Marketing Trends 2020: dissecting social networks, digging for a personality and looking for a brand keeper
Social networks: dig deeper
Social networks by the power of influence, involvement, and reach are already confidently surpassed the media. Live feedback and user reaction to what is happening is a goldmine for strategic decisions and tactical marketing. The main point is to learn to read this information and not be limited to whatever lies on the surface.
A simple example: in terms of audience metrics, YouTube is in the lead for children, because in this segment, video hosting is an alternative to television viewing. If you take the involvement, here in the top will be games, DIY-experiments, challenges.
What about other social networks?
Celebrities occupy the podium on Instagram, and Facebook is, first of all, about politics. The similarity of topics also observed on Twitter: oddly enough, there is an influx of youth.
Blogger exchanges drive huge budgets; in China, their share reaches 50%. This is an opportunity to avoid the mediation of the media, speak directly with the audience, and immediately observe its reaction.
Here are some other benefits of Social media listening (in other words, social media monitoring):
- the spontaneity of the reaction, i.e., their naturalness;
- data replenishment continuity;
- retro data availability;
- opportunities for qualitative and quantitative analysis;
- efficiency - literally, in half an hour you can find insights for marketing.
Moreover, the growth of user activity and content volumes does not stop. Here are the numbers for the quantity of video content published daily:
- Facebook - 496,000
- Instagram - 166,000
- YouTube - 89,000
Here are the number of images users post each day;
- 25 million photos per day;
- 8 million photos with text.
And all this data is already possible and necessary to analyze — for example, texts in videos, in pictures: logos, memes, etc. Of course, analytics services are needed to work with such volumes and data formats, but today it is no longer a whim and not a luxury, but must-have.
Learn to see a personality in every client
Behavioral marketing is not a new phenomenon. The author of the educational project spoke about psycho-types and the role of the individual in marketing. She made a presentation "Psychographic Profile of the Client."
The trend towards customer-centricity is growing, and today the marketer should already keep in mind the idea that sooner or later, with almost every client, he will have to communicate individually. The question is whether we can somehow automate this process.
But this will be tomorrow, and now we'll talk about how and, most importantly, why to see a personality in a consumer, how to use this approach in marketing.
Five criteria that influence personality formation:
- physiology, type of nervous system and higher nervous activity;
- the three levels of personality organization: the neurotic level, the borderline level, the psychotic level;
- trigger/pain of the audience: according to the level of personality organization: death - security, independence - dependence, freedom - responsibility, the meaning of existence - meaninglessness;
- compensation and adaptation;
- social level, environment, lifestyle.
A lot of fears and complexes live in each of us; we are all looking for the answer to the question, "Who am I? What am I here for?" And the way a person responds to his fear, what complex of adaptive mechanisms he develops, determines his personality. For example, in schizoid types, the trigger is "I'm not like everyone else," protection is avoidance. The trigger for the narcissistic is "you know that you can, you are great," for the hysterical - "all men/women will be yours."
We get a bunch:
TA(who) - pain (what) - trigger (activator) - symbol (compensation) - product (physical product).
Turning to the schizoid type with the message, "Everyone uses it, and you have to take it," we fail. Offering the narcissus a confirmation that he is worthy, recognized, we hit the mark. By the way, the Apple brand is built on this principle, which is why people are ready to give the last money for the new iPhone to receive the treasured recognition.
Combine communication channels
The conference also raised an interesting topic about the problem of disunity of contractors in marketing and advertising, the lack of a shared vision of strategy, process, and result.
Remember the numerous "full-service advertising agencies" where you could order the creation and delivery of an advertising message to customers? Then there were a few delivery channels, and the task did not look harsh. Today we are reaping the benefits of the narrow specialization of advertising agencies. All this happens against the backdrop of the increasing complexity of technology, a change in behavioral paradigms, and empowerment. Some do SMM promotion, others do SEO, and customers themselves are often afraid to give all the tasks to one contractor. Therein lie a serious problem and pain.
Which begs the conclusion: the more contractors, the stronger the gap in communications. Some specialists do not know what others are doing. No one is responsible for the overall result - only the customer himself somehow tries to bring it together, but in the absence of connections between different stages, tasks, and contractors, there is no need to talk about constructive conclusions.
A creative agency cannot fully master the ways to launch the same display advertising and vice versa: if the company is stable in delivering an advertising message, can it ensure the proper level of production?
As a solution to this problem, the introduction of a particular top-level role was introduced - a branding agency that will accumulate all the tools, subtasks, and contractors together. A kind of strategic headquarters that manages a complex system.
And if it seems to you that the problem is far-fetched, we give another example. The ex-general director of the educational marketing center disclosed the problem of communication breakdown by the example of two often separate departments: marketing and PR. And it's good when the role of the strategist who controls the process can be taken by a company that has the maximum expertise in the staff and minimizes the number of separated contractors. This should be an association of the highest level, capable of responding promptly to the emergence of new tools and quickly train or attract the missing expertise.
If we continue the thought, we will see that many market representatives talk about the problem of an increase in the number of technologies that do not lead to the same increase in the ability to manage and use them.