Online marketers and the businesses who employ them are constantly concerned over their online marketing approach. We’ve seen that their isn’t a once-size-fits-all approach, and companies are constantly reevaluating what their doing. It’s become increasingly difficult to reach consumers who are already overwhelmed with advertisements and companies vying for their business. This has only become more difficult as advancements in social media is attracting more users and evolved faster than the market can keep up with it. There are several trends that will take place in the next year or so that are going to create future challenges for anyone trying to reach the average online consumer:
As we keep seeing, users like to have more and more control over what media they’re using and how they’re using it. From their Facebook account to their Microsoft exchange, everyone wants to micromanage their online experience. As this is becoming mainstay in a society that is become increasingly techno-literate, it’s likely that people will be in the drivers seat when they’re navigating through a site or using social media pages. Before now, when a person would go on a site, they were guided through a process or prompted by pop-ups or other media. Many sites and brands are already giving more attention to their social media approach because this seems to be the way that people, at least for now, prefer to interact. So basically, instead of people going to a site, social media will go to the user and more businesses are going to get their message across through this massively popular vehicle.
Social Media Monitoring
The market is going to see a proliferation in the way sites and businesses monitor how users are interacting with their pages and sites. One informs the other and, as companies keep switching to a more social media approach, they’re going to have to get better at monitoring how well it is or isn’t working. This will be important to find out what influences are working on the user, and to help marketers know where they can adjust accordingly. Doing so isn’t just going to be helpful, it’s going to be essential.
Future Engagement and the Challenge
As a larger number of brands go social, just like with advertising already, it’s going to become more difficult to stand out. The average consumer is already inundated with media to such a degree that users are become very adept at tuning ads out. Companies will have to find ways to relate to users that’s more relevant and engaging. Greater dialogues will take place as they try to appear more open and “social.” We’re also going to see more of a mobile device approach as a larger portion of the population starts using these devices as their primary source for browsing and communicating.
All of these approaches are going to exist in the near future and will look much different a decade from now. It seems that as the world becomes more interconnected the evolution of marketing is going to occur at a more rapid pace. This is due to a society that is able to now exchange ideas and opinions at a speed that has no parallel in the whole of human history. Marketing campaigns and approaches will have to tap into this if they hope to have lasting market appeal. Brands are going to have to keep a constant pulse of the online social world and restructure their marketing campaigns often.