Destination weddings enable couples, their loved ones and friends to travel to a special location to celebrate their weddings. In a post-pandemic world, destination weddings are growing in popularity as couples create memorable experiences for themselves and their loved ones.
Did you know . . .
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares the top destination wedding trends in a post Covid-19 world.
Couples are embracing historical themes – historical figures and events –in their destination weddings. Popular historical themes include ancient ruins of Rome, the mystique of Egypt and the heritage of Greece as the backdrop for their wedding. “In 2023, 42 percent of destination weddings will have historical or cultural themes, bringing to life past civilizations as couples celebrate their union.” (Source: The Knot)
Couples are carefully planning every aspect of their weddings, from the venue choice to the décor, to capture the grandeur of earlier eras. The past has been effortlessly incorporated into the present – couples are saying their wedding vows in venues with Egyptian art, Roman-style columns and gladiator themes.
Destination Weddings Mood Boards
Couples that value aesthetics are going over and above to create a seamless destination wedding experience. Mood boards enable couples to display the bridal and guest attire and wedding themes. Mood boards also foster a sense of inclusivity and unity because couples are providing guests with visual signals about the wedding experience.
These mood boards provide visitors with a glimpse into the couple's plans for destination weddings – black tie wedding at a majestic castle or a whimsical seaside beach wedding. Often, the mood boards are shared on social media so everyone stays abreast of the destination wedding details.
Experiences With Cultural Immersion
Couples are incorporating local culture into their destination weddings by incorporating local customs, cuisine, and traditions to the destination wedding, couples capture the essence of the “Eighty-seven percent of couples take cultural factors into account when planning their wedding.” (Source: WeddingWire).
Couples immerse themselves and their guests in the richness of the local culture by including local art and music as well as customary traditions and rituals. This trend encourages a closer bond between the couple, their guests, and the place itself in addition to providing a one-of-a-kind and unforgettable event. Guests leave the destination wedding feeling as though they had a genuine cultural interaction.
Centrally Located Wedding
Couples are seeking a central place for a destination wedding since some couples have loved ones living in different parts of the world. The "meet-me-in-the-middle-weddings" enables all family members to participate in the destination wedding without incurring huge travel expenses.
Couples are also choosing vacation locations that embody an adventurous and celebratory mood. Couples are still selecting centrally located destinations that reflect the couples’ values to create special memories with their families and friends.
Destination weddings are a lucrative sector of the travel industry. Our team of travel and lifestyle public relations professionals are here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc
Wellness travel enhances travelers' health and well-being through physical, mental, and spiritual activities. Popular wellness experiences includes “spa, mineral springs, yoga and meditation retreats, skiing, hiking, pilates” according to Research and Markets.
Did you know . . .
“The global wellness tourism market is expected to reach US $2.1 trillion by 2030. The market is expected to expand at a compound annual growth rate (CAGR of 12.42 percent from 2023 to 2030.” (Source: Research and Markets)
“20 percent of all travelers are wellness tourists, of whom 78 percent say their vacations benefited their mental and physical well-being and 51 percent believe their vacations aided in their recovery from disease.” (Source: Wellness & Destinations).
“Wellness vacations are trending: 73 percent of respondents say they are planning vacations around improving their physical and emotional health, 68 percent say they are picking travel destinations in nature to help with mental clarity, and 43 percent say they have selected a hotel based on its spa and wellness amenities.” (Source: Forbes)
“17 percent of the wellness population is younger than 34. This demonstrates that wellness tourism is popular throughout all age groups and is not simply for the young. The rising selection of low-cost to high-end wellness tourism could help a wider spectrum of health seekers, not just those who cater to a wealthy audience.” (Source: Be Blissful Travel)
To help wellness marketers capture their share of voice and share of the market, Allen Marketing Communications, Inc., a boutique travel, wellness and lifestyle public relations agency based in New York City, spotlights the key wellness trends.
Active & Adventure Wellness: Adrenaline With A Purpose
Adventure travelers are embracing the wellness industry. Travelers have the chance to embrace heart-racing activities with a greater feeling of purpose thanks to active and adventure wellness experiences.
Adventure travelers place a high value on activities that encourage physical activity and mental health. The wellness tourism industry has seen a huge increase in demand for adventurous adventures like hiking, cycling, rock climbing, and more. This propensity for adventure with purpose highlights the all-encompassing mindset travelers are adopting, realizing that thrilling adventures can be both reinvigorating and transforming.
Mindfulness And Meditation Getaways
Mental wellness escapes such as mindfulness and meditation retreats have exploded in popularity during the Covid-19 pandemic. Travelers can escape the pressures of modern lifes and delve into the depths of inner calm and self-awareness.
Research shows “a whopping $639.4 billion in wellness tourism related to mental health.” (Source: Global Wellness Institute). This financial information supports the idea that travelers value mind-nourishing experiences more and more.
There has been “a 73 percent increase in reservations for meditation retreats has been reported as a result of the use of meditation applications like Headspace and Calm (Source: Tripadvisor). The meditation and mindfulness retreats are transforming into sanctuaries to support emotional balance and personal growth.
Nature immersion excursions are a growing sector of the wellness travel industry. The Covid-19 pandemic has sparked an interest in developing a closer connection with nature. Nature immersion vacations have been shown to have healing properties from the natural surroundings.
Research shows “a significant 42 percent increase in travelers looking for outdoor experiences in pristine natural surroundings.” (Source: Global Wellness Summit) demonstrate the exponential expansion of this trend. The therapeutic benefits of the Japanese practice of "shinrin-yoku," also known as forest bathing, has been shown to reduce stress and enhance a person’s mood.
Digital Detox Escapes
The way we work, communicate, and travel the world has been completely transformed by the digital era. Digital burnout is a new type of stress brought on by the constant connectivity that comes with our digital devices.
Digital detox vacations are becoming more popular as people realize the benefits of switching off from all electronic devices and living in the moment. The digital detox retreats give visitors the chance to disconnect from technology and focus instead on their surroundings, other people, and introspection.
“A startling 86 percent of individuals in the US, check social media, emails, and texts on a frequent basis raises stress levels.” (Source: American Psychological Association). There has been a considerable change in travelers' tastes as a result of the increased understanding of the negative consequences of excessive screen time.
“Bookings at wellness retreats and resorts that provide structured digital detox programs have increased by an astounding 52 percent just in the last year.” (Source: Wellness Tourism Association). As a result of this trend, travelers are being encouraged to place a higher priority on mental refreshment and connection with their surroundings. It also highlights the growing demand to escape from the constant digital noise in our lives.
Sustainable Travel Vacations
The wellness industry is dedicated to sustainable practices to protect the environment. Travelers today want to know what steps the hotel or resort they are staying at takes to lessen its environmental impact.
Wellness travelers are choosing eco-friendly towns and sustainable locations to do their part to protect the environment. Whether it's participating in a conservation program, using recycled materials in construction, or providing pull-chain showers, visitors want to know that their money is going to a place that has little impact on the environment.
Wellness travelers are developing a meaningful connection with themselves by embracing digital detox, nature immersion, mindfulness and meditation, gastronomic wellbeing, and active and adventure experiences. Our team of wellness travel professionals can help marketers maximize their full potential in this industry.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Family travel – parents traveling with kids, skip trips (grandparents traveling with grandchildren) and multigenerational travel – has started to rebound in a post Covid-19 world. Families are embracing immersive experiences to create memories of a lifetime and to make up for the time lost due to the pandemic restrictions.
Did you know . . .
● “Family travel is on the rise, with families making up 63 percent of leisure travel and 30 percent of global tourism. (Source: Gitnux Market Data)
● “Millennials take an average of 2.6 trips annually and those with families tend to travel more than couples or even solo travelers. (Source: Dream Big Travel Far Blog)
● “The average family of four spends $3,835 a year on travel.” (Source: Dream Big Travel Far Blog)
● “Sustainable options are a crucial factor that parents consider while making trip plans. Parents explore sustainable travel options at a rate of 94 percent, higher than the national average of 90 percent.” (Source: Sustainable Travel Study).
● According to an inclusive travel insights report,” even if it were more expensive, 76 percent of parents would pick a travel choice that was more accommodating to all sorts of travelers.”
Family travel has assumed new dimensions that are reshaping how we view the globe, driven by evolving lifestyles, technological breakthroughs, and world events. In a post Covid-19 world, families will use travel agents to find the best value for their bucket list trip especially with the rising cost of inflation.
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, explores the top five family travel trends that are offering life-changing adventures and remarkable experiences.
Fostering Intergenerational Bonds Through Multigenerational Travel
Family travel has embraced intergenerational travel to foster family reunions and build lasting connections. Traditionally, family vacations involved parents traveling with their kids to see the world. Now. grandparents, aunts, uncles, and cousins join the family outing, resulting in a pleasant blending of generations traveling together.
“A startling 52 percent of grandparents said that spending time with their grandkids is their main reason for traveling.” (Source: AARP survey). Family ties can be strengthened and a wealth of priceless memories can be created by the emotional bonds formed through shared experiences.
Experiential and Adventure Travel: Seeking Excitement And Bonding Moments
Families are embracing challenging and thrilling activities by moving outside of their comfort zones. “40 percent of adventure travelers are parents, a statistic that highlights the rising appeal of adventurous and active family vacations.” (Source: Adventure Travel Trade Association).
Family vacations now emphasize hiking, wildlife encounters, cultural immersion, and heart-pounding thrills. Beyond the desire for excitement, these encounters offer beneficial chances for family bonding by allowing them to enjoy triumphant and educational moments.
Exploration-Based Education: Outside The Classroom
The idea of learning has expanded beyond the walls of the classroom to include family vacations. Parents are increasingly looking for educational opportunities that can delight their kids while also making history come alive on vacation. “A startling 76 percent of parents think that travel improves their kids' academic performance and chances for success in the future.” (Source: U.S. Travel Association).
Research shows parents are spending their vacations visiting historical sites, museums, cultural landmarks, and immersive workshops. A new era of family travel has emerged as a result of the blending of education and leisure, where discovery serves to extend perspectives and cultivate a passion for learning that lasts a lifetime.
Eco-Aware Vacations: Sustainable And Responsive Travel
Families' travel decisions have been considerably impacted by the increased knowledge of environmental issues. Planning a trip now heavily emphasizes sustainability and ethical tourism. “A significant 74 percent of American travelers indicate a desire to stay in eco-friendly accommodations,” according to a Booking.com survey.
Families are being lured in greater numbers to locations that have an emphasis on conservation, reducing their carbon footprint and enhancing local communities. This development is a result of a concerted effort to protect the allure and beauty of popular tourism sites for upcoming generations.
Technological Explorations: Crossing The Digital Divide
It's not surprising that family travel has embraced digital tools to improve the travel experience. Although print and digital guidebooks are trusted sources for planning vacations, “85 percent of families now use cell phones to find their way about and schedule their activities.” (Source: Family Travel Association).
Technology has completely transformed the travel experience, from locating and reserving hotels to learning about nearby attractions through user-friendly travel apps. In addition, technology has given families the freedom to completely personalize their vacations.
It is important to comprehend what family travelers want in order to capitalize on the high demand for international travel. These trends act as a compass directing families towards an exciting and transformative travel experience in an ever changing world.
Our team of talented travel public relations professionals are here to help family travel marketers tap into this lucrative market.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Special event marketing is an excellent way to build brand awareness, educate first time and repeat consumers, and even generate data with leads for individuals interested in a particular product or service. The event marketing industry has evolved especially during the Covid-19 pandemic to include new event mobile apps, social media and other technologies to transform how consumers interact with brands.
Verified Market Research expects “the global events industry to bring a whopping $2.19 trillion by 2028 – quite an uptick from the $887 billion the market commanded in 2020.” (Source: Bizzaboo). Other key findings include the following information.
In addition, the event marketing industry has embraced new terms such as the FOMO (fear of missing out) factor. Event planners must create unique, one of a kind experiences to build engagement with first time and repeat customers.
To help savvy marketers stay abreast of industry changes, Allen Marketing Communications, Inc, a Special Event Management Agency in NYC, will spotlights five new special event developments.
Omnichannel Event Experience
Omnichannel event strategy often includes personalized messages focusing on what the customer wants to read, hear and see in a pre-, during and post-event strategy. Research shows that “campaigns using three or more omnichannel marketing channels outperformed single-channel campaigns in terms of purchase rate by 287 percent.” (Source: Omnisend)
Omnichannel events are a new way for marketers to create a journey for customers using many digital channels with targeted messages. The consumer experience begins before a company starts an event and lasts long after the completion of the event. Brands ROI often increases with an omnichannel event strategy.
A Single Event Digital Platform
Event attendees seek immersive and interactive experiences and they prefer to take an active role in live, recorded, hybrid and on-demand events. It is important to find an event technology solution to meet a company’s digital needs.
“To meet their objectives, 19 percent of marketers currently manage four to seven separate event technology providers, which takes time and resources. Marketers should decide what their general event needs are and then choose partners who can fulfill those needs.” (Source: The Forrester).
Digital engagement on a single event platform provides participants with a uniform, seamless experience, reducing friction brought on by navigating between several platforms. Users' overall event experiences are improved by the ease with which they may move through different event components.
A single platform also makes it possible for organizers to collect and analyze data gaining deep insights into attendees' preferences and behavior. The data can then be applied to customize experiences, focus marketing initiatives, and enhance upcoming events.
Event Mobile Apps
Consumers use mobile devices to access event information. Research shows that “52 percent of attendees at events use cell phones.” (Source: Eventbrite). As more individuals get comfortable using mobile devices, it is anticipated that this event trend will continue to gather information about events.
“According to 72 percent of event organizations, today's event management depends heavily on event technologies.” (Source: Bizzabo) The apps allow users to search for events, view timetables, make reservations, and even purchase tickets. Although these applications aren't as widely used as other forms of social media yet, mobile apps are starting to have an impact on the event industry.
“The mobile apps have completely changed how we connect with live events by providing a fun, interactive platform that enhances and supplements the in-person experience. It appears they're here to stay, as 78 percent of businesses who employ mobile event apps claim that they improve their event ROI.” (Source: Markletic).
Hybrid events enhance a company’s ROI. Event planners are leveraging mobile event apps to offer a seamless in-person and digital experience. Research shows that “71 percent of businesses with 5000+ employees planned hybrid events in 2022.” (Source: Markletic)
Event planners are leveraging mobile event apps to create in-person events that are entirely digital. Attendees can now access interactive Q&A sessions, digital maps, live updates, personalized timetables, networking opportunities, and all of this right at their fingertips. The apps also enable real-time polling and feedback, resulting in a lively and engaging event setting.
Post Event Surveys Provide Original Data From Live Events
Original data from events - live and digital – can still give businesses a crucial competitive edge about its target. Research shows “83 percent of customers are eager to contribute their data.” (Source: Accenture).
Consumers will complete post event surveys to provide event organizers with invaluable feedback 1) to improve the current event and 2) to enhance the customer experience.
Marketers, in turn, will gain invaluable insight about their audience and make adjustments for future events by looking for areas for improvement based on the survey findings.
Our Special Event Management Agency in New York City can give clients a competitive advantage to keep their brands top of mind with their customers.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Have you heard the saying “a healthy body equals a healthy mind”? Well, these age old comments are becoming less of a saying and more of a way of living as we gain insight into the correlation between nutrition and mental health.
Mood foods promote overall well-being, boost energy levels, relieve stress and can improve your overall mood. The way we fuel our body translates to how we fuel our mind shows a direct correlation between nutrition and mental health. According to a dietician from the Mayo Clinic, “high-quality diets are correlated with feel-good hormones, such as serotonin and dopamine." So what foods get us in touch with those feel-good hormones?
Research shows that foods with healthy fats, high fiber, essential amino acids, B vitamins, antioxidants, and other nutrients are successful in promoting wellbeing. The need for foods to boost your mood has accelerated during the Covid-19 pandemic. “Estimates from the American Psychological Association indicate that rates of anxiety and depression are up by approximately 25 percent since the pandemic began.” (Source: Inner City Health Central)
Consumers have become more health conscious seeking natural ways to boost their mood through food. Allen Marketing Communications, Inc., a boutique food and beverage public relations agency, highlights key trends with foods to boost your mood.
Fruits and Vegetables
“Fruits and vegetables contain a wide variety of brain - healthy and mood - enhancing vitamins, minerals, antioxidants, healthy fats, and more that have beneficial impacts on our mind and our bodies.” (Source: Marie Molde, RD) Obviously fruits and vegetables can never go overserved, but certain fruits and vegetables go the extra mile in boosting your mood.
Blackberries, blueberries and raspberries are rich with antioxidants and anti-inflammatory properties and these berries help reduce stress. Vitamin B6 from bananas and vitamin C from oranges have been proven to boost cognitive functions.
Apples “are full of fiber that acts as a prebiotic, which is great for gut-brain connection. Plus, they’re full of antioxidants known as quercetin, which helps fuel feel good neurotransmitters in the brain.” (Source: Patricia Bannan, an internationally recognized MS, RDN). Leafy greens vegetables such as spinach, arugula, and kale should always be a go to as they are full of magnesium and folate which help reduce anxiety.
Broccoli, brussels sprouts, cauliflower, and cabbage all have large amounts of chromium, which increases the levels of brain chemicals related to positive feelings, alertness, and energy.
Fish and Lean Meats
The omega-3 fatty acids found in fish helps restore and and protect the brain to elevate your spirits. Fish such as salmon, sardines, lake trout and tuna all provide these omega-3 fatty acids and have other minerals and vitamins important to mental wellbeing.
Meats are an important source of protein but it is important to shy away from red and processed meats and turn to lean meat that has more protein and less fat than other meats. Beef, chicken, and pork for example are an excellent source of iron which boosts energy and helps the body build strength.
Other Mood Boosting Foods
Nuts and seeds contain high amounts of plant-based proteins, fiber, and healthy fats. Cashews, peanuts, almonds, along with, sesame, pumpkin, sunflower, and chia seeds, all provide amino acids responsible for producing serotonin.
Fermented foods, such as yogurt and kombucha can help improve your gut health which is important to your mood. Look to fill your diet with oats, beans, lentils, low-fat dairy, and olive oil, all foods that contain the nutrients our brain needs to create a healthy mind.
Everybody loves a good mid-day snack. Research shows “consumers want to improve their diets through cleaner foods giving snack makers an opportunity to produce innovative health indulgences.” (Source: Food Navigator USA)
By Erin Stevens at Allen Marketing Communications, Inc.
Influencer marketing, a growing sector in social media marketing, leverages influencers and their word of mouth endorsement to create a favorable image for a product or service. It is an important marketing tactic for companies to connect and engage with savvy consumers.
Research shows that “when friends, relatives, or influencers post about a product or service, more than 80 percent of consumers either investigate it, buy it or consider buying it.” (Source: Businesswire). “It's understandable why the sector grew to $16.4 billion in 2022.” (Source: Forbes).
Other key findings include the following information.
“The market for influencer marketing platforms, however, is expected to reach a global value of $84.89 billion by 2028.” (Source: Influencer Marketing Hub)
“The fact that marketers will collectively spend over $4.5 billion on influencers by the year 2023 should not come as a surprise.” (Source: Grin)
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle consumer marketing agency offering influencer marketing services, showcases the current trends in influencer marketing.
Authenticity And Transparency In Campaigns Is Key To Build Credibility
Authenticity and transparency are essential for influencer marketing to gain credibility and trust. Influencers followers are more inclined to take their advice when it is sincere and transparent.
Additionally, a number of nations have laws requiring the disclosure of sponsored content to viewers. For instance, the FTC in the USA requires influencers to clearly state that content is sponsored to ensure transparency with the promotion. “Consumer criticism from influencers who choose not to disclose their relationships with brands can be detrimental to both the brand and the influencer.” (Source: Tapfiliate)
The Expansion Of Social Search
Social search has become more popular for users to do information searches on social media platforms rather than more established search engines such as Google or Bing. “Google estimates that TikTok and Instagram are the preferred search engines by 40 percent of young people over Google.” (Source: TechCrunch)
Social media sites provide a more interesting and tailored experience for Gen Z consumers. Social media algorithms provide users with relevant material more effectively because the algorithms are adapted to each user's interests and browsing history. Social media platforms also make it possible for users to access more user-generated content, which is regarded as being more relatable and reliable than conventional commercial content.
By working with influencers, it also helps to boost a company’s SEO visibility.
Video Use Will Increase Dramatically
Video content is one of the most often used formats for the consumption of information and the development of 5G and fiber internet have made it easier for individuals to access the content.
Users can now create and consume video content at the touch of a button on platforms such as TikTok, YouTube, Twitch, as well as features such as Instagram Reels and Snapchat Stories.
Research shows “more people share social media videos than both image and text information combined by almost 1200 percent.” (Source: G2 Crowd) This trend video content reaches a larger audience.
For both short and long-form material, most influencers use either TikTok or YouTube, and many use both to reach a larger following. “Sponsored author content generated over 107 million likes overall.” (Source: NeoReach)
A few creative firms have begun incorporating TikTok trends into their advertisements to market their goods. Consumers are unaware that they are seeing an advertisement, this factor leads to additional views.
Although there are still many applications for text and graphic content, video content creation has virtually unlimited potential for marketers.
The Popularity Of Live Shopping Will Rise
Live shopping is becoming more and more popular. “Live shopping events are the future of influencer marketing, which will generate an astounding $35 billion in sales by 2024.” (Source: Coresight Research)
Facebook, TikTok, and Instagram have all offered tools for livestream purchasing as well as collaborations with different influencers. For instance, the live shopping feature on TikTok mixes live streaming with online purchasing and enables the target market to make purchases without ever leaving the app.
Live shopping makes it possible to browse and buy things in a straightforward manner while having a seamless shopping experience. “Four times more than mega-influencers, middle influencers were able to draw 40 percent of their viewership through live streams.” (Source: Statista)
Last year, live video streaming ranked third among all content types – influencers engage their followers by showing products, by responding to chat inquiries and by providing links to buy the products. For one-off partnerships and affiliate marketing initiatives, social media influencers will continue to promote brand content using live video and interactive content.
TikTok Spending Will Increase
TikTok has seen significant growth that will continue in the coming years. “In 2022, TikTok social media posts will receive an average interaction rate of 5.96 percent.” (Source: Social Insider)
Budgets will reflect a considerably higher focus on TikTok than on other social channels since many Gen Z consumers are coming of age and starting to make purchasing decisions on their own. “Advertisers will spend $1.05 billion on TikTok in 2023, and by 2024, they'll have doubled their spending from the previous year.” (Source: THEB2BHOUSE)
Additionally, TikTok has made data public about the effectiveness of the platform for e-commerce companies.
Create Successful Influencer Marketing For Your Brand
Influencer marketing is an effective social media marketing tool for companies to expand its customer base and ultimately, increase their revenue. Influencer marketing has a noticeable ROI and it should be included in any digital marketing approach.
Allen Marketing Communications, Inc. team of influencer marketing professionals stay on the pulse with current trends to build the word of mouth visibility for brands.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Consumer marketing public relations builds brand and consumer awareness for consumer products and services. In today’s competitive market, a strategic communication plan helps to identify the unique characteristics, to distinguish a company from its competitors and build loyal customers.
Businesses must understand these customer trends and inclinations in order to create marketing and communication plans that are successful in helping them to grow their business. Our agency relies on market research and examines consumer data, and insights on consumer behavior to help businesses modify their messaging and product offerings.
Businesses these days are always looking for new, creative ways to build brand loyal customers. To help companies maximize their marketing efforts, New York consumer PR agencies such as Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency provides a wide range of services, including brand building, media relations, consumer promotions, social media and influencer marketing, website design, and SEO to help companies capture their share of voice and share of market.
Here are the benefits of an integrated consumer marketing campaign.
Brand development is key to building a solid market presence with loyal customers. It is important to deliver consistent brand messages through a variety of platforms to build brand identity and familiarity with consumers.
Consumer marketing public relations agencies are experts at developing thorough brand development plans that are consistent with a company's fundamental values and appeal to the target market, thereby boosting brand equity and customer engagement. “Revenue can rise by up to 23 percent with consistent brand presentation across all channels.” (Source: Lucidpress).
An integrated consumer marketing campaign conveys the same message through numerous channels. It is important to be consistent with the message to build consumer trust and a strong brand image. Brand visibility and coherence are three times more likely to occur for brands with consistent messaging.
Media relations is an effective tool to develop credible third-party stories in the press. It is important to stay abreast of industry trends and news to keep your client top of mind in the press.
It is important to provide a steady stream of topical press releases to share all the wonderful new developments from your clients.
It is important to integrate the SEO keywords throughout the press release to improve a company’s online visibility and ranking in searches when a press release is reprinted verbatim in the media. Businesses may get favorable media coverage, build their brand's reputation, and increase consumer involvement by utilizing the potential of integrated media relations. Customer engagement can go up by 57 percent when content marketing and media relations are combined (Source: Demand Gen Report).
Customer loyalty may be fostered, sales can be increased, and brand awareness can be raised with the help of consumer promotions. According to research, “84 percent of buyers are more inclined to make a purchase if it is accompanied by a promotional offer.” (Source: Yotpo).
Businesses may generate a sense of urgency, increase conversions, and build a devoted client base by carefully coordinating consumer promotions with other marketing elements such as media relations and social media marketing.
Social Media And Influencer Marketing
In this digital age, social media and influencer marketing are now essential for building brand awareness and loyal customers. It is important to understand the demographic profile for social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to reach your target audiences.
Social media and influencer marketing campaigns build authentic brand experiences, interact with customers, and develop a devoted online community. Research reveals “68 percent of consumers have bought something as a result of viewing an influencer's social media post (Source: Sprout Social).
SEO And Website Design
Any effective integrated consumer marketing campaign must include a well-designed website that is search engine-optimized (SEO) for online searches . Consumer PR firms in New York work together with web designers and SEO specialists to develop attractive, user-friendly websites that perform well in search engine results.
“Seventy-five percent of consumers seldom scroll past the first page of search results, while 93 percent of online experiences start with a search engine.” (Source: Smart Insights). Consumer marketing PR firms can help companies to improve online visibility, drive organic traffic, and enhance conversions by optimizing websites with pertinent keywords, user-friendly navigation, and appealing content.
Enhanced Personalization And Targeting
Consumer marketing companies can broaden their reach and establish connections with customers through many touchpoints by integrating media relations, social media, influencer marketing, website design and SEO and consumer promotions.
Businesses can utilize integrated consumer marketing strategies to collect data from many channels, hone their targeting, and customize their messaging. Businesses may send pertinent material to particular audience segments using this data-driven strategy, which improves the efficacy of their marketing initiatives.
“When brands offer personalized experiences, 80 percent of customers are more likely to make a purchase.: (Source: Epsilon). Our team of consumer marketing public relations professionals are here to help companies improve brand awareness, establish trust, boost consumer engagement, and boost sales.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Search engine optimization (SEO) is constantly changing to adapt to changes in Google's unpredictable algorithm adjustments. It's critical to stay current on these SEO trends and adjust to the most recent developments to gain a competitive edge, boost sales and establish your business as a leader in your sector.
SEO can never be emphasized enough to help companies capture market share. Research shows that more than 90 percent of online activities begin with a search, as you are probably already aware. In addition, more than 50 percent of all web traffic comes from organic searches.” (Source: Neal Schaffer)
Other key findings reveal the following information.
A solid SEO strategy is key to help brands maximize its ROI.As a result, SEO is essential since it places your content, blog, and other website properties highly on search engine results pages (SERPs) for related search phrases.
Allen Marketing Communications, Inc., a SEO service provider in New York, will discuss the top SEO trends companies should consider while enhancing your website for increased traffic and rankings. Additionally, SEO aids in content and website optimization for improved search exposure and Google ranking. Let's examine the best trends in search engine optimization for your area of interest.
1. Content Geared At Audiences Rather Than Traffic
The expansion of SEO content development is one factor contributing to the increased emphasis on experience. However, if a website that sells financial software publishes blog posts with cookery instructions, Google crawlers will grow suspicious of the content. Does such content genuinely help the intended audience of financial software users? Or is the ranking of the website for particular, popular keywords helpful?
You already know the answer to these questions. In reality, businesses with a content strategy that prioritizes search traffic, instead of what customers actually want, are unlikely to succeed in ranking in the future. It is essential to stay inside your broad topic and industry areas for content to get rated online.
Are you uncertain about the subjects your article should address for your brand? You can find industry themes that interest your target audience by using a content planning tool. When you enter a keyword, the tool will present a number of semantically relevant terms that people are currently using in search engines.
2. BERT Model For Google
The biggest update to Google since Rankbrain is Bidirectional Encoder Representations from Transformers (BERT). Its goal is to comprehend search intent utilizing natural language processing (NLP) and either Transformer or machine learning (ML).
The Transformer is a device that immediately reads the complete string of words in a text to discover contextual relationships between words. It differs from directed models, which need reading texts in order to understand the context.
The BERT upgrade has made Google spiders more talkative and capable of swiftly determining the purpose behind a search query. In other words, for Google bots to display your blog content on SERPs, they must fulfill user intent.
In other words, if you're not producing content that addresses user search intent or fulfills those queries, Google will favor the content of your rivals. This fact is due to the content in the Google index being filtered to identify the most pertinent information for each query.
3. The E-A-T Idea
The E-A-T (expertise, authority, and trustworthiness) notion is crucial to SEO. Why? Google evaluates your site's reputation using these three factors in order to give users the best online experience and reliable information.
Google has released a white paper explaining its initiatives to stop the willful spread of false information across:
The company's concept is dependent on three main factors:
As a result, E-A-T plays a crucial role in Google's algorithms, which aim to favor only websites that they deem trustworthy. Google search will soon become more adept at identifying trustworthy websites utilizing the EAT principle as it keeps improving its functionality.
4. SEO Link Building
The SEO link-building approach has been around the longest, and the movement is still going strong. Instead, the SEO link-building approach continues to be a tried-and-true method of first-page search engine optimization. Indeed, as was previously said, creating excellent links is one of the factors for boosting EAT.
However, why are incoming links so important for SEO? Link-building is important for three main reasons. Web links are used by search engine crawlers to:
Take note that there are two approaches to constructing an effective link portfolio.
For instance, without a good link structure, Google crawlers and other search engine bots could find it difficult to access new pages on your site. Therefore, having an inappropriate link setup will hurt your SEO strategies.
Additionally, if your website has low-quality inbound or incoming links pointing to it, these machines won't rank you higher in search results. As a result, SEO link building has become an essential marketing tactic for enhancing your SEO efforts.
Due to this, link development is essential for SEO and will continue to be so until Google decides links are not a factor in page rankings. As a result, you should start developing quality links to strengthen your SEO strategies. Please review these SEO data to comprehend the fundamentals of link building.
5. SEO For Voice Search Will Be Crucial
Why is it important to take voice search into account with SEO? Research shows “more than 43 percent of online shoppers utilize voice-activated devices to make purchases. And approximately 60 percent of consumers use voice search to find nearby businesses.” (Source: First Site Guide)
Additionally, since speech-enabled devices will certainly outsell tablets in terms of sales, it is more important than ever to optimize your company website for voice search. While some may view voice search as a new phenomenon, the truth is that it has revolutionized internet usage and is the lifeblood of SEO.
To address this trend, content marketers and SEOs have developed a number of techniques such as producing information that sounds like what we say. The majority of voice search inquiries sound similar to the way we speak, which is the reason for this development. In comparison to text searches, they are often longer—from roughly six words and up.
When using voice search, Internet users hunt for specific solutions to their issues. And these long-tail keyword phrases are typically specific or unambiguous, providing users with precise responses to their inquiries.
The Adaptiveness Of SEO Services
To stay visible, pertinent, and competitive in the digital realm, organizations must stay up to date on the latest SEO developments. In this process, SEO services in New York such as Allen Marketing Communications, Inc. are essential because they offer knowledge, ongoing monitoring, algorithm change adaptation, new technique research, and success measurement.
Businesses can keep ahead of the curve and make sure their online presence is optimized for the best visibility and growth by working with professional SEO services in New York.
By Sanjay Poddar, owner, Yukti Digital and consultant to Allen Marketing Communications, Inc.
Social media is a key component for many companies' marketing plans. Businesses are constantly looking for new and creative methods to interact with their target audience, increase brand awareness, and boost conversions through social media.
“Last year, 83 percent of marketers in our survey reported having some level of confidence in the return on investment (ROI) of social media, up from 68 percent the year before. This year, we got more specific and asked how confident marketers were that social media was useful for marketing to or engaging with their audience. A whopping 96 percent of marketers reported some level of confidence.” (Source: Hootsuite)
Social media platforms – Facebook, Instagram, Twitter, Snapchat – are continually changing algorithms and adding new features. to adapt to changes in consumer behavior. In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, in New York City, will examine new trends to help organizations meet its social media marketing objectives and build community engagement.
Social media marketing services assist companies in navigating the always shifting environment and ensuring that the correct audience sees their content by remaining current with algorithm adjustments. It is really important to pay attention to the algorithms to maximize the visibility, reach, and engagement on the social media platforms.
Adoption Of New Features Early
Social media platforms are always adding new features – Twitter Spaces, Facebook Live, or Instagram Reels – to build community engagement. Businesses gain a competitive edge by embracing new features very early to engage their audience in novel and exciting ways.
Making Interesting Content
Social media marketing firms such as Allen Marketing Communications, Inc. are aware of the value of producing attention-grabbing materials to keep clients' target audiences engaged with the brand. It is really important to create striking content, professional-looking short-form videos and engaging captions and hashtags.
Harnessing The Latest Trends In Social Media Marketing
Businesses can modify their social media strategy to successfully engage their target audience and meet their marketing goals by comprehending and embracing these trends. To succeed in today's digitally-driven world, it's imperative to remain on top of social media marketing trends, regardless of how big or little your brand is. So, let's examine the five most recent trends and how they can transform your social media marketing strategies.
Marketing Through Influencers: The Power Of Authenticity
Social media influencers have become extremely popular for brands to increase their credibility and expand their reach with the influencers' devoted followers.
“Influencer marketing, in general, has become a major market force, but these days it has become more collaborative. For example, shoppable Instagram posts put together by an influencer help to sell many units of product. With that said, other types of UGC also help sell things and increase brand awareness.” (Source: Neal Schaffer)
It is really important to select the right influencer who will provide a sincere and authentic message with your target audience. Micro-influencers are very effective for brands to establish more meaningful connections and foster trust because they have smaller, more engaged followers.
Virtual (VR) And Augmented Reality (AR): Immersive Experiences That Increase Engagement
Augmented reality (AR) and virtual reality (VR) have become innovative tools for social media marketing. With the help of immersive experiences that AR and VR offer, businesses can interact with their customers in fresh and engaging content.
AR improves a user's impression of reality by superimposing digital features onto the physical world. Brands may use AR filters and effects on social media platforms such as Snapchat and Instagram to develop entertaining promotions for its goods and services. For instance, cosmetic companies may provide consumers with virtual try-on opportunities so they may view how various cosmetics items seem on their faces.
On the other hand, VR immerses users in a wholly virtual setting, sending them to various locations and letting them interact with virtual items. Even while virtual reality is still in its infancy on social media platforms, brands can develop immersive experiences. For instance, a travel agency might offer VR tours of well-known locations to give users a sense of what it's like to vacation there.
AR and VR technologies can help businesses stand out from the competition and create immersive experiences for its customers.
Social Commerce: Creating Marketplaces From Platforms
Social media platforms are developing into integrated marketplaces to help companies exhibit goods or services directly on platforms such as Instagram, Facebook, and Pinterest.
Social media platforms have become successful sales mediums because there are features such as product tags, shoppable posts, and integrated payment methods to inspire consumers to make online purchases.
“The average US social buyer will spend $518 via this channel in 2022, up 27 percent from the last year, according to Insider Intelligence. Annual spend will increase by $419 per buyer over the next three years, reaching $937 in 2025. And social commerce sales growth is also expected to remain above pre-pandemic levels through 2024.” (Source: Hootsuite)
Additionally, social media algorithms can provide tailored product recommendations based on user interests and behavior. Businesses must concentrate on developing a strong brand presence and offering a seamless buying experience if they want to effectively use social commerce.
Video Dominance: Visual Storytelling To Captivate Audiences
Social media users are consuming more and more video content especially on platforms such as YouTube, TikTok, and Instagram Reels. Short-form videos are an effective way for consumers to gather information quickly about a brand. It is really important for the short form video to be compatible for mobile devices.
“Short-form video is Gen Z and Millennials’ preferred format to learn about new products, with 57 percent of Gen Z and 42 percent of Millennials preferring to learn about products and their features through short-form video.” (Source: HubSpot)
In addition to short form videos, live streaming is another effective medium to help businesses engage with its customers in real time and create lasting relations. Companies should concentrate on producing captivating, genuine, and shareable content if they want to thrive with video marketing.
Content Personalization: Adapting To User Experiences
Personalization has grown to be an essential component of social media marketing as social media platforms gather enormous volumes of user data. Customers demand individualized experiences that take into account their tastes, passions, and actions.
By using data-driven insights to give individualized content, product recommendations, and focused marketing, brands can take advantage of this trend. Businesses can deliver highly personalized experiences at scale thanks to dynamic advertisements, chatbots, and AI-powered algorithms.
It is important to find a balance between personalization and privacy by ensuring transparency and getting user agreement to use data for marketing purposes.
Social media marketing landscape is always evolving and brands need to embrace innovation and adapt to changes to capture market share in their industry. Social media marketing agencies such as Allen Marketing Communications, Inc. can help brand develop a strong presence, foster deep connections with their audience, and ultimately spur growth.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
In today's fast-paced, constantly-evolving business environment. a brand strategy is important to reflect the company's beliefs, personality, and promise to customers. A strong brand identity will help a company stand out from its competition, win over loyal customers, and achieve long-term success.
Brand marketing is always evolving with new technological development, changes in consumer behavior, and shifts in market dynamics. In this blog, Allen Marketing Communications, Inc. explores the trends that are now reshaping Brand Strategy Marketing Services to help companies stand out from the competition.
Creating Customized Customer Experiences
Personalization is key in brand development marketing. Brands must provide customized experiences that connect with each individual.
Brand marketers are using cutting-edge technology, AI and data analytics to understand demographic profile of customers, past purchases, browsing habits, and even social media interactions. The insights are extremely invaluable to help brands connect with their target customers. The days of using generic marketing strategies are over.
Brand strategy marketing offers a wide range of customization possibilities. Personalized email newsletters are an effective tool to target certain client segments with relevant content, discounts and special promotions.
Brands are able to make personalized product recommendations by examining client browsing and purchase data. To provide a seamless and customized browsing experience, brand marketers can develop interactive websites and mobile apps to change content and offers depending on unique user profiles.
User-Generated Content (USC)
User-generated content (UGC), content generated by the customer, has emerged as a prominent trend in brand strategy marketing in the era of social media. Brands are now embracing and utilizing UGC to expand their audience, establish credibility, and build brand ambassadors.
60 percent of marketers agree that authenticity and quality are equally important elements of successful content. And there’s no other content type that’s more authentic than UGC from your customers. (Source: Hootsuite)
USG also helps with the word-of-mouth recommendations by showing potential buyers that actual people have positive experiences with the goods or services of the business.
Brands can leverage USC by holding contests, by developing branded hashtags, or by including customer tales and testimonials on a company’s social media platform and website.
Through the influence of their peers, this trend not only improves the brand's relationship with current customers but also draws in new ones.
Marketing With A Specific Purpose
Consumers are looking for brands with similar values as their own and for companies with a track record with corporate social responsibility. It is important to have a strategy that goes beyond making a profit and showcases the companies’ sincere commitment to advance the common good in their communities.
Purpose-driven marketing goes above and beyond conventional marketing tactics by including a deeper purpose that connects with customers on an emotional level. It also conveys the brand's vision, core principles, and social impact and shows companies stand for something bigger than their products.
A company builds an emotional connection with its customers and fosters brand loyalty over time when it publicly demonstrates its dedication to a cause. Research shows “brands with a purpose frequently do better than those without in terms of retaining and gaining new customers.”
New Applications of Social Media And Influencer Marketing
Social media and influencer marketing are becoming extremely important to enhance brand awareness. Companies must regularly review their tactics to stay abreast of new features and enhancements on the social media platforms.
Influencers are more important for businesses 1) they help with word of mouth awareness 2) they have dedicated followers 3) their posts can build awareness for a product or service. It is important for brands to negotiate multiple posts from influencers to maximize the expo.
Promote Diversity, Equity, And Inclusion
During the last couple of years, companies have made Diversity, Equity, and Inclusion (DE&I) policies a priority especially as it pertains to their staff and hiring practices. In terms of brand marketing, DEI has become an important message in marketing campaigns to reach multicultural audiences and to capture their share of market and share of wealth.
Research by Adobe revealed that “61 percent of consumers said diversity in marketing and advertising was important to them, and that 38 percent of consumers were more likely to choose brands with diverse marketing campaigns over those without them. These trends appear to be here to stay, as Gen Z places a strong emphasis on racial and gender diversity in marketing and anticipates brand participation in social equality discussions.” (Source: thinknow)
Brand marketers should consider DE&I when developing the visuals and messages for your marketing campaigns since users prefer to see commercials and marketing campaigns that reflect the variety of the world around them.
Brands that embrace these trends and use them to build genuine, customer-focused experiences are well-positioned to win in today's competitive market. Brand Strategy Marketing Services from companies such as Allen Marketing Communications, Inc. will help companies capture share of market, share of voice and share of wealth in their industries.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.