4 digital marketing trends in Lebanon for 2019
In the middle of all the buzzwords and end-of-year campaigns, you must be thinking about your 2019 marketing budgets and strategies. Here are some marketing predictions for the year to come, which will hopefully help you make the best of the next twelve months.
1 – Online/offline experiences will become central
A few years ago, businesses used to think of the “younger digital generation” (aka Millennials) as a vortex of unknown behavior. Today, they represent the 22-36 age bracket, which mean they have purchasing power and disposable income, and over the past few years marketers have been listening.
They don’t want to talk to sales rep, they want to find out their product info on their own.
They don’t want to trust brands, they’d rather ask their peers (both online and offline)
They don’t want to pay full price, they prefer trying items in store and buying online, or browsing them online and buying them in store… depending on price and availability.
There are many other behaviors we can attribute to this segment, but they all lead to the same conclusion: brands’ online presence cannot be confined to social media. Potential customers need to find relevant and updated information, reviews, and catalogs online. They also need the choice to purchase online directly. Even if they end up buying in store, they need the option to browse before passing by. This means you should start investing in an omnichannel strategy that delivers a truly seamless experience between online and offline platforms. And speaking of investing in online platforms…
2 – E-commerce will take off
2019 is the year you’re going to have to build an ecommerce platform, not because we say so, but because your potential customers are asking for it. Think of it as opening one more branch for your store, except it lives in your customers’ phones and laptop instead of malls and business centers. The reality of this trend is that online sale will take off slowly, but having an ecommerce platform will highly impact your offline sales as well. This effect can be explained by the behaviors mentioned in the first paragraph of this post. The good news is that ecommerce means customer data, this century’s most valuable currency for any business. Such a platform will allow you to centralize all of your sales and customer details to tailor your digital marketing operations. There are many ways to do that, which we explore on our YouTube channel.
And although leveraging your existing user data, being found at the right moment will become increasingly impactful for your sales, which leads us to search intent.
3 – Micro-moments and search intent
In their pdf guide on the subject, Google has defined 4 micro-moments where you need to be there for your actual or potential customers:
-I-Want-to-Know Moments, where someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.
-I-Want-to-Go moments, where people are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.
-I-Want-to-Do moments, which may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key.
-I-Want-to-Buy-Moments, when someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
Each of these moments translate differently for each business, and it’s close to impossible to target them all of course. But what they truly mean is that in 2019, overall user experience will be the key to commercial success.
4 – User experience at the center of it all
Beyond app interfaces, user experience relates to the whole journey and interactions with a brand on all of their platforms. That includes communication material, salespeople, customer support, social media, etc. So how good is yours? How easy is it for people to find you? Learn about you? Browse and/or buy your products? Can they try a product in your store and buy it online? Can they find you when they need you? These are just a few of the questions that you should be asking yourself to judge whether your customer experience is good enough yet.
Of course 2019 will bring new technologies and new practices so don’t get distracted. Consolidating your existing assets to provide your users with a spotless experience should be the priority.
Not sure how to do tackle these problematics with your own business? Get in touch!