3 Digital Marketing trends that can lift your brand
Jesper Konggaard has a masters degree in Business Communication with Spanish from Aarhus University, Denmark. He loves to express himself creatively and play with the language – both in Danish and in foreign languages. A piece of well thought and creatively executed communication can really touch him, he says. In addition to written communication, he also has a keen interest in visual communication, photography and graphic design, and he combined the textual with the visual by writing a thesis on memes in marketing. He loves to experience new countries and places – and preferably those that are not similar to Denmark. One of the best things he knows are high mountains. He works as a marketing coordinator at Waoo, where he is able to express his passion for customer-oriented communication.
The tourism industry is experiencing a rapid technological development. Sometimes, it can be difficult to get an overview of the many new opportunities to market your business. Therefore, I have compiled three important Digital Marketing trends that can give your brand a creative edge over its competitors.
Virtual Reality – the ultimate “show it, don’t tell it”
The old guideline of “show it, don’t tell it” has improved lots of communication and marketing campaigns over time, and made content more catchy and compelling.
Wouldn’t it be much nicer to show your customers what experiences you can give them, instead simply telling them about it? This can be done using Virtual Reality (VR). VR typically consists of visual experiences as videos. But it is much more than just a video! With VR, you can let potential customers feel what it’s like to be physically present in your location, while still sitting in front of the computer screen.
This is because VR technology uses the human depth vision that VR recreates, thereby making the viewer believe that he is looking at a three-dimensional world. S,o VR makes a visual experience feel far more real-life than traditional video.
For the same reason, many companies use VR as expanded video marketing, for example, in the form of 360° video. Here the viewer can interact with the video content by “dragging” around the mouse in a vibrant 360° universe. In this way, the viewers or customers come naturally to the center of the experience and can explore various services and facilities on their own.
A beautiful example of the use of the 360° video comes from the Australian airline Qantas, which in collaboration with Samsung has created fantastic video marketing campaigns for various destinations in Australia. Feel it yourself in this video, where you get a realistic experience of Hamilton Island:
Artificial intelligence – meet your new tireless employee
Artificial intelligence (AI) is another popular tech concept that has existed for some time, but has only really begun to enter the tourism industry. AI deals with the ability of machines to demonstrate intelligence and solve problems that require some form of human intelligence.
AI can look different, but you can think of AI as your new tireless employee who performs consistently high-quality tasks, 24 hours a day, with no break and no human error. This can be in the form of a chatbot that talks with your customers on various digital platforms, or a physical robotic concierge that welcomes and chats with your guests.
Here, Accenture’s Matt Lancaster explains how AI can be used to create a more “frictionless” customer experience in the tourism industry:
Influencer marketing – no, it doesn’t have to be a celebrity
Although influencer marketing has gradually gained a bit of a bad reputation in the marketing industry, there are several studies that emphasize the positive effect of using influencer marketing. This marketing strategy, which utilizes people’s influence to activate buyers, is far from new, but its use has exploded in recent years, and has proven to be a profitable solution for many brands.
The popularity of influencer marketing is first and foremost based in studies that have shown that consumers trust friends, family and other consumers more than brands. According to a study, 44% of consumers between the ages of 25 and 34 trust what an influencer says about a brand, while only 21% trust what a brand says about itself (source). Influencers can thus act as more credible brand partners.
Today, influencer marketing fortunately does not require an expensive celebrity influencer. Influencers come in both micro and macro. The macro influencer is typically a well-known person with a lot of followers, but according to Adweek, the micro-influencer is actually up to seven times more effective (source).
In this mini-guide, I have described three Digital Marketing trends that, with relatively few funds, can lift brands in the tourism industry to new heights, and also help to create happier and more inquisitive customers. Of course, there are many other marketing tools out there, but the three above can undoubtedly create great results for your tourism business if used properly!