4 Marketing & Communications
Trends to Watch in 2019
Happy 2019! At KMG, we are intentional about looking ahead, which helps us position our clients for success. As expert communicators, we recognize how fast the marketing landscape can shift. By staying on top of changing trends, we can more effectively help our clients cut through the noise and convey a clear and concise vision for their companies.
Here are 4 key trends to watch in 2019.
1. Stories on Social Media
Over 970 million accounts across Instagram, Facebook, Snapchat and WhatsApp use stories daily (Josh Constantine, Tech Crunch), and according to Facebook Chief Product Officer, Chris Cox, “the Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.”
As communicators we need to constantly monitor how our intended audiences are consuming information. Stories are rapidly positioning themselves as the ideal way to reach customers, whether through paid promotions in stories, engaging an influencer to live-post from your event or simply by incorporating regular stories into your social media strategy.
2. Changing How We Measure Success
The risk of relying exclusively on social media metrics such as “likes,” “follows” and “post reach” that fit neatly into a spreadsheet, is that this can sometimes take precedence over the big picture. We often see companies rely on these metrics as the be-all and end-all of tracking success. It is equally as important to realize that “all data … is built upon human judgement … Somebody, at some point, decided what data to collect, how to organize it, how to present it, and how to infer meaning from it” (Clayton M. Christensen, Competing Against Luck).
At KMG we measure creatively and targeted around clients' key objectives, using concrete data as well as qualitative measurements. While not always as easy to quantify and track, well rounded data helps complete the picture. In the end, we’re not managing to “likes” or “reach” but rather to our clients' business results and performance. Who says marketing can't be measured?
3. The Rise of Micro-Influencers.
Brands have long been teaming up with celebrities to promote their products, whether through commercials, product placement or sponsored posts on social media. With hundreds of thousands to even millions of followers online, engaging these macro-influencers seemed like an ideal way to capture a large audience.
However, for small to midsize businesses, engaging a large-scale influencer is financially impossible. As Dinah Wisenberg Brin writes in Forbes, “micro-influencers, even though they have smaller audiences, have a more engaged and targeted following, leading to better use of money spent.” Beyond allowing access to a smaller, more targeted set of followers, customers are more likely to take advice from someone they see as a “real person.”
KMG is discerning when partnering with bloggers and influencers to ensure their brand aligns with our clients and that they provide strategic lift in individual editorial focus areas.
In Google’s guide to creating Micro-Moments we learn that the average person checks their phone 150 times a day, but each session averages only 1 minute and 10 seconds. Our goal as communicators in 2019 is to make our messages as concise and consumable as possible.
Each year over 73 billion phone calls originate from a mobile search. People are making faster and faster decisions on what they want to buy, where they want to eat or where they want to go. Our job is to capitalize on this behavior by making our brands more searchable on google maps, social media, youtube or wherever we discover our customers are looking for information.