For marketers, every year brings new challenges and insights. And it’s never been more important to stay ahead of the curve. That is why Google asked industry experts to share their predictions for the future of marketing.

What’s new in 2019

1. Voice marketing

Demand for voice-assisted speakers is booming. According to Canalys, a marketing, analytics, and research firm, the global market for these devices grew 187% in the second quarter of 2018. That’s why Abbey Klaassen, the president of 360i’s New York headquarters, thinks voice marketing is the future.

“Voice is somewhere between evolution and a revolution for marketing,” Klaassen predicts.

2. (Truly) know your customers

Rip up your demographic-based personas. Kiss goodbye the old-school marketing funnel. The future of the industry lies in understanding a customer’s intent, argues Matt Naeger, Merkle’s chief strategy officer. “The next big thing is around predictive intent.”

3. New stars are born: the influencers

In the past, brands that really wanted to stand out from the crowd would enlist the support of a celebrity. But Jerri Devard, Office Depot’s chief customer officer, says that’s changing, and it’s a new reality marketers must adapt to. “It used to be that celebrities became influencers; now influencers are becoming celebrities.”

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