Instagram rolled out its first ever ad on it’s platform to its US users
Twitter introduces image and video previews in streams
Twitter now looks like this Tweets used to be line after line
Users will now see images directly in their stream
In a sea of text, an attractive image is going to make your brand stand out more than the others
Promoted Tweets that come with photos also get an added boost with this new update
What does this mean to the marketer?
Creating good image content is now becoming more important than ever with platforms other than Facebook adding new opportunities for marketers
But users now have the advantage of providing feedback to the platforms on the content that they are seeing from brands
Good image content can make the difference between a user hiding your post and blocking your content from their stream, or Like-ing and following you
Snapchat marketing will gain popularity
Snapchat is the hot mobile app that sends out messages (text, photo or short video), called “snaps”.
These snaps auto-destruct after a short moment of time, between 1 to 10 seconds depending on how the snap was set up.
The fact that snaps are deleted from the server answers a lot of privacy concerns that have plagued other platforms
ASOS sent followers surprise discounts
16Handles also sent instant discounts
Increased Importance of Social ROI
Why should you monitor social ROI?
Marketers will increasingly need to know what metrics to measure in order to close the gap between social efforts and actual revenue
Social media serves three key marketing objectives and these are why investment in social media will become a necessity for all businesses in 2014
Where social stands in the sales funnel
• Social media sparks conversations with potential customers much earlier than traditional media
Netbase, Social Savvy e-Book, 2013
Business Outcome Increase sales and develop a youthful positioning
Social Media OutcomeClarks as a trendy brand with traffic to website and increase footfall to stores
Content Strategy Content Strategy involved trendy images showing a youthful and trendy side to Clarks. The tactical activity involves driving store footfalls
What was Measured Followers, Direct sales from tactical activities on social media, Engagement and participation rates, Brand health metrics, Customer service cost savings
Business Outcome Increase sales & drive market-share for Travellershield during critical pre-Summer periodSocial Media
OutcomeIncrease online sales, customer service and decrease cost of marketing
Content Strategy The social media effort is clearly aimed at increasing online sales through direct customer value. Social is also a key driver of cost savings – (Marketing, customer savings, Recruitment)
What was Measured Direct sales from social media tactical activities, savings in marketing and customer service costs, website traffic increase
Paid Social Goes Mainstream
Paid Media now accounts for over 16% of all online spends.
Not limited to social campaigns
Here’s the first ad on Instagram
This ad proved more cost effective than other forms of media in terms of response and reach
Rise of Mobile
Use of Omni-Channel Marketing
What is this omni-channel marketing?
What powered this shift?• The lines between offline and online shopping experiences have been
What powered this shift?
• Roughly 3 in 4 consumers research online after seeing an offline ad
What does this mean for marketers?
• Marketers need to diversify their approach to awareness with the use of new and multiple platforms
• Another reason to step away from FB solely and branch out to new platforms
Summary•Social Media becomes mainstream
•Newer platforms to be taken note of
•Integrate from the Start – Not an add on
•Measure, Measure, Measure – Analytics as a practice