Year 2016 has seen a lot of progress on the social media front. Social media trends are catching up like never before & it is becoming one of the best mediums to advertise brands to the world. The greatest perk of social media marketing is that it bridges the gap between the customers & the brands. People no longer wait to see the newspaper or television ads about their favorite brands but keep themselves updated on social media by following the brands.
2016 seems to be an exciting year for social marketers as there is some constant upgradation happening on the front. There some new & ongoing trends every marketer should keep an eye on
Live Streaming Video:
Offline events can be enjoyed easily by this social trend which is a boon in today’s time. We can view & enjoy streaming of live videos on various social media platforms now. Consumers now can have faster access to events by logging on Social Media in real time. Miss Malini, one of India famous bloggers took to this trend and had unbelievable viewers to her videos.
Since people spend maximum amount of time on the internet, brands catch their target audience by advertising on social media. Maximum brands have introduced their individual retail website where the consumers can have a look at the latest collections. According to a recent survey, brand promotions done on social platforms have more conversions than traditional media. Statistics in 2015 show:
- Facebook introduced more ads than any other social platform
- Youtube being a close competitor of Facebook added more ads in numbers which are visually very impactful
- Twitters direct Buy button still used immensely
- Instragram rolled out its action oriented ad format
- Pinterest now has buyable pins
Real Time Engagement:
Living upto customer expectations on social media is becoming a task for the brands. Social media keeps customers always connected & customers demand quick and easy solutions in real time. Consumers are more likely to complain on social media than go with age old company complaint policy. In 2015, consumers complained about brands 879 million times . 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour.
What if the brands don’t reply to? They lose customer loyalty. 2016 has tools for faster responses like social listening & automation tools. Social Media is fast moving & so is your business expected to.
Search Engine Optimization ( SEO) :
With all the technology & internet trends catching up, Content is still the King. Businesses now stress more on content strategies & advertising which has more organic content. Reaching out to the audiences with the correct content is the real challenge. Also having the right SEO ranking is very important. According to Google maximum number of people do not even read the search results Page 2 onwards. 33 % of the traffic go for the first listed item from Google’s organic search.
Now-a-days everyone is talking about advertising & its importance in business. Lot of businesses are spending heaps of money in advertising their products. Every time I switch on the TV series of ads keeping displaying on every channel we put on. Each one is innovative than the other. 30 seconds of the ad is fully utilized to convey a message that would create lasting impressions on the mind of the audience. Once my friend was frustrated of these ads that he asked me, “Why it that all the time I have to watch these ads on television, before movies also listen to them of radio and waste my time?”
So to all my highly irritated pals, let’s understand from scratch what is advertising basically & how it has emerged as one most vital recipe to bring business to people.
What is advertising?
“Advertising is a form of marketing communication used to promote or sell something, usually a business product or service.” So it’s a technique used to drive people’s attention towards ones product or service.
How did advertising come to us?
The gift of advertising came from the ancient civilization. In Egypt, papyrus was used to make sales messages & wall posters. Lost & found messages were written on papyrus was also practiced in ancient Greek & Rome. Oral advertising was practiced in ancient Chinese culture in the form of music & poems. Other means of advertising in the ancient world were Wall/Rock painting, poems, plays, calligraphy etc. The 20th Century ushered a new dawn in the field of advertising.
The logic is simple, if you want your product or service to reach larger number of people at the same time, you’ll have to advertise. The type & medium of advertising will come secondary. Of course, the advertisement has to be powerful as it’s the first impression on the minds of the customers.
Which are the different ways in which one can advertise?
From time to time, the channels of advertising keep upgrading. With conventional advertising like newspaper, magazines still being on racks, the use of direct mail, social media caught like fire & helped advertising to transcend physical barriers.
Primitively only print advertisements we used. Then came radio and television and now the extensive use of internet has opened new avenues like social media advertisement, goggle ads, banners & pop ups etc. With vivid forms of advertising available today, one must pick a potent ad via the right channel to ensure it reaches the target audience of the product.
While I was roaming around in the citybuzz I noticed something that caught my eye. It wasn’t that weird or even that beautiful for that matter. It was a simple ad of another real estate project. The difference was in the scheme they have to offer. Similar to maple ad only with no discrepancies our very own Jhakkas man was promoting another lucky draw scheme for real estate. While I thought this might turn the hill just it happened out for maple, I saw another ad this time on social media. Only then did it catch my interest. Otherwise brand shy Anil Kapoor does put himself into the brand endorsement world where a lucky draw home is equally appealed to its audiences. Known for his living habits from Dharavi, he has aptly been branded for the product or service the scheme calls for.
This is exactly what happens. Brand endorsements have a different sense of grabbing audiences’ interests. Why do brand endorsements actually work? Is it because of the face or because of the space? Well no one can put it perfectly. But, glamour does play an important role in advertising world. From rural population to urbane psychology; bollywood celebrities have always caught every spectator’s eye. Brand endorsements are not just a photo shoot or an ad campaign here or there. It is an inclusion of interactive approach by both brand ambassador and the marketer. Thus, the thought process while selecting someone for a brand promotion involves a proactive brand ambassador. So, even if a product is young and enthusiastic but if you choose a socially ignorant or social media shy celebrity the brand will hamper more negatively than being promoted. There are some who like bollywood glamour, while there are some who cue up to sports personalities. An interesting part of brand endorsement is the role played by each media. It’s not just images and TVCs of brand endorsers those appeals to target groups; but what they have had to say. There’s no secret, media encashes all this gossip into a fruitful media meat. There is an ancient saying; a person is smart but people are dumb. When your favourite personalities (or role models) say something, do something or show something you have an invincible loyalty towards it. This is how brand endorsement marketing actually promotes itself, based on the faith of the one person promoting. As times changed, the role of brand endorser changed from appearance to promotion. With the advent of today’s media part to a complete adoption of the brand stakes has grown out to be a brand positioning in today’s marketing world.