The consumer market is trending toward the reliance on social networks for information and news, turning out of conventional media news feeds. Consumers are increasingly turning to social networks to get all kinds of information concerning the wider world, as well as sharing their news and commentaries.
Consequently, news structure and content are gradually being recreated around social media channels. Content providers and marketers need to implement a multi-screen distribution approach using mobile, social, and interactive channels. Over the next decade, social media will progressively challenge traditional marketing strategies, as it:
A lot of things have changed in the past 10 years, including the way consumers use websites and how brands engage. Marketing strategies that worked in 2005, before the growth of social platforms, cannot yield the same results today. Brands must adopt more practical ways to establish customer relationships and engagement tactics that provide data for long-term growth.
Branding efforts are increasingly moving from billboards and TV commercials to social media platforms and microsites, but the marketing approach has remained unchanged: designing campaigns that last only one season. It is important that brands use social platforms to build long-term relationships with their audience.
3. Becomes shoppable
Not many marketers consider selling their products through social media, but most platforms have been evolving to make purchases possible on their platform instead of redirecting users to other websites. For instance, Ralph Lauren and Burberry fashion brands have already made their runway videos shoppable. So, every business should consider integrating financial calls to action in their social media content.
Most brands that publish advertisements in social media platforms do so manually. However, many advertisers have started shifting their marketing efforts, leveraging computers and data to move away from analogue to digital techniques and social media will soon follow suit. Considering that all consumers dislike advertisements because of clutter, irrelevance, and interruption, the insertion native content and ads into social media sites – via programmatic placement 0 can help promote context, efficiency, and relevance of messaging.
5. Becomes digestible
Consumers are increasingly finding it hard to digest content delivered in the long-form. Users want to reach the heart of the message as soon as possible. So, the more digestible your content is, the more social it can get. Content that is easy to grasp means that it is also easy to share, which translates to better results from your content and campaigns.
Consumers are increasingly accessing the web via mobile devices, and social media platforms are much easier to access via apps. Users can now interact with each other via smartphones and tablets on the go, without necessarily having to access a PC or laptop. Advertisers will increasingly take advantage of the greater access that consumers have to social platforms to keep their marketing campaigns continuous.
It is also important to note that marketers are able to create more content now than ever before, owing to the growth and affordability of technology. In fact, statistics show that 90 percent of all data in the world has been created over the past couple of years. Such data will make consumers more selective in terms of the kind of information they want to receive, filtering out anything that is not relevant to them.
As segmented and sheltered media channels become the norm, advertisers must find ways to appeal to their target audience, delivering useful and relevant content.