When you get right down to it, good marketing and content strategy are simply about thinking ahead. In this guest post, marketing executive Julie Roehm at SAP identifies six areas you need to be aware of to keep up with future trends.
1. Snapchat allowing real-time social media consumption.
Do you remember a time before business and brands used Facebook and Twitter? It really wasn’t that long ago but in terms of technology advancement it seems like a millennia. As recently as 2008 SAP’s Facebook page was run by an intern.
Back in 2013 I had not heard of Snapchat, now it seems that everyone is using it. Businesses and brands are moving towards finding a way to use this real-time social network as a way to connect with a younger generation of consumers by offering them content with an expiration date. It is a great way to make consumers feel connected and unique in equal measure.
After all, if it good enough for the 2016 US Presidential Candidates then brands and businesses should not be far behind.
2. Searching through more than just Search Engines.
Not happy with its current level of domination, Facebook is working on its own search engine. Stronger search within social media will more than likely bring brands a boost. Combining this with the addition of buy buttons in 2016 will turn social media platforms into more of an all-in-one solution.
3. More data through the Internet of Things.
It is likely that we will be wearing more technology in 2016 and the first advertising on such devices will surely be coming soon. This wearable technology is going to produce a lot more data for marketers to use and as the IoT starts to expand further it is likely to impact on consumers’ typical buying cycles. Change is coming, and you need to be ready. It is time to start thinking about new ways that you can connect with consumers and have flexible ideas that expand with the technology.
4. Brands continue to open up
With the success of P&G’s Like a Girl campaign and the Dove Campaign for Real Beauty, brands are finding success via letting their customers tell their own stories. Along with the shift from broadcast to social, brands are learning that they need to stop yelling at customers and start listening. Great campaigns will more and more be built by brands that incorporate what their users are telling them in their brand message.
5. Multi-platform content
Marketing campaigns now are ‘consumed’ on a plethora of devices and platforms. This means integrated marketing must be taken to the next level, with content being created, editing, and published in sophisticated ways that reflect the needs of the mobile device, display, site, screen or wearable platform it will be engaged with. This is the golden era of content and the metadata that allows it to be distributed with the needs of the user in mind.
6. One-with-one at scale
Summing it up, brands that are forward facing need to align content and technology, guided by a user-first philosophy. The splintering of engagement platforms means the each user must be listened to and communicated with at scale. Not easy, but the winners will find a way to make it happen.