7 influencing marketing INDUSTRY trends to watch in 2019

Marketing Trend #5

Gen Z and Alpha are on the verge to become direct consumers or influencers

Gen Z is the generation coming after Millennials, the ones born between 1995 and 2009[i]. Gen Alpha is the youngest one, born after 2010. Gen Z is just starting to enter the consumer market and represent 25% of the population, a more significant wave than Millennials and Baby Boomers together. They have been born during the digital age, don’t know how the world looked before smartphones, Amazon and Google, and brands should adapt to their expectations. They seek authenticity, look for brands to act more as trusted advisors rather than salespeople; they value social responsibility.

Gen Alpha is the one now able to influence their Millennial parents. They were born in a swipe and voice activation world, so everything in the digital, VR, image, and voice search is as normal to them as walking.

Marketing Trend #6

Security, GDPR

With all the digital exposure, platforms, apps, and many online and offline engagements brands use to draw their audience in, concerns about data privacy, security and usage arise and customers start to pay attention to the companies that respect their privacy and take actions in this regard.

GDPR, introduced in the European states in May 2018, is the official step governments are taking to protect individual’s data and privacy. Even after more than a year, many companies struggle with its implementation, but their efforts will pay off eventually. Security will ensure trust, and companies paying attention and taking action will gain a competitive advantage in front of anyone disregarding this concern, or even worse, falling into a mistake involving data breach. This kind of error might force closing off such a company as a result of consumers giving up buying from a brand that doesn’t protect their data and deceives their trust.

Marketing Trend #7

Influencers and the paradigm-shift around them

Compared to what we saw in 2018, where brands used celebrities as influencers, and some went wrong causing more harm than help (some stars even went to jail, like the case of the fashion influencer Shannade Clermont, committing fraud by using a dead person’s credit card[ii]), 2019 comes with a new approach in terms of influencers. Consumers are now looking more at their peers, as do mothers who want to take the advice from other mothers that had the same issue or went through similar experiences. People will look for inspiration from “people like them,” not ideals hard to be touched.

This shift might also be a result of the influence Gen Z and Alpha have, as they seek authenticity and real brands. While companies will continue to use some celebrities to promote themselves, they will start to include more ordinary people in their campaigns from now on.

Marketing is no longer a one-way street; it stopped being a “one voice to all” many years ago. It’s a complex system; it deals with more sophisticated audiences, it has high requirements from everywhere but also tools and platforms and artificial intelligence to help out. Exciting times ahead, but also challenging ones as it becomes more and more apparent that innovation and staying ahead of the marketing industry trends is no longer an option, but a necessary thing.

[i]  https://mccrindle.com.au/wp-content/uploads/2018/03/GenZGenAlpha_2017.pdf

[ii] https://www.wmagazine.com/story/shannade-clermont-pleads-guilty-to-fraud-prison