With continuous developments in social media, artificial intelligence, mobile search, and more, the world of digital marketing is ever-changing. As this technology evolves, so do consumers, and it is crucial for marketers to keep up with these changes to ensure that your marketing strategies do not quickly become stale or out dated. With the new year creeping up on us, here are five digital marketing trends you can’t ignore in 2019.

1. User-Generated Content

Over the past few years, authenticity has become one of the top attributes that consumers look for in brands, and one of the best ways for brands to show authenticity is through user-generated content. User-generated content is social media posts, blogs, reviews, videos, and more from actual consumers of a brand. GoPro is one brand that thrives from its user-generated content. By continuously sharing consumer videos and photos, GoPro has not only proven its authenticity, but has also created a sense of community for their consumers.

2. Micro-Moment Marketing

With mobile search continuing to skyrocket, micro-moment marketing is more necessary now than ever before. The “micro-moment” is defined as the moment users turn to their mobile devices to get information on something ASAP. With this demand for immediacy, brands need to be able to catch consumers’ eyes in a small window of time. Brands can handle this search behavior through a strong SEO strategy that will make your brand more visible in search, valuable content that gives users the information they need, and an easy-to-navigate website.

3. AI Chatbots

From Alexa and Siri to customer service pop-up windows on websites, artificial intelligence technology is continuing to expand, and these chatbots have the potential to transform digital marketing. For one, chatbots improve customer service experiences by providing 24/7 customer service representatives that will greet users on a website and communicate with them to point them in the right direction for what they are looking for. Chatbots can also optimize marketing strategies by asking consumers questions and gathering information from their answers.

4. Influencer Marketing

Influencer marketing has been around for ages, but instead of partnering with household-name celebrities, brands are now shifting their focus to social media influencers that produce content that aligns with their brand. Influencers on social media platforms such as YouTube and Instagram typically have their own niche, whether that be fitness, beauty, travel, food, etc., so when brands partner with the right influencer, they are reaching that person’s wide-spread and loyal fanbase. These fans not only have an existing interest in similar brands, but they also trust what the influencer recommends.

5. Video

Throughout 2018, videos increasingly became a dominant marketing tool through the use of live stream videos on social media, video advertisements, vlogs, and more. Video allows brands to promote their authenticity and transparency, engage with consumers on a deeper level, and show more of their products and services so consumers have a better idea of what the brand offers. Videos are also more eye-catching and easier to share than traditional photos or advertisements. Live stream videos featuring behind-the-scenes looks into your brand, video tutorials of products, vlogs, and video advertising are just a few of ways you can add videos to your marketing strategy in 2019.