How Marketing is Evolving in 2019.

5 min readFeb 11, 2019

In the new era of marketing, innovations and ideas are becoming more customer-centric and are aligning to hyper-personalization with an infusion of technology to deliver to people — services and products customized to their needs.

Organizations are now taking steps to build an internal infrastructure that enables them to move at the same tempo as their customers.

The marketing technology landscape grew 27% in the last year alone.

Technology advancements are allowing for deeper customer insights and more targeted marketing campaigns. In 2019, marketing will continue to play a major role in recruitment to driving growth overall.

Marketers need to stay focused on what matters most to their organizations and ensure their KPIs are aligned with the overall company goals. A combination of data and creativity is going to set the leaders apart from the laggards.

Changes in Tactical Priorities

In a recent report by Smart Insights, Managing digital marketing in 2019 research report, they asked marketers to vote for the digital marketing technique that they hoped would give the biggest commercial uplift in 2019, and here are the results:

Artificial Intelligence

The entry of Artificial Intelligence and Machine Learning in the top 5 suggests that marketers now believe they will see a return from deploying the latest AI tools supporting the many marketing applications and this will enhance personalization and marketing automation.

AI is doing more than just providing companies with virtual personal assistants — it is revolutionizing the marketing world.

According to Salesforce, 51 percent of marketing leaders are already using AI in some form, and more than a quarter will begin using AI technology in 2019.

Omnichannel Marketing

There is also a continued interest in developing integrated digital marketing strategies across multiple channels. As John Bowden, Senior VP of Customer Care at Time Warner Cable puts it — “Omnichannel is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent.”

In today's digitally connected world with 90% of users switching between screens to complete tasks, using an average of three different combinations every day, omnichannel marketing has become a necessity for brands.

Having a presence across different online and offline channels is imperative. According to Invesp, “Companies with an effective omni-channel engagement strategy retain 89% more customers than others.”

A study by Forrester found that 80% of business decision-makers said improving their company’s customer experience was among their top priorities in the year ahead.

Data-driven Innovation

A data-driven approach to creativity helps marketers work more productively, create the right content faster, and deliver that content to the right customer, across the right channels, at the right time.

“Companies that integrate data and creativity in their day-to-day practices actually drive two times the growth of companies that have those capabilities but manage them separately.”, says Jason Heller, Partner and Global Lead, Digital Marketing Operations, McKinsey.

Companies will soon begin to offer data/analytics training more broadly across the organization in 2019, as well as invest in their creative teams’ data and analytics competencies, specifically to stay on the edge.

Account-Based Marketing

Thanks to digital disruption and the advancement of marketing technology, today ABM has become a must. While mature ABM relies on a sophisticated tech mix, it’s also a return to the core principles of successful marketing: segmentation, targeting and alignment.

According to MarTechAdvisor, “ABM allows marketers to focus on the top 10–20% of accounts that really matter to a business. Which means less wasted time on generic content generation and a differentiated and accelerated sales cycle through personalization.

Forrester’s Q1 2018 Global B2B Marketing Benchmark Panel Online Survey showed that an investment in ABM correlates to exceeding revenue goals, especially as the program matures.

Content Marketing

Content still remains to be the king. It is the key differentiator and the only connection between your brand and your customers.

Forbes writes, “Content marketing will always have a strong impact because of the exposure and backlinks you can receive for your brand. You are helping people with solution-oriented content, and the influencers help your exposure and outreach so it’s widely seen by the right audience and shared with their peers.”

Building trust and letting customers know that you appreciate their business with content marketing has opened a two-way door, letting people respond, engage and share your content.

Roughly 84% of buyers said that they either frequently or occasionally access business-related content on their smartphone.

The words, “Change changes everything but itself”, hold true in marketing in the tech industry. As innovations in technology and ideas come forward, 2019 will see its share of trends having an impact on marketing.

Leaders need to focus on what is to come and for that, we spoke to 11 Industry experts on “What the future holds for Marketing in the tech industry?” and we compiled their opinions in an ebook, ‘Key Marketing Trends that will Shape the Tech Sector in 2019’.

Get an expert opinion and some really valuable insights before you plan your marketing journey in 2019 with this ebook. Download now!