It used to be that successful businesses could get by with advertising done through traditional radio, newspaper and television mediums. Those days are gone. Now consumers want to know the company behind the brand. They want to know the people behind the company. They want to know.
Actually, that’s putting the cart before the horse. Unless you have original, fresh content to market, you have nothing to give; nothing that a consumer wants, anyway. To be a success today, businesses have to have better, fresh, original content and use all of the tools that are available to socially market their brand. They need to become a brand publisher.
Here are three social media marketing trends to watch for in 2015.
Consumers want to connect with the people who make up a brand, and social media is the way to do it. If you haven’t been doing this already, you are missing out. To compete, more and more brands are getting to know people up front. One company that has taken great advantage of social media marketing is Lifelock, Inc. Lifelock is a company that specializes in identity protection security, and it took to Twitter to publish its brand. In 2007 it established @LifeLock on Twitter, where you can get all the latest on identity hacking and interact with people who have had the life-altering experience of losing their identities.
Lifelock went on to have Twitter parties. These are online events where the company teams up with another whose members share the same interests and gives out prizes during the party. The company partnered with a woman’s marketing group, MommyPR, for example, to host the “Safe Shopping Holiday” party and offered five winners a basic one-year Lifelock membership along with a $50 American Express gift card just for attending. Marketing like this lends itself to company trust and customer loyalty, which means you’ll definitely see more of it in the future.
The mobile device market has exploded and is only going to become more widespread. While businesses know to make sure their brand is correctly optimized for a smartphone or tablet, a huge amount of companies will go full-force and optimize their brand for mobile devices. There are now businesses specifically designed to fulfill this need and more companies are taking advantage of this service. The Web Presence Group, for example, has recognized the expanse of the mobile industry and focuses on mobile web development and text messaging optimization, among other optimization services.
As more social media outlets emerge, so will more ingenious ways to use them to connect with consumers even more than in the past, fresh and original content being key.
Facebook, of course, is the reigning champ of social media, and a tough act to follow with a concept that would be hard to diversify. Ello is a new social network that has been designed by a small group of artists and, unlike Facebook, has no ads and is a PBC (Public Benefit Corporation) which means it is not permitted to supply consumer information to third companies. Ello has provided a clever diversification on how social networks succeed; look for more companies to do more of that in the future.