Mediaboss Marketing

SOCIAL MEDIA IS evolving every day. The Big Six Facebook, Instagram, Twitter, LinkedIn, Snapchat and Youtube are constantly updating and innovating their offering.

Now with emerging platforms like TikTok and Caffeine to consider, it can be tricky for SMEs to know what channels and trends to focus on if they dont have the luxury of an agency to rely on or an in-house team member dedicated to content.

The reality is that social media requires constant attention and effort to reap its benefits so to help. Here are some of the key areas you should focus on in 2020, regardless of whether youre a consumer brand or focused on a business to business strategy.

Live streaming

Live streaming is my number one must-do for all businesses on social media in 2020. By providing premium content to your audience such as live streaming events, demos, Q&As, competitions, product reveals and launches, its the digital equivalent of having a face-to-face meeting.

Most social channels provide a streaming function so whether your hero channel is Facebook, LinkedIn or Instagram you can easily adopt it and achieve a cost-effective, direct and personal connectionwith your audience to better engagement and sales.

The best part is that live streaming generates invaluable data if used in the right way. By asking your audience questions and monitoring their responses, you can inform your marketing strategy. Live streams can also be saved and promoted so if you have a particularly successful stream you can get even more mileage out of it.

We all know Apple live streams all of its new launches with millions of people tuning in to be the first in the know. However, none of us will forget Teslas Cybertruck reveal earlier this year. Even though its likely you wont be live streaming such a large-scale event, its worth mapping out the content of your stream as much as you can before you go live to highlight any risks in a demonstration.

Video

Video is definitely safe in 2020, just look at the growth of video-sharing app TikTok, which has been gaining huge momentum here in Ireland, and the rise of Facebook Watch.

While TikTok isnt for every business, and certainly not just yet, its worthwhile monitoring how this one will develop over the coming months and the advertising opportunities it will offer.

TikTok aside, video is still huge across LinkedIn, Facebook and Instagram and I would suggest that all businesses invest in the production value and storylines of their video content especially if you have an advertising budget.

Various channels will help you to create videos that incorporate an on-brand theme, graphics, animation and more to keep viewers engaged.

Remember to optimise your videos for each channel it takes a little more effort but as most content is watched on mobile its effort and time well-spent. Facebook videos are better in square format while Instagram must be vertical. member to make the most of your video distribution by sharing across all channels and even sharing with your email database.

User-generated content

User-generated content is another must-do as consumer trust in social media and so consumer trust in brands on social media did dip slightly in 2019 as we all became more conscious of privacy and data.

Content that is generated for you is the digital equivalent of a recommendation so its incredibly effective in terms of building brand authority and sales.

At Digital Works, we typically ensure that at least a third of a brands content is user-generated and try to focus on user-generated in its truest form, such as content from customers and followers that isnt paid for.

Be sure you share all the posts that your business is mentioned in. To try and generate this type of content you can incentivise followers by offering prizes or discount codes, develop and promote a specific hashtag which you can easily track.

Micro-influencers

Similarly to user-generated content, people prefer content from micro-influencers because its less scripted and usually educational and informative. Brands are also becoming savvier by using social listening tools and trying to better understand if followers are fake or bought.

The influencer marketing bubble as we know it is about to burst with micro-influencers rising to the top and finally getting a piece of the pie by offering brands smaller communities but communities that are heavily-engaged and interested.

Its worth mentioning that micro-influencers typically focus on one niche be it food, tech, parenting, mental health or fitness so even if you have previously thought your business isnt a good fit for influencer marketing, think again.

A micro-influencer that focuses on wellness might be a great fit for a recruitment agency who wants to build their leadership in the workplace culture sector, a motivational speaker trainer might be a great fit for a shared working space to communicate to its audience that it understands perseverance.

Social niches

Its never been clearer which demographics are where, so 2020 poses an excellent opportunity for your business to gain momentum on social media and use budget wisely. Instead of trying to use all platforms, try to better understand where your audience is and harness the power of that channel.

Facebook is certainly a platform for the older generation we like to focus on the mid-millennial upward so anyone 28 and upward. Snapchat is where the lower millennial and Gen Z are hanging out while Instagram has a slight female bias while its users are broad from teens to middle-aged.

Personalisation and automation

If you dont already, you must invest in messaging. You dont necessarily have to develop automated chatbots or 24/7 customer service chats but giving messaging apps like WhatsApp for business and Facebook messenger attention will certainly improve sales.

If you can get ahead of the curve by investing in an automated chatbot it will deliver amazing data to empower your decision making and retain customers. Consumers want personalised engagement and this is the top performer.

Less active users

We need to be mindful that social media usage might decrease in 2020. People are much more aware of their screen time and wellness as part of that and so there may be less time to engage with your target audiences and the times they are online may vary in the coming months.

I recommend ensuring you use the insights sections social platforms offer you so you can get to grips with how your followers use social media. This highlights the need to invest in the premium content ideas above as you may have less opportunity to connect with people.

Eimear McManus is the founder and director ofDigital Works

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More here:
As social media constantly evolves, making your business stand out can be trickier than it looks - Fora.ie

Chief marketing officers say they expect trends like personalization, data privacy, and ... [+] environmental sustainability to continue to play key roles in marketing in 2020.

What trends will be more prominent in 2020? It depends whom you ask.

According to a recent report from Global Web Index, next year will bring heightened consumer scrutiny around data privacy, new opportunities for fashion brands to embrace retail with smart mirrors or cafes, and increased excitement about in-car technology such as contactless payments. Meanwhile at Morgan Stanley, analysts expect accelerated investment in OTT advertising, new opportunities around 5G and advancements for internet-connected devices.

But if you take the predictions of chief marketing officers, 2020 will bring much of the same. More personalization. More environmental awareness. More experiential marketing. More awareness of the possibilitiesand responsibilitiesthat come with collecting and using data.

And itll be an election year, so of course that means more politics.

To better understand what will be on top marketers minds across a range of industries in 2020, Forbes spoke with more than a dozen CMOs from a range of industries to have them share trends, goals, challenges and opportunities that they think will be key in the year ahead.

Stephanie Buscemi, CMO, Salesforce

According to Buscemi, many of the CMOs shes talked with in 2019 have tried to simplify the marketing stack. Thatll continue to be relevant next year as brands try to grapple with data privacy compliance when Californias new data privacy law, the California Consumer Privacy Act, goes into effect in January. She says that requires balancing personalized marketing with increased transparency about how data is collected and used.

Ive been a little bit surprised that despite there being penalties in place (for CCPA), maybe there isnt a level of urgency or understanding yet, she says. And maybe its because we dont have a federal privacy law. It is a bit ambiguousand people are in a wait-and-see mode.

Buscemi also says brands need to be sure and collaborate more when it comes to creating content.

If you look at the different tactics, theres always been a channel hype cycle, she says. Its email its social. But the reality is we are in a data-sharing world, and I believe that with all of the content thats being created out there, you have to focus on co-creation of content as a marketer. If all the content for your brand is created by your brand, its not going to be successful.

Josh Dean, CMO, Swell

Dean, who joined the reusable water bottle brand earlier in 2019, thinks consumers will start to realize what he calls the crisis of consumption. He says marketers can use a brands value to push for sustainability both internally and externally while making meaningful differences in their business. That way the value of a brand is not just about revenue growth.

Consumers are being much more mindful of what theyre consuming and how much theyre consuming, Dean says. And thats going to continue into 2020 especially with everything were hearing about the climate crisis.

Hanneke Willenborg, CMO, Seventh Generation

According to Willenborg, environment-friendly segments of CPG companies and others will continue to grow in the next year as consumers become increasingly worried about the climate crisis. And since its an election year, she says brands should lend a microphone to help younger generations that are leading the charge to curb global warming. For example, Seventh Generation, a Unilever-owned brand based in Berlington, Vermont, donated advertising time in September to 350.org ahead of the United Nations Climate Action Summit.

Next year,Willenborg says Seventh Generations marketing efforts will continue to focus on what she calls mindful progressivespeople that she says arent defined by any age group but rather who have a positive outlook on life and who are aware of the decisions that they make.

One of the things were very worried about is climate becomes so usually politicized, she says. At the end of the day it doesnt matter if youre a red or a bluehousehold. This is something that affects all of us. California fires are not selective. Extreme weather is not selective.

Lee Applbaum, CMO, Parallel

Applbaum, who became CMO of the cannabis company Parallel earlier this year, says the cannabis industry in the U.S. is transforming rapidly. The evolution of state laws and national perception have led to what he calls a volatile environment that will require marketing partners to become more nimble and adaptable to policy changes within both traditional and social media. That has big implications for staffing at places like advertising agencies. For example, he says creatives that want to work with cannabis brands need to be able to balance direct-to-consumer marketing tactics to reach existing audiences but also pivot to out-of-home and other mediums like print and TV as laws change in each state. That requires agencies to accept a level of ambiguity that some not used to.

If you've got companies trying to convince an agency that its going to be as predictive as auto or CPGs, thats just not going to happen, Applbaum says.

Despite the increased ambiguity, Applbaumwho previously spent years as CMO of brands such as Patrn and Grey Goosesays there will continue to be big opportunities for CMOs to make names for themselves within the cannabis industry.

If you were a CMO in 1933 or 1934 in [the alcohol beverage industry], you had an opportunity to define a category for generations, he says. With all the chaos comes a healthy dose of ego build to literally create a category for generations.

Melissa Hobley,CMO, OKCupid

As single people on dating apps increasingly use political affiliation or engagement a way of filtering potential partners, Hobley says theres room for marketers to help them out in 2020. In the past two years on OKCupid, the IAC-owned dating service has seen a 2,000% increase in political mentions on dating profiles.

There are thousands and thousands of [environmental activist] Greta Thunberg mentions on profiles, which is fascinating, Hobley says. So whats happening on dating apps and especially OKCupid is theyre signaling what matters out there. We harness that and reflect it back. We have to be very respectful about purpose and brands. It cant be about Instagram and donate money. It has to be more than that.

Kenny Mitchell, CMO, Snap Inc.

Mitchell joined Snap Inc. earlier this year after pioneering the use of various Snapchat marketing products like augmented reality and branded storytelling at brands like McDonalds and Gatorade. He says he thinks marketers will focus on celebrating the good in humanity in 2020 to bring people together during a tense election year.

Smart marketers are going to lean hard into the Olympics and other cultural moments to celebrate unity with other countries around the world, he says. And itll probably be a good counterpoint to some not-as-positive stories were going to be hearing about.

Erin Clift, Director of Marketing and Partnerships, Waze

Next year, the Google-owned navigational app plans to focus on how users plan their trips. That means focusing more on how to connect the dots before they get into a car along with adding new character voices for navigating and finding more ways to gamify usage of the app. Much of this is focused on a key trend at Waze and elsewhere in marketing and customer relation management: personalization.

We are about the destination, she says. Going back to the way that brands are trying to connect consumers with experiences and not just messaging. And the way we can guide people to a physical location, youll see brands start creating more relevant experiences for those customers coming through the door.

David Dancer, CMO, Inspire

Dancerwho joined the renewable energy startup this fall after working as CMO of the cannabis giant MedMen (where he crafted its breakout campaign, The New Normal)is also among the marketers that will be focused on personalization. But to him, that doesnt mean just one-to-one marketing. Rather, he says marketers will need to think about hyper-local campaigns that help people both understand the role energy consumption plays in climate change and also how individual households can make changes to their own consumption.

I think here at Inspire, within this clean tech energy space, Dancer says, Im building out: How do we drive brand awareness? I think very methodically. I dont see us going with a national, broad-scale campaign given where we are, but how do we ensure that were giving the brand story. People are very interested in buying into the movement.

Raja Rajamannar, CMO and Chief Communications Officer, Mastercard

Rajamannar spent much of 2019 focused on building out experiential marketing programs ranging from building out exclusive new restaurants around the world to creating custom macaroons. That will likely continue into 2020 (along with other trends like the use of artificial intelligence).

This coming year we will see brands advance their experiential strategies to bring value back to the business, he says. Experiences should be driven by focusing on the consumers wants and needs and how your brand can meet a challenge or bring in a new opportunity for them. Start with people if you want to resonate. Consumer loyalty is no longer earned by the quality of product or services; consumers want a brand to understand their likes, dislikes and the things they are most passionate about.

Lauren Sallata, CMO, Panasonic North America

After spending the past five to eight years focused on evolving from a consumer brand to one thats more business-to-business, Sallata says the company plans to spend 2020 trying to catch the brand up to what the business is doing.

For me, there are two sides of that, she says. Tech is super important, but Im not losing sight of how important the brand is to tell that story and to maintain the human aspect of that. For 2020 its about finding that right balance.

Ralph Santana, CMO, Harman

Santana says 2020 will yet again see connected cars as valuable to marketers and consumers alike. The audio manufacturer has been increasingly focused on Gen Z and Millennials to understand how they interact with audio including while driving. As a result, he says brands need to think not only about how to market to younger generations, but how to build products specifically for them. Thats a question for both the auto manufacturers and for companies like Harman that put audio tech into cars.

At the same time, its a real challenge for the CMO because youre no longer marketing RPMs and MPG, Santana says. Its going to be what were calling at Harman experience-per-mile, so its going from RPM to EPM.

Minjae Ormes, CMO, Visible

While Visible, a Verizon-owned digital wireless carrier, might not be a company focused first and foremost on audio, Ormes says shell looking in 2020 to see which companies will break the mold when it comes to audioeven within a crowded field of podcasting and music-streaming platforms.

We all knew the cues around jingles and mnemonics and ASMR, Ormes says. All of those things have a psychological trigger to how people remember things and feelings and drive them to get them to do whatever we want them to do.

JuneSauvaget, Global Head of Consumer and Product Marketing, Spotify

While Spotify has begun experimenting with new mediums such as TikTok and augmented reality in addition to expanding the streaming platforms end-of-year Wrapped playlists,Sauvaget says next year might see an increased diversification of ad spend.

Many of us rely on a few social platforms to drive a lot of business KPIs, she says. And I predict we might start to see a proliferation of spend on that area. Im being ambiguous, but I think this notion of spend on two or three players may change in the next two or three yearswhich is probably a good thing.

Jeff Charney, CMO, Progressive

According to the insurance marketing veteran, nostalgia will become something that resonates more with consumers than usual next year, and whats old will be new again.

Everything in today's marketing environment is somewhat cyclical, Charney says. And weve been working on this for a long time and so much that weve coined our own phrase called memory lane marketing. Its a different climate today, a somewhat polarized environment, that people want to walk down memory lane.

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What CMOs Predict Will HappenOr Keep HappeningIn 2020 - Forbes

With the New Year just around the corner, Dr. Cristian Grossmann, CEO and Co-Founder of Beekeeper, looks at the big five trends the hospitality industry can expect in 2020.

In 2020 more hospitality companies (including hotels) are set to introduce a mobile, real-time, operational communication platform, which is now becoming a vital management tool. For many HR professionals and senior management in hospitality, communicating with the entire team can be incredibly tough as many workers dont have access to a desktop PC or email. A digital workspace accessible on a mobile device via an app means that for the first time, everyone can receive company-wide communication and updates quickly, with the ability to respond in real time.

This tool empowers workers to feel valued and have a voice. It also enables the team to provide a better service for guests. Since information can be instantly shared, issues can be resolved quickly and changes made swiftly. Staff can also access best practice guides or procedures if theyre unsure, which helps perform well in their roles.

In 2020, more hotels will invest in risk management. It has become an increasingly important priority for hotels to have a robust crisis communications plan in place due to the ongoing threat of terrorist attacks and natural disasters like flooding.

If a company experiences a local natural disaster, has a PR crisis, or suspects that competition is about to launch a negative narrative, advanced internal communication methods are necessary. This is important both to ensure your staff members are informed, they know what to do in the event of emergency, and they can clearly and quickly advise customers on evacuation routes and other crisis contingencies.

For international, diverse hotel teams, inline translation tools will also become more prevalent across mobile internal communications strategies in 2020. Inline translation uses artificial intelligence to instantly translate content, ensuring that all employees are able to fully comprehend, respond to, and post their own important messages in the language they feel most comfortable speaking.

Did you know that 50% of hotel employees dont feel like their career in hospitality is something they can be proud of? As part of a holistic employee retention strategy that includes hotel leadership, in 2020 we can expect to see more and more hotels launching internal marketing campaigns to help their employees feel more engaged and enthusiastic about their workplace.

Influencer-based marketing isnt going anywhere in 2020, which is why going the extra mile with selfie-ready aesthetics and amenities could be game-changing for your hospitality business. Interesting backdrops and curated art installations can take many forms. If you wish to lean into this trend in 2020, you should plan to budget for social marketing to make the biggest splash. Allocating resources to explore the current roster of popular social apps allows hospitality businesses to constantly put their best creative foot forward.

Expect to see hospitality companies invest heavily in recruitment in 2020 to combat the predicted labour shortages in the industry after Brexit (depending on subsequent new UK immigration laws). Hospitality companies like hotels are now going above and beyond simply posting a job online to find new employees. 2020 will continue to see the rise of companies recruiting employees through hospitality job fairs and hospitality-specific recruiting agencies, whilst offering more competitive pay and benefits.

Along with renewed efforts around recruitment, retaining employees through initiatives like digitising shift scheduling for hourly employees will prove to be just as important as attracting employees for the hospitality sector in 2020. This matters greatly because research that being able to access a shift schedule at least two weeks in advance makes a huge difference to shift workers, including those in hospitality.

Also, a survey of UK hospitality industry workers showed that 55% of workers would be less likely to leave the sector if they had more control over work life and shift patterns. Using a digital communications platform means workers have much quicker access to shift schedules and the ability to request changes as quickly as possible, so they have more chance of success in swapping shifts, when needed.

Dr. Cristian Grossmann is CEO and Co-Founder of Beekeeper. Beekeeper is an internal communications platform that helps hospitality companies like hotels streamline their operations and connect with their frontline employees.

Link:
The five key trends you can expect in hospitality in 2020 - Premier Construction Magazine

DRAMA students were able to stage the perfect distraction to build up interest for a leading marketing agency in Bury.

Four actors from Bury College joined Seek Social at a busy business event being staged at The Stables in Bury.

And their intervention, with a cops and robbers scenario played out in front of delegates, promoted as a 'disruptive marketing exercise' was lauded by bosses from the Broad Street based company.

College officials say that their involvement with Seek Social covered all bases, from social media marketing to web design and development.

Former Haslingden High School pupil Lucy Jolly, who is studying A-level drama, English language and history said: "This was a great work experience opportunity and I really enjoyed taking part.

"It was exciting to take on the role of a character and cause a scene at such a busy event.

"Seek Social were really impressed with our efforts and I think the disruptive marketing worked well because we definitely grabbed the attention of those attending the event!

Company director Paula Braiden was certainly impressed with their contributions.

She added: "The Bury College drama students were amazing.

"They were very committed to their characters that day and were very professional throughout.

"We have received numerous positive comments about how the drama students helped raise awareness and pique people's interests.

"We are looking forward to working with Bury College more and providing quality work experience for young people across Bury."

The company, which has been named a Disability Confident employer for two consecutive years, has a number of clients on their roster, including the Moov Homes Project, Powerthrough Basketball, Hubris Global Wealth Management, Nettl of Bury and Newton's of Bury.

And they can also boast of a solid involvement in 2,000 plus projects for 300 partners, since their inception.

See the article here:
Cops and robbers catch attention for Bury social agency - Bury Times

According to a new market study, the Pharma and Healthcare Social Media Marketing Market is projected to reach a value of ~US$XX in 2019 and grow at a CAGR of ~XX% over the forecast period 2015 2025. The presented study ponders over the micro and macro-economic factors that are likely to influence the growth prospects of the Pharma and Healthcare Social Media Marketing Marketover the assessment period.

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Pharma and Healthcare Social Media Marketing Market Poised to Garner Maximum Revenues During 2015 2025 - Info Street Wire