The flow of social media and digital trends for the year are
leading to the synergy (or battle?) of two trends: real time and video. Which
one is set to prevail?
leading to the synergy (or battle?) of two trends: real time and video. Which
one is set to prevail?
Real Time Marketing
Is almost as if something is memory, vintage, expired or
extinct on its maiden voyage. As the antithesis to traditional advertising which worked
on repeat value, real time marketing is more than just the hype of being
current, but is more agile, in the moment. As social media experts have it, its
not a project but a process, and is thus fluid, ongoing, instead of a one shot
advertising campaign. For marketers, this obviously means that the content
marketed as real-time needs to be brand relevant and not just a hype driver.
extinct on its maiden voyage. As the antithesis to traditional advertising which worked
on repeat value, real time marketing is more than just the hype of being
current, but is more agile, in the moment. As social media experts have it, its
not a project but a process, and is thus fluid, ongoing, instead of a one shot
advertising campaign. For marketers, this obviously means that the content
marketed as real-time needs to be brand relevant and not just a hype driver.
Video Marketing
Instagram
introduced videos as competition to Vine, despite both evolving into separate
uses of video: one for viral marketing and the other for personal sharing. Even
Snapchat enabled video, as Facebook improved its platforms. Video marketing is
likely to wrinkle out any glitches it may have, since while mobile and tablet
markets embrace video happily, apps have improved video platforms as an
enabler. Owing to a visual medium that is a step further in than still images,
video will become the biggest trend of the year, owing to its visual prowess.
And watch for a photo video fusion with the likes of Flipagram catching on.
introduced videos as competition to Vine, despite both evolving into separate
uses of video: one for viral marketing and the other for personal sharing. Even
Snapchat enabled video, as Facebook improved its platforms. Video marketing is
likely to wrinkle out any glitches it may have, since while mobile and tablet
markets embrace video happily, apps have improved video platforms as an
enabler. Owing to a visual medium that is a step further in than still images,
video will become the biggest trend of the year, owing to its visual prowess.
And watch for a photo video fusion with the likes of Flipagram catching on.
As marketers, the key pieces of interrelated advice are as
follows: beware and be aware' both of evolution and change
follows: beware and be aware' both of evolution and change
Sourabh Sharma, Senior Manager
and Communication & Social Media Research Expert at SKIM, an boutique
marketing research consultancy, has a background in engineering, marketing and
finance from the University of Pennsylvania, and the Wharton School and
Rotterdam School of Management. Having worked in marketing and product
development at L'Oreal, followed by a stint in management consulting, he now
passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.