| Market trends


31-10-2019 14:03:50

Mobile experience, online video, chatbot, data-driven marketing to personalize the user journey is the opening theme for the trend of Digital Marketing in 2019.

The importance of mobile experience (mobile experience)
In 2019, the brand focused on investing customers through mobile platforms will win bigger pieces of winning cakes.

The user's expectation of a faster and better digital experience is increasing. If you want to bring a omni-channel journey to your customers, the platforms from the website to the app should support each other to contribute to the user's seamless experience. In the process of causing them to wait you can lose potential customers. According to Google, 53% of users will leave the page if the download takes more than 3 seconds.

There are many tools that help you research and upgrade your landing page. There are popular Google products such as Accelerate Mobile Pages (AMP) that allow you to create faster load landing pages, or the My Site Test tool with specific analytics indicators that help you see how well your products are performing.
Traditional TV will abdicate on Video Online (Online Video)
In 2019, users will tend to spend more time online than sit in front of the TV screen. Most of this online time will be spent watching online video. By 2010, the number of online videos the average view of the world will reach 84 minutes.

TV ad market while traditional start stagnating, total global budgets for online video advertising market will grow 17% per year. According to Yahoo, online live broadcast (live online broadcast) will take the lead in the latest trends in online video growth rate each year.

Vietnam is still behind the world of online video products, from investing in market research, find out the tastes, create video content and image quality. The brand painstakingly invested in online video in 2019 will certainly quick lead.

Breakthrough in Chatbot
Chatbot is a form of customer care that is being used by the brand considerations. According to Statista, only 34% of people were asked to prefer chatbot compared to other ways of marketing online sales. However, this number may change with the advent of the chatbot generation with the artificial intelligence (AI) platform. These bots will require user information, understand the language they speak, and conduct a full dialogue.

Among them are chatbot Clare.AI that uses the user's language and can work as an online financial consultant, or Morph.AI can automate customer support. In the next year or two, such chatbots will completely change the overall perception of how communication between business and customers.

Personalized user experience through data-driven marketing
Consumers always been the core of every reason marketing activities. Today, they can connect with everything easier, higher requirements and their patience is also less.
  • 38% of smartphone users watching videos on YouTube to research product.
  • 64% of smartphone users expect to find information appropriate to the context and their situation.
  • The growth of search traffic "near me" 3-fold increase in the last two years.
    (According to "Looking back at the" bright spot "at the conference impressed the CEO-CMO Vietnam 2019". Melissa Nguyen, Country Manager - Google Marketing Solutions in Vietnam and Thailand. Brands Vietnam)
Therefore, placing consumers at the core of the marketing strategy of the brand means to increase their personal experiences with the brand even more. And at this time, marketing is not intuitive. Leveraging technology and user data blocks will help businesses turn that vision into reality and bring competitive advantage when planning your marketing strategy.

Data (data) will be the source material to unlock any cruise experience (customer journey) complexity of the customer, from which a brand can reach them in a more personal, more useful, fast more and more sympathetic. Also, to make good use of the source of your data, the brand should focus on three key elements: recruiting manpower with appropriate skills, constantly test the technology, and collaboration between divisions in the organization.