Top 10 trends in marketing & PR
At First Degree PR, we cut through the noise. So in usual First Degree PR fashion, we’ve taken our sharpest pair of scissors, and present to you our video edit of the top 10 trends in marketing and PR for 2014.
If you’ve watched the video and are now saying to yourself, I’ll have what she’s having, then email us on firstname.lastname@example.org to create your own corporate video that stands out from the crowd.
Want more? Here’s the text version of the video with some extra bits that didn’t make the cut …
We know to be punchy on Twitter because we’re forced to obey the 140-word limit. But did you know that the average attention span of Internet users when watching videos is a mere two minutes?
So forget the monotonous monologues and work on your script until it’s tighter than an Eastern suburbs socialite’s Botoxed forehead.
2. App advertising
Banner advertising is, like, so six minutes ago. Behold, the almighty advertisements on mobile apps. While some are done very poorly (note to brands: pop up ads are ALWAYS annoying), others like Instagram’s cleverly disguised sponsored posts are cutting through blurred lines and directly hitting their niche target markets.
According to expanded ramblings, 57% of the top brand marketers publish an average of one post per week, while 28% of marketers are Instagram users.
3. Personal branding
Self-promotion on social media channels reached new heights during the Ice Bucket Challenge in June. It was in support of a good cause, to raise awareness of ALS disease, but the drenched hero ended up being well and truly the centre of attention, to the point where people forgot what the good cause was. (Pop quiz: what do the letters ALS stand for? Aha!)
Kicking off with celebrities offering themselves up for the chilly challenge, with each person having to nominate their friends and encourage them to also participate, the campaign went viral faster than you can say ebola.
The Social Skinny and Web Strategist found that over 28 million people posted, commented or liked posts on the Ice Bucket Challenge.
Ensuring you are up to date with your data analytics is essential for checking whether you’re appealing to your target audience, as well as for monitoring consumer-driven content.
But marketers be warned: checking your business’ marketing or social media stats could cause you to develop a new age social media condition known as analytophilia. ‘Obsessing about raw numbers and constantly checking your stats without a clear idea on what you are looking for’ could put you in the statistic of increasing cases of analytophilia, brought on by the surge of new-age web tools.
5. Frenemies with benefits
You know what they say, ‘keep your friends close and your enemies closer’! We’ve seen more collaboration between competitors this year, including the unlikely pairing between Dropbox and Microsoft.
Closer to our hearts (and wallets), our online retail girl crush and Director and Founder of Shoes of Prey, Jodie Fox, struck a deal with a major US retailer and online competitor, Nordstrom.
If you’re not quite convinced yet, here is an article frenemies with benefits from the Guardian.
6. Consumer-driven content
With technology giving consumers the reins over online content, mummy bloggers have become a force to be reckoned with.
Sites like Mamamia, mostly powered by volunteer bloggers, appeal to around two to four million Australian women. And this mummy blogger received over 5 million views for her Youtube video on teaching people how to make a frozen themed cake.
On a related trend, the power of consumer driven content is validated by the likes of BT creating a site where its financial advisers will soon be reviewed Tripadvisor-style.
We hate to mention this, but it is relevant – content from normal everyday consumers is so powerful that social media dished up the details on the number of hostages and the terrorist’s demands at the Lindt Cafe siege, ahead of official announcements from the police or government.
Total transparency on Facebook is rare, but engaging in full social media disclosure could also give you the opportunity to change someone’s opinion of the brand and win them back.
Let’s take Magique Halloween Cruise as an example. The company had a major technical issue with their boat, which led to paying customers (including a hapless First Degree PR staffer) having to wait for upwards of 2.5 hours in the cold and some passengers not ever being picked up (including said staffer’s boyfriend, whoops).
Naturally, this caused many negative reviews and comments. However, Magique left these posts and comments, replying with apologies where necessary and admitting their mistake in an attempt to win back the credibility that only comes with honesty. Taking the social media hit to improve your standing with customers. Touche Magique! We’ll be returning!
8. Even more mobile apps / experiences
Statista says 102,062 million mobile apps have been downloaded across the globe. Phooahh! Apps are revolutionising the way people shop through Instagram, the way people date with Tinder, and the way people travel with Uber.
This year some serious investment has gone into these apps (we’re talking a mobile app forecast value of $70 billion by 2017!) – a sure sign of what is to come with the future or mobile technology!
9. Native advertising
This year if you didn’t know about native advertising, you found out about it after John Oliver’s rant.
Native advertising is the media industry’s sneaky answer to replacing revenues from falling print circulations … shh! This type of promotion integrates a company’s brand into content (digital or print) that appears to be editorial, not advertising.
And with 90% of publishers planning to use this strategy at some stage, 41% of brands already using this strategy, and Huffington Post labelling it as a means of generating an 82% rise in brand lift…you can see why native advertising is #trending.
10. Comedians are the primary source of news
You know comedians are powerful when Obama takes over Stephen Colbert’s newsdesk to get his health care message across to young people.
Consumers demand to be entertained and new media are feeding that need. 2014 has seen pop culture news sites ‘popping’ up and competing with traditional news sites, with the likes of Buzzfeed taking centre stage.
Our prediction for 2015? Get ready to see pop culture sites continue to grow and be categorised as mainstream news media sites, leading to even more opinion-style reporting on traditional hard news sites, and making us reminisce about the good old days when news reporting was as straight as Sydney’s Tattersalls Club used to be. Boom tish!