Digital
marketing in the 21st century
Digital marketing is moving quicker than ever - the
online world is changing even as we speak. The complex strategies we see as
perfect this year may well become obsolete by the time we start seeing their
results. Social media platforms have risen and fallen, and with them, far too
many newly minted social media celebrities to name.
Change is real, whether we like it or not, but there
are some basic core ideas and principles which will never become obsolete,
regardless of what social media platforms, algorithms or big data strategies
appear. High-quality, value-added content, building strong relationships with
your audience, and adapting to the ever-changing landscape will always be
critical to the success of your marketing efforts.
But what does that mean for us in 2017? Let's take a
look at a few of the strongest undercurrents in today's marketing landscape:
This
is the age of live video
Live video saw its modest beginning in earnest back
in 2015 when Facebook first launched their live-streaming service. According to
their initial statement, any of their 1.6 billion users could create their own
live video content and share it with their friends and family. Although the
idea was developed by Twitter, Facebook made it better, easier to use, turning
it into a usable tool. In a matter of months, live-streamed video channels gave
rise to a new marketing channel for both individuals and companies worldwide
beyond what social media marketing offered at the time.
Other social media platforms hopped on the
live-streaming bandwagon, and the age of live video started a firestorm of
social shares, likes, and comments from millions of followers and the rise of
the social media influencer.
Brands know that people love the in-the-moment type
of content, and the widespread accessibility of truly functional live-streamed
video offers exactly that. It connects with potential customers instantly and
showcases the service or product directly in people's homes. Live debates,
workshops, conferences, reviews, and walkthroughs are only some of the things
which can change the way we see online marketing.
This
is the age of influencer marketing
Influencer marketing is already big, and it's only
expected to get bigger over the next few years. Simply put, we love to make our
purchases based on the opinions of real people, and the influencer offers
brands the ability to speak through a relatable voice.
Studies suggest that, in certain niches, up to 70
percent of purchases are made after being “influenced” by an authority in the
field. Brands know this, customers know this, and influencers know this, so
it's no surprise influencer marketing has taken off the way that it has.
Also, influencer marketing is particularly effective
because it can use virtually every social media platform as an interaction
medium – and, in fact, influencer-generated media is already a primary form of
mainstream entertainment for many consumers.
This
is the age of data visualisation and infographics
Statistics, data, and reports are all part of the
marketer's job. We use this information every day to measure our audience,
market, reach, etc. This information tells us who is buying what, when, why,
and how.
But data, in its raw form, is not easily digestible
and big data is worthless if it cannot be interpreted efficiently. As people,
we can't naturally read it efficiently, and consumers don't have the patience
to understand and interpret a tables, values, and numbers we would offer them.
Data visualisation helps us see data better, understand it and, most
importantly, use it.
As of 2017, there are dozens of specialised data
visualisation tools to choose from, and we only expect them to become even more
sophisticated and efficient in the coming years.
Online marketing is evolving, and things are
changing swiftly. Old strategies are replaced by new ones as we speak, and we
need to find ways to adapt to the ever-changing marketing world. Sure, there
will always be new trends, new tools, new strategies, but the basic cores
remain the same: quality, a meaningful relationship with clients and
consistency. We only have to know how to bring these new concepts, like
influencer marketing, live video streaming, and data visualisation together and
make them work seamlessly.
Regards!
Librarian
Rizvi
Institute of Management
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