The 2019 Marketing Trends Shaping Customer Conversations and Experiences

The 2019 Marketing Trends Shaping Customer Conversations and Experiences

Our customer experience is changing dramatically as the growing adoption of digital technologies continues to influence the way we interact in the world. We see the shifts in customer experience revolving around three key 2019 marketing trends: personalization, voice search, and augmented reality. These trends are impacting the role marketing research plays to help organizations create meaningful, relevant, and engaging experiences across the entire customer journey.

Are You Talking to Me?

Consumers are ready and waiting for more relevant and personalized brand communications. In fact, 80% of consumers say they are more likely to do business with a company if it offers personalized experiences, based on a study from Epsilon.

Why is it, then, that only one-in-ten marketers are satisfied with the level of personalized interactions with their customers? The biggest challenge is in taking the first step: developing the right strategy for creating meaningful messaging and timely offers based on customer data.

Ways Marketing Research Can Help

Pinpointing and prioritizing which customer journey moments to target with personalized marketing is the key to success.

  • Gather and synthesize key sources of customer data like segmentation studies, journey mapping, and other CX research to begin the prioritization process
  • Integrate transactional customer data with observational and survey data to help identify the right moments to initiate personalized interactions
  • Monitor success and uncover opportunities to improve with strategic brand tracking and marketing communication effectiveness research

Ask and You Shall Receive

Smart speakers. Voice Search. Digital Assistants. By 2022, it’s predicted that over half of U.S. households will be using voice technology like Amazon’s Alexa or Echo, Google Home, Cortana, Siri, and Samsung’s Bixby. Adoption of digital assistants is leading to an estimated $40 billion in voice-activated commerce, making this an important 2019 marketing trend to watch.

With voice search technology available in our cars, homes, and phones, we can access information immediately, wherever we may be, simply by asking a question. For marketers, this means brands will need to be capable of carrying on a virtual dialogue with consumers, at any point in time. It also means being ready for whatever comes next, whether that’s engaging with customers on your website, directing them to a store location, even delivering products and services directly to their home or workplace.

Ways Marketing Research Can Help

To be successful requires a keen understanding of your customers’ journey from a situational, emotional, and logistical standpoint.

  • Identify the role voice search plays in your customers’ path to purchase, including the situations, environments, and emotions that prompt a voice search request
  • Ensure your marketing communications “speak” to customers in a meaningful and relevant tone
  • Explore ways your brand can continue the conversation before, during, and after a purchase

The Next Best Thing to Being There (Maybe Better)

Looking for the perfect chair to tie your living room together? Through the use of augmented reality (AR) technology, IKEA lets you “try out” different options using the IKEA Place app, turning your home into a virtual showroom. Brands like L’Oréal, Sephora, and Estee Lauder are helping their customers find the right products and learn how best to use them through the use of AR-based apps, whether online, via mobile, or in-store.

It’s possible to transform any surface into an interactive brand experience using AR technology, whether it’s on packaging, a magazine cover (National Geographic), or even an owner’s manual. As a result, marketers are being called to create new out-of-store shopping experiences while also re-imagining the in-store experience.

Ways Marketing Research Can Help

Marketing research can help you harness the full potential of AR technology to engage with your customers in more meaningful and memorable ways.

  • Conduct qualitative that identifies situations and scenarios to inspire new AR-enabled marketing communications
  • Gather feedback on AR marketing tactics to refine them pre-launch
  • Use AR and virtual reality (VR) technology as a research tool to gather feedback on new products, packaging designs, or merchandising displays

Looking Ahead

These 2019 marketing trends will help marketers transform communication tactics into consumer dialogues and customized experiences. Customers are expecting their data to be used to create personalized products, services, and messages. Technology should be used to enhance and simplify their journey. 2019 is bound to bring customers unique and experiential brand interactions. We’re excited to have a front-row seat to these developments and to work with our client partners to leverage these CX opportunities.


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