Guest Spot: Tuck into Cognique’s top 10 marketing trends for food and drink businesses
Tuck into Cognique’s top 10 marketing trends for food and drink businesses At Cognique we know that the marketing landscape is no piece of cake. It’s busy, complex and continually changing – especially in the digital arena. Here’s our round up of the top 10 marketing trends affecting food and drink businesses.
1 Website speed
4 Vertical video
Following the roll-out of Google’s Speed Update, websites are now ranked in search engine results pages (SERPs) on their mobile site speed. Businesses should review the build and content of their website, as well as their hosting services, to maintain and improve speed.
Appetite for video content just keeps growing, but consumers are becoming increasingly resistant to having to physically turn their devices. The days of 16:9 ratio may be numbered as the vertical video is on the rise; 90% of videos watched vertically have a higher completion rate compared to videos watched horizontally – they also drive six times the level of engagement.
2 Voice search The massive increase in the use of Alexa and Google Assistant means that users are changing the way they search for information. Voice searches are typically longer and use conversational language, which will have a potentially huge impact on Search Engine Optimisation (SEO) strategies.
3 Social stories There are 200 million monthly Instagram users watching social ‘stories’, making them a serious ingredient in the marketing mix. Stories can help users to discover new accounts and give them unique, behind the scenes insights into a business and its products. FOMO (fear of missing out) is real.
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5 Influencers Love them or hate them, influencers aren’t going anywhere for the time being. Micro-influencers in particular are creating a stir. With their often niche sectors and highly engaged followers, they offer mouth-watering potential to food and drink marketing campaigns.
6 Automation With so many marketing channels to manage and nurture, automation could be the key to content consistency and distribution. However, automation should never replace real engagement with customers hungry for conversations with real people.
