En 2019, el marketing digital estará marcado, entre otras innovaciones, por formatos de contenido ágiles y el desarrollo de la experiencia de usuario.
Las tecnologías enfocadas en el desarrollo de la experiencia de usuario, el impulso de formatos de contenido ágiles y la automatización de la personalización serán las claves en las que tendrán que focalizarse las empresas, si quieren alcanzar el éxito en 2019. Así lo ha mostrado la consultora de digitalizaciónWAM, después de analizar las tendencias que marcarán el marketing digital durante este año, destacando seis innovaciones que marcarán esta etapa.
Publicidad en forma de realidad aumentada
Esta revolucionará el marketing empresarial en los próximos años, generando diez veces más engagement, y un incremento de las ventas online a través de las redes sociales, ya que su implementación en este mercado generará "experiencias de compra más relevantes y significativas para los usuarios, que podrán visitar las tiendas virtualmente o probar productos, con el potencial de ventas que esto supone para las marcas", ha explicado Antoni Saurina, SEO/SEM manager de WAM.
La realidad aumentada también se aplicará en vídeos, ayudando a las marcas a generar eventos en vivo más espectaculares; y permitirá mostrar al usuario cómo usar un producto o acercar la experiencia que supone el uso de un determinado servicio, viralizando en redes este tipo de contenidos. Además, el veloz avance de las cámaras de los smartphones está permitiendo que los diseñadores web también hayan empezado a incorporar latecnología 3D a la experiencia de los usuarios en la web.
Las redes sociales se adaptarán a la realidad virtual
"Se trata de experiencias 100% inmersivas que, enriquecidas con storytelling, cuentan con un altísimo impacto. De esta forma, la realidad virtual tendrá muy diversas aplicaciones", ha señalado Saurina. Por ejemplo, dentro de las redes sociales naceráFacebook Spaces, una nueva forma de socializar online entre los usuarios y con las marcas.
Asimismo, se desarrollará Web VR, un proyecto iniciado por Mozilla y apoyado por Google que tiene como objetivo el acceso de los navegadores a páginas con tecnología VR. Las aplicaciones al canal B2B tendrán importante relevancia, destacando el product testing de alto impacto; la personalización de experiencias en eventos; el entrenamiento virtual de productos y servicios, que supondrá un importante ahorro en costes logísticos; el acortamiento de los ciclos de compra; y la diferenciación de marca.
Chatbots más humanos y políglotas
En los próximos dos años, ocho de cada diez servicios de atención al cliente estarán automatizados a través de chatbots. Así, interactuarán de una forma más humana, teniendo la capacidad de procesar el lenguaje natural, recopilar, procesar y entender datos, lo que favorecerá una mejor toma de decisiones, siendo más certeros y precisos a la hora de ofrecer soluciones. También cabe destacar los chatbots multilenguaje, que rompe las barreras del idioma, siendo muy útil para marcas presentes en diferentes marcas.
En relación a los espacios que utilizarán esta herramienta, habrá un incremento de su visibilidad en la web, con la inserción de pop ups u otras técnicas que dirijan la atención del usuario hacia los chatbots. Pero sin duda, la tendencia más importante será la integración de chatbots en WhatsApp, ya que se trata de la app de mensajería que más usuarios utilizan y donde las marcas aún tienen gran potencial de crecimiento en lo que respecta a la comunicación con sus usuarios.
El 80% del contenido será en vídeo
Según Saurina, "está demostrado que las empresas que utilizan el vídeo adquieren aproximadamente casi un 30% más de CTR(por sus siglas en en inglés Tasa de Click) y cerca del 35% más deCR (Ratio de Conversión)", lo que favorece que este en auge este 2019. Hay que destacar el caso de las Smart TV, que permite una segmentación de dispositivos por parte de Google Ads, naciendo una nueva forma de dirigir anuncios hacia la televisión.
Asimismo, el live streaming, unido a los formatos cuadrados y verticales y la colaboración con influencers, seguirán utilizándose mucho por los ratios de engagement altos que alcanza. Por otro lado, motivado por el crecimiento de los vídeos habrá una potenciación del SEO, con el fin de mejorar el posicionamiento de cara a la competencia. "Las estadísticas indican que el próximo año cerca del 80% del contenido consumido va a ser en vídeo, por ello quienes quieran liderar en el mercado deberán trabajar este campo", ha asegurado Antoni Saurina.
Dentro de los formatos, crecerán los vídeos explicativos, píldoras audiovisuales de uno o dos minutos en las que las empresas cuentan visualmente su producto o servicio de forma comprensible y llamativa; y los vídeos 360, permitiendo explorar el espacio en el que se produce la grabación.
Fast content de alta calidad
El contenido efímero reinará este 2019 ya que "es que es más atractivo y captura más rápidamente la atención del usuario, lo que permite favorecer la tasa de CTR y mejorar la presencia de marca". Sin embargo, no hay que considerarlo un contenido de baja calidad, ya que pueden ser creativos y utilizar medios interactivos que atraigan a los usuarios.
Personalización automatizada
Gracias a la inteligencia artificial, las empresas dispondrán de mucha información en tiempo real sobre el usuario que permitirá ofrecer una experiencia personalizada de forma automatizada. Por otro lado, está la microsegmentación, que permite crear experiencias específicas interactuando con una selección de usuarios que conecten rápidamente con la marca, destacando el incremento de empresas que han creado sus perfiles privados en Instagram o Facebook, con el fin de ofrecer cierta exclusividad.
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