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.
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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 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 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). Consumer Promotions 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. Clutch Names Allen Marketing Communications, Inc. As One of the Game-Changing PR Firms in New York5/31/2023 The public relations industry continues to be influential to this date! From offline to online, PR has managed to adapt and stay relevant in the current digital landscape. Today, these firms continue to offer traditional PR services while providing some of the best and latest services that are required to grow your presence online. Learn more about the PR industry with the help of our amazing team at Allen Marketing Communications, Inc.! We’ve been in this space for more than a decade now and are confident that our skills and experience can help your business grow both online and offline. Brand building, new product launches, media relations, cause-related marketing, consumer promotions, social media and influencer marketing, trade show support, and special events are just a few of the services we provide our clients. Our speciality is consumer marketing public relations – travel, food and beverages, wine and spirits and lifestyle brands. As a matter of fact, our company has been recently named one of the game-changing Public Relations Firms in New York by Clutch! It is a huge honor for us to be recognized for our amazing efforts in the industry. We are thankful to Clutch and their team for making this award possible and for considering us for this position. In case you are not familiar, Clutch is an established platform in the heart of Washington, DC, committed to helping small, mid-market, and enterprise businesses identify and connect with the service providers they need to achieve their goals. We wanted to celebrate this incredible recognition by showcasing some of the best reviews on our Clutch profile! Here are some of our team’s picks: “Allen Marketing Communications, Inc. helped me get the exposure I needed by connecting me with people who could give me a platform to speak about my cause. They made good on everything they said they would be able to do for me. I was brand new to having my own business, and I appreciated how they explained everything in a simple manner. They helped me figure out which direction to go and how to effectively promote my business.” Monique Plair, chief executive officer and founder, Our Safe House & BU Fragrances AMC handled the launch for Otaheti Travel, Inc. to the U.S. media. Media relations was the primary vehicle to generate brand and consumer awareness for this new tour company offering bespoke, off-the-beaten-path sightseeing tours focusing on art and culture, food, and wellness in Jamaica “AMC drove exposure in the traditional press, with articles from a number of important outlets. AMC helped us grow our social media presence significantly through effective promotion and guidance and contacts within the industry,” says Aeon Cummings, founding partner, Otaheti Travel We are here to help. Drop us a line! By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. Wellness travelers, historically, have embraced yoga, meditation, hiking, and spa treatments to relax, recharge and revitalize their mind, body and soul. Now, wellness travelers are embracing the holistic practices of indigenous cultures, sparking the indigenous tourism trend to enhance their physical, emotional, and spiritual well-being.
Did you know . . .
The Covid-19 pandemic has inspired individuals to explore non-traditional ways for self-care, to reconnect with nature and to seek authentic cultural experiences. In the wellness industry, indigenous travel has become increasingly popular because 1) this indigenous community has always had a deep connection with nature and 2) wellness travelers embrace the healing practices of sweat lodges and medicinal plants. In this blog, Allen Marketing Communications, Inc. a boutique wellness public relations agency based in New York City, explores how indigenous travel is providing wellness travelers with life-changing experiences. Cultural Immersions Indigenous travel offers a truly immersive experience into the indigenous culture, customs, beliefs and traditions. Wellness travelers gain greater understanding of their way of life. They also get an eco-tourism experience since they are surrounded by areas of natural beauty of the outdoors.
Holistic Healing Indigenous communities have always followed holistic wellness practices that support physical, mental, and spiritual wellness. It is only natural for there to be a connection between indigenous travel and wellness. Many Indigenous communities have been integrating health practices into their tourist offers such as:
In fact, several spas are offering a new take on a sweat lodge experience to revitalize the wellness traveler. Eco-Tourism Adventures Indigenous travel is a natural tie in with an eco-tourism adventure since there is already a natural connection with nature. “Eco-tourism in Indigenous territories should “facilitate the involvement and experiences of indigenous people as integral to the travel experience by using and acknowledging their role as stewards of the environment,” as explained by advocacy group Cultural Survival.” (Source: EuroNews.com) “Eco-tourism is a kind of sustainable travel that aims to preserve animal habitats, natural resources, and carbon footprints.” (Source: Hootboard). Many eco-friendly activities include hiking and kayaking in pristine, unspoiled areas of natural beauty. Indigenous travel is a growing segment in the wellness industry. Our wellness travel public relations professionals are here to help. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. Image: Pexels Wine and spirits industry is an essential part of our social lives. The wine and spirit industry is always changing to meet consumer tastes and demands – from the rise of hybrid and indigenous wines to the expansion of low to no alcoholic beverages.
Research reveals “the Global Wine Market accounted for $489.3 billion in 2021 and is estimated to grow to a market size of $825.5 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.1% through 2030,” according to Dimensional Insight. In today’s competitive wine and spirits industry, it is really important to stay abreast of industry trends to develop the best campaign to generate brand and consumer awareness for the wine or spirit. To help wine and spirits companies break through the clutter, Allen Marketing Communications, Inc, a boutique wine and spirits PR agency in NYC, will discuss the top five wine and spirits trends that are shaping the industry this year. Hybrid And Indigenous Wines Hybrid and indigenous wines are two of the most prominent trends in the wine industry today. These wines offer unique flavors and a sense of authenticity that is increasingly appealing to consumers. Hybrid wines are created by crossbreeding two or more grape varieties to produce a new wine varietal that combines the best characteristics of each parent. This process results in a wine that is uniquely different from traditional wines. Indigenous wines, on the other hand, are wines made from grape varieties that are native to a specific region. These grapes are uniquely suited to the climate and soil of that region, resulting in a wine that is truly representative of its terroir. Hybrid and indigenous wines are popular because consumers desire unique and authentic wine experiences. Wine drinkers are becoming more adventurous in their wine choices, and these wines provide an opportunity to try something new and different. Additionally, there is a growing interest in supporting local businesses and products, which makes indigenous wines particularly appealing. Another factor contributing to the popularity of these wines is their quality. Both hybrid and indigenous grapes are often grown with care and attention to detail, resulting in high-quality grapes and wines. This attention to detail is particularly important for indigenous grapes, which require specific growing conditions to thrive. Finally, the increasing popularity of these wines is also due to the expanding market for wine. As wine consumption continues to grow around the world, consumers are looking for new and exciting options. Hybrid and indigenous wines offer a unique and authentic experience that is increasingly appealing to a wide range of consumers. Alcoholic Ready To Drink Wines Embraces Natural And Herbal Flavors Alcoholic ready-to-drink (RTD) wines with natural and herbal flavors are a growing trend in the wine and spirits industry. These beverages are made by infusing wine with natural herbs, fruits, and vegetables to create unique and flavorful combinations. “The ready-to-drink segment, which includes malt-based, wine-based and spirit-based beverages, has been the fastest growing portion of the market and is expected to grow by an additional 8 percent by 2025. For existing RTD brands, this means more competition and the need to innovate with new offerings.” (Source: Overproof.com) Alcoholic RTD wines with natural and herbal flavors are key drivers behind these popular wines. Consumers are becoming more health-conscious and are seeking out alternative beverages that are made using natural ingredients and free from artificial preservatives and additives. “According to Sensient, Millennials, who account for 62 percent of the RTD market, are now looking for RTDs that provide more flavor without the sugar. Millennials also tend to be early adopters of trends, making it even more important to address this demand.” (Source: Overproof.com) Alcoholic RTD wines with natural and herbal flavors are also popular among younger consumers who are looking for a more contemporary wine experience. These beverages are often packaged in convenient and portable containers such as cans or bottles, making them easy to consume on the go or at social events. Versality is another factor contributing to the popularity of alcoholic RTD wines with natural and herbal flavors. These beverages can be consumed on their own or used as mixers in cocktails. For example, a wine-based cocktail made with natural and herbal flavors can be a healthier alternative to traditional cocktails made with sugary mixers and artificial flavors. Finally, the use of natural and herbal flavors in alcoholic RTD wines can provide a unique and memorable drinking experience. These flavors can range from floral and fruity to spicy and earthy, catering to a wide range of taste preferences. Low To No Alcoholic Beverages One of the major trends in the beverage industry in recent years has been the expansion of products in the low to no alcoholic beverage category. Consumers are increasingly looking for healthier and more mindful options when it comes to their beverage choices. Low to no alcoholic beverages offer an attractive option for those who want to enjoy a drink without the negative effects of alcohol. “According to Sensient, only 17 percent of those who consume low and no-alcohol beverages totally abstain from drinking alcohol. Most consumers in this segment, 58 percent, will actually switch among low, no, and full alcoholic beverages during the same drinking event. The same flavor trends that are being seen in spirits and RTDs, are also influencing low and no-alcohol products.” (Source: Overproof.com) This trend is not limited to just non-alcoholic beer, as the category has expanded to include wine, spirits, and even cocktails. These beverages are often marketed as healthier options that are lower in calories, sugar, and other harmful ingredients. They are also appealing to consumers who want to avoid the negative health effects of alcohol, such as hangovers and dehydration. Low to no alcoholic beverages are also gaining popularity among younger consumers, Gen Z and younger Millennials, who are looking for a more social and fun drinking experience without the negative consequences of alcohol. Many companies are capitalizing on this trend by creating innovative and exciting products in the low to no alcoholic beverage category, such as mocktails and alcohol-free spirits. The trend towards low to no alcoholic beverages is not just limited to health and wellness considerations but also has a social and environmental aspect. Many consumers are becoming more aware of the impact that their choices have on the environment and are seeking out sustainable and eco-friendly options. Many low to no alcoholic beverage companies are using sustainable and organic ingredients, and are also creating innovative packaging solutions that are more environmentally friendly. Ultra-Premium Wines Ultra premium wines are considered the ultimate luxury wine experience, made from the highest quality grapes and aged for a significant period to enhance their flavor profile. They are often made in limited quantities, making them a rare and exclusive product. Ultra-premium wines cater to consumers who are willing to pay a premium for a truly exceptional wine experience. These wines are often served at high-end restaurants and are the perfect accompaniment to gourmet meals. They are also popular among collectors who are looking to add to their wine collections. “In the US, premiumization bolstered revenue in all the main categories of spirits, beer and wines. Nearly 82 percent of the US spirits industry’s total revenue was from the sale of high-end spirits brands, and the wine category also has seen premium offerings drive sales, with $20+ bottles outperforming lower spirit price points.” (Source: Snipps.com) The rise of ultra-premium wines can be attributed to a number of factors, including the growing interest in wine culture, the increased purchasing power of consumers, and the globalization of the wine market. As consumers become more educated about wine, they are willing to pay more for a wine that offers a unique and memorable experience. In addition, the globalization of the wine market has led to an increased demand for rare and exclusive wines. Consumers are no longer limited to local or regional wines and are willing to pay a premium for wines from around the world. “The eco-conscious trend goes hand-in-hand with premiumization. Even younger demographics are willing to prioritize premiumization and eco-conscious characteristics. The focus is on quality over quantity and that includes shopping brands that are transparent about how their ingredients are sourced and what they are doing to reduce their impact on the environment. (Source: Overproof.com) Finally, consumers purchasing power have also contributed to the rise of ultra-premium wines. As incomes rise, consumers are more willing to spend money on luxury items such as wine. Online Sales The Covid-19 pandemic has given rise to e-commerce sales, changing the way consumers purchase their favorite products. Online sales and direct-to-consumer delivery are becoming increasingly popular, allowing consumers to purchase their favorite products from the comfort of their own homes. “Today, DTC sales represent about 10 percent of total wine industry sales in the U.S. and about 65% of the average winery’s total revenue in 2021. DTC sales have continued strong, with 2021 sales having exceeded every monthly benchmark compared to 2020.” (Source: Dimensional Insight) In addition, the COVID-19 pandemic has accelerated the trend toward online sales and direct-to-consumer delivery. Many consumers have turned to online shopping as a safer alternative to in-person shopping. The wine and spirits industry is highly competitive, embracing new technologies such as virtual reality and augmented reality to capture attention from Millennial and older Gen Z consumers. Wine and spirits PR agencies such as Allen Marketing Communications, Inc. are skilled at increasing the wine and spirits visibility and market share through strategic planning, media relations, social media and influencer marketing, cause-related marketing, new product introductions and special events to enhance the liquid to lips discovery. Our team of wine and spirits public relations professionals can help brands cut through the clutter and create a strong identity that resonates with their target audience. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. Family travel– parents exploring the world with their children, grandparents traveling with grandchildren and multi-generational travel – is starting to rebound in a post Covid-19 world. Research shows “the average family of four spends $3,835 per year on travel” according to Dream Big Travel Far blog.
Other key findings in the family travel market are listed below.
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares key trends to help marketers reach parents of generation Alpha reap the benefits of this lucrative family travel industry. Skip Trips Skip Trips – grandparents traveling with grandchildren often living parents at home – are trending again in a post-Covid-19 world. Grandparents are making up for the lost time to connect and bond with their grandchildren. “Two-generation trips can strengthen ties between grandparents and grandchildren while providing parents with a much-needed break. Skip-get adventures are a surefire way to create lasting memories, whether it's a one-day staycation or an all-inclusive resort that welcomes grandparents.” (Source: Family Vacationist) Skip Trips also provide a desperately needed vacation for parents to have quality time alone while their children are exploring the world with their grandparents Glamping Vacations Glamping escapes have surged in popularity during the Covid-19 pandemic providing parents endless opportunities to enjoy the natural beauty of the outdoors. “Glamping is an immersion in nature without the “roughing it” part, and after two strong years of pandemic-era growth this trend shows no signs of slowing down as a family-friendly alternative to campgrounds and RV parks.” (Source: Family Vacationist) Families are embracing non-traditional accommodations such as treehouses, teepees and ranches to provide a welcome escape to the stress in a post Covid-19 pandemic world. Technology Will Play A Greater Role The pandemic has accelerated the adoption of technology in many industries, including travel. Families will continue to rely on technology to plan and book their trips, as well as to stay connected while on the road. Online booking platforms and travel apps will become even more popular, as families look for convenient and contactless ways to plan their trips. Technology will also play a greater role in the travel experience itself. For example, hotels may offer mobile check-in and room keys, and attractions may use virtual and augmented reality to enhance the visitor experience. Families may also want to invest in technology that enhances their travel experience, such as noise-canceling headphones or portable chargers for their devices. Sustainability Will Be A Key Consideration Sustainability has been a growing concern in the travel industry in recent years, and the pandemic has only highlighted the importance of responsible travel. Families will be more mindful of their impact on the environment and will choose destinations and activities that align with their values. Sustainable travel options by Travel Lifestyle Public Relation Agency, such as eco-lodges and green hotels, will become more popular, as will activities such as hiking, biking, and wildlife watching. Families may also choose to offset their carbon footprint by supporting conservation initiatives or donating to environmental causes. Travel Will Be More Flexible The pandemic has underscored the importance of flexibility when it comes to travel. Families will be more likely to choose flexible booking options, such as refundable or changeable tickets, in case of unexpected changes or cancellations. Travel insurance will also become more important, as families seek to protect themselves against unforeseen circumstances. Insurance policies may offer more comprehensive coverage, including coverage for pandemics and other health emergencies. Staycations Mini-vacations at home, or staycations, continue to be popular. Many families now have the option to take a vacation from their regular routine without having to go far thanks to the advent of remote work. Staycations can involve exploring nearby landmarks, dining at novel establishments, or simply unwinding at home. RV Vacations The pandemic has also led to a resurgence in domestic travel, as families are more hesitant to travel internationally. This trend is likely to continue, with families choosing to explore their own countries or regions instead of traveling abroad. Families may also be more likely to choose destinations that are closer to home, such as national parks, beaches, and other outdoor areas. Road trips and RV travel may also become more popular, as they offer a way to travel while minimizing contact with others. As the world continues to navigate the challenges presented by the Covid-19 pandemic, it's important for family travel marketers to stay informed and remain open to new possibilities. Our team of travel and lifestyle public relations professionals are here to help. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. A luxury cruise is often seen as the ultimate vacation experience, offering guests the chance to explore exotic destinations while enjoying a level of comfort that is unmatched by other forms of travel. The cruise industry is proving to be resilient, rebounding from the disruption in service from the Covid-19 pandemic.
Recent research reveals these key findings ● “As per the Cruise Lines Association, in 2020, worldwide passenger volume decreased by 80 percent.” (Source: Grand View Research) ● “The global cruise market is valued at US 7.25 billion in 2021 and is expected to expand at a compound annual growth rate of (CAGR) of 11 percent from 2022 to 2028.” (Source: Grand View Research) ● “Cruise reservations has seen a resurgence in 2022 as a result of pent-up demand.” (Source: The Cruiseline.com) To cater to this market, travel and luxury lifestyle public relations agencies such as Allen Marketing Communications, Inc. can provide cruise marketers with an integrated consumer marketing campaign – brand awareness, crisis communications, media relations, digital display and retargeting advertising, social media and influencer marketing, and consumer promotions – to inspire first-time and repeat passengers to book a cruise. As the cruise industry rebounds in a post-Covid-19 world, here are five key trends to watch to help cruise marketers capture their share of voice and share of market. Wellness At Sea Covid-19 pandemic has inspired many individuals to make their physical and mental well-being a top priority. “A new way of cruising includes food, beverages, and an emphasis on wellness and healthy eating. Thus, cruises are rising to the challenge with menus that bring in something for everyone to enjoy while not getting that unwanted fat and calories. With this trend, the industry has encouraged healthy eating,” according to Cruisebooking.com. Other cruise lines are incorporating more spa, meditation and mindfulness sessions on board to enhance the overall well-being experience during the cruise vacation. New Destinations This year, the demand for bucket-list destinations is expected to continue to grow, as people seek out unique and unforgettable travel experiences. Cruise lines are expanding their itineraries to include lesser-known destinations, such as Asia, Africa, and South America. The new cruise itineraries provide guests with more opportunities to explore new cultures and experiences and also helps to spread tourism to less-visited areas. Technology-Enhanced Cruising Technology is transforming the cruise industry, with new innovations being introduced all the time. In 2023, we can expect to see more cruise lines adopting new technology to enhance the guest experience. For example, some cruise lines are introducing virtual reality (VR) and augmented reality (AR) experiences onboard, allowing guests to explore destinations and historical landmarks in a more immersive way. Other cruise lines are investing in wearable technology, such as smart bracelets or keycards, that can be used to access rooms, make purchases onboard, and even track the location of family members. Sustainable Cruising Sustainable travel is not a new concept, but it has gained more attention in recent years. Travelers are now more conscious about their impact on the environment and communities they visit. The travel industry is responding to this trend by offering eco-friendly and sustainable options. “CLIA reports that more than 15 percent of cruise ships debuting in the next five years will be equipped with hydrogen fuel cells or electric batteries. Another promising sustainability development is the industry’s development of zero-emissions docking.” (Source: CNN) “Advancements in shipboard decarbonization, investments in "green" infrastructure at destinations and ports of call and prioritizing wildlife and ecosystem conservation are the three key initiatives currently leading the way for sustainability at sea.” (Source: Travel Weekly) Ultra-Luxury Sailing Luxury cruising has always been popular, but in 2023, we'll see an increase in demand for ultra-luxury cruise experiences. The ultra luxury cruise experiences are becoming increasingly popular offering discerning passengers the chance to indulge in the high-end experience while exploring some of the world's most beautiful destinations. With smaller ships, intimate accommodations, gourmet dining experiences, and exclusive shore excursions, luxury sailing cruises offer a truly unique and immersive travel experience. Whether you're a seasoned cruiser or a first-time traveler, the ultra luxury cruise experience offers a unique and unforgettable way to explore some of the world's most beautiful destinations in style and comfort. Setting Sail Into The Future The cruise industry is constantly evolving, with new trends and innovations being introduced every year. This year, the cruise industry will focus on sustainability, technology, personalization, health and wellness, new destinations, and immersive experiences to enhance the on board guest experience. Our travel and luxury lifestyle public relations specialists can help cruise lines to stand out in a crowded market with our bespoke consumer marketing campaigns. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. Image: Pexels |
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