Today, Pew Research Center has reported that more than half of all American adults (65 percent) are on social media. This has jumped by 7 percent since the Pew Research Center started tracking usage in 2005. With so many people on social media, the various platforms have greatly influenced marketing today. Mobile marketing has been especially influenced by the direction that users are going on social media.
News Gets Stale Fast
With social media sharing prevalent, news gets old very quickly. Today, news only lasts for a few hours before new angles are popping up from new sources. Most brands have to realize that their content, news and ads all need to stay fresh if they want to be considered influential. Users do not like to be behind the times when it comes to industry news. This means that mobile alerts can be used to help update users the moment a new story, deal or event comes up, helping them stay in the forefront of the most recent news.
Consumers Expect Personalization
Social media has helped users find the stories, friends, influencers and brands that matter to them. Sites, like Facebook, try to give users the stories, ads and updates that they are most likely to find interest in. This means that brands are going to have to personalize their own approach in order to reach users; a generic approach to marketing is far less effective. Targeted marketing will mean selecting only the most ideal consumer groups to address. This also means that mining data is important to approaching consumers with a message that really resonates with them. If social media is creating a more personalized experience, then users will expect the same attention and approach from other brands.
Segmentation is Easier
But, social media also makes this segmentation for marketing easier. Social media can make it easy for brands to learn more about when users want to see or what influencers they are following. A brand can take an ideal target consumer and learn a lot about their interests while also finding a group of similar consumers in their friends lists. Social media often makes it easier to find these ideal consumers because the platforms themselves are trying to segment users for advertising purposes.
Segmenting the lists isn’t limited to just the social media platforms, but segmentation naturally trickles into brand strategies for more influential email and mobile communication. Users have to be approached differently based on where they are at in the buyer’s journey, where they are physically located, what their personal interests are, what they have previously bought/looked at, and other factors that will naturally separate their interests from other consumers on your list.
Visual is Key
Social media has shown over and over that users are far more influenced by strong visual aids than by text alone. Kissmetrics reported that content with images gets 94 percent more views than those without. Most platforms allow the use of imagery to help increase engagement and sharability levels. This hasn’t just shown a tendency already in users – it has also cultivated a culture of users who have come to expect visuals. Now, brands find that users are far more influenced by images in their emails and mobile marketing materials due to this unconscious expectation.
Deals are Important
Especially for the younger audiences, deal-finding is often even more important than brand loyalty. Brands are often vying for the most influential campaigns along with deals that hook their users. Social media has made it easier for consumers to search for good deals and highlight the deals they have taken advantage of themselves. SMS coupons are 10x more likely to be redeemed than printed coupons because of this focus on visual and immediate digital access through mobile marketing.
In order to keep up with the direction of modern marketing and social media, you can start a mobile campaign strategy today. Consider adding SMS marketing and start your path towards a better connection with specific consumers in your target audiences.