Last week HUBFORUM took place in Paris, a major conference that brings together the marketing directors of major companies and teams from digital agencies to imagine the future in their sectors and help businesses prepare for what lies ahead. So it was right in line with VitaBella Luxury Wine’s aim of providing the best consulting for major names in Wine and developing an international communications strategy. What was the takeaway? Key words and phrases, and 7 essential elements for digital success.
THE KEY WORDS:
1) Responsive: being responsive today doesn’t just mean designing websites that adapt to different screen sizes. Today, a whole “responsive” philosophy needs to underpin your brand’s entire digital presence.
2) Digital Multiculturalism: a digital world requires multiculturalism because every action becomes visible all the time. Everything shows up on the internet. So you have to make your brand’s global vision fit with local expectations.
THE PHRASES:
– Moving away from “Wait and see” and towards “Test and learn”. Winning brands are the ones that move forward and aren’t afraid to take a few risks.
– “Mad Men and Math Men together to serve the brand”: creativity and Big Data work hand in glove in digital strategies.
Lastly, a very interesting study dedicated to future trends in social media presented by Netino, a specialist in Web 2.0 moderation and digital customer relations. Basically, you know you’re heading in the right direction if you have already taken on board these 7 points:
1) Commitment: here on this blog, we’ve been saying it for a long time, but LIKEs and FANs are not what a brand only needs. What you need is commitment and, in fact, natural referencing on Facebook will surely be changing along those lines.
2) Real time marketing vs Scheduled Posts: are you happy with your 30-day blogpost calendar? You might be the only one… you have to learn to make your post scheduling fit with and follow real time events, ASAP.
3) Add some R&D to your social media strategy
4) A picture is worth a thousand words: videos and photos are much more convincing than text. In fact, 90% of information that reaches our brains is visual.
5) Switch to mobile: watch out, there’s a challenge here because mobile phones mean segmentation of audiences and consumer time.
6) Protect your community: the more visible your community becomes, the more it will attract squatters, spammers and other types of trolls.
7) Customisation: your fans are being pulled in more and more directions. So your message has to touch them personally if you want them to come back regularly.
Looks like some fine challenges ahead of us, doesn’t it?
(*Since 2003, Guillaume Jourdan has been advising more than 200 prestigious wine estates for their international communication strategy incl. Chapoutier, Hugel, Dr Loosen, Famille Perrin, Cos d’Estournel, Brad Pitt & Angelina Jolie’s Miraval…Write to Guillaume info@vitabella.fr)
