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What can a business say about social media? Some consider social media a tool with tremendous opportunity to reach consumers, while others are not even sure how to approach social media strategy. Regardless, businesses agree that social media is as much of a mystery as it is a necessity. There is no specific algorithm to being successful, and there is no post guaranteed to keep a brand relevant. Success varies with content generated and shared, but is highly dependent upon reactions and engagement from consumers.
According to Fortune, within the next five years businesses are projected to allocate upwards of 25% of a marketing budget to social media strategy and content generation. Currently, about 9% of budgets are dedicated to social media. The trick, both for the present and the future, is finding where these dollars are making a difference. Upon evaluation, many company marketers struggle to see and articulate where their social media dollars made an impact.
That is not to say their efforts failed. The results, or lack thereof, are interpreted as reflections of how quickly social media progresses. To an extent, social media changes hour-by-hour, and it becomes the challenge of the company to match speed. So, all this being said, how do businesses stand to work with, rather than struggle against, the breakneck speed of social media as it changes in 2015?
1) Focus on optimization – Social media is not just a constant output of new information, it’s about the value of information and the ability to retain consumer attention and loyalty. Rather than spending money on continually producing new campaigns, companies are looking to using metrics, which allows for efficient analysis of social media efforts. Sites like VidYard, SocialRank Index, Google Analytics, and Nimble monitor the impact of social media over the course of time, as well as offer comparisons to competition.
2) Focus on personalization – Catering to the specific needs of consumers is paramount to utilizing social media in 2015, as targeting audiences through larger traditional media, such as TV, is no longer an efficient use of resources. Ads specific to consumers’ personal search history or purchase habits already pop up on popular social media, like Facebook, but the new wave of strategy deals with personalization across devices. New advertising and social media obstacles include transferring advertisements from tablet to computer, as well as effectively using real time customer data to make the sale.
3) Focus on mobile compatibility – Once considered the second stage of advertising, mobile as a platform is predicted to come into its own in 2015. It is no secret that society is moving to mobile, with people on or using their phone almost every hour of the day. What does that mean for advertising? Independent strategies for independent devices, each with their own unique merit. Easy-to-navigate interfaces and interactive content will define who stands out in the mobile realm.
While strategies may differ, there is no mistaking the domination of social media as a main component in marketing for the year ahead. With the ability to reach an almost unlimited number of people, the flexibility to execute multimedia campaigns, and the capacity to be analyzed for effectiveness, social media remains a rapidly growing powerhouse in business strategy.
It’s that time of year again. Yesterday millions gathered ‘round with friends and loved ones to eat, drink, cheer and - most importantly - to see some of the best television advertisements of the 2015 year.
One trend we saw this year was the early release of brands’ prized commercials on social media. Not only was this exceptionally effective in creating pre-game media buzz, but also it kept ad junkies on the lookout for each brands’ big debut during the game.
Something unexpected this year was that we saw a 25 percent slip in the use of social media hashtags (from a record 75 percent down to a measly 50 percent). What does this mean? Perhaps advertisers weren’t impressed with the turnout from previous years. Or perhaps it was affected by the ratio of humor to emotional messages we saw featured in 2015’s Super Bowl advertising.
The usual big players showed up with a bang; Budweiser, Dove, T-Mobile and Doritos. More impressively, over 15 first-time Super Bowl advertisers were featured during this year’s game, the most since 2000. Below are a few of our favorite campaigns. Share your favorite in the comments below or by posting the video on our Facebook page.
Loctite: “Positive Feelings”
What a creative and humorous way to sell super glue. No one will ever look at this product the same way again . . .
Nationwide: “Invisible Mindy”
While some may claim that featuring celebrities is an advertising “cheap trick,” Mindy Kaling’s TV persona Dr. Mindy Lahiri was the perfect character to portray the “invisible customer” longing for good service.
BMW: “Newfangled Idea”
It’s hard to remember a time when the internet was a new discovery. And who knows, maybe BMW i3 is the NEW internet?
Last but certainly not least, the cut #LikeAGirl ad. If you follow our blog and Facebook page, you may remember that we featured this campaign as a case study when Always released the video last summer. We are thrilled to have been ahead of the trends on this one in recognizing the creative talent, powerful message and exceptional execution of this inspirational campaign.
Photo Credit: Elvert Barnes
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