In recent years, social media has emerged as a viable method for companies to launch marketing campaigns and reach large numbers of users. Social media platforms have given companies endless opportunities to interact with users, but to also gain insights about what users want. As user needs change, the social media landscape is continually changing. To stay relevant in the social media landscape, change is inevitable. In a company, marketing has been its own department. Some companies think of marketing as being interchangeable with sales and distribution. However, marketing is much more involved. The future trends for marketing in social media is to be less business-focused and to be become more customer-focused. With the emphasis on the customer, the goal is to create brand advocates. This means marketers are encouraging two-way communication between consumers and the brand. In the future, marketers will shift even more to personalization across devices and optimization.
Marketers currently have access to a plethora of social media measurement and monitoring tools. These tools will become more specialized, allowing for marketers to obtain more detailed information about a user’s online behavior. Marketers also need to be familiar with new platforms and their purpose. For example, Snapchat utilizes advertising for its own ad products. To reach users, marketers need to be open to paid advertising on such platforms that they may have not used before. Marketers should not underestimate the power of video and image-based platforms, which will continue to have a stronghold on the social media landscape. More companies are using infographics, which provide information in a visual diagram format. In an effort to promote real-time video sharing, microvideo has emerged through apps like Twitter’s Vine and Instagram’s video sharing feature. Marketers will need to learn how to create video snippets of 15 seconds or less to effectively use Instagram and six seconds to use Vine. The use of video, images, and infographics will be even more heavily used by marketers to reach consumers because they are short enough to capture the user’s attention, without information overload occurring.
The implication is a result of both the changes in human behavior and in technology. Technology has given us more options in how we communicate and share information, which impact human behavior. Marketers have to know their audiences and understand that their needs are subject to change at any given point in time. Additionally, marketers and existing social media platforms have to be willing to adapt to stay relevant. As user needs evolve, technology drives change. This change is centered around innovation and empowering the user so they can reap the benefits of any new technology or social media platform.