You can now build and create your own crowd to market and sell to without paying the media gate keepers. The social media networks are at our disposal and with the right strategies and or software; we can create brand alertness and access to influencers and decision makers in boardrooms across the world at any time or any place.
The freedom to take control of your own marketing comes at a cost. That cost is your time. To be effective, it requires using multiple networks, constant content creation and monitoring and managing. It is something that cannot be done in a day or even a year, it is continuous in order for it to be effective.
It’s not just multiple networks and multimedia. It is also about adapting to new platforms where consumers and or prospects receive their messaging. This is no longer restricted to just print, TV and radio but has bloomed to laptops, smart phones and tablets.
Within this technology and media explosion there are many marketing trends that have been emerging that we should be paying attention to.
Below are several trends that all marketers need to consider in their tactics to remain effective and current in today’s social media world.
Content is Most Important
The importance and role of content marketing and how it works across social media, search, multimedia and mobile is becoming a key focus for many brands. Many companies don’t understand the importance of this trend and how it underlies almost all digital marketing.
Brands have been blinded by the shiny new toy, bells and whistles of social media – (for example – Facebook). Marketers think that Facebook marketing is all they should be doing beyond their day to day marketing and that they have been doing for decades. Well that is not the case. They should not be forgetting Twitter, Blogs and Google+…just to mention a few to market their content.
Content is the foundation of all digital marketing and is the reason people read, view or share.
Mobile and its Power
Smart phones are rising and rapidy delivering marketing messages and content that is optimized for mobile platforms and is becoming a “must”. Increasingly consumers are viewing content, receiving emails and buying products from “small screens”.
Companies need to instantly redesign websites and their blogs that are “responsive” (respond to all devices screen sizes for optimal viewing and usability) to ensure they are optimizing for mobile devices. Many websites are recording up to 40% of all traffic from mobile devices. This is something that should not be ignored. It will cost companies money and many leads will be missed opportunities.
Companies who have savvy marketers are realizing that digital marketing should not be one offs. Social media and content is impacting search results. Google created Google+ for a many reasons including capturing social signals. Ensuring that your approach is allowing you to tie them all together to achieve maximum effectiveness is becoming your “major key trend”.
Brands are also realizing that “being involved in” social is complex and is like juggling many balls at once. Enterprise platforms are assisting marketing professionals to market, manage and monitor multiple social networks and even other digital marketing.
Marketing –Continues and Continues
Marketers need to be aware that a strong trend is emerging and it is called continuous marketing. It doesn’t mean that you should not run “campaigns”. The reality is that being found online (found in social network updates, Twitter streams and in a Google search) requires constant SEO activity and content creation, publishing and marketing.
There is a saying “Google hates silence”. If Google does not hear from you-then you don’t exist in this social media world.
Creating, and marketing content that is fed into the social media beast needs to be ruthless or you will left behind and you will be lost in the web black hole. To do this it will require implementing marketing automation that leverages your time and resources that are being used.
Personalizing Your Marketing
The “one size fits all” approach to marketing where mass messages on television and traditional media are becoming less effective due to media saturation. There is a rise of personalized marketing on e-commerce sites, websites and emails that tailor advertising and user interface to the important interests of the consumers.
Marketing - Visually Appealing
When YouTube entered mainstream awareness a few years back it was the best new visual content that ever existed. Since then, this visual media has been flooded visual marketing with arrival of Pinterest, Instagram and even Slide share. In the last 9 months, this has now gone to a whole new level and this is called “Vine”—6 second video snapshots pooled together to create a story . Now Instagram’s new 15 second video app has marketers scrambling for creative inspiration to apply and leverage this new trend.
Remember, cut the Social Media Noise and Ride the Marketing Trend to continually increase your Marketing effort. It’s not a 9 to 5 Kind of Trend!