Social Media Marketing – A Look at the Future
The web is constantly changing. This is especially true for social media. What was new just yesterday is already old today. Innovative algorithms and changing user habits set new trends, and these offer opportunities for social media marketing. What developments will the future bring? We’ll take a look into our crystal ball, based on current trends.
Social Media – Observe and Look Ahead
Marketing concepts for social media have to be flexible to react to changes and profit from new opportunities. Two things are especially important here:
- Constant monitoring of what success existing marketing concepts have
- Quick reaction to trends to exploit their potential early on
Anticipating trends is the key to success here. He who knows today what the customer of tomorrow expects is already ahead of the competition. It is worthwhile for every business to invest a large portion of its marketing budget in social media activities. Some developments already stand out today:
- Short videos as information carriers
- Messenger services
- Virtual reality
- Audio advertising
Videos Instead of Copy and Image
Text and photos are the principle information carriers on the web. It will also remain that way for a long time, however the importance of short video clips is growing. The web is becoming more mobile and more a component of everyday life. User attention spans are getting correspondingly shorter. Video clips are therefore already beloved and this trend will continue. The time limit for attention-getting clips is around 30 seconds. More and more businesses today are betting on short videos, for example for instructions, the success of which is proving them right.
Social Media = Facebook + Twitter + ?
Social media is Facebook and Twitter. This simple equation is only still conditionally true today. It is clear that intelligent marketing strategies cannot dispense with Facebook. However the trend is moving towards diversification. Besides social media platforms on the public net, private services like WhatsApp and Messenger are continually gaining importance.
The growth rates in this area are already higher today than for the established social media portals. Forward looking companies are using this development to gain a presence in these private media as well. But that also means that the marketing strategy has to adapt to the user experience there.
Augmented Reality – A New Marketplace
Who still remembers Second Life? The first virtual reality hype at the beginning of the 21st century disappeared pretty quickly, and with it the hope of using a second, digital reality for advertising purposes. Even today only 10 percent of market participants use augmented reality. But this share will undoubtedly grow, as the augmented realities of today offer entirely new possibilities, given the mobile network that did not exist back then. And that is combined with the synergy effect in relation to social media.
For example: virtual reality could allow potential customers to test a product before purchase free of charge and with no obligation, almost like in real life. This new option promises high conversion rates.
“Hello! I’m Tom. Can I help you?” More and more websites are utilizing these little pop-ups that appear during a visit to a website. That a chatbot is behind it is an open secret. These little helpers are popular nevertheless. For one thing they generally function very well. They also save the user from having to overcome the psychological hurdle of having a discussion in person.
Chatbots with integrated artificial intelligence free up employees, satisfy customers and lower costs. What’s more, users increasingly expect the offer of a chatbot on a good website. There is potential for them on social media portals and private apps like WhatsApp too. Using high-tech for customer communication saves both sides time and money.
Amazon Echo and Google Home are increasingly capturing attention in the home. The challenge for marketing with these devices lies in the fact that they work without a screen. That means audio advertising may gain a larger importance in the future than it possesses today.
How does an effective audio message work? Methods from good old radio advertising are probably unavoidable. But the new digital reality will also provide some innovation here as well.
Strengthening Your Own Brand
The long-term goal of marketing is to strengthen the brand. A good marketing strategy not only convinces the consumer about the product, but also about the company. To achieve this goal, social media is the best forum imaginable. Instagram and Snapchat strengthen the impact of the marketing message with the youngest users, as they are almost constantly present on these platforms.
The modern company is characterized by faces that stand for a specific lifestyle and convictions. Strong connections between firms and customers are increasingly based on individual relationships, and not on abstract considerations. Those who leave behind a positive image early on, profit from it in the long run. It is therefore important to link the brand and the business to the people that are behind it. Social media channels offer many opportunities to do this, for example:
- Short interviews
- Behind-the-scenes looks
- Video broadcast of live events
- Announcements, product introductions and much more
The presence in social media gives a brand a human face, and with that more trust and authenticity. Credibility is a value for itself today, all the more so as the consumers’ social conscience grows stronger.
Content is King – In the Future Too
The web is inundated with content, most of which is more or less useless. Unique content with added value for the user is therefore still the key to success. The old wisdom content is king is thus still true. Valuable content will be read, liked commented on and shared. Social media is the ideal forum for placement of valuable content for intelligent marketing.