The Internet has become the consumer's Mecca for news, shopping, and social networking. Businesses are taking advantage of this by incorporating social media efforts in their marketing strategies.
Social media has paved the way for easier communication among businesses, potential and existing clients, and audiences at large. As with any technology-based function, social media is constantly changing and continues to remain a challenge to businesses as they try to utilize different networking platforms to create effective marketing campaigns. Here are three trends influencing social media marketing strategies:
1. Marketing taking on Pulse traits
LinkedIn's acquisition of Pulse - the social news reading app - has enabled the social network for business professionals to achieve meaningful social interactions by tailoring content more authentic to user needs. This type of approach appeals directly to viewers because it allows them to find the information they are looking for without having to search every site on the Internet. Known as content nurturing, this process allows for better marketing automation that delivers targeted campaigns to customer segments. Google Analytics will help you determine how successful this approach is as well as areas that should be improved for increased profitability.
2. Always social
Businesses can leverage in the amount of time users spend online in order to reach their target audience across all platforms. There is also a predicted increase in digital ad spending due to the development of social media use. Companies are employing dedicated social media staff to create content, answer queries and attend to customer complaints, and interact with followers in general. This promotes a more engaging profile and helps provide a positive brand experience.
3. Less management use
Not a lot of CEOs are keen on setting up their own social media profiles. In fact, only 30% of them are active on social media, according to a recent research by Augere. Leaders should consider the power they could hold if they made the effort to gather new users and maintain relationships.