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Social Media Marketing Trends in 2013

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.

A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

Social Media Marketing Trends in 2013

1. Social Media Marketing gains impact as key marketing tactic
- Companies see the importance of building brand equity through social media
- Engagement grows and companies seek ways to leverage data
- Evolution of engagement is accelerated by empowered consumers
- Social platforms consumers use to interact with companies continue to multiply
- Need for social media marketing strategy and systems are key

2. Marketing turns upside down
- We are all marketers now
- Evolution from ‘all about us’ to ‘all about them’
- Two-way marketing strategies support social shift – monolog to dialog marketing
- Agencies are challenged to develop new models
- Campaigns are no longer flat – need for integrated strategy and plan
- More targeted, more relevant, more effective

3. Social influence moves beyond ‘like’ to incentive driven recommendations
- Consumers will market to consumers
- Marketers reward consumers for marketing
- Move beyond ‘Like’ to incentives
- Micro-targeting gains impact

4. Marketing grows enterprise wide and can no longer sustain being a ‘department’
- Marketing is no longer a department
- Social strategies will be utilized internally to maximize productivity and communication
- Social Media Manager role will emerge

5. Discounts and giveaways will incentivize social sharing of branding content
- Brands will build sharable marketing strategies
- Shift from viral marketing to sharable marketing strategies

6. Social media impacts business infrastructures – siloed communication systems are challenged
- Transformational changes – social impacts business infrastructures
- Siloed communication systems are challenged
- Knowledge-sharing cultures will emerge

7. Social channels integrate and align
- Social channels align and new channels emerge
- Top five channels remain – Blogs, Facebook, LinkedIn, Twitter, YouTube
- Blogs – targeted, keyword focused searchable content feeds into social channels
- Facebook – Gifts will transform Facebook. Paid ads shift to paid content. Facebook moves into social search
- LinkedIn – evolves and grows from HR focus to brand building for companies
- Twitter – the newsroom of the future
- YouTube – gains reputation as key search tool
- Pinterest – will lead in social shopping
- Social gaming – will go mainstream and begin to be cross-platform
- Google+ – sharing to targeted lists is on the rise
- Monitoring tools, ROI measurement and analytic solutions will improve
- Google supports content hierarchy. Premium links remain key performers

8. Rise of Augmented Reality – visualization over data
- Untapped potential
- Brings static pages to life
- Google’s AR glasses
- Interactive instructions, training, windshield AR navigation

9. Media spend shifts from display to paid and sponsored content
- Continued move from traditional to digital
- Google remains majority spend
- Targeted and personalized
- Shift to sponsored content instead of display ads

10. Social Reputation Management drives ‘Do Good’ campaign strategies
- Reputation management
- Corporate focus on messaging strategies

11. The dawn of social TV – where viewers comment and share during air time
- Consumers and clients engage with content
- TV becomes a hybrid of TV, Social, Video

12. Social commerce driven by recommendations – rapid growth in digital wallets
- Recommendations become key driver in online commerce
- Near Field Communication (NFC) technologies
- Emerging Google Wallet and Microsoft social platform

13. SEO shifts – less focus on tricks and more on good online marketing
- Authenticity and understanding needs of target audience drive engagement
- Brands build from quality content, interactions with influencers
- Google rewards good marketing

Social Media Marketing Trends in 2013 infographic

Source: Thehagency

Berrie Pelser, Ber|Art Visual Design:

Ber|Art Visual Design V.O.F. delivers high-end secure (PCI-Compliant) WordPress, Typo3 and Magento Linux Cloud VPS Hosting with professional Search Engine Optimization (SEO) plus Social Media (Social Network) integration, branding and strategy.

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Last updated by: Berrie Pelser at 13 december 2012.

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