education on attribution. We are embarking on an the cross-channel capabilities and insights. From our technology powerhouses to support our education would. That technology has proven to increase identify specific users and audiences who are New automated technologies are emerging faster shape 2019, please let us know in the other digital marketing trends you think will using the link below. And if you have any out to us via our website at leverinteractive.com, trends, using them to your advantage, please reach your digital marketing efforts. If you have any attribution tools to improve the effectiveness of questions about how to get started with these utilizing data, audience insights and available For 2019, continue to focus on unlocking their amazing growth potential. we believe that education is key in understanding our clients’ business needs and needs. At Lever Interactive, supportive tools available outside of the interacts with one another. We’ll also be exploring each marketing channel, and how each channel attribution, understanding how attribution affects understanding the concrete fundamentals of on immediate application, and rather prioritize As an agency, we have decided to take a step back independent study and immersing our teams into and business needs. master attribution for their marketing and next step solutions in helping our clients was left hungry after Q4 for more information expecting in 2019. Lever Interactive agencies and brands were anticipating and originally advertised, and falls short from what This definitely is a different approach than towards client KPIs. channel attribution can impact optimization they’re focusing specifically on how individual Google is halting movement on cross-channel attribution in 2019. Instead, sorely disappointed, as advancements amongst each channel were prioritized. Therefore, it complicated direct sources, Unfortunately, agencies and brands were left 2019. The technology powerhouses have attribution solution in 2018. lofty goals of unveiling a cross-channel a hot topic of discussion in digital marketing in Hi, I’m Emily Czachowski, Director of Media 2018, attribution continues to be successful in the coming year. Operations at Lever Interactive. As discussed in systems, what worked well in the past may not be as constant evolution of AI and machine learning risk falling behind their competition. With the If they haven’t already, businesses need to start utilizing automation, or customers. resolving common issues and pain points for communicate with customers in the same way humans customer satisfaction and retention by quickly allow organizations to use automated tools to realtime approach to customer service, Chatbots their customers in conversation, for a more Finally, customer service organizations are user experiences. quickly adopting chatbot technology to engage information to offer better and more personalized companies can better understand the needs and wants of their current customers, and use that engaged. With AI enhancements, are also using automation to keep customers to buy specific products and services. Companies market audience comprised of users most likely predicting future behaviors and creating in social activity, machines are getting better at Intent advertising is also continuing to evolve. By analyzing user actions, search patterns and exhibit the same behaviors. customer data is then used to find others who actions and behaviors of current customers. That able to find potential customers by analyzing look-alike audiences. Using AI, machines are services we’re promoting. One example of this is most likely to engage with the products and learning technology, we’re able to target and across all channels and devices. With machine have evolved to focus on key audience segments with many other individuals, resulting in make an impact. Today’s digital advertising plans advertisers paying for impressions that didn’t audiences were most likely to engage with, along focused on specific places and websites target Media plans of the past were finding potential customers for our clients. modeling algorithms are changing the way we’re better. First, machine learning and predictive- automation is changing digital marketing for the and attain their goals more efficiently than ever before. Today I’m going to touch on just a few ways than ever, allowing marketers to be smarter, faster verticals. engagement strategies across all industries and learning are quickly and dramatically transforming digital marketing and customer another trend that is continuing to evolve in 2019. Artificial intelligence, or AI, and machine Services at Lever Interactive. Automation is Hi, my name is Kristin Kaplan, Director of Client ways that are meaningful and impactful to their business. opportunity to connect with their customers in technology that provides our clients the Lever Interactive has invested heavily in Are you prepared to continue that conversation with your clients with the use of things like chatbots and/or dynamic remarketing? So in 2019, the interaction truly begins with your customer. your website. Once they engage with your website, now doesn’t stop when you finally get the customer to is the usage of AI and machine learning. So the journey And finally, connect with their devices to find information. useful when consumers are utilizing voice to utilize basic functions on their devices. Brands must be there, and again, be relevant and their devices using voice to perform searches or voice. Consumers are increasingly engaging with or banner ads just cannot compete with. Next is story to customers in a way that standard text Video provides the opportunity for brands to tell their and most impactful ways to do this is with video. One of the best solution that your customers are looking for. days of just being able to serve up an ad. Your touchpoints with your customers must provide that throughout the consumer’s journey. Gone are the content. Your brand must be helpful and relevant experience for your customer, it all comes down to So tp make the most truly relevant and impactful we enter 2019 are content, video and voice. Those trends that we feel are the most impactful as and pull them into your consumer journey? to implement as a brand to be able to reach new consumers category targeting, what are the strategies you’re going things like prospecting. So without partner to conversion. And then you need to think about initial touchpoint with your brand, all the way through marketing strategies to reach your customers and ensure they have the best experience, from the data lists and turn them into meaningful and impactful resolution – being able to take your first party creative with their data; things like identity Brands and advertisers today have to be even more their consumers in the most meaningful ways. to ensure that brands are able to connect with It’s that first party data’s job smarter utilization of their first party data. when interacting with brands. So first is the even customer experience marketing trend. Consumers today expect a seamless and frictionless experience Back in 2017, we talked about the importance of first party data as we move forward into this they look to connect with their customers. advertisers have to be much smarter about the ways capabilities. Gone are the days of being able to reach consumers based on purchase-based targeting or income data or household data. Now, brands and Facebook’s pulling their partner targeting and next thing you know, Cambridge Analytica scandal hit, enter 2018, and now things like GDPR and the before. But fast forward a few months as we actually reach and connect with their customers like never to offer brands and advertisers the capability to finally catching up with that big data – as a trend At the time, we viewed big data – and technology marketing. So back in late 2017, I spoke at Google about big data and its role in customer experience Hi everyone, Brian Yaro here at Lever Interactive. to any comments or feedback you may have. you find these insights helpful and look forward up to the hype and making a significant difference in the success of campaigns. We hope how artificial intelligence in practice is living leverage attribution. We’re also here to discuss grow and communicate with audiences, and better ways to use various data sets, smarter ways to there is an opportunity to take these trends even further. This year we’re looking at new ways to innovative marketer. In 2019, however, continued to be important considerations for any 2018 digital trends video have It is no surprise that the topics we covered in our measurement. advancements or methods that will help lead to better campaign efficiency, effectiveness and productive strategies to our clients’ marketing efforts. This involves uncovering and testing new trends closely, in order to apply the most As savvy marketers, we follow digital marketing comments below.