Top Trends for 2013: Marketing Moves On

If you asked a major brand ten years ago if consumers would share their life’s details, regardless of how mundane, online and, as a result, become the biggest producers of online content and wielders of influence, you would have gotten a firm “no” and likely a confused stare. In the past, major news and entertainment outlets had a firm grasp on producing and distributing content to consumers. Advertisers controlled the audience, knowing exactly where their audience was and how to reach them.

Top Trends for 2013: Marketing Moves OnThat unfathomable thought ten years ago is today’s reality. Consumers are increasingly more tech savvy, connected on the go, and spend hours a day browsing blogs, Facebook, Twitter, and video sites. Unknowingly, consumers have collectively started a groundswell of “home-made content” that expresses their views online about everything from products, services, relationships, and beyond. The quickness of the transition and volume of participation has caught brands and marketers off guard, as they now have to grapple with where to find, and then how to engage, their audiences.

2013’s emerging trends will focus on how to measure, analyze, and engage audiences effectively on social networks. Here are a few I see coming this year.

Locating your audience

Aggregating data is the key to winning today’s marketing game — spending big money to engage small audiences that “may be relevant” leads to poor returns. But while finding your audience is the most critical step, it is also the most difficult because users move from platform to platform and find new content quickly. The solution? Deploy strategies that allow you to monitor viral video, micro-blogging, blogs, e-commerce, image sharing, and social media sites. While this process may seem laborious, a good monitoring tool will help you keep regular snapshots of where your audience is and what they’re talking about. While some of these tools can be pricey, there are great inexpensive options that will scale with you and your team as you grow your engagement.

 

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Author: Vishal Sankhla



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