2018 Market Insights from Long & Co - Part 1

Messenger Chat Long & Co

1.     Artificial Intelligence (AI) Will Grow in 2018

AI is not new - in fact, you probably already interact with marketing AI on a regular basis when you see ads on social media. According to this article, 53% of people are more likely to purchase from a business they can chat with via a chat app.

Long & Co are using AI via Facebook Messenger. It’s automated to the point of ‘hello, how can we help’ and then we’re alerted on our side and respond accordingly. 

 

2. You have your content strategy, now what?

You might have blogged in 2017, but your customers consume content across a range of formats in 2018. Your content needs to be where they are. Partner with people who are great at:


·       Strategy development and execution

·       Communications and branding

 Skateboard girl, a local influencer 

Skateboard girl, a local influencer 

·       Video production and editing

·       Graphic design, illustration, and editing

·       Audio editing and production skills

·       Content optimisation in multiple formats

·       Content distribution and promotion

·       Advertising and media buying

·       Analytics, metrics, and reporting.

 

3. Influencers will help elevate your content - but not all influencers are equal.

Content marketing is a leading strategy, but we’re running into a problem: saturation. Most brands with a website have some kind of content strategy, and social media networks are full to bursting with content producers fighting for visibility.

That’s why in 2018, we think the power of influencers will keep rising. Rather than fighting in a crowded market place, brands will seek out influencers who have built their own audiences already. These influencers can reduce the volume of content being produced, give brands a leg-up in online visibility and reputation.

A quick search for influencers in Newcastle brought up the profile on the right.

How do you find influencers relevant to your industry? Just search up your city in Instagram>Places and check out the top 9 posts on a regular basis. But hey; not all influencers are equal. There will be a gap forming between the true influencers approaching celebrity status, and the hanger-oners.

  

4. Big data to smaller businesses.

Big data has been a trend for a few years now, but it’s mostly been confined to big business. As happens with most new trends, they slowly become available to the masses and now its SME's turn. Three simple ways you can leverage big data right now:

1.     Social media -  your customers are social. Look at what they’re interested in, engage!

2.     Trending keywords – use Google trends to determine what is on people minds.

3.     Pre-empt your customers’ purchase behaviour – look at your database and identify your customers previous purchases, what they’ve looked at online and (if you’re an online business) what they’ve added to their carts. 

 Add-to-cart using big data. Photo @kaioberhauser

Add-to-cart using big data. Photo @kaioberhauser

5. Audio

Nobody expected the smart speaker industry to blow up the way it did in 2017. Following Christmas Day, Amazon triumphantly announced the Echo Dot was the best-selling product of the holiday season on its website. 

Around the same time, the Alexa app also made its way to the No. 1 spot on the App Store for the first time, and the Google Home app managed to sneak into the top ten (if only for a brief moment).

Are you using Siri yet? We are...

About Long & Co:

Long & Co is a marketing company based in Newcastle with clients locally and in Sydney. We have one purpose and that is to help our clients go to the next level by unlocking their marketing potential. We do this by partnering with our clients, starting with strategy and then skilfully implementing.

Our expertise in strategy, creative, production and media delivers work that drives actual business results. We market for today, we love emerging technology and we grow because our clients do.

Long & Co