Mediaboss Marketing

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.

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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.

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Cops and robbers catch attention for Bury social agency - Bury Times

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

Europes GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways theyd been trying to avoid for years.

The California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies have introduced compliance frameworks and tools to help marketers and publishers address the requirements of the act.

However, theres still considerable corporate foot dragging and uncertainty. Thats consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later. With CCPA, there wont be any enforcement actions before July 1, 2020, giving affected marketers some additional time to get in line.

For much of 2018 and early 2019, big tech companies and industry trade groups criticized and fought CCPA trying to weaken it with unsuccessful amendments because of anticipated compliance costs and fear that more limited access to data would harm revenues or disrupt the ads ecosystem. That very much remains to be seen.

In September, Firefox launched Enhanced Tracking Protection, which included default third-party cookie blocking. Apple updated Safaris Intelligent Tracking Prevention (ITP) to strength anti-tracking and cookie blocking capabilities and rules:

Google Chrome, which controls 64% of the global browser market, also expanded third-party cookie blocking, claiming it was doing so in a smarter way (than Apple). And in July, Chrome rolled out ad filtering on a global basis. All ads that fail Better Ads Standards are now potentially blocked.

This was also the year when the ominous term surveillance capitalism entered the digital lexicon and became mainstream, appearing in books and news articles, culminating in a December 21 NY Times editorial Total Surveillance Is Not What America Signed Up For.

China is the leading example of the dark side of digital technology, in the service of domestic surveillance. But in some ways, America isnt that far behind. And mobile-location tracking is at the center of the debate over privacy and personalization in this country.

Technology companies, which went from being seen primarily as job creators, innovators and purveyors of social good, have been increasingly vilified. Facebook, in particular, stumbled badly in addressing privacy and data scandals it confronted over the past few years, captured in the Netflix documentary The Great Hack.

But most technology companies, for reasons that arent entirely clear, have failed to educate consumers and the broader market about the value of their services and methodologies. As a result, often sensational journalistic pieces filled the void and helped fuel popular distrust.

Consumers are now highly concerned and even fatalistic about technology and privacy. Its to the point where 90% of consumers said they would click do not sell my personal information under CCPA. Well see if that actually happens.

A cultural and legal Rubicon of sorts has been crossed. Privacy will now be a central feature of the user experience going forward. Privacy-conscious consumers will reward companies that are more transparent and shun those that are opaque or manipulative. One could argue the failure of Facebooks Portal smart display is a byproduct of a lack of trust in the company.

Ethics and trust will also be critical features of a brands long-term value. Indeed, theres early evidence that privacy is becoming a competitive advantage. The way forward for marketers involves a wholehearted embrace of privacy and the creation of genuine value for consumers in exchange for their personal data. There really is no other alternative.

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2019: The year that privacy got real for marketers - Marketing Land

GATINEAU, Que. Canada's competition watchdog says it wants consumers to be told when advertisers have a close relationship with the people who praise their products through social media accounts.

The Competition Bureau says it has sent letters to nearly 100 brands and agencies involved in what's called "influencer marketing."

Some of the biggest social media influencers are global celebrities such asKim Kardashian West, but even lesser-known people with a Facebook, Twitter or Instagram following canreceive free products to promote or, in some cases, a fee.

The federal competition agency says influencers should clearly disclose what they've received from the brand or marketing agency and base any reviews or testimonials on their personal experience.

The Competition Bureau also warns that businesses that are marketing products or services through influencers could violate rules against sales or misleading content.

The bureau's commissioner, Matthew Boswell, says consumers must be able to know if opinions expressed by influencers are independent or an advertisement.

This report by The Canadian Press was first published Dec. 19, 2019.

The Canadian Press

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BEYOND LOCAL: 'Influencers' warned to clearly state when social media messages are advertising - TimminsToday