stay laser-focused on developing the best product or service possible and providing top-notch customer service. In other words, you need to serve your customers needs before your own. Only then will your customers turn into a loyal, passionate tribe that will recommend your brand to their friends and family.7. Historical OptimizationIn 2015, HubSpot made a revolutionary discovery about their organic monthly blog traffic — the overwhelming majority of it came from posts published prior to that month. In fact, 76% of their monthly blog views came from these old posts.Today, their groundbreaking revelation rings louder than ever — 89% of their monthly blog views currently come from posts that were published at least six months prior, and they’ve developed an entire strategy dedicated to refreshing and republishing these historical pieces of content.These types of blog posts are called “updates”, and they comprise 35-40% of HubSpot’s editorial calendar. And by refreshing them with new information and SEO optimization and then effectively republishing them as new blog posts, HubSpot can build upon their existing organic value that these posts have accumulated through backlinks and user engagement and double or even triple their traffic.This process also helps HubSpot optimize their blog for efficiency, decreasing the amount of new content they have to create while increasing their organic traffic and conversions. And many other brands are starting to jump on the historical optimization train to revamp their blogs too. Marketing Trends NeuromarketingMulticultural MarketingCognitive Computing-Powered Customer ServiceShowsPodcastingWord of Mouth MarketingHistorical Optimizationlast_img read more

Agency Schedules Open House

first_imgThe Sydney Tar Ponds Agency has invited residents of north-end Sydney to an open house to discuss how construction of the Battery Point barrier will affect their neighbourhood. J&T Van Zutphen Construction will begin work soon on construction of a rock barrier between the Tar Ponds and Sydney Harbour. The barrier will extend from Battery Point in Sydney’s north end, near the Cape Breton Regional Municipality (CBRM) sewage treatment plant, to Harbourside Commercial Park (formerly Sysco). A gap in the structure will accommodate water flowing through the Muggah Creek estuary. The barrier is needed to prevent the release of Tar Ponds sediment into Sydney Harbour when work begins on the big cleanup. The contractor will use slag from Sydney Steel and coarse stone from a nearby quarry to build the structure. At the same time, a soil berm surrounding the sewage treatment plant will be excavated and trucked to the CBRM landfill. This work will temporarily increase truck traffic in parts of the north end. The agency has distributed flyers throughout the neighbourhood inviting residents to the open house. Project planners will be on hand to explain the job and discuss concerns. The open house will take place Friday, May 26, at St. George’s Anglican Church hall, on Napean Street, Sydney, from 3 p.m. to 8 p.m. For information on this project and all aspects of the Tar Ponds Cleanup, see the agency’s website www.tarpondscleanup.ca .last_img read more

More pain in the oil patch CanElson Drilling halves dividend cuts capital

CALGARY — CanElson Drilling Inc. said Monday it will reduce its quarterly dividend by 50%, defer the completion of three new drilling rigs, and reduce its capital budget by 80% as a result of low crude oil and natural gas prices.The Calgary-based company says activity remains relatively strong its expects both activity and pricing levels to decline in 2015 in response to what appears to be a prolonged decline in global oil prices.CanElson said it expects to reduce the active rig count — with the biggest reductions in Saskatchewan and North Dakota.Our continued financial discipline will allow CanElson to weather the impact of sustained low commodity pricesIts capital program will fall to $12.9 million from $63.9 million and its quarterly dividend fall to three cents from six cents per share but the company says CanElson has well-positioned itself to withstand price cycles.“Our modern fleet of drilling rigs and our continued financial discipline will allow CanElson to weather the impact of sustained low commodity prices,” said Randy Hawkings, CanElson’s president and chief executive.Is this the end of the oil market as we know it?Oil storage piles up in Hardisty, but price gap leaves traders at disadvantageThe company says 36 drilling rigs, representing 72% of its fleet, are currently active but the number is expected to fall.It also says construction of three rigs — which were to contracted to a customer — has been delayed indefinitely and negotiations with the customer are ongoing. The company had spent $13.6 million on components for the rigs as of Dec. 31.The company’s next financial report is scheduled for March 2, when 2014 12-month and fourth-quarter results are issued. read more