Here’s How Smartphone and Social Media are Merging to Change the Rules of Digital Marketingby Sidharth Shekhar February 17, 2017
Social media has been evolving at a rapid pace and with the rise in the number of different platforms, the audience is more fragmented and diverse. Brands are more careful now while interacting with the audiences.
A survey by Nielsen reports that only 33 percent of consumers trust ads, whereas 90 percent trust personal recommendations. A brand should also know about the customer likes and dislikes regarding any product. Such kind of information is a valuable key for the brands in terms of competition.
With the recent announcement by Google that more privilege will be given to mobile friendly sites in search engine ranking, it is more important than ever to stay in the lead.
Here are 7 reasons how mobile marketing is affecting social media.
People access social media through mobile
Mobile has taken over fixed internet usage, according to a recent survey by ComScore. This paradigm shift in mobile usage has made it necessary to develop a new mobile marketing strategy. The younger generation is always on the move, therefore, mobile has become a hub for them to source variety of information.
Brands are constantly engaged in interacting with the consumers through images. The rising graph of Pinterest and Instagram’s popularity is the testimony to this trend. Using eye-catching pictures enhances the chance of it being noticed on the social media. Using relevant visual is important which should be in sync with the message you want to be delivered across all social media platforms. They are perfect for lead engagement in both the mobile and social media sector.
The age of Apps
Apps are the new platform to provide conveniently fast service and now users don’t have to visit any landing page. Also, apps directly lead to a sale.
Online news consumption
Many people spend a lot of their time on social media for socializing and it also doubles up as a daily news feed for them which is constantly updated and is faster than a newspaper. According to a study by Pew Research Center in association with the John S. and James L. Knight Foundation:
63 per cent of Twitter and Facebook users use them as a platform for news about events and issues apart from chat and other forms of interaction.
Recently Facebook roped in nine reputed publishers to make content available instantly on its site. This move is greatly going to improve the article loading time, thereby saving users time. Also, the publishers can publish their content directly on FB through the news feed, including both audios as well as video. Some are happy with the move but few sections of the media perceive it as a threat to journalism.
Social media has been segmented according to various age group usages. For example, Younger people are using Facebook/Twitter and newer platforms such as Instagram and Snapchat while LinkedIn and Google+ is a hit among executives’ and business professionals.
Another reason that makes social media marketing appealing to businesses is it small cost in comparison to other traditional forms of marketing.
It has achieved wider reach due to increase in smartphone usage. A couple of years before the cost of the smart phone was high enough to keep its reach limited to few segments of society but after the launch of cheap smartphones by local players in India the cost went down.
If your target audience more concentrated on social media, then you can spend your ad money on social media networks using PPC strategically. Mobile and social media go hand-in-hand and social media is driven by mobile usage.