We all know how much the marketing landscape can change from one year to another. For the past nine years, WARC has been publishing their annual Marketing Toolkit, which features likely marketing changes in the year to come and tips on how to combat them.
In this blog, we’ll take a look at some of these anticipated changes, how they might affect property marketers and how we can best implement these in our property marketing strategy. Let’s jump straight in!
1. Walled gardens
Companies such a Facebook and Google are working hard on keeping its users inside their respective ecosystems – and you’ve likely already started noticing some changes.
When you Google something today, how often are you served the answer you’re looking for without even having to click through to a different page? Or if you’ve looked up an event on Facebook, have you noticed you’re now able to purchase tickets right there and then, without being redirected?
Their increased focus on keeping users within their platforms means that marketers will have to change how we use these platforms. We can no longer post a short caption with a link for more information (in case you haven’t already noticed, link posts aren’t performing as well on Facebook anymore) – all the necessary information needs to be available upfront.
And if you’re hosting an open-day or first homebuyer seminar, consider adding it to Google Maps – Google will reward you for this.
In short, if you want Google and Facebook to promote your content, you’ll have to play by their rules, and right now that means playing within their walls as much as you can.
2. Environmental impact
Unless you’ve lived under a rock the past year, you most likely recognise the name, Greta Thunberg. Along with millions of other teens and young adults (and a fair number of older adults, too), she has been school striking to get politicians to take climate change more seriously.
This has led to more and more companies re-evaluating their environmental footprint (partly to stay in the good books of the younger generations).
As property marketers, we don’t only need to consider how what we’re doing is impacting the environment, we also need to provide guidance to upper management regarding social talk, how our competitors are approaching the situation and what type of changes our companies can implement that’ll be viewed as meaningful to our target audiences.
3. Long-term approach
Gone are the days when our marketing tactics could be short-term thinking. Putting out a new message every two weeks, or offering discounts and rebates, and hoping that people will come running will not work in 2020.
Marketers will have to take a long-term approach when it comes to their marketing tactics. Gather your team and work together to come up with an approach that encompasses your overall objectives and what you’ll need to do to achieve them. Dig deep and outline a detailed marketing plan for the entire year – and make sure everyone in your organisation is on the same page! They need to know what the goals that you’re working towards are and how your marketing plan will help achieve them.
4. AI and voice assistants
There’s been a lot of talk about AI and voice assistants in recent years, but so far, most people and companies still aren’t using the technology.
While the voice assistant revolution is still some way off, there are different ways companies can start using AI.
Do you receive many of the same questions of Facebook Messenger? Like, when is your display village open? Or, when will new land be released? Consider using a messenger bot to help manage these questions. The bot could also serve as a type of news distributer where people can sign up for updates (you can promote everything from land releases to community events).
The Cambridge Analytica scandal might be a few years old now, but it doesn’t mean it’s any less relevant in 2020.
The Australian Government is currently (as of late 2019) conducting a digital platforms inquiry, where they’re looking at the use of, and the handling of, private user-data by large digital corporations (Google, Facebook, Amazon, etc.). It’s very likely that we’ll see an Australian version of Europe’s GDPR law presented next year. This will especially affect anyone in the marketing industry. Tactics that we are currently using, such as retargeting and sharing our user database across different platforms and services, might be something we can’t do anymore.
These changes are inevitable and we’re all best off considering what we can do to be better prepared.
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