1: Media Fragmentation-Consumers are everywhere, all at the same time. According
to a report, there are 256 million Indian users on TV, 243 million on radio,
232 million on the Internet, 182 million connected at home via broadband, 177
million connected at home via Wi-Fi, and 139 million Smartphone users.
In this age of multimedia consumption, consumers are
using more devices across a common set of platforms to do more things than
ever. That means marketers have to play catch-up and shift away from strategies
of the past. Today, the “e” in ecommerce means “everywhere.”
Your goal as a marketer should be to distribute content
across as many types of media and platforms as your budget can allow. Make
fast, confident decisions that give digital consumers opportunities to buy.
Keep in mind that capturing your customers’ attention
will become harder as media multitasking becomes the new normal. Your digital
content will need to be smarter, more creative and more visual to connect and
engage today’s audiences.
2: Smartphone Device Adoption Has Reached Half of Indian
Population-With 139 million of Indians owning smartphones, mobile
use has reached critical mass in India.
Research by eMarketer shows the amount of time people
spend on a mobile device is growing at 14 times the rate of desktop usage. The
same research indicates that mobile is becoming a more prominent channel for
commercial transactions.
In the second quarter of 2012, mobile sales accounted for
15.1% of total B2C retail ecommerce sales, compared to only 1.9% for social
ecommerce sales.
What this means for marketers is that a mobile-first
strategy is the new priority.
The significance of location-based marketing, which has
been around for a couple of years, will only continue to grow in importance.
Finally, with a growing number of users downloading apps
on their smartphones, a focused app strategy will help ensure that your brand
remains forceful and relevant.
Post social media content that is easy to consume and
interact with on the go; for example, more images, brief posts, easy-to-execute
calls to action.
3: Content Marketing Is Still King-There’s no argument that content is still king. According
to a 2012 survey and research firm showed that 91% of in-house marketers use
content marketing to sell their products and services. Additionally, 90% of all
digital marketing professionals believe content marketing will become even more
important over the next 12 months.
The same research pointed to the top 3 types of content
that are working best for marketers: social posts and updates (83%), email
newsletters (78%) and news or feature articles (67%).
Focus on content marketing rather than advertising
because consumers interact with content first, giving brands ideas or insights
about what is important to them. Brands can then use these insights to craft
their ads.
4: Facebook Is Still Dominant-Despite all of the changes that continue to take place on
Facebook such as Graph Search and hash tags, the number of users on Facebook is
rising, giving marketers opportunities to interact with audiences in innovative
ways.
Brands that use hash tags in their posts may have
slightly higher reach than brands that don’t use them. Hashtags will also open
up new advertising opportunities for marketers, including the ability to advertise
directly to users who have used or clicked on a particular hashtag.
On the other hand, Graph Search is a valuable tool for
helping you find people who like your Page. If you’re a local business this
means you can create content, ads or free giveaways just for fans in your
geographical location, thus encouraging a more vibrant local community.
To stay ahead of the game, marketers must learn and
master the Facebook environment in spite of unexpected and often frustrating
changes to the platform.
5: Users Notice More Branded Content on Their News Feed-A majority of Facebook users (62%) noticed more branded
content on their news feed. Most users don’t visit a brand’s Facebook Page.
They interact with brands on their news feed, which is where opportunities and
challenges lie for marketers.
On the bright side, users who want to interact with brand
content will be more engaged and open to brand messages. The opposite is true
for users who just want to hang out with their friends. They’ll simply hide any
brand content they don’t want to see (especially if those posts are frequent
and intrusive).
We know that photos already make up 50% of news feed
stories, and that images will continue to grow in importance. To get consumers to
interact with branded content on Facebook, marketers should make posts more
visual and provide interesting yet relevant insights about your company.
Invest in eye-catching, high-quality photos that will be
pulled into users’ news feeds when they interact with your Page.
6: Twitter Getting More Popular-Although Facebook is at the top of the social media
world, the A report shows that Twitter is getting more popular.
Take advantage of the current Twitter-friendly multimedia
environment and promote your brand among non-Twitter audiences.
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