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PRESENTS
Much more video content on my YouTube
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R A N DY HL AVAC
R - HL AVAC@ NORTHWESTERN. EDU
T WI T TER: @ R AN DYHLAVC
10 Digital Marketing
Trends for 2019
TOP BUSINESS TRENDS IMPACTING BUSINESS GLOBALLY

WITH RANDY HLAVAC

Coursera webinar 1 focused on how technology and
social media has forced us to form communities to get
the information we need and want
Coursera Webinar 2 touched on how people are consuming
content differently
Trend 1
Chatbots are here
MACHINE LEARNING TECHNOLOGIES IMPACTING BUSINESS TODAY
AI and ChatBots change customer service
& business
Research carried out by Gartner
indicates that “in a few years from
now, 89% of businesses will compete
mostly on customer experience”
In 5 years, consumers will manage
85% of their relationships with a
company without interacting with a
human being

About 38% of businesses have

introduced the use of artificial
intelligence (AI) in their customer
This shows that we’re gradually
service department, and the number
moving to the (DIY) customer service
will increase by 62% by 2020. More
concept
so, AI will lead to 10% increase in
quality of communications with
customers.
https://www.chapter247.com/blog/customer-support-chatbot-statics-and-
https://acquire.io/blog/ai-customer-experience/
trends-2019/
ChatBots will be a primary way for
consumers to engage with companies

Seth Redmore
Lexalytics

https://www.ibm.com/cloud/learn/chatbots-explained
Trend 2
Cybersecurity & Privacy
Legislation will Impact your
Business
EU’S GENERAL DATA PROTECTION REGULATION [GDPR] IS JUST THE
START
Annual number of data breaches and exposed records in the United States from 2005 to 2018
(in millions)
Cyber crime: number of breaches and records exposed 2005-2018

Data breaches Million records exposed

1,800.0

1,579
1,600.0
Data breaches and records exposed in millions

1,400.0
1,244
1,200.0
1,093

1,000.0

783 781
800.0
656 662
614
600.0
498
446 419 447 446.52
400.0 321
222.5
157 169.07 178.96
200.0 127.7
66.9 91.98 85.61
19.1 35.7 16.2 22.9 17.3 36.6
0.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Note: United States; 2005 to 2018

Further information regarding this statistic can be found on page 8.
Source(s): Identity Theft Resource Center; ID 273550
2
 The EU is leading the way on privacy

https://www.i-scoop.eu/gdpr/gdpr-personal-data-
processing-principles/
Key Issues for Lawsuits
Privacy Policy vs User Control
• Want users to be able to approve of every ad presented to them
• Facebook and Google hit with $8.8 Billion Lawsuit
Data Breaches
• GDPR states “Any person who has suffered material or non-material damage as a result of an
infringement of this regulation shall have the right to receive compensation from the controller
or processor for the damage suffered.”
• British Airways hit with a $650 data breach lawsuit
Data Usage
• Google hit with a $570 data usage lawsuit
• The regulator said Google didn't properly explain how or why it collects people's data.
IBM has some free downloads on data
security and privacy
https://www.ibm.com/security/data-security
IBM BlockChain for Dummies

Blockchain and
Digital Ledger are
becoming hot topics
in the near future

• https://www.ibm.com/downloads/cas/36KBMBOG
Trend 3
Customer Reviews are
Vital to your Business
REVIEWS AND RATINGS ARE DRIVING CONSUMER DECISIONS
People trust online reviews and ratings

https://myreviewninja.com/review-generation-ideas-medspa-2/
May 2018
Don’t strive for all 5-star ratings

http://spiegel.medill.northwestern.edu/online-reviews/
Free ratings and review software
available for your website

https://www.capterra.com/review-management-
software/
Trend 4
The Customer Journey
has Been Redefined
INFORMATION & MEDIA CHANGES AS THE JOURNEY PROCEEDS
• New Battleground for marketing led growth
• https://www.mckinsey.com/business-functions/marketing-and-
sales/our-insights/the-new-battleground-for-marketing-led-growth
https://blog.hubspot.com/service/customer-experience
Digital Marketing adds Earned Media
Owned Media
Collateral Materials Paid Media
Telemarketing / Customer Service Display
Direct Mail / Email Magazine Ads
Catalogs Television / DRTV
PR Acquisition Programs
Websites Endorsements
SEO/SEM
Affiliate Programs
Social Media Sites Influencer Marketing
Mobile Pay-per-Click
Blogs Banner Ads
eBooks Facebook Ads
Videos and Vlogs
Audio Podcasts
Reviews & Recommendations Earned Media
Influencers
Followers
Reviews
Ratings
Recommendations
Conversation
 Today, your performance funnel must adapt to new ways to engage your marketing
Total Target Market 2.7M Revenue Potential $32,760,000

Marketing Program Costs to Promote to Target Market $ 741,250 Marketing Investment

Landing Page 2.7M x 1.75% = 47,250 KPI: 1.75%

Registration 47,250 x 85% = 40,162.5 KPI: 85%

Profit of $522,262
Product Inquiry KPI: 65% Average
40,162.5 x 65% = 26,105.63 Performance
Purchasers Scenario
26,105.63 x 55% = KPI: 55%
14,358.09
$88: Average Revenue per New Revenue 14,358.09 x $88 =
Customer Sales $1,263,512 Revenue Produced
More information on business planning

https://youtu.be/C4cNz973ZaE
Trend 5
Search is Changing
POSITION ZERO AND AUDIO ENGAGEMENT ARE CHANGING HOW WE
USE SEARCH
Click is changing

Organic Paid Search Position

Search [PPC] Zero
Position Zero
 How to get Position Zero
• Understand the opportunity for your site
• Find what they are searching for & create question and answers
• Snippets using “Best” and “Review” are often sought by Google
• Find great keyword candidates
• Answerthepublic is a great way to start
• Use Google Trends, KWFinder and other free tools to identify high
volume searches
• Increase your potential for selection Abbs Rav on creating and
• Clearly repeat the question in the snippet using Position Zero for
• Clearly answer the question your markets
• Answer the question as clearly and comprehensively as possible
• Avoid question to close to your competition https://youtu.be/pFe25P5
u4YI

https://searchengineland.com/rank-position-0-3-simple-steps-featured-snippets-primer-275941
Trend 6
Building an Integrated
Digital Marketing Strategy
HERO – HUB – HELP ARE REDEFINING MARKET PLANNING
YouTube developed the strategy in 2016
Hero content is designed to grow
market share & create “buzz”
about your brand
Hero
Hub content informs your
communities about topics
important to them
Hub
Help content supports your
customers to best use your
products & services

Help

Presentation Title Footer 29

 Hero Hero

Hub

Help
Q1 Q2 Q3 Q4
More Details on Building a Hero Hub & Help
Digital Marketng Plan

https://youtu.be/wHMzbq_fUvc
Trend 7
Help is Selling without
Selling
CUSTOMER SERVICE IS CRITICAL TO YOUR BUSINESS SUCCESS
Help them to become
exceptional to your
customers
Help content serves the “daily health”
of your audience
Daily content designed to help users
Daily tweets / posts of relevant external
content
How-to videos
Tips and Tricks articles, videos &
podcasts
How-to Podcasts

Think Video
IF YOU DON’T DO HELP CONTENT –
ESPECIALLY IN VIDEO – YOUR
COMMUNITIES WILL DO IT FOR
YOU…QUALITY???
https://youtu.be/5UrhIssyoGk
33
 1. Develop help content every time you
launch or upgrade your products
2. Visit customer service and ask them
Help Content common problems they are handling &
Tips produce an “answer video” to put on
your website
3. Talk with customers about help they seek
4. Consider developing tools and apps to
help build the relationship with your
customers
5. Don’t forget podcasts as another great
tool to deliver help content
Trend 8
Get Ready for Gen Z
THE CONSUME CONTENT & BUILD RELATIONSHIPS DIFFERENTLY
Gen Z is different

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-
and-its-implications-for-companies
The use social media differently

The pressure to compete for gen-Z

attention on social media has
accelerated the development of task-
specific apps. As a result, gen-Z
consumers build friend networks that
are more focused on each app’s
purpose and more independent of
the app itself.

https://www.collagegroup.com/2018/08/15/gen-z-social-networks-are-different/
Trend 9
AI is transforming
business
KEEPING ABREAST OF AI IN ALL ITS BUSINESS VARIATIONS
Gartner on AI

Free 2018 eBook on Data and Decision Systems

from Gartner
https://secure.gartnerformarketers.com/data-
analytics-2018-ebook-registration

https://www.gartner.com/smarterwithgartner/simple-questions-
to-assess-ai-risks-and-benefits/
 Gartner on AI
• Intelligent
• Autonomous Things – Drones & Vehicles
• Augmented Analytics – transforming how data is developed,
consumed & shared
• AI-Driven Development – Using predefined models delivered as a
service

• Digital
• Digital Twins – Digital representation of a real-world system
• Empowered Edge – Part of IoT, it is keeping information processing,
content collection & delivery is placed closer to the endpoint
• Immersive Experience – Virtual [VR] and Augmented Reality [AR]

• Mesh
• Blockchain – distributed ledger to create trust and transparency
around a document online
• Smart Spaces – Places where humans and technology interact

• Privacy and Ethics – Use and control of personal information

• Quantum Computing – New, high speed and much more capable
https://www.gartner.com/en/newsroom/press-releases/2018- way to solve complex problems
10-15-gartner-identifies-the-top-10-strategic-technology-
trends-for-2019
IBM Institute for Business Value
 IBM Institute for Business Value

By Industry
 IBM Institute for Business Value

By Technology
 IBM Institute for Business Value
By Title
C-Suite Study is a Must Read
 IBM Institute for Business Value

By Region
Coursera and IBM offer AI courses for
deeper learning
Artificial Intelligence and Cybersecurity
For Dummies, IBM Limited Edition

Free eBook on
two important
topics for 2019

• https://www.csoonline.com/resources/182309/artifici
al-intelligence-and-cybersecurity-for-dumm
Trend 10
Think DIM [Data in Motion]
and OmniChannel
CONSIDER THE TOTAL INFORMATIONAL NEEDS OF YOUR HIGH VALUE
MARKETS
 …which lead to a new model for content

Created
Marketing
Content Curated Market
Content Market
Periodically
Periodically
Library Again & Again
Amplification
Curated
w/ hashtags
Content
& comments
 Digital Marketing will focus on integration of DIM and DAR
Its what we call “the OmniChannel”

https://www.ibm.com/commerce/omnichannel-customer-experience

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Questions?
C O N TA C T M E AT

R H L AVAC @M S I N E T WO R K .CO M

R - H L AVA C @ N O R T H W E S T E R N . E D U

T W I T T E R R A N D Y. H L A V A C

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