Social Media Shakeout
This is key for social media marketers—this understanding of how people choose to connect with brands across social networks, with varying degrees of engagement. For marketers, success in social lies not in mastering one network, but in developing a plan to integrate efforts across platforms, to connect with people when and where they are most receptive to marketing messaging.
In 2013, successful marketers stand to gain brand awareness and increase sales through an holistic approach to marketing that will integrate the different facets of the customer journey: attention, interest, consideration, purchase, retention and advocacy. Brands are becoming better at identifying missed opportunities, breakdowns in communication with consumers and the very point a sale is made or lost, on an individual consumer level.
An holistic approach allows marketers to use these insights to drive content strategy and improve systems and processes to better address the needs of social consumers. Never before has listening to your customer been as important—or simple—as it is today. Social listening tools allow marketers to tap into sentiment at a macro level, but also reach deep into the social sphere and identify opportunities to connect with new or existing customers on an individual level.
Facebook, Google+, Twitter and LinkedIn are assisting marketers in bridging the gap between what it is consumers are asking for and how brands fulfill that need. In 2013, marketers need to focus their attention on attraction, engagement and conversion through social—not as a standalone tactic, but as an integral part of their marketing strategy.
The interconnection of all brand presences—social channels, offline customer service, the corporate website—is critical. Insights gleaned from one channel can help drive content optimization on another, to nurture consumers through the next step in their buying journeys. It is only through a deep understanding of what customers express on all channels that we can begin to create content to address those needs in the formats of their choice on the channels they prefer.