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A solid marketing strategy is critical when attracting new customers, loyalty, and branding for any industry. The hospitality industry is no exception. Desketing knows it is important to keep up with the latest digital marketing trends to help drive results by using clever design and strategic marketing tactics so we’ve decided to give you some trends in hospitality marketing.


Trend 1 – Social Media

A top trend that you can find in hospitality marketing is the effective use of social media. When used efficiently social media can be a great tool to gain insight from consumers whilst also allowing you to target specific people. In recent research, it has been shown that 97% of millennials share travel pictures and videos on social media and that 89% plan travel activities based on the content shared (The Drum, 2018).  It has been suggested that people are inspired by the opinions of others, with 70% of Americans say they look at reviews before making a purchase (The Drum, 2018). It is important that the hospitality industry uses this to their advantage. An example would be by sharing user-generated content, monitoring comments and hashtags and pinpointing locations through user check-ins. The information gathered can help gain insights on what customers want to see and the experience they want. This also creates brand awareness as well as connects the consumer to the content.

Trend 2 – Videos

If you haven’t already guessed, content is key. Content must be relevant, interesting and relatable. In recent times, it has become apparent that photo content is decreasing and short video interactions are increasing, it has been estimated that 80% of internet traffic will be video content in 2019 (thatagency.com, 2018). This, however, is an amazing opportunity as videos can be an effective way to interact with customers whilst. 52% of marketers say video develop and push brand awareness (Campaignmonitor.com, 2018).

Trend 3 – SEO Driven

As technology is changing, so is the way that consumers are searching for things. It is important to have an appropriate approach to the content that is being released. A current trend is to include long tail keywords or phrases (3 or more words) in your SEO strategy (Net Affinity, 2018). This is a cost-effective way to direct quality traffic to your website. SEO should also have voice search capabilities where possible. Voice search is becoming popular with 40% of adults now using this feature at least once a day (Net Affinity, 2018).

Trend 4 – Mobile Is A Must

Having a mobile-friendly website is a must for any industry, not just the hospitality industry. With society always on the run, it is important to have information at your disposal whenever you need it. Research shows that mobiles contributed 94% of year on year growth in e-commerce traffic in 2017(thatagency.com, 2018). The hospitality industry has such a potential when it comes to mobile-friendly use. Some of these include booking online, check in and itinerary updates which could also be developed into a loyalty app.

Trend 5 – Websites

When in the Hospitality Industry, it is vital to have a strong website and booking systems available. Ideally, a website with a booking agent that is easy to navigate contains correct information and is regularly updated is essential. Direct traffic is a result of a working system, however, correct hospitality marketing and promotions must be completed to drive direct traffic to your website.

Trend 6 – Personalisation

Personalisation is a key trend found in hospitality marketing. Simple things such as Personalising emails or geo-targeting allowing the business to send relevant offers based on location can make a huge impact.  Personalisation does not need to be obvious and can remain valuable even when the consumer is unaware of its presence (Econsultancy, 2018). It is important to remain true to your brand. There’s nothing worse than blending in with the competition. Guests appreciate when a company is authentic and often this reels the guests in by the experiences you offer.

We hope you have enjoyed our insights on trends that are happening in the hospitality marketing.  If you would know to know more, Desketing offers a range of Hospitality marketing. We can help you combat online booking agencies and discover how to attract more visitors and increase direct bookings for your hotel or restaurant through clever design and strategic marketing tactics. Contact us now!

You can speak to a Desketing design and marketing specialist by
calling 07 3220 3962 or request a callback.


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References
Blog.thatagency.com. (2018). 8 Hotel Marketing Trends for 2018. [online] Available at: https://blog.thatagency.com/hotel-marketing-trends-2018 [Accessed 27 Apr. 2018].

Campaignmonitor.com. (2018). 7 Travel & Hospitality Marketing Trends You Need to Know. [online] Available at: https://www.campaignmonitor.com/blog/email-marketing/2017/07/7-travel-hospitality-marketing-trends-you-need-to-know/ [Accessed 27 Apr. 2018].

Econsultancy. (2018). How six travel & hospitality brands use personalisation to enhance the customer experience. [online] Available at: https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience [Accessed 27 Apr. 2018].

Net Affinity Blog. (2018). 18 Hotel Marketing Trends For 2018 – Net Affinity Blog. [online] Available at: https://blog.netaffinity.com/infographic-18-hotel-marketing-trends-2018/ [Accessed 27 Apr. 2018].

The Drum. (2018). Why social media matters more than ever to hospitality marketing. [online] Available at: http://www.thedrum.com/opinion/2017/08/04/why-social-media-matters-more-ever-hospitality-marketing [Accessed 27 Apr. 2018].

Branding is the second most important part of your company (after your product or service, of course!). Professional branding makes you look reliable, appeals to your market demographic and helps you sell. If you haven’t nailed your branding yet, we suggest you make it your aim for 2018. To help you get started, we’ve got our top 4 ways to nail your branding.

#1 Define your niche

This is possibly the most efficient way you can improve your branding. If you offer too many products or services, you position yourself as a ‘Jack of all trades, master of none’, and no one wants that kind of service. When customers are searching for a business or product, they want the very best – the experts. It’s best to choose one, or a few, niches that your company does exceptionally well. This way you can be seen as the specialist and focus your marketing content, share some of your knowledge and speak directly to your target market. You’ll find by choosing a specific target market and building a brand to attract them, you’ll yield better results because you’ll attract the right kind of clients and customers – those that you love to work with.

At Desketing we practice what we preach. As a brand, we intentionally focus on three niches: Property, Retail and Hospitality. There are plenty of other industries we that we serve, however, we made a decision to work focus on industries we excel in. There are other marketing companies similar to us that focus on other niches. For example, Industrial Ideas from Melbourne focus purely on industrial marketing.

#2 Stand out

When you are looking to establish a brand, think outside the box. You might think that playing it safe is the best way to appeal to a mass market but actually, you run the risk of looking like a ‘me too’ brand. If you’ve followed step one, you’ll have chosen a niche demographic, so you can establish your unique identity that represents your business well and attracts the right kind of customers.You’ll also find you attract more referrals too because your customers likely hang out with other people just like them that are also a good fit for your brand.

#3 Be cohesive

This is a biggy: be cohesive across all platforms. One of the best ways to get your brand out there is to use social media. It’s likely you already have a Facebook page for your business along with other social platforms such as Twitter, LinkedIn, Instagram and a Pinterest, but are you using them cohesively? Take some time to make them all look and sound consistent so people understand who you are as a brand and what you stand for. Use your branding colours, logo and imagery consistently across your social media accounts and write in the same tone.

4. Use social media right

While we’re on the topic of social media, make sure you are using it right. Once you’ve got your target market set you can start personalising your posts to appeal directly to them. You can be fun, playful or more serious – whatever works for you as a brand! Just make sure that you are offering fresh, interesting content and interacting with potential customers. No one wants to follow pages that are all sales pitches and ads!

So there you have it, 4 ways to take your brand to the next level on 2018. You’ll notice there’s a theme going on: finding your brand niche! It really is an important step so if you only take away one thing from this article, let it be that! Here is the Brilliant Brand Checklist that will also help you get started.


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The Beauty of Email Marketing

Email marketing is a key tactic in most marketing plans because it works. It also has a larger reach compared to social media channels.1,5 You may not have a Twitter or Instagram account, but chances are quite high you have an email account – unless you absolutely do not have an online profile. Email marketing is also relatively cheap and effective, resulting in a higher return on investment.1,2,4,5 It also really helps, you can target audiences, track performance, review campaign metrics and use that to better understand your audience and achieve your marketing goals.1,3,4,5

 

5 Tips to Buff Up your Email Marketing Campaigns

1. Mobile friendly emails please 7,9

With the growth of mobile users, this has got to be a given that your emails must look great on a mobile device. You can reinforce this by implementing a single column template, a good sized call-to-action button and ensuring your text can be easily read at the right size. 

JackSpade's single column template, use of a large visual to drive the main message of that sense of urgency with a clear call-to-action button. The message communicated simply, directly and quickly.

Jack Spade‘s single column template, use of a large visual to drive the main message of that sense of urgency with a clear call-to-action button. The message communicated simply, directly and quickly.

2. Compelling, clear email header and sub-header lines 6,7,9

 

JCrew's Halloween Email Marketing Newsletter. Catchy header and sub-header lines - captures the reader's attention and encourages them to take up the call-to-action.

JCrew’s Halloween Email Marketing Newsletter. Catchy header and sub-header lines – captures the reader’s attention and encourages them to take up the call-to-action.

 

Keep subject lines simple, clearly calling the user to action. It should support and fit well with the message content and be under 50 characters’ length. Craft your email headers and sub-headers to work cohesively, instigating the user to open the email and question themselves if they should act. Some good examples are J.Crew’s Halloween mystery sale newsletter and Brother Moto’s launch party.

 

BrotherMoto Email Marketing Campaign. Example of a question that engages and prompts the user to think if they should act - "WHO WILL WIN THE CX1?"

BrotherMoto Email Marketing Campaign. Example of a question that engages and prompts the user to think if they should act – “WHO WILL WIN THE CX1?”

 

3. Keep the reader engaged. Tell them a story 5,9,10

It is important to balance the mix of images and text content. The content should appeal to the user, be relevant, helpful and really easy to read – as if you are conversing with them. Where possible, segment your audiences, personalise their experience. It makes readers feel their needs are important and being looked after. A good example here is Callaway Golf’s newsletter highlighting Callaway golfers.

 

Callaway Golf Email Marketing Campaign. Appealing to their audiences' interests, giving them helpful, relevant information about what they may like to know. What is in Jim Furyk's bag could also be in your golf bag.

Callaway Golf Email Marketing Campaign. Appealing to their audiences’ interests, giving them helpful, relevant information about what they may like to know. What is in Jim Furyk’s bag could also be in your golf bag.

 

4. Send that email at the right time 6,7,8,9

Experiment sending out your emails on different days and times to test and gauge what works best for your audiences. Optimal times for different customers and industries will vary. Test and compare to find that optimal window of time to send.

 

5. Purge your subscriber list 6,8,9

Low open rates affect email delivery levels. It is wise to purge your list to ensure an engaged, robust subscriber list. Think about automating your unsubscribed emails to filter out disengaged audiences like HireVue.

 

HireVue's automated email to unsubscribe.

HireVue’s automated email to unsubscribe.

 

Last Thoughts

Email marketing can and will create more opportunities for your business. It is a great channel to use to inform and interact with your consumers. It is also a great tool to develop deeper relationships with a large audience at a relatively low cost. So why not revisit your email marketing campaign strategies and call Desketing if you need help. We’ll be happy to chat with you.

References

  1. Campaign Monitor. 2016. Why Email Marketing. [ONLINE] Available at https://www.campaignmonitor.com/resources/guides/why-email/. [Accessed 09 Nov 2016].
  2. Inc.com. 2016. Top 5 Reasons Why Email Marketing Still Works. [ONLINE] Available at http://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html. [Accessed 09 Nov 2016].
  3. Forbes. 2015. 10 Reasons To Use Email Marketing (As Told By Small Businesses) [ONLINE] Available at http://www.forbes.com/sites/constantcontact/2015/09/17/10-reasons-to-use-email-marketing-as-told-by-small-businesses/#338fe9387eba. [Accessed 09 Nov 2016].
  4. Fatrabbit Creative. 2016. 5 Key Benefits of Email Marketing. [ONLINE] Available at https://www.fatrabbitcreative.com/blog/5-key-benefits-of-email-marketing. [Accessed 09 Nov 2016].
  5. MarketingSherpa. 2013. Email Marketing Benchmark Report Excerpt [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/11/EXCERPT-BMR-2013-Email-Marketing.pdf. [Accessed 09 Nov 2016].
  6. Hubspot. 2016. 15 of the Best Email Marketing Campaign Examples You’ve Ever Seen. [ONLINE] Available at http://blog.hubspot.com/marketing/email-marketing-examples-list. [Accessed 09 Nov 2016].
  7. The HuffingtonPost. 2014. 11 Remarkable Email Marketing Tips You Need to Implement Right Away [ONLINE] Available at http://www.huffingtonpost.com/matthew-collis/11-remarkable-email-marke_1_b_5710091.html. [Accessed 09 Nov 2016].
  8. 2016. Best Practices for Email Marketing [ONLINE] Available at http://kb.mailchimp.com/campaigns/previews-and-tests/best-practices-for-email-marketing. [Accessed 09 Nov 2016].
  9. CIO. 2016. 15 ways to improve your email marketing campaigns [ONLINE] Available at http://www.cio.com/article/3057992/email/15-ways-to-improve-your-email-marketing-campaigns.html. [Accessed 09 Nov 2016].
  10. Kissmetrics. 2016. Rethinking Email Marketing. [ONLINE] Available at https://blog.kissmetrics.com/rethinking-email-marketing/. [Accessed 09 Nov 2016].

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How would you market your business if you don’t sell tangible or physical products? In this week’s 3-minute read, we share some tips, to set you thinking about the direction and concepts you want to consider when coming up with marketing plans for your professional services-based business.

 

1. Business Position, Target Markets, Business Solutions

To sell something, you need to understand or at least know it, where it can be positioned within the market, what it can do and who will need the product. Now, transpose that thinking to selling a firm’s services to potential clients. You should then think about the firm’s:1

  • Identity and purpose
  • Target market(s)
  • Tactics or techniques
  • Your clients’ top three business needs
  • Business solutions derived for your clients’ needs

 

2. A Strong Client-based Focus

Client Focused Business Solutions

Client Focused Business Solutions

Clients want their solutions. They want their problems resolved and not just addressed. I mean, that is why they go to any service provider in the first place. If they could have resolved it on their own, they probably half would. So, think about your clients’ business needs. Focus on what they want achieved and how your company can give them solutions they actually want. Translate that thinking into actual or fact-based examples or case-scenarios. A good story with a real result can rival fairy-tales.

3. Marketing Strategies

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing strategies you can implement that will add value to your company’s brand online:3

  • Market research
  • High performing website
  • Web analytics, Search Engine Optimisation (On-site and Off-site)
  • Social media, Blogging, Email marketing, Re-Marketing
  • Advertising in industry publications

4. Business Niche

Swimming in the sea together with the many other service providers, you really want to stand out as the real solution gun. You want to think about niche targeting and the areas of expertise you specialise in. In today’s world, you will need to be a specialist in some form of art or science. It will immediately set you apart from the competition.

5. Sponsorships, Establish Goodwill within the Wider Community

Get your business involved with your local community and industry. Contribute to industry journals, blog on your website, participate or sponsor local community events that resonates with your firm. It functions as a vehicle for your business to be engaged with the wider audience and it also allows your business to be out there. It could also be a great opportunity to team build together internally and with the wider community.

Professional services-based firms marketing strategies

Professional services-based firms marketing strategies

 

Other Related Reading

10 big mistakes professional service firms make with their online marketing

https://www.onerabbit.com.au/blog/2013/09/10-big-mistakes-professional-service-firms-make-with-their-online-marketing/

The essential ingredients of a B2B Digital Strategy

http://www.smartinsights.com/b2b-digital-marketing/b2b-strategy/digital-marketing-strategy-professional-service-firms/

 

References

  1. MindShare Consulting LLC. 2016. Five Myths of Professional Services Marketing. [ONLINE] Available at http://mindshareconsulting.com/five-myths-marketing/. [Accessed 23 September 2016].
  2. 2015. 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm. [ONLINE] Available at http://www.business2community.com/marketing/10-essential-b2b-marketing-strategies-grow-professional-services-firm-01188863#OuU1a4KMub3BgwW3.97. [Accessed 23 September 2016].

 


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Customer experience or CX has always been central to building a brand and the business. The increasing prevalence of digital, mobile and ease of information accessibility has altered this landscape. It has influenced how we develop, manage and monitor CX. This landscape shift was significant enough, to spur big agency Saatchi & Saatchi to acquire CX specialist MercerBell, in order to remain relevant in this space.17

In this week’s 5-minute read, we take a brief look at what customer experience is and why the current shifts should matter to you.

What CX is

CX is essentially about the interaction and engagement between customers and a brand throughout the customer journey. It is more than just selling a product or a service. It is about marketing the right experience to the right customer. Good CX is based on shared values between a brand and a customer. To create good CX, businesses must develop a deep understanding of their customers.

 

CX Customer Experience Matters

CX Customer Experience Matters


Some Definitions of CX

“The sum-total of how customers engage with your company and brand. It is your customer’s perception of your business including all physical, psychological, emotional and sensory touchpoint’s that occur throughout the entire arc of being a customer. This perception drives customer behaviours and customer loyalty, ultimately affecting your company’s bottom line.” 1

“It is about bringing together every touch point to create consistent, thought-out interactions with your brand. It’s becoming more and more important at every level, from small businesses to enterprise brands.” 2

“A Customer Experience (CX) is a Customer’s perception of their rational, physical, emotional, subconscious, and psychological interaction with any part of an organisation. This perception affects Customer behaviours and builds memories, which drive Customer Loyalty and affects the economic value an organisation generates.” 21


 

The Customer Journey Is Where the Customer Goes

CX is about making the customer happy.

CX is about making the customer happy.

Today’s mobile-empowered customers begin their customer journey at a brand’s website. It is one of the first port of call a customer makes and it sets the tone for the remaining overall customer experience. Another significant touchpoint in the customer journey is where the brand’s social media channels are. Social media recluse Apple recognised this, and recently began to channel resources into tweeting tips and tutorials.14

 

Measuring CX

Today’s revolutionised customer journey, provides many new opportunities for brands to shape and improve the customer experience. Each touchpoint in the customer journey is where the brand interacts with the customer. To the customer, it is a decision point.To the business, they are opportunities to measure and improve the CX. This is important in order to understand what is keeping, and will continue, to keep customers happy. But before you can improve CX, you need to measure it.


Peter Drucker “What gets measured gets improved” 6


 

A good clue to use when deciding what is important to measure, is to also decide what matters to the customer. What matters to the customer, matters to the business.3 Each business will have to determine what is important to them – there is no one set of metrics for all.


 CX Metrics to measure – “One man’s ceiling, is another man’s floor”


And before you start measuring it, ensure it is actionable. If you cannot use or action it, there is no point in measuring it.3


CX measurement metrics3

Social media/brand mentions and engagement

Response rates

Customer loyalty

Customer satisfaction

Forecast accuracy


 

How to Measure CX

To measure if the customer is experiencing the brand at its best, you want to understand customer needs and identify gaps in their experience.9,18  You need data to predict, to outline customer behaviour trends and patterns.9 And this is where a business deploys customer intelligence tools.


Customer intelligence tools19

Big Data

Social Media Analytics

Customer Relations Management Systems

Focus groups

Insight Communities


 

Five common CX metrics. 22,23,24,25,26

  1. Net Promoter Score (NPS) – Percentage of customers who would promote or detract a brand
CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

 

  1. Customer Satisfaction (CSAT) – An average score of a customer’s satisfaction level of an experience
CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

 

  1. Customer Effort Score (CES) – Measures a customer’s effort to complete a task
CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

 

  1. Customer Churn Rate – Percentage of customers who discontinues their subscription to a service in a given time period
CX-Churn Rate | Image Source: http://churn-rate.com/

CX-Churn Rate | Image Source: http://churn-rate.com/

 

  1. First response time and average resolution time – Time taken to respond back to the customer and the time taken to fully resolve the customer’s issue
CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

 

 

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

 

CX Directions and Trends

  1. CX will continue to become more important than products or service when looking at what impacts customer behaviour. It will define other priorities.16 Companies need to enable and optimise their workforce to keep their customers happy through personalised interactions and experiences10 that will drive overall positive ROI. 9,11,12,24
  1. Centralise your data, to support and simplify the customer experience by becoming easier to do business with through reducing customer effort.9
  1. Combine your data sources to gain holistic views and insights of the customer that will enable data-driven marketing, delivering a better quality of content.9,18
  1. Develop deeper engagement and build more meaningful relationships with your customer by using embedded customer service facilities and permission-based customer intelligence tools as opposed to ad-hoc surveys9,11,20 – for example, Amazon’s Mayday button15
  1. Customer intelligence predictive analysis will need to account for customer emotions which largely dictates customer behaviour.13

 

Other Related Reading

 References

  1. The Girl Who Knows. 2016. Brilliant CX. [ONLINE] Available at https://thegirlwhoknows.com/brilliantcx/. [Accessed 26 Aug 2016].
  2. Forge and Smith. 2016. What is Customer Experience? UX Meets CX. [ONLINE] Available at http://forgeandsmith.com/what-is-customer-experience/. [Accessed 26 Aug 2016].
  3. CustomerThink Corporation. 2016 CX Measurement – What do you measure and why? [ONLINE] Available at http://customerthink.com/cx-measurement-what-do-you-measure-and-why/. [Accessed 26 Aug 2016].
  4. CustomerThink Corporation. 2016. The Micro/Macro of Customer Experience. [ONLINE] Available at http://customerthink.com/the_micromacro_of_customer_experience/. [Accessed 26 Aug 2016].
  5. CustomerThink Corporation. 2016. Key Metrics to Measure for Social Media. [ONLINE] Available at http://customerthink.com/key_metrics_to_measure_for_social_media/. [Accessed 26 Aug 2016].
  6. 2016. These 10 Peter Drucker Quotes May Change Your World. [ONLINE] Available at https://www.entrepreneur.com/article/237484. [Accessed 26 Aug 2016].
  7. Strategy Institure. 2016. What is Digital CX? [ONLINE] Available at http://www.digitalcustomerexp.com/resources-and-ideas/what-is-digital-cx/. [Accessed 26 Aug 2016].
  8. Thomson Reuters. 2015. Our Customer Experience Focus – On CX Day and Every Other Day. [ONLINE] Available at https://tax.thomsonreuters.com/blog/thomson-reuters-and-you/our-customer-experience-focus-on-cx-day-and-every-other-day/. [Accessed 26 Aug 2016].
  9. Vision Critical. 2016. CX expert predictions: 10 trends driving the future of customer experience. [ONLINE] Available at https://www.visioncritical.com/cx-expert-predictions/. [Accessed 26 Aug 2016].
  10. Forrester Research. 2015. 2016: CX Leaders Will Adopt Agile, Insight-Led Innovation to Fuel Customer Obsession. [ONLINE] Available at http://blogs.forrester.com/deanna_laufer/15-11-11-2016_cx_leaders_will_adopt_agile_insight_led_innovation_to_fuel_customer_obsession. [Accessed 26 Aug 2016].
  11. Forrester Research. 2016. Customer Experience Drives Revenue Growth, 2016. [ONLINE] Available at https://www.forrester.com/report/Does+Customer+Experience+Really+Drive+Business+Success/-/E-RES125102. [Accessed 26 Aug 2016].
  12. Watermark Consulting. 2015. The 2015 Customer Experience ROI Study. [ONLINE] Available at http://www.watermarkconsult.net/blog/2015/06/02/the-2015-customer-experience-roi-study/. [Accessed 26 Aug 2016].
  13. Brian Solis. 2015. 26 Disruptive Tech Trends For 2016 – 2018.[ONLINE] Available at http://www.briansolis.com/2016/02/26-disruptive-tech-trends-2016-2018/. [Accessed 26 Aug 2016].
  14. Vision Critical. 2016. Apple’s latest social media move focuses on customer experience. [ONLINE] Available at https://www.visioncritical.com/apple-twitter-support-and-cx/. [Accessed 26 Aug 2016].
  15. 2016. Mayday: Get Help on Your Fire Tablet. [ONLINE] Available at https://www.amazon.com/gp/help/customer/display.html?nodeId=201540070. [Accessed 26 Aug 2016].
  16. Adobe. 2016. Digital Trends for 2016. [ONLINE] Available at http://offers.adobe.com/en/uk/marketing/landings/econsultancy_digital_trends_2016_report.html.
    [Accessed 26 Aug 2016].
  17. 2016. When the customer experience is always right. [ONLINE] Available at http://www.adnews.com.au/news/when-the-customer-experience-is-always-right. [Accessed 26 Aug 2016].
  18. Vision Critical. 2015. Why customer intelligence needs to be a bigger part of the marketing technology stack. [ONLINE] Available at https://www.visioncritical.com/customer-intelligence-and-the-marketing-stack/. [Accessed 26 Aug 2016].
  19. Vision Critical. 2016. The Enterprise Guide to Customer Intelligence. [ONLINE] Available at https://www.visioncritical.com/resources/guide-to-customer-intelligence/. [Accessed 26 Aug 2016].
  20. Vision Critical. 2015. #NoSpamSurveys: Why ad hoc, unwanted surveys need to go. [ONLINE] Available at https://www.visioncritical.com/no-spam-surveys/. [Accessed 26 Aug 2016].
  21. Beyond Philosophy. 2016. What is Customer Experience (CX)? [ONLINE] Available at https://beyondphilosophy.com/customer-experience/. [Accessed 26 Aug 2016].
  22. 2016. Customer experience metrics: a brief guide on how to measure CX. [ONLINE] Available at https://www.usertesting.com/blog/2016/05/19/customer-experience-metrics/. [Accessed 26 Aug 2016]
  23. 2016. Do You Know Your Customer Effort Score? [ONLINE} Available at https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/. [Accessed 26 Aug 2016]
  24. 2016. Implementing These Top Four Strategies Can Improve Customer Experience Management and Visibility Into CX Metrics. [ONLINE] Available at http://www.genesys.com/solutions/customer-experience/best-practices. [Accessed 26 Aug 2016]
  25. 2016. Churn Rate. [ONLINE] Available at http://www.investopedia.com/terms/c/churnrate.asp. [Accessed 26 Aug 2016]
  26. 2012. Customer Experience (CX) Metrics and Key Performance Indicators. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/09/cx-metrics-kpi-dictionary-1957374.pdf. [Accessed 26 Aug 2016]

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This week we look at traditional marketing and digital marketing. This 5-minute read won’t be the final word, but you will have enough to think about what is best for your business. Traditional or digital?

You’re thinking of marketing your company’s products and services. Like every other company, you feel you need and want a website. You’re also thinking SEO, PPC, Twitter, eDMs, email marketing and social media. How about flyers, brochures, print advertisement in the local papers, 30-second time slot on the local radio or advertising on that billboard you pass by every morning on your way to work? Does any of that still work?

 

Death Prophecy of Print

Print is dead. Uh-huh.

We were promised, or so, the death of print since the 1990s. It is like the prophecy that never renounces itself or thoroughly crystallises. In Australia, we even began participating in the 2016 Census online.But that should be another story on its own.

In the UK, they are experiencing circulation growth of British current affairs magazines such as The New Statesman, Private Eye and The Spectator.2 The ABC reported half of the news and current affairs magazines they audited, increased their circulations in 2015.3

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

 

In India, you will find the largest English-language newspaper circulation. Her newspaper industry grew two-thirds to US$4.37 billion in 2010 from US$2.64 billion in 2005 according to EY.5  KPMG estimates regional Indian newspapers will grow between 12% to 14% for the next few years.Bear in mind, internet access is not prevalent in most areas of India. Radio, TV and newspapers remains the bread-and-butter channels of disseminating information there.5

In Australia, Fairfax Media effected seven rounds of redundancies since 2004. Its most recent in March 2016 impacting 120 journalists.6,7 The company has also closed down two news print sites, newsrooms, foreign bureaus, reported print advertising revenue down 14% in February 2016 and announced a major restructure where they waved “bye” to the editor-in-chief of the Age – Andrew Holden.7,8 Despite all that, in a released statement they still maintained they would continue to publish across print and digital.7

Newspaper print is a die-hard breed despite the rise and rise of digital.

 

The Future Paved with Print and Digital

Traditional has proven itself

As easy as it is to realise digital marketing is growing at the expense of traditional marketing methods, it is just as straightforward to acknowledge that traditional marketing still works. Certainly, there hasn’t been sufficient evidence to suggest we should write off classic advertising methods mainly because it has proven to work and still does.

We have also been exposed to traditional marketing way longer than digital marketing and it can easily reach a large audience, giving great exposure. That exposure breeds familiarity. Innate qualities within the human judgement and thinking process favours what we are familiar with. 9,10  Simply put, traditional marketing is familiar, trusted and we like it.

Use Digital to do some or more of your talking

The other reality is that the core principles of marketing hasn’t really changed, but the way we communicate has and we have also developed new tools to do that through the emergence of the internet and social media.

Each advertising medium carry their own strengths and weaknesses. It is important to understand each communication channel, so as to choose the most appropriate, to best deliver your message to your audience.

 

Have the Best of Both Worlds

Finding that balance

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

 

Also, the best of traditional and digital marketing have already amalgamated. For example, we used to only have paper panel billboards. Today we also have digital billboards – alight with LEDs and it’s a smart application of new digital technology.

Traditional and Digital Marketing Applications

Traditional and Digital Marketing Applications

 

Message, channel, customer

Craft the customer’s journey as to how you want the customer to know your brand, product or service.

  • Disseminate your brand and information through digital billboard, TV and print advertisements – incorporate “call-to-action” prompting the audience to look for more information on your website
  • On your website, continue those leads by building them into your database
  • Follow up those database leads with digital marketing tactics like social media, eDMs to build relationships with those customers

By integrating the best of both traditional and digital marketing, you expose your brand to more audiences, and you also cater to targeted audience demographically. You want to reach the masses and build personal relationships at different points of that customer journey.

Know and understand your customer, know what message you want to send them and choose the most appropriate communication channel.

Reach out to us. Desketing can help you define the customer journey for your business and build that winning marketing strategy.


Other related reading

6 Traditional Advertising Strategies That Still Work

http://yfsmagazine.com/2015/08/05/6-traditional-advertising-strategies-that-still-work/

Why Ebooks Are Inspiring A New Age of Print

http://www.huffingtonpost.com.au/entry/ebooks-new-age-print_n_2040602

92 Percent of Students Prefer Print Books, New Study Shows

http://www.huffingtonpost.com.au/entry/print-textbooks-vs-ebooks_us_56ba4091e4b0b40245c4534e

Paper Beats Digital In Many Ways, According to Neuroscience

http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#6be50b721aa2

 

References

  1. Australian Bureau of Statistics. 2016. Census of Population and Housing. [ONLINE] Available at https://stream20.census.abs.gov.au/eCensusWeb/welcome.jsp#top2. [Accessed 12 Aug 2016].
  2. The Guardian. 2016. Current affairs magazine are defying the death of print. [ONLINE] Available at https://www.theguardian.com/media-network/2016/mar/14/current-affairs-magazines-defying-death-print. [Accessed 12 Aug 2016].
  3. 2016. Current affairs magazine ABCs, 2015: Spectator, New Statesman, Private Eye and Economist all grow in election year. [ONLINE] Available at http://www.pressgazette.co.uk/current-affairs-magazine-abcs-2015-spectator-new-statesman-private-eye-and-economist-all-grow. [Accessed 12 Aug 2016]
  4. 2016. Magazine ABCs: Private Eye print sales rise to 30-year-high as Economist reports 1.5m global circulation. [ONLINE] Available at http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/. [Accessed 12 Aug 2016]
  5. 2016. Print Media Isn’t Dead, It’s Just Moved. [ONLINE]. Available at http://www.forbes.com/sites/freddiedawson/2016/01/31/print-media-isnt-dead-its-just-moved/#46186dea9dc8. [Accessed 12 Aug 2016].
  6. The Conversation. 2016. Journalism isn’t dying – there’s even room for optimism about print. [ONLINE] Available at http://theconversation.com/journalism-isnt-dying-theres-even-room-for-optimism-about-print-56622. [Accessed 12 Aug 2016].
  7. The Guardian. 2016. Fairfax Media journalists on strike until Monday after 120 jobs axed. [ONLINE] Available at https://www.theguardian.com/media/2016/mar/17/fairfax-media-to-shed-120-journalists-in-attempt-to-slash-costs. [Accessed 12 Aug 2016].
  8. The Guardian. 2016. The Age editor-in-chief Andrew Holden quits as Fairfax Media restructures. [ONLINE] Available at https://www.theguardian.com/media/2016/feb/17/the-age-editor-in-chief-andrew-holden-quits-as-fairfax-media-restructures . [Accessed 12 Aug 2016].
  9. CustomerThink Corporation. 2016. Why Traditional Marketing Hasn’t Died. [ONLINE] Available at http://customerthink.com/why-traditional-marketing-hasnt-died/ . [Accessed 12 Aug 2016].
  10. 2016. Mere-exposure effect. [ONLINE] Available at https://en.wikipedia.org/wiki/Mere-exposure_effect. [Accessed 12 Aug 2016].

 


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