Marketing Trends and Challenges
Social media has become ingrained in everyday life. However old or young you are, and however boring or exciting a life you may lead, social media plays a big part of everyone’s lives, increased with the development of new technologies and applications. Companies have reverted to social media and content marketing in order to gain a broader and more engaged audience.
Millennials and more so these days, the Gen Zers (the younger millennials), heavily rely upon the Internet for connection, communication and information. This generation has become the driving force behind the increased usage of social media. An increase in mobile usage across all generations has meant that most people are mobile ready at the click of a button. 25% of smartphone owners aged 18-44 say they can’t recall the last time their smartphone wasn’t next to them. Companies and brands now have the information in order to deliver consumer led content, which is more relevant than ever.
Due to this drastic increase in consumers turning to social platforms to keep up to date with the latest trends, there has been a surge of brands and companies using brand influencers and partnering with individuals with significant online followings to promote their products. This enables brands to deliver their message through a medium, which is individual to them.
Relatively new players like LinkedIn and Snapchat are now joining social media giants such as Facebook, Instagram and Twitter to promote brands and companies online. Recent years have seen an increasing number of users and followers across all platforms.
As new technological advancements go mainstream and become the norm, social media companies and businesses will expect an up and coming facelift in order to gain interest from new customers but also keep current customers.
The ability to keep up with growing marketing tactics, with no rule book to follow, smaller companies and businesses may find themselves cracking under the immense pressures of trying to keep up with the big marketing giants.
Due to the endless possibilities of media platforms available, understanding which type of platform works best for you and your audience can be difficult. Whether companies engage with Instagram to advertise exclusive shop drops or Facebook to advertise seasonal sales, in order to attract custom; these decisions need to be right.
As the ‘clicking power’ of the consumer increases, so does the amount of spending by companies in order to gain higher rates of searches and shares across different social platforms. With a substantial amount of content needed to keep customers engaged and happy, there has become a considerable level of saturation in terms of content quality due to the quantity produced. The demand and challenge of producing relevant yet shareable and appealing content amongst a sea of different types of adverts like videos has become a test on all marketing fronts. Brands are producing hundreds of content pieces for just a single marketing campaign, instead of producing just one post or video.
For platforms such as Instagram and Snapchat, their short-lived content style stories have seen an increase in popularity, with Facebook only recently adding this feature to their site. As they are short lived, people are constantly checking tech devices in order to stay up to date before they have disappeared.
The ways in which brands and companies market their products to consumers are constantly changing. In order for smaller brands to keep up with the larger players, future developments in marketing strategies will have to be more creative and inspiring to not only keep but also attract new customers.