7 trends in content marketing, which every marketeer has to understand

September 6, 2018, author / editor: Evernine Group / Hannes Beierlein

In the last few years, the digital world has introduced numerous possibilities for people to find, consume and share digital content. From Facebook messenger over WhatsApp or even virtual assistants like Alexa or Siri, in the digital world nothing seems impossible. Yet the constant development of content consumption entails a constant change for digital leaders. You always have to adjust to new trends and products and use those effectively. We tell you which seven trends you should definitely not miss.

The pressure on the technology industry is high, especially in regard to digital communication and consuming content. The user has high demands and hopes which are to be satisfied simultaneously. This is why phenomena like virtual reality are products of this progress-orientated industry, although most users still turn to traditional channels like e-mail, social media or mobile apps to consume the content they like. In this development, digital leaders should consider the following seven immediate trends in content consummation, when they prepare for 2019.

1. Users check their mails less

To create the best work-life-balance, many users wait to check their mails until their back at work, and don’t refresh their mailbox after working hours. However, this does not mean that they use e-mails less than before, especially when it comes to marketing content.


61 percent of the poll agreed that they rather receive marketing content via mail than via other media like social media or mobile apps. In comparison of all marketing channels, e-mails are still on the top of the success rate. Also, e-mails have the best ROI rate of all marketing channels and is the most inexpensive the same time.

Checking mails after work. A controversial topic - and less people actually do it. Source: iStock / Eva Katalin
2. Young people turn their back on Facebook, but love Instagram

Facebook reports 1,47 billion active users daily for the second quarter. At that it is noticeable that young people turn their back on Facebook. The current Pew Research Center survey shows that in the US only 51 percent of the 13- to 17-year-old use Facebook, which shows a decline of 0 percent compared to 2014 and 2015. On the other hand, 72 percent of Generation Z uses Instagram, which is Facebook-owned.

Instagram can be an interesting channel for B2b communication. It is especially helpful for acquiring new professionals or to convey emotions via different channels. How does that work? We offer you advise.

3. The older generation consumes their news online.

Even the older generations can’t be stopped when it comes to consuming digital content. Already 67 percent of the over 65-year-old get their news on their mobile device, which means an increase of 24 percent compared to 2016. With the 50 to 64-year-olds, the numbers of users who consume their news online even duplicated.

4. Smart speakers become more populärer

The smart speakers are connected to the internet and are equipped with an AI. Also, they have an annual growth rate of 48 percent and thus are the fastest growing technological innovation since the smartphone.


Around 20 percent of all US household already own a smart speaker, like Amazon Echo, Sonos One or Google Home. Consequently, the first companies have developed apps for these speakers – like the Postbank.


Online banking via voice control – with this approach the Postbank wants to convince its customers. The number of users increases daily. It is no wonder that all devices become smarter all the time and have more abilities, such as recommending cafés or planning your day.

5. Nobody watches TV anymore

Fewer people turn on the TV in the evening. However, this does not mean that they don’t consume video content, but that instead of cable or satellite channels, people rather use on-demand providers such as Netflix, Hulu or Amazon. The on-demand channels even produce their own high-quality content, so that especially people who have to pay for their TV license decide to quit it.

6. Yet the screen is still loved

The TV is still the most loved device to consume content. This was especially noticeable during the Fifa World Cup 2018, which broke record viewer numbers in England and Croatia, which played in the semifinal. Such mega events are still consumed live via the TV set.

AR und VR werden in unserem Alltag immer wichtiger. Quelle: iStock / PeopleImages
7. Augmented Reality becomes standard

Augmented reality plays in the B2B and B2C sector a big role for projects and becomes a standard nowadays. This growth is supported especially by the emergence of standardized platforms and APIs for AR. Examples in the B2C sector are Oculus Rift, the Acer AR Headset, the Microsoft HoloLens with Minecraft and in the education- & B2B sector for example Ford with its HoloLens in production.

Great potential for digital leaders

It is no wonder, that digital leaders should especially focus on these trends and use the development for their own benefit. The topic of moving image and Augmented Reality are especially promising in terms of possibilities in different sectors.


You want to become a digital leader of communication in your branch? With the so-called “One-Voice” approach we have the possibility to offer you the support in ever segment. Just approach us!

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This article is based on an article by CMO.com

title image: iStock/ Zinkevych