Your Mom is on FB… and other key Social Media trends for 2013

23 Jan,2013


By A Correspondent


Leading online marketing firm ODigMa has outlined six trends that are expected to define the social media landscape in India in 2013. These trends have been captured basis the company’s analysis of the social media industry, customer usage and customer demands. Says Advit Sahdev, ODigMa’s CEO and Founder, “To lead in a competitive business environment, companies and marketers need to integrate their marketing and social media strategies. Functions within businesses need to venture out of traditional marketing and social media boundaries to realise their true potential. The year 2013 will see the emergence of various new tools and platforms which can be used to augment business objectives.”


Trend 1: Moving beyond Likes and linking them to assess competitiveness


Most companies on social media platforms restrict their engagements to Likes, Sharing and increasing their Fan base, but companies are maturing in their social media presence. There is an immediate need to translate these engagement tools into tangible and measurable benefits.


What it means: 2013 will see marketers and advertisers demand an assessment of how Likes, shares and increase in fan base will affect campaigns, product innovations, pricing and market competiveness.


Trend 2: Mobile is moving to the centre of social media campaigns


Internet-enabled smartphones in India reached the 24 million mark in 2012, as per Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG International. The increase in smartphone usage has spurred online activities on the move. This, coupled with a slew of new smartphone launches lined up in 2013, will make the smartphone the epicentre of all social media activities.


What it means: In 2013 advertisers and marketers will need to devise a mobile strategy to meet their marketing objectives – be it retention, conversion, or branding. Engagement platforms on the mobile phone that enhance reach, and help to explore new audiences and market will be an essential element of every marketing strategy.


Trend 3: The rise of video content


At a time where there are zillions of mediums which hanker for a customer’s attention words no longer have a lasting impression. 2012 saw the popularity of mediums that use pictures, including Instagram Pinterest, and even Infographic. 2013 will focus on Video content, moving pictures which will speak, express and eventually leave a more lasting impression on consumers.


What it means: Innovation, creativity and out of the box thinking to communicate via moving pictures will rise. Marketing decision makers will need to equip themselves with video content management insights and knowledge.


Trend 4: The magic of analytics


In today’s competitive environment, companies irrespective of their size and industry necessarily need to employ analytics tools to improve efficiencies. 2013 will see more traditional segments employing these tools such as governments and regulatory bodies who are required to cater to a population of over a billion citizens and not just sunrise segments such retail or telecommunications.


What it means: Analytics tools will become a standard that marketing decision makers will need understand and implement to understand how their social media campaigns impact strategic goals, be they retention, conversion, or branding. Analytics tools will help companies observe the pattern of online behaviour of customers across search engines and social media platforms. They will aid businesses in customising their marketing strategies in a manner so as to attract as well retain more customers. It will be imperative for companies to gather accurate and relevant data from all these sources and analyse it for customer insight thereby significantly improving their customer acquisition and retention strategies.


Trend 5: Your mother is on Facebook


There is a mindset that social media is a tool to reach out to a certain demographic. 2013 is going to bust this myth. Last year has seen a diverse age group join the social media bandwagon, from grandmothers to school kids. This audience is well poised to be targeted by marketers.


What it means: Marketers will need to reckon with this phenomenon and move beyond the traditional mindset that suggests that social platforms reach out to the under-30 years of age population.


Trend 6: A 360-degree integrated approach


Offline and Online marketing cannot work in silos any more. Marketing strategies need to take a 360 approach where both these facets complement each other.


What it means: Brands will have to create campaigns wherein online programs, such as a campaign running on Facebook, will have an offline component to maximize impact.



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