How time flies. It’s been three years since ReLocate last explored the key communications trends for businesses. High time to find out what’s changed – and what hasn’t – in a world defined by disruptors and advances in digital technology. We’ve ploughed through endless white papers and trend reports to uncover what we should be talking about in 2019 and how we should be doing it. We delve into the biggest driving forces of the decade and talk about some of the most important communications trends today. For your business, your clients and your team.
'In 2019, brands are going to find it increasingly difficult to attract and retain their audience’s attention on social media. The brands that develop creative content strategies that tap into themes that are culturally relevant (and topical) to their audiences, will win. - Dan Knowlton'
So why place data and technology at the top of our trends list? Relocation is a people business and few (if any) of our members are likely to be looking into AI or data mining to grow their businesses anytime soon. But we think it’s important you understand the most influential disruptor of the decade that impacts absolutely everything, right down to our weekly food shop. So here goes.
DATA & TECHNOLOGY
1. Artificial Intelligence, Big Data and GDPR
Artificial intelligence is essentially the kind of task that, if humans performed it, we’d say they had to apply intelligence to execute the task. AI is not simply chatbots on a customer service helpdesk. It’s about machine learning and data analysis. Every query you make and every decision you take helps the system give a better, more personalised response as it learns to anticipate your requirements. And Waze telling you the best route in view of the current traffic situation or Facebook’s algorithm deciding which posts show up in your newsfeed, is just the start of it. No matter what you might principally believe about AI, chances are you are already relying on it.
Similarly, as a company, you possess data. There is personally identifiable data, or PPI (home address, dates of birth, work visas and more), and non-personally identifiable information (such as gender, age range or nationality). GDPR has changed the way we look at data from a business and personal perspective, and it’s a good thing. However, it’s the massive amounts of non-PPI data, also known as Big Data, that are currently driving marketing efforts around the globe as ROI becomes ever more measurable. Perhaps unsurprisingly, the counterweight to all this machine driven activity is a powerful need for a more human connection, more on which later.
2. Smart Speakers and Long Tail Keywords
The never-ending quest to rank well in search engines continues as before but has now gained an additional facet with the rise of Alexa, Google Assistant and other AI powered devices (hello, machine learning). The very nature of online searches is changing drastically, with ComScore estimating that half of all search queries will be voice-based by 2020. Deloitte recently predicted the smart speaker will really breakthrough in 2019. So what might this mean for your business?
Imagine you are considering moving halfway around the world on a foreign assignment. You’ve told your boss you’ll have to talk to your partner before coming back with a firm decision, and so whilst cooking dinner you ask Siri about international schools in the Brussels area or residential neighbourhoods in Waterloo. Siri will only give you a handful of answers, maybe even just one, instead of the 79.2 million that a Google web search will. To cater to this new technology you need to start including long tail keywords to bolster your online presence; highly specific multi-word phrases that answer the very specific questions someone might ask their smart speaker.
“I predict that storytelling will be one of the major differentiators between brands that get noticed and those that don’t. The market will continue to get noisier and brands that create human connections through the art of story will rise. This means that now more than ever, becoming a prolific writer and communicator is a key characteristic of effective marketers.” – Holly Tate, Vanderbloemen Search Group
STORYTELLING AND THE HUMAN TOUCH
3. Social Purpose, Authenticity and Brand Storytelling
We’ve spoken about the importance of purpose in previous issues of ReLocate and this continues to be the case in 2019. In fact, it is going to drive more decisions than ever before. No longer can we simply sell a service or a product, we have to lead with our business purpose to convince customers of our proposition.
“Social purpose is rising up the corporate agenda as consumers look for companies demonstrating (not just talking about) shared values. Watch out for brands taking Iceland’s orangutan lead and placing accountable leadership at the heart of their organisational strategies – and social media – to drive company value over the long-term,” says Sarah Hall of Sarah Hall Consulting. Supermarket chain Delhaize lost a lot of credit in the public eye just a few weeks ago for plastic wrapping the plastic wrapping on a plastic toy giveaway a week after their pledge to minimise use of plastics.
Authenticity is key and as such your brand story should be the solid ground on which all your communications are built. The Stackla Report tells us that 86% of consumers feel authenticity is an important factor when deciding what brands to support. This number is even higher among millennials. No matter how big or small your organisation, customers and employees alike are increasingly expecting your mission, vision and values to be more than just words. Driving your strategy, it is what you do and how you do it.
“Consumers used to accept that their favorite brands were neutral. “Don’t pick sides, and avoid topics and statements that alienate any audiences” were the common PR marching orders,” says Deirdre Breakenridge of Pure Performance Communications. “Today, there is a different set of consumer expectations. Businesses are required to have a voice and to take a stance for their customers on important topics. Maybe it is climate change, politics or other social issues? Social media and the citizen journalist have ignited brand purpose and social activism. There are businesses not only ready to join the conversation and be the voice, but that are also helping to create the change their customer wants to see.”
4. Influencer Marketing and Content Marketing
Advertisement fatigue is real and with 30% of all internet users expected to be using ad blockers by the end of the year, marketers are having to come up with creative new ways to reach target audiences. Sponsored articles (also known as native advertising) and user generated content are great ways of doing this. Their main strengths are that they entertain and inform audiences and – when done right – feel natural and authentic. GoPro for example almost solely relies on user generated content as a quick trip to their website will show you. Asking users to send in their best clips, they offer cash awards and promotions for the footage they use.
“In 2019, brands are going to find it increasingly difficult to attract and retain their audience’s attention on social media. The brands that develop creative content strategies that tap into themes that are culturally relevant (and topical) to their audiences, will win. People don’t go on social to see content about your brand, they don’t care about you or your brand. They want to be educated, entertained and inspired. The sooner you realise that and start creating content that fulfils those needs, the better.” states Dan Knowlton of KPS Digital Marketing
Similarly, influencer marketing is enjoying a meteoric rise. “For years we’ve been reviewing and rating products and services, which has paved the way for the rise of influencer marketing. Offering companies and brands a new way to survive, it looks like this trend is here to stay,” says Carol Lamarque of Duval Innovative Marketing. “People will always be receptive to recommendations by others. Think back to the last conversation you had with a friend about a new restaurant. If they enjoyed it, you’re highly likely to book there too. Social media have only strengthened this process as they offer committed influencers a great platform. You can’t underestimate the impact of a micro-influencer with a few hundred followers. Because they’re so small people see them as an individual, not a medium. It’s how they instil confidence.”
“Stories have redefined the way brands communicate on Instagram, and creative marketers are now learning to use this format to address each stage of the customer journey, from awareness to direct purchase. We’ll see even more investments in this channel in 2019.” – Todd Grossman, Talkwalker
5. Social Stories, Takeovers and Video Marketing
With 3.196 billion global social media users, equating to 42% market penetration (We are Social), social media’s significance to society cannot be ignored. Offering companies with limited resources access to powerful marketing tools, platforms such as Facebook and Instagram are adjusting their advertisement models to make marketing more effective for companies.
In this, video and social stories are leading the way. Done well, video marketing produces amazing results. According to HubSpot, simply adding a video to an email boosts click-through rate by a staggering 200-300 percent, and putting one on a landing page increases conversion rate by 80 percent. Forbes research supports this, reporting that 65% of executives visit the marketer’s website and 39% will call a vendor after viewing a video.
Thankfully, including video in your communication strategy doesn’t require a multimillion euro budget. Think about allowing team members to ‘take over’ your social media pages for a fresh new view. From interviews, demos and ‘behind the scenes’ glimpses of events, life in the office and more, thanks to smart phone technology, video is easily integrated. Use photographs and short video clips to create ‘stories’ on your newsfeed, and as they will only stay up for a limited amount of time, they serve to create a sense of excitement with followers. The more savvy marketers make use of the interactive options provided in stories such as ‘vote yes or no’, ‘click here to discover more’ and so on.
6. Personalised Content
If you want to stand out in 2019, you need to personalise your marketing – and that means personalised content, products, emails, and more. With the availability of data-like purchase history, consumer behaviour and links clicked, custom content has never been easier. In fact, Evergage reports that 96% of marketers believe that personalisation advances customer relationships. And it’s not just marketing that is driving this trend. Infosys found that 74% of customers feel frustrated when website content is not personalised. According to Forrester, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalised service or experience. And Digital Trends tells us that seventy-three percent of consumers prefer to do business with brands that use personal information to make their experiences more relevant. Time to start looking at your customer data then.
When done correctly, using personalised marketing in digital and print business-critical documents can help you effectively reach your customers and yield a high ROI. In addition to revenue opportunities, personalised document marketing can help create a better customer experience by delivering content unique to an individual’s specific needs. Businesses like Netflix and Amazon are already leveraging the power of personalisation. Logging on to your Netflix account, for example, immediately shows you the evidence of this: the banner, carousels, order, artwork, text and search are all personalised for you. As Kevin George, Head of Marketing at EmailMonks, puts it: “The future of e-mail is real-time, behaviour-based personalisation. A study by Marketo shows that personalised, triggered e-mails based on behaviour are 3x better than batch-and-blast e-mails.”
7. Employee Engagement and Positive Experiences
From communicating with your target audience to communicating with your team, employee engagement is where all of the above comes together. Your corporate story is built on your strategy, which in turn is what brings your mission, vision and values to life. Your company culture needs to inspire and engage, as the business benefits of getting this right are impressive. Harvard Business Review reports that organisations that boast a clear and inspiring company culture can expect to achieve 20-30% better business results than their competitors. Michael Hartland wrote about the importance of delivering a positive employee experience in HR News last year, and we couldn’t agree more.
“An increased focus on building positive employee experience will be a core goal of internal communications plans. The benefits in improved customer experience and retention of top staff performers are undeniable. But while the value may be understood now, practical implementation has lagged behind. Nearly 80% of executives rate employee experience as important, but only 22% believe that their companies are building a genuinely different employee experience. In fact, employee engagement generally has been flat in recent years. One cause for this lies in our increasingly complex workplaces. Virtual teams, dispersed staff, technology, and multi-generations and cultures have all added to this complexity.”
8. One Tool to Rule Them All
This, in turn, segways into our final point quite nicely. We live and work in an increasingly mobile world. Over half of all internet usage is done on mobile, compared to just 31% three years ago. And although businesses have recognised the importance of a ‘mobile first’ mentality, the implications – and opportunities – for internal communications are both technical and physical. Witness the growing popularity of programmes such as OneNote, Google Docs and other cloud-based applications that facilitate team input and creativity.
Technological innovations have also opened the door for company apps as a new way to strengthen employee communication, engagement and loyalty. Allowing you to manage projects, assign tasks and keep other team members updated, free apps such as Slack, Trello and Asana offer a modern and convenient way of working within a team environment, irrespective of physical location. Holding the middle ground between a digital to-do list, a Whatsapp group and email, they go a long way towards keeping your mailbox free of clutter and help you pool information and resources within the team.