The Reach and Influence of Social Media is a treasure
There are over 4 billion internet users around the globe – that is, 53% of the world’s total population. I am not sure about you, but it seems clear that over 50% of the world’s population is connected digitally. The implication for brands is those who continue to remain in denial that social media is not a worthy forum to expose their product or services. The reach and influence of social media is a treasure in the business and trade industries, where the need to engage and persuade the market is of top priority.
The culture of generations is what will decide if the brand is where the loyalty lies, or is it the company that clients will follow instead. For example, a 2017 survey of 5,700 marketers revealed that 69% are developing loyal fans for their brands via social media marketing. Of that, 66% are generation Z are more faithful to the brands they follow on social media, and 60% are generation Y who favor businesses they follow on Facebook, Twitter, and Instagram. Thus if the more significant majority of digital fans are turning to the internet, those organizations that elect not to participate have signed their term of the finale.
Another challenge for brands is not finding their targeted audience accurately. In other words, if 66% of Gen Z fans fall within the scope of your product/services offered by your organization and if this target audience is not the company’s focus – failure is inevitable. Understanding one’s audience is vital to the success of any campaign. A brand implies that if Gen Z spends most of its time on Instagram and YouTube, the company must invest time in these platforms. Otherwise, no matter how exciting a product might be for this generation if the brand does not engage this audience on Instagram, for example, brand awareness will not happen.
The Future of Marketing – Artificial Intelligence
By Warc Exclusive & Chris Stephenson
An entirely new implication of brands on the horizon is setting up the world for lots of unknowns – Artificial Intelligence (AI) technology. However, this technology is not advancing linearly but at exponential rates. If you consider how much technology has progressed in recent years, can you imagine a day where machines will have human-level intelligence? On the side of marketing, finding more insight about consumers in real-time, marketers will be able to target their audience more intimately and focus on high value/potential/propensity customers to maximize efficiency.
The Digital Society – Crowdculture
Coincidentally corporations, at one time, invested thousands, if not millions of dollars, in creating this incredible hub of consumer communities. To their dismay, social media has made brands less significant hence the question every marketer ponder, what has gone wrong? Crowdculture is when large groups of online communities connect around cultural ideologies, significant issues, practices, art, and entertainment. Today through social media, communities can bind together like a rapid-fire igniting in a forest. These communities of Crowdcultures can spread news or essential content from a brand and either help the brand rise or demolish the brand before it has a chance to step into a market space.
The implication is digital cultures that are always shaping human behavior around the need to be connected by the internet. Time is speeding up, and technology never rests; thus, between time and technology, human behavior has transformed into a digital society.
The notion of the digital society reflects the results of modern society in adopting and integrating information and communication technologies at home, work, education, and recreation.
The only question remains, what are your thoughts regarding the next generation of technology and digital society?
Robert Soto
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