With the convergence of three high-tech trends, precise ad analytics, programmed audience-bought tools, and stickiness of social apps, it’s no question that social media is the leading ad platform for the future. Looking into the future, there seems to be a gradual shift from IT marketers managing their marketing strategy and product success to the IT consumers (their audience) being the only source marketers use to begin their planning process. As discussed throughout this blog, consumers now more than ever have the ability to influence their marketers and advertisers on the products they want, the ads they want to see, and their reactions to those marketing efforts. A task that was initially the sole responsibility of marketers and where consumers had a limited role now has become completely reversed. This new reality makes advertisers very wary of their established marketing plans and far more conscientious about current trends and feedback from their customers. As a result, enterprises are doing more than ever to try and reach their full target audience including social messaging and turning to employees for advocacy and amplification.
A majority of our lives are spent in media, not just with media; thus, the term media life has emerged. With the evolution and growth in all media, this “media life” will only lengthen and become even more prevalent in our everyday lives. Therefore, there is an increased demand for advertisers to keep up with their “virtually involved” audience and begin advertising to them where they now exist (online). The real question then is: where? Where can the targeted audience be found digitally or online? Well, with certain mobile-app software gaining attention (i.e. Snapchat & Instagram), it is becoming more and more necessary for advertisers to move to mobile devices for successful branding. This approach, however, is not without shortcomings. Media consumers are becoming better and better at bypassing advertisements on their mobile devices, completely forgetting about whatever the ad initially was promoting. Therefore, marketers must find strategies to grab their viewer’s attention and make them not want to click away.
Additionally, marketers must do more to reach out and try to communicate with their audience than they already are. This should include following popular trends, uploading popular content (especially videos), staying connected with their audience through messaging and open forums, and always encouraging innovation in efforts to lead the competition. However, with the virtual atmosphere always changing, marketers must always be cautious when making their business/advertising decisions so as to ensure maximum exposure to their products and maximum return on their marketing investment.