First of all colleagues begin his presentation by saying that "not a trend." In my view, correctly - that the right to cut off the audience reactionaries and set on a really new trends. :)
So, that's not a trend
- your website
- flashy messages addressed to customers
- fee for everything that you do not use all 100%
- neglected and clogged all sorts of things online portals
- individuals who are carriers of knowledge
- "Watchmen and porters"
Why is this not a trend?
What happened in the digital world and in the world? Internet, and mobile communications technology have changed the world. And if the radio is able to reach an audience of 50 million in 50 years, then it took to Twitter this only 2 years. We have become "connected" and informed. We are used to "free" and "open". The world is ruled by the people.
Increased media saturation leads to the fact that the ads simply sell. Influence of the media is a consequence of reduced desire of the buyer to choose the goods himself.
Which platform to offer the customer in this case?
"Earned" media channels (Earned Media) - a symbiosis grounds- "possessions» (Owned Media) and "buy" sites (Bought Media). You own and dispose of the content on its website, you are buying or contextual display advertising ... But it's time to "earn" platform: to build a community around us - social networking and more.
"Earned" media become more efficient because:
- their creation usually cheaper
- their distribution network for free
- word of mouth is still the most effective marketing technique
- creation of technologies to skip commercials on TV and online means that "purchased" the media are no longer working
- "Earned" media = attention = action = links = increased visibility in search = ROI / ROA
And what is a trend?
- Mobile Internet
- social media, social media and social media again ...
- all that close to the residence of the user
- All that said user ("I like the brand")
- various applications for micropayments
- collaboration and distributed content
- involvement
- "Cloud" technologies against the "normal", and together the two technologies
- (Micro-media - are more personalized interaction
- "Puff" content and "create" a reality
But do not forget that:
- search still dominates
- e-mail is still effective
- Clients say they fit or what is useful for them
- The farther we go, the more difficult to win the attention
How to take over the search?
Most companies spend huge sums on contextual advertising, while the people are looking for pictures, music, videos, social content, maps and others. Maybe, Facebook is still open your search?
What indicators should be based in the evaluation of the effectiveness of SEO? Until now, the most popular site success rate among US advertisers are indicators of traffic to the site, the conversion and the number of sales or orders. But soon the value of the number of applications may be paramount! Contextual advertising - also allows you to increase online sales, but rates for word all grow and grow! At that time, social media used by advertisers to increase brand awareness, and this - in the right direction!
E-mail: c safeguard and enhance
According to most customers, a reminder email - the best way of customer service. But elektronku can be used in conjunction with other media channels. For example, you can broadcast through email and RSS Twitter. A report can be obtained by e-mail sms. By mail, you can also inform customers about new applications available for your phone. And with the help of e-mail, you can receive feedback about a product or service.
Thus, it is necessary to think about how you can use the traditional methods of online advertising in favor of developing the social media channels.
Social evolution from speaking - for the hearing, to discuss, to action
According to Econsultancy, more and more companies are beginning to appreciate the impact of social media. Here's how to use social media for marketing purposes, and what advertisers measurable results:
The next wave - the principle of "three E"
Engage, Entertain, Educate - Involve, entertain, inform! This principle - all of a person's feelings.
And this principle is best to implement through mobile phones. By 2013, 1.19 billion people will use mobile communication (one-third of the world population). Mobile Phone - is always the first. Today, for example, 150 million people are connected to Facebook via mobile devices.
And if you look even more distant future, we will see?
- virtual currency
- reminders to a variety of devices - depending on the time, location, usage activity and so on.
- sensors continuously collect information about users
- the opportunity to ask advice from a wide range of users
- increasingly distributed and decentralized content
- new user behavior
- permanent residence in «Beta»
- filters to eliminate information overload
Here is an example of how we soon will select products ("time window-shopping"):
See you in the vast social media! And do not forget to invent their own ways to personalize the content!