Social media stories
Stories seem to be likely to take over feeds as the main type of content through which people share their thoughts, ideas and experiences. They consist of short slideshows made up of photos and videos, usually done during an event or a specific time period, such as holidays. They are far more engaging than traditional content feed, and therefore capable of leveraging the brand’s social capital through an increased number of comments, reviews, shares, etc.
In the case of destinations developing according to the principles of Tourism 3.0, the destinations’ marketing platforms must leverage the content creativity of all visitors and other stakeholders in all kinds of possible formats, among which the social media stories should gain prominence as time goes by. In order to promote the contribution through specific formats, the content creation contests should have a prize for every type of format, including the newly promoted ones. Such social media stories could be related to the visitors’ life-changing experiences, the positive impacts to the locals’ lives due to tourism development, etc.
Other general trends
All in all digital marketing is expected to continue to grow, particularly mobile marketing. A digital marketing mix should integrate advertising through comprehensive SEO (including voice and image), video, social media and display.
Apart from digital marketing, broadcast TV advertising continues to be the first source for promoting new brands, staying way ahead of online TV.
On the other hand, both traditional and online radio are valuable platforms for advertising, taking into account that online radio and podcasts audiences are experiencing significant growth.
With regards to email marketing strategy, this will progressively integrate data collection, Artificial Intelligence, Automation, personalization and compelling content.
Finally, printed items such as newspapers, magazines and books are – despite their stagnation – still leading influential media, especially when referring to premium printed media.
So, even if there are many newcomers in the marketing mix, the traditional advertising platforms still remain, losing some of their prominence, but keeping a significant share of the marketing budget.