Social media has forever changed marketing. Media creation has moved from the hands of the few to the computers of the many, thus creating an information overload because we can access email from our cell phones, update our Twitter status, and connect with our network any time of the day or night.
Consumers are exposed to more marketing messages every day via new methods of advertising and interruption marketing. This feeds into the development of information mastery, an innate desire we each have to feel informed and up to date on the information which is most relevant to us.
People now self-select the fragmentation into smaller and smaller groups with the implication being that a group selects certain channels of information to pay attention to is as groups get more focused.
Traditional advertising has seen a decrease in effectiveness as new methods have taken hold. Blogs are now used by 24% of Internet users as opposed to 13% in 2006. Social networks are now used by 26% of Internet users as opposed to 17% in 2006. Videocasts are now used by 11% of Internet users as opposed 6% in 2006.
The implications include an extreme difficulty in gaining attention as the new landscape demands a new type of marketing based on attraction (pull) rather than interruption (push). At the same time there is less control over content consumption, which puts the focus more on branding than selling in social media because users may access content at all times.
Development of the process by which target groups will manage content going forward continues. It will be more difficult for businesses to create and retain customer attention and focus forcing them to be strongly positioned to be invited into their custom channels
Greater access to tools allows greater access for promotion. Today it is possible to connect with more people. New media is growing and traditional media is stabilizing. More people are spending more time online. Marketers must focus on branding. People will look more and more to their social networks for validation and guidance on selecting new people to follow and learn.
Focused attention results in the highest sales and emotionally relevant content captures attention. If you overload your target with social proof and communicate who you are through your powerful story you will be able to leverage and promote content in order to become more visible and trusted.
Strategies of Social Media Convergence
The goal is to gain attention and drive retention. People retain information better the more directly they get to experience it and work with it
Implementation is reliant upon the understanding of what mindshare is and how it is created. Factors in creating positive associations with your brand include the development of consumer awareness or popularity, time spent thinking about something, the process of fostering favorable attitudes toward a product or organization, and the informal measure of the amount of talk, mention, or reference an idea, firm, or product generates in public or media.
Implementation is also based on developing targeted, relevant content in order to clarify and effectively communicate who you are, what you offer, and what your ideal client is looking for – usually through a powerful story.
Also essential is creating a central focus or hub for your marketing efforts. This might be via blog, wiki site, portal or some other platform such as video, newsletter, Facebook notes, and/or Twitter in order to create a meeting place for all your marketing touchpoints.
Mastering the process of multichannel syndication is the ultimate goal as attention to your message plus engagement with your brand drives action. You must promote the content you create!
