The evolution of the digital landscape is rapid and unstoppable. As a marketer you either adapt to emerging trends, technology and strategies or your brand gets lost in the noise.
Now that 2018 is drawing to a close, it’s a good time to look ahead to the coming year and the inevitable shift in focus it will bring.
Here are 3 of the biggest marketing trends to look out for in 2019.
The Rise and Rise Of Chatbots
More and more businesses have been incorporating chatbots into their digital customer service mix in the past few years, and by 2020, it’s predicted that as much as 85% of all customer interactions will be handled this way.
Bots not only improve customer service by facilitating 24/7 communication between you and your audience, they will also improve your response rate on Facebook, which serves a boost to SEO as well as making travellers more likely to recommend your hotel. While automated messaging technology shouldn’t replace every other type of customer service entirely, chatbots are here to stay, and they’re getting more intelligent and more personalised everyday.
The Continued Decline of Traditional Ads
Consumers have been turning their backs on traditional ads for years now, but with 30% of all internet users predicted to be using ad blockers by the end of the year, and Facebook making it more and more difficult for brands to get their advertising content in front of people, it’s a decline that will only continue.
What does this mean for your hotel’s digital campaigns? It’s time to take more time to invest in content marketing, influencer marketing, and other methods that deliver actual value to your guests. With less visibility being given to brand content on Facebook and the other social networks, building trust and credibility through guest reviews and ratings is only going to grow in importance.
Authenticity Is Key
As online shoppers lose trust in advertising and traditional marketing, demonstrating a sense of authenticity is quickly becoming critical for businesses trying to get noticed online.
We might be turning our noses up at ads, but on the other hand, genuine, valuable content – especially user generated content created voluntarily by fellow consumers – engages us far more strongly. Consumers are three times more likely to trust content created by other consumers, so making a decided effort to drive your guests to share their experiences will pay off. One of the best ways to do this is simply by running a contest or competition on social media to encourage your audience to do some of your marketing legwork for you in the form of photos and comments around a relevant theme or hashtag.
Which marketing trends are you most excited for in the coming year? Let us know in the comments below!