While traditional media such as television currently maintain a sizable lead in expenditures, forecasts indicate that digital-ad spending is closing the gap, growing from $32 billion in 2011 to $60 billion (80 percent of TV- advertising total) by 2017.1 And mobile-ad spending alone will account for 45 percent of all digital outlays by 2017.
Authenticity in business beats product utility and innovation, across all 12 markets surveyed: Authentic characteristics such as communicating honestly about products and services (91%) and environmental impact and sustainability measures (87%) are more important to global consumers than product utility (61%), brand appeal (60%) and popularity (39%).
When you read an article, online, about the latest trends in marketing and what you “must” do you need to consider the source. Analysts, who have no experience, and journalists, who write from company press releases, are not reliable and credible sources of information and you should not be basing marketing decisions based on their recommendations.
Augie Ray says “The secret to social media success (and failure) is no longer secret. Companies need to stop talking and start listening. They need to stop broadcasting and start responding. They need to stop posting to people and instead encourage people to start talking with each other. They need to stop promoting new products in social media and instead use social to collaborate when developing new products. They need to stop publishing content they hope people will share and instead give people product experiences consumers actually want to share. They need to stop trying to be entertaining in social media and instead offer great customer care in the channel. They need to stop counting fans and tallying engagement and start creating advocates and measuring business value. And finally, brands need to stop positioning themselves as more caring, more transparent and more committed to the customer and instead be more caring, more transparent and more committed to the customer.” The end of social media marketing?
Here’s another secret that most “social media experts” don’t want you to know; even if you have the best content on the web and consumers share it with one another there is still a strong probability that those same consumers are going to purchase your competitors products”. That’s right ! I may turn to you for information and share it within my social media circle, but that information is not going to make me a customer unless you give me a really good reason your product is better than everyone else’s.