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In his new book “Hit Makers: The Science of Popularity in the Age of Distraction,” Derek Thompson busts some big myths about how popular stuff gets popular. Myths like: “Content is king,” i.e., good stuff rises to the top because it’s good.“ Distribution is more important” than content, Thompson said on the latest episode of Recode Media with Peter Kafka. “You can say that a song is the best song in the world, you can say that an idea is the best for people’s welfare, or a movie is the best documentary of its kind. But without a distribution strategy to reach people, nobody hears it.” Thompson, a senior editor at the Atlantic, challenged the idea — popularized by other pop-sociology writers like Malcolm Gladwell — that ideas can go viral, spreading and reproducing in a biological way. Instead, he said, everything from memes to tech companies can “piggyback” on existing social networks....
Fast-forward to the waning months of 2016, and the magic is a little harder to feel. Certain corners of the social world have become uglier places, with some in the business world calling for a draw-down. But the pitfalls of political partisanship weren't the only things companies struggled to circumnavigate last year. From a more practical standpoint, it turned out that just having an audience on social media doesn’t mean you actually get to reach it.
And as we head into 2017, the fact that social media is paying ever fewer dividends to many brands and their marketers is becoming more apparent. So what comes next?...
It seems like the platforms that have been around for a while get updates every other week, and new platforms emerge faster than you can count. One trend that binds these new and updated platforms together? Users and the convenience that social offers them. Honestly, people don't want to bounce around from site to site to get what they want, and social media platforms have been making some changes to accommodate them. Because giants like Facebook, Twitter, Snapchat, and Instagram have made it easier than ever for businesses to leverage and users to engage with, social is a one-stop shop for audiences. Your audience is constantly online and in social media apps. To find out what that means for your brand, here are four of the biggest changes in social media you need to keep on your radar:...
Is your company ready for the new year? The Borenstein Group shartes the Top 10 digital marketing trends you need to know now to be ready for a happy 2017.
What is the next big wave of social media?
Maybe it’s Peach — or another hot new social network. Maybe it’s a strategy like posting times or text faces.
It’s really hard to say!
(And yet here I am saying it…)
To ride the wave of the next big thing in social media, it often takes a lot of trial-and-error, a good deal of trendspotting, and some courage to try new things. I’ve spent some time reading up on what’s to come for social media and I’d love to get your thoughts on three new trends that might be monumental....
Locowise also offered up 10 key social media trends to watch in 2016: - Remember the timeless principles.
- The decline of all-things-organic to continue.
- Social embraces advertising.
- Increasing importance of getting others to share your content.
- Twitter and Instagram algorithms.
- All-in on video.
- Instant Articles and the decline of traffic to websites.
- E-commerce in social media.
- Messengers are eating the traditional social media world.
- Death of the autopilot.
Readers: What trends do you think are worth keeping an eye on for 2016?...
Some online marketing trends of the past year are a watershed to what can be expected in 2015.From storytelling to mobile social, here’s what the top marketers predict for this year:Mobile takes a greater importance in digital marketingMobile optimization was a buzzword in 2014. Marketers sought to reach out to the burgeoning use of mobile devices among consumers and this trend will gather more steam in 2015....
Social Media has cemented its hold on businesses as more and more marketers indicate that they are placing a high value on it and are wanting to master social tactics that effectively engage their audience. The past year has seen an increase in Social Media Marketing through countless studies, practices, industry trends and even some major acquisitions in the space. However, the exciting possibilities are yet to come as Facebook and Twitter announce potential “buy” buttons that help drive an even more personalized experience to consumers. Trends such as paid amplification, content directed to new wearable tech, native advertising are just some of the examples of what’s to come in 2015.
With the wide variety of trends ready to launch in 2015, we decided to reach out to experts and get their predictions for Social Media in the upcoming year....
In the coming year, mobile will continue to strengthen its hold on the industry, smart data will outshine big data, and real-time marketing will become an achievable goal.
With just a few weeks left in 2014, it’s time for some of my annual digital marketing predictions for the upcoming year....
The show's over for TV: Adults set to spend more time using digital media than watching television by end of this year, claims study.
People will soon be spending more time using their smartphones and tablets for surfing the web, checking social networks and playing games than they do watching television, new research has found.The average adult will use a mobile device for five hours a day compared to just four and half hours watching television.A US marketing company has claimed the tipping point when digital devices surpass the popularity of TV will come later this year....
Digital marketing has experienced not so much a revolution but a rapid evolution and transformation in the way we market.... It is not so much a revolution but a rapid evolution and transformation. The growth of digital media, the convergence of paid, owned and earned media practices and the rapid growth and adoption of mobile and video have fueled change in the way we work in 2013. If you add to this equation the technological changes and innovation and the catalyst that is social media and content marketing it becomes apparent that dealing and adapting to change is a digital marketing necessity rather than the option that it used to be. ...
What’s the next phase of Social Business? That’s the question I’m frequently asked. Without a doubt, the next phase is the Collaborative Economy. What’s that? That’s where brands will rent, lend, provide subscriptions to products and services to customers, or even further, allow customers to lend, trade, or gift branded products or services to each other. This unstoppable trend is fueled by the social web, the specific features include relationships, online profiles, reputations, expressed needs and offerings and ecommerce. Customers are already starting to conduct these behaviors among themselves using TaskRabbit, AirBnb, Lyft, and many others tools –some of these are disruptions and opportunities to brands. The next phase of Social Business is the Collaborative Economy; Brands will enable customers to share, trade, lend, gift products and goods using social technologies....
Mobile marketing on social media, where to spend you dollars... Mobile use is on the rise, and so are mobile advertising opportunities. The analyst firm Gartner estimates that this year, more people will use their mobile phones to access the Internet than they use their PCs, making it crucial for brands to be advertising in the mobile space. According to Gartner’s forecasts for mobile advertising, worldwide mobile ad revenues will top $11.4 billion in 2013, up 19 percent from 2012. But where is the best place to put your mobile ad dollars? There are many options, particularly on social media. Facebook, Twitter and Google Plus, three of the largest social media platforms, offer advertising opportunities to reach their mobile users. There are also options for Windows Phone 8 operating system, though they are less-discussed and for this article, we’ll stick to the main three above. Let’s take a look at the difference between mobile advertising on these three social media giants....
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At AdExchanger’s Industry Preview on Wednesday, Vaynerchuk shared his provocative views with an audience of digital industry professionals who he clearly wanted to shake up: “I believe this entire space is broken not in a bad way, but from the way I see the world.” And what is that? He believes that brand marketers, agencies, and tech suppliers, see everything based on a short-term vision. “Everyone talks about return on ad spend, click-throughs… everything is math and metrics but meanwhile, the business is in the tank,” he said. “There’s a disconnect,” he says -- and he blames short-term thinking, and the industry’s obsession with “math” and metrics.
“Common sense needs to enter ad tech,” he said, rating the common-sense element at “zero.” He also blamed much of the existing dysfunction on programmatic and “behavior that is so predicated in the moment or in the machine.” And he boldly stated to the audience: “You don’t believe in what you’re selling.” He said everyone in the room is concerned about short-term returns, and brand managers worry about making the numbers quarter by quarter, instead of taking a longer view.
All of this is taking place within the context of extreme channel conflict, where marketers are increasingly going direct consumer....
It’s been over a decade since the Internet transformed print media.
Very quickly the web’s ability to rapidly disseminate news, and articles, made newspapers and magazines obsolete. Along with their demise went the ability for advertisers to reach customers via print. What was once an “easy buy” for the auto or home section of a paper, or for magazines targeting your audience, simply disappeared. Due to very clear measuring tools, unlike print, Internet ads were far cheaper and more appealing to advertisers – so that’s where at least some of the money went.
While this trend was easy enough to predict, few expected the unanticipated consequences....
Social media marketing is being similarly watered down. It turns out that likes and follows might not mean as much as we once thought they did. In fact, according to a recent Advertising Age survey, just 11.5 percent of marketers say social media has actually made a positive, quantifiable impact on their brands. In 2017, the most successful marketers will be those who can mute competing messages without consumers even realizing it. This will be a year to experiment with platforms and tactics that reach audiences on their terms—when they’re open to receiving unscheduled messages from brands. Here are four strategies that will help your marketing songs be heard in 2017....
It's not a one-size-fits-all solution. For example, recent research has shown that teens and millennials are moving away from Facebook and into other social networks like Instagram and Snapchat. So if you're primarily targeting teens, you may want to focus your resources on building a stronger presence on those networks. To learn more about each social network's strengths and weaknesses, check out the infographic below from Visage. It'll cover the key stats, pros, and cons for Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Snapchat. Acknowledging these can help you create and publish the most engaging content possible on the networks that work for you....
Do you remember when everyone had a landline? I do. In fact, I remember the days when a phone number with a nine was a thorn in your side because it took longer to dial. It wasn’t that long ago. I also remember when Twitter, LinkedIn, and Facebook were the only social media platforms that marketers really needed to pay attention to. Today, we’re balancing Instagram, Snapchat, Blab, Periscope, and whatever makes the front page of Product Hunt tomorrow. But as the networks change, so do the best practices surrounding what you should and shouldn’t be doing. In this blog post, I’m going to share with you four social media tactics that are going away like the landline....
Keeping up with a changeable industry seems like a fool’s errand. Where is the balance between chasing capricious trends, on the one hand, and ossifying into a Luddite on the other?
Thankfully, there is an in between — a balance. If you can identify current trends, settle on an actionable strategy, and take measurable movement forward, you’re bound to succeed. I’ve identified X such strategies that you should keep in mind over the next few months, if not the next few years of digital marketing....
Marketers at this year’s CES were united in their admission that the internet-of-things rush has not always prioritised the customer. Google, McDonald’s, Disney, Conde Nast and Fox shared five disruptive ways brands can harness technology to put the customer front and centre of cross-platform plans and personalise content at scale
Fueled by new ad formats and acquisitions from Facebook, Twitter and brands, mobile marketing finally began to step up to its potential this year.
Apple Pay brought mobile payment into the mainstream. From messaging and video to ultra-targeted ads and simplified shopping, smartphones and tablets became a major focus for most digital brands players in 2014.
Numbers from researchers back up this year's advancements. EMarketer forecasts that mobile brought in $32.71 billion globally this year, outpacing the combined newspaper, magazine and radio spend in the U.S. Meanwhile, Forrester Research expects mobile to grab 40 percent of online display ad budgets by 2019....
2013 was a year of exploration for brands on social media. From testing Vines to launching Instagram ads, many companies were dabbling in social media efforts across the Web just to see how customers would react. Now, in 2014, brands are geting serious. They’re using the wealth of data as well as the human connection that social media can provide to develop deeper relationships with customers.
Here are seven ways brands are using social media to increase customer loyalty this year....
When it comes to selling luxury via social media, some brands are far more artful than others, according to a new analysis of social-media platforms from L2’s latest report.
The report ranked some 250 prestige brands across 15 social media platforms. Swarovski is batting a thousand and present on all of them, followed by fast-fashion chain Uniqlo, active on 13. “Prestige brands are present on an average of seven platforms, with 15% on 10 or more,” writes Scott Galloway, professor of marketing at New York University’s Stern School and founder of L2. “Brands are still searching for the right balance between promise and performance and, as costs increase, will likely pare down the number of platforms they invest in.”...
10 key skills that are elemental to the role of a marketing maven. A complete job description would include the following wish list. It is the goal of content marketing to build trust and brand loyalty in your key constituencies. This is done through articles, through videos, through blogs, visuals and social media engagement. Finding someone to head your company’s internal content marketing efforts is extremely difficult because there are so many responsibilities under the content marketing umbrella and your marketing maven will need to possess a diverse skill set. Below, I have focused on 10 key skills that are elemental to a this role. While it may be impossible to find a single person will all of the following skills, a complete job description would include the following wish list....
Social media marketing tips: Learn how calls to action, content strategy, email/social integration and goals play a part in your social media efforts. Are you looking for actionable tips to improve your social media marketing? Are you wondering what the common themes of social media experts are these days? This April, 1,100 passionate marketers from every corner of the world traveled to San Diego for Social Media Marketing World (#SMMW13), to find out. The number of conference takeaways and buzz was immense. For this article, I’ve focused on 26 takeaways from SMMW13, including notable quotes by presenters and their session titles....
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In his new book, "Hit Makers," Atlantic Senior Editor Derek Thompson challenges common misconceptions like "content is king." Key reading for marketing pros. 9/10