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2019 New Year industry insights

Gough Bailey Wright

• Goodwill to all approach

A recent poll featured on Campaign Live found that people a) want fundamental change in the world, and b) want businesses to drive it. High profile communications campaigns in 2018 that mirror the trend include Iceland palm oil ban, Tesco paying the tax on tampons on behalf of customers and Walkers introducing a crisp-packet recycling scheme.

From Apple telling us how much time we’re spending on our iPhones to help manage our screen time, to Sainsbury’s introducing labels for "food-bank friendly" products, guiding consumers to make better choices – and be more accountable for them – isn’t just great CSR, it’s something people actively want.

An ethical approach to communications make business sense, just look at the spike in Nike’s sales after it engaged civil-rights activist and American football player Colin Kaepernick.

• Content is still king

In 2019 you must have a content marketing plan that helps you align your content to your business goals.

According to Social Media Today, smart marketers are already working on their plans, and are likely have a content calendar designed to delight and engage their audiences.

Did you know that 78% of consumers say that personally relevant content increases their purchase intent?

Consumers and decision makers are getting smart at avoiding clickbait, and they're seeking for real content that can help solve their problems quickly and easily.

They want you to earn their trust. Our greatest asset as humans is time.

Respect the timeline and mindshare of your readers, viewers and listeners and they will love you for it, and they'll reward you with organic reach and amplification of your brand as they share your amazing content with their friends and colleagues.

• Influencers

The Drum states influencers aren’t going anywhere; but (much like the blackfishing scandal that blew up on Instagram) the world is waking up to the charlatans, the false followers and false views.

Influencer marketing is not about finding a big name and bribing them to post about you on their own platforms and social channels.

Real results take work. Choosing the right, relevant influencers is crucial, as is a well thought out strategy.

Approach each partnership with co-created content specific to their audience in line with your objectives.

• Search

Big changes are coming with search, and marketers simply cannot ignore the power of voice. Build in responses to FAQs with quick responses.

Think about the words people say, not just what they're likely to type via keyboard. Also, according to Eli Schwartz, in an article on Search Engine Journal, 2019 will be the year where SEO is not just about Google and brands will have to take into account other engines.

If you’re looking to work with an agency in the most effective way for your business, then please don’t hesitate to give us a call on 01527 579555, we’d be happy to help.