A review of social media marketing in 2013 has produced several “must have” trends for every 2014 marketing plan. As you round out your marketing budgets and put the finishing touches on your well planned strategies, here’s what you need to know in order to reach your customers more effectively in the New Year:
1.Thoroughly understand your audience and product or service. In 2009,the University of California published a report in which they concluded that the average person sees over 34 billion bits of information every day. 34 billion bits of information equates to reading approximately two books per day. As a result of processing so much information, people are beginning to tune out; their attention is becoming a rare commodity. What does this mean for you? It means you need to have an acute understanding of your audience and how your product or service relates to them. In a high “Pinterest-ized” social media world, you need a visual, shareable message that demands and holds limited attention within seconds.
2.Mobilized material is a must. People are leaving desktop technology behind and flocking to their smart phone and tablet devices. The Pew Internet & American Life Project published a research paper in which they determined over 90 percent of Americans own a mobile device, and 57 percent of them surf the Internet with those devices. Smart phones are quickly outnumbering other types of technology, ushering in what many are dubbing “the mobile revolution.” It is imperative that businesses take their digital properties beyond mere mobile optimization in 2014. Digital properties need to be responsive and adaptive, able to fluidly change and respond to the viewing capabilities of any mobile device. Audiences are also expecting the delivery of real time information based on relevance and location, which means digital properties must be search engine optimized for local search parameters. Audiences are expecting one-to-one personalization, and mobile technology is handing business owners the ability to give it.
3.Out with analytic and in with predictive tools. Thus far, we have grown accustomed to simple analytic tools, the ones that give us basic information. Today, we are rapidly moving into the era of predictive tools. Predictive means that today’s tools use diverse techniques from data mining, machine learning, modeling and statistics to drive the analysis of current and historical information, thereby making predictions. It’s currently too early to tell exactly how this trend will evolve in 2014, but one thing is certain: simple tools no longer excite. The world and its audience are looking for ways to use all of the diverse data at their fingertips, meaning predictive technologies will find new traction in 2014.
These three general trends for 2014 all focus on a simple concept: effectively understanding and reaching your audience wherever they will be found. We can expect 2014 to be the year of positive customer experience and exemplary customer service.