ODigMa, an online marketing firm which offers innovative solutions for companies to connect with their consumers on the web 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.
Trend 1: Moving beyond Likes and linking them to asses 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 does it mean: 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 competitiveness.
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 does it mean: 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 does it mean: 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 does this mean: 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 does this mean: Marketers will need to reckon with this phenomena 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 anymore. Marketing strategies need to take a 360 approach where both these facets complement each other.
What does this mean – Brands will have to create campaigns wherein online programs, such as a campaign running on Facebook, will have an offline component to maximize impact.