Future Implications

Posted byvinumpilgrimPosted inMarketing ToolsTags:, , , , , ,
Photo of social media applications on phone by Tracy Le Blanc from Pexels

The social media landscape is in a constant state of change. This means marketers must stay on top of trends and industry developments to continue affecting results. 

Audiences

As more people engage in more ways in the digital space, marketers need to understand who their target audience is and how their needs can best be met. Both elements have changed with the introduction of digital marketing and social media. For example, Millennials and Gen Z are now the most active users of social media and have vastly different demands from their digital brands than other demographics. 

Photo of Millennial girls taking selfie by Kampus Production from Pexels

Millennials crave a personalized experience that seamlessly crosses platforms. Gen Z cares more about the origin of products and the stories behind a brand. Despite having less money to spend than other demographic groups, both Millennials and Gen Z audiences will spend more for quality of service and experience. 

For brands, this means that a presence across social platforms is important for survival. Not only that, but marketing initiatives must be story-driven and experience-based, catering to where and how younger audiences engage with social content. Adopting Tik Tok is a great strategy to reach younger demographics with story-driven, personality-rich content. Video is an easy medium to convey such emotions and has risen in power over the last few decades. Therefore, utilizing video across platforms would also be wise. Will this cause an increase in spending on content and content creators? Probably. Will it be worth it? If utilized correctly, then definitely

Social Media Examiner gives tips for growth on Tik Tok platform

Finally, integrating the customer experience across social, digital, and physical platforms is a great way to engage the audiences that grew up expecting such streamlining of brand engagement. As technology continues to advance and consumers become more comfortable with the integration of social media and engagement technologies in their everyday lives, audiences will continue to change. The baseline expectation for brands is a presence on all social media platforms. With the introduction of video content and the new needs of younger audiences, marketers must change tactics to fit the change in human behavior. 

Technology

The other great influencer of change is technology. Technology always seems to be ahead of humanity, making it a great influencer in how humanity’s engagement with it has changed. As technology develops, culture changes to adapt. And as technology becomes more advanced, more tools become available for use in creative and integrated digital marketing campaigns. Technology and human development have created a chicken and egg situation where one makes a significant move forward that the other adapts and harnesses so both grow together. 

A great example is the introduction of Stories on Instagram. As audiences demanded a more personalized experience with brands and a brand “face” to engage with, platforms started using existing video technology in their applications. By integrating video content options, social platforms were able to appease the demands of their audiences and provide brands an optimized tool to better reach their customers. Instagram has grown its video content from short stories that give current updates and engagement opportunities to IGTV, a full-service, semi-long-form video uploading service for in-depth video content.

Social Media Examiner video discussing the use of Instagram features like Stories and IGTV to affect brand growth

For brands, the advancement of technology means staying on top of developments in the social and technology sectors. What tools are being offered by social platforms? Are all of them being utilized and optimized? Are resources being allocated to learn, train, and hire professionals experienced in social media and technology engagement and integration? If the internal and external tools offered by social platforms and third-party digital services are not being used to their fullest extent, this is a great place for new and growing brands to start.

Moving Ahead

Social media is only going to continue growing. The trick is to understand how and why audiences continue to use such platforms. That information will help marketers more effectively reach customers where they already are in the digital space. Information is power. If marketers gather the required information about the continued development of humanity and technology, integrating the two to affect business success is just a matter of applying learned principles and testing theories.

Published by vinumpilgrim

While pursuing his studies, a short stint in Europe marked the beginning of Jared's journey into fermented beverages. He immediately fell in love with wine, food, and the culture of community that surrounds both. After receiving his WSET 3 Award in Wine and completing a B.S. in Cinematic Arts, Jared pursued various positions within the Virginia beverage industry that have developed his hands-on experience in wine production, sales, marketing, and events. Recently, Jared has pivoted into the digital space as he pursues an M.S. in Marketing – Social Media. The last year found Jared working in sales for a distribution company, rounding out his wine business experience. Jared is excited to continue expanding his understanding of the history, production, and culinary opportunities offered by fermented beverages. He hopes to bring a new perspective and unique approach to beverage experiences and community engagement. When not in the office, this enthusiastic home cook, foodie, and yogi is forever searching for off-the-beaten-track adventures around the globe!