Notable shifts in how social media is being consumed

@kirandm1234

The ecosystem we use to manage a digital marketing strategy has really just evolved in the last two to four years.

But the tricky part of digital marketing is that the rules seem to change every day.

So what are the signs that you are doing digital marketing wrong?

Digital | Ecosystem

There are many misconceptions tied to digital marketing Some organizations view digital as something that is additive,

whereas we believe that it must be central to business strategy Other brands see digital as a standalone strategy but we

believe that channels need to be viewed as part of a holistic customer engagement strategy

Some underestimate the value of leveraging data to not only target media, but to refine their approach to engaging consumers through data informed creative

Another misconception is that marketing has to be real-time, especially in social media

We are shifting from real-time to right time through contextually targeted content as the key to connection

Still others view digital as overly complex.

What are the most common misconceptions businesses have about digital marketing?

Data and analytics are the critical mechanisms to create relevant connections with consumers across channels and optimize performance

To start with, it's important that an organization leverages its first-party data, or what they know from past interactions with customers, as well as third-party data, such as demographic and Behavioural data, social data, self-reported information and more, to inform marketing decisions

This requires a centralized repository of data to view and understand consumers on an individual basis as well as technology and tools that can disseminate personalized messages in the moments that matter on a massive scale

Analytics can then be used to close the loop through measurement and attribution and drive future interactions.

In what ways can organizations leverage big data and analytics for error-free decision-making?

The data available today is unprecedented The key is to align with a trusted partner who

knows how to leverage data, understands the client's business and can align the various data assets in a way that will drive business outcomes

This can be through mapping affinities socially for targeted media to informing the next big idea for the brand

It's not always about the quantity of data - rather the quality of the data and making it actionable in your business and marketing strategy

With so much consumer data floating about, it's natural for decisions makers to get overwhelmed. How can managers navigate this data maze?

#1 The first is moment-based marketing There has been a macro shift towards moment-

based marketing over the past year, where a moment is simply an event plus context

With consumer media and digital consumption so highly fragmented, it's paramount to have the ability to deliver a consistent message across physical and digital mediums that aligns with the right moment (location etc.)

What are the three big emerging trends in digital marketing?

#2 The second is the shift from social media to social messaging We are seeing notable shifts in how social media is being

consumed, driven by both the publishers and consumers Publishers such as Facebook and Twitter are incorporating

features that are found on narrowcast and ephemeral networks such as Snapchat

Elements like native GIF search, doodles, stickers and enhanced emoji are all signs from the publishers that their audiences' behaviours are shifting

Consumers are also adopting messaging platforms at a staggering rate which indicates that they are moving towards more intimate sharing, as opposed to broadcast messaging

What are the three big emerging trends in digital marketing? <Contd..>

#3 The third is immersive experiences The buzz at most of the major conferences this year, such as

the Consumer Electronics Show, Mobile World Congress and South by Southwest, continues to be around 360-degree video, virtual and augmented reality and mixed reality

Media, brand and agency interest in immersive experiences is at an all-time high due to the emotional aspect of the medium

The ability to not only recreate our world, but to create new and innovative experiences, is definitely interesting and an area that we are monitoring closely and actively discussing with our clients.

What are the three big emerging trends in digital marketing? <Contd..>

TW: @kirandm1234

Content Courtesy:Ashish SinhaCountry Head, Epilson

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