5 Digital Marketing Trends Disrupting Apartment Marketing in 2014
Is content king again? Really? Yes. The thing is, content isn’t going anywhere fast. As marketers find more creative ways to play with it, there are several disruptive content trends emerging that shouldn’t be overlooked in the new year. Here are my top 5 favorites not to be missed by property management companies:
1. Global vs. Local Mobile
Mashable reports an estimated 5 billion mobile phone users globally by 2017 (nearly 1 billion more users than those using smartphones RIGHT NOW). That being said, developing a strong mobile strategy in apartment marketing is no longer an option. The need to think of mobile in a way that supports mass engagement is as important as strategically targeting your local market for optimum conversions
2. Predictive Apps
Location is important. Applications designed to sense the prospect’s environment, with the ability to respond in real-time, while meeting immediate needs will emerge. This will come from those who embrace consumer data, overcome limitations and create adaptive and collaborative methods for sharing and engagement.
3. Wearable Technology
Merging micro-technology into fashion is becoming the rage. Google Glass will likely become available for all to purchase in 2014, outside its current lottery offering. Imagine how this technology can enhance apartment home tours. SmartWatches sync with phones, making it easier to stay connected with a tap or swipe—offering up the latest text, email or status update while on the move. And, wait for it, a designer and Ph.D. candidate in Brazil is experimenting with wearable technology in fake fingernails, false eyelashes and even makeup.
4. Universal Social Acceptance
The year of social acceptance as a necessary part of a property management company’s advertising and outreach efforts is a necessity. Because of this, we’ll see native advertising expand, the use of social media to support real-time marketing, and the use of visual social platforms to create new ad opportunities for those who want to aggressively ramp up their word-of-mouth marketing (i.e., mobile messaging apps like SnapChat and short-form video apps like Vine and Instagram could offer interesting ad venues to better convey an apartment living experience).
As lines between offline and online interactions blur, apartment marketers will have the opportunity to better personalize the resident and prospect experience online and off. Using relevant personalization that takes into account the content, time, message and device is more likely to win over consumers. For example, iGoDigital reports that sales increase 15-25% of transactional messages include personalized product recommendations. And IBM is reporting that customers who buy something in-store expect a more enriched experience based on their purchase history online—the same holds true for your renter prospects. How much are you personalizing the experience for them on site and online? Check out what Cola-Cola is doing to personalize the brand experience with their “Find Your Name” campaign.
These are my predictions for 2014… what are yours?
(Image credit: Shutterstock)