The digital marketing landscape is becoming more segmented, saturated and overly challenging. At this point, social media is mainstream.
Most of your competitors are probably marketing on social media, producing content and managing a community. It’s not enough to just cover the basics. You need to step up your game to survive. These insights will help you break the barrier to brand loyalty.
Don’t underestimate the power of a strong mobile presence. When it comes to your brand exposure on social media, think about the ways your customers are using different platforms. In the case of social networks such as Twitter, mobile usage is overtaking desktop usage.
In addition, mobile users are spending much more time on apps than mobile browsers. The user experience associated with apps is much stronger. A friendlier design catered exclusively for mobile devices out-weighs the overall browser experience where raw HTML sites are still exposed.
Brand content and thought leadership is rapidly replacing advertising. In 1990, you had to build a media plan around radio spots, TV and billboard ads. In 2013, you must reach your customers with engaging content that pierces through the noise of media overload. It isn’t enough to expose your products. You must provide value through content that is rapidly shared across the Web.
You have probably heard the term ‘influencer’ thrown around by social media experts. An ‘influencer’ typically has a larger network of friends and followers. Companies will utilize these influential people to help share content and increase brand visibility. This is all great but how does this impact sales?
The key is to convert influencers into advocates. These are the people that rave about your products, live their lives based on the brand image you create and share visual content of your products in raw form.
Here are a few campaigns that broke the mold.
Nike crafted a massive delivery of user content, showcasing the lifestyles of their products. They simply promoted the use of a hashtag on Twiter and Instagram. The end result was thousands of mobile users sharing products with friends All content is tied together by the unique functionality of a hashtag. This type of campaign can work for both large and small brands.
Red Bull recently dropped a man from the stratosphere, breaking the world record for the highest altitude jump. A contest was launched in conjunction with the event to boost brand advocacy. People were invited to participate with the Red Bull Stratos team by calculating the drop point of skydiver Felix Baumgartner.