TECHNOLOGY
TECHNOLOGY
Digital Marketing Trends to Keep an Eye On
By Ashley Tyndall
In order for a multifamily developer to be successful , they must approach their target residents where they are . In the past , this meant placing billboards on their route to work or an advertisement on an apartment search site . As technology has radically evolved , digital marketing has changed the way companies must work in order to keep appealing to target residents .
Digital marketing trends that apartment communities and developers should be aware of include the growth of augmented reality , live videos , increased personalization , and native advertising . When a company is willing to evolve with the development of technology , they will always stay ahead of the game . Keep your strategy relevant by adopting some of these new forms of digital marketing :
Chatbots
Chatbots are the small chat windows that pop up at the bottom of a web page , offer assistance , and answer any questions you may have . Some people choose to interact with these bots , while others ignore them . But not for long . Chatbots gain intelligence with each interaction they have , making them more effective by reading the user ’ s needs . They also give the company time back that they may have previously spent answering customer concerns .
Chatbots are effective in marketing because they help promote your apartments , gain resident insight , personalize your brand and community , and increase engagement . It gives your web page a human-like interaction that customers would not get otherwise . As Chatbots gain traction in the digital marketing community , they will become increasingly effective and lead to more customers using them . Rather than relying solely on leasing offices and manual messaging , Chatbots will be able to quickly answer questions that potential and current residents have , allowing you to gather more accurate data about your residents .
Augmented & Virtual Reality
Augmented and virtual reality are both relatively new technologies that are on the rise . Pokemon Go recently increased the relevance of augmented reality and its potential in marketing by showing the potential it has for companies that are willing to adopt the new technology . The app received more engagement and interaction than Facebook , Snapchat , and Twitter on average . It gave consumers a chance to interact with the world around them , an idea marketers need to capitalize on . The idea of virtual reality was introduced to consumers through smart technology that can be brought into their home . Both of these advancements make marketing efforts more impactful , and allow the consumer to interact with your brand in exciting ways they have not been able to before .
In the multifamily industry , augmented reality ( AR ) and virtual reality ( VR ) can be used to display property renderings and allow customers to interact with them before construction begins . You can create a virtual tour for people who may not live close-by or are simply browsing options , allowing them to explore floor plans and ameni-
ties without the travel . The opportunities with AR and VR are endless , allowing for creative digital marketing campaigns and features that appeal to target residents .
Live Videos
Video accounts for 33 percent of all activity happening on the internet , which means a large portion of the market can be reached with the use of live videos . They consistently see more engagement with followers than any other form of content . The two best sites to utilize for live videos are Facebook and Periscope , because they can be viewed even after the live streaming has ended . Live videos are an effective and engaging way to show off resident-exclusive events , grand openings , or other celebrations that bring excitement to your brand .
Live videos invite your followers to see and be part of what you are all about , letting them get to know the faces behind the brand . And while live videos are a fun way to interact with your audience , they can also be used to provide information about upcoming events , specials , or new properties in the works .
32 | TRENDS • SEPTEMBER 2017 www . aamdhq . org