About the future of media, technology and other fields, and every
year many bold declaration. While hard to read fun, but sometimes these are
rose-colored lens product, the critics seem to ignore the growing pains of
rapid development has brought technological and cultural. This year, we
summarize several major trends in 2013 affect the marketing and media, without
reservation, to the reader.
The application is a new microsite
In the 21 century and the first decade of the early to mid-term,
each brand wants to establish a micro site shortly after the Internet started
to become congested, filled with a variety of promotional Web site, and soon
become obsolete.
The website gets interesting not enough, you have to attract many
users to access the site and share it.
Today, every brand wants to build its own iOS or Android
application, the plight of deja vu again.
This is a matter of numbers: Apple App Store now has more than
650,000 applications, Google Play Store has over 600,000 applications,
according to GigaOm Website statistics, about 25% of the applications opened
only once no been opened.
So there was a million-dollar question: how to make the brand driven
massive download application boarded the coveted the main screen, to remind
people to use your application, and do these things while respecting user
experience instead of junk push mail notification?
Product hangover
Fuelband wristband released and followed by the Cannes Advertising
Festival Golden Lion Award, Product Development at an advertising agency is
regarded as an essential skill every brand now try to persuade their products
into the market.
In time, we will see the final results.
Here are a few things to note:
First, successful product development requires specific risk
prediction, many brand management did not do it. Product development usually
requires a different approach to budgeting, because the product is not stable
from the start, team composition (including internal and advertising company)
also need to take a new approach.
Each brand should be looking for partners, they both have a rich
experience of the show, but also be able to try the new pricing model, these
patterns based on fixed costs clips and prototyping, unlike traditional
advertising hourly and standard off-the-shelf.
The native advertising situation will be more embarrassing
With the rise of the native advertising in 2013, we will see,
originally accustomed to pay to attract attention and spread the brand of their
own ideas, the awkward transition began to edit content.
Native advertising requires a more realistic - and funny - way to
integrate content and information. Native ads focus more on the news philosophy
rather than push advertising.
2013 first awkward integration Scientology ads "Atlantic
Monthly" (Atlantic), leading to the "Atlantic Monthly"
withdrawal of advertising, said in a statement, "We remain committed to
innovation and keen on digital advertising, but we are ashamed to admit that we
are anxious ...... "
For this type of advertising content and such advertiser schedule
conflict, publishers need to effectively establish and improve the firm's
guiding principles.
Zombie the user reproduce, troubled brands and applications
A hot topic in 2012, is the rapid rise of social networking the
video startup companies SocialCam company to $ 60 million acquisition of
software vendor Autodesk.
But if you carefully study the technology blog TechCrunch headlines,
you will find this application in order to build an audience, resorted to a
variety of harsh means. Push spam, automatically following popular YouTube
video disguised as website original application into a not falling.
If the mortgage-backed bonds, the collapse of some research, you
know the sand-based products what would happen.
The same reasoning also applies to those who have been brand buy
cheap followers and fans on Facebook and Twitter.
These data may look good, but if you want to drive substantial
business results, you must at any cost, to consider the issue of product
quality.
Old and new alternation
The story speaks is also a skill, storytelling represents a brand
needs to study hard done right brand marketing expertise.
At the same time, the outstanding culture of social content will
make a quick response, Oreo cookies "Daily deformation" (Daily Twist)
publicity campaign proved this point - this is a case of the advertising
industry last year, the most well-known. This marketing / Pull strategy is still
effective.
At present, this new type of rapid response content does not meet
many advertising companies produced content, so we expect the brand and the
advertising company's internal structure will change in 2013 to reflect this
trend. Also note that the technology companies, such as social software
operators Percolate, service providers and creative brand story and advertising
company products new partnership.
Creative briefs based on social data
This year, we will see more creative presentation based on social
data. The advertising company is no longer only the planning department, we
expect social analysis even technical departments should actively involved.
Take full advantage of all those involved in data from social
channels, advertising companies can now build content and experiences that
arouse strong reaction from the audience. Combined with the business goals of
the foundation, which will create more impact on the market of advertising
works.
Platform wars
Many of the high market value of the company have been established
on the basis of a symbiotic relationship with the other platforms.
But now, with the continued pursuit of monetization, we will see
more power game, some companies shut down the application programming interface
(API), a rainy day. In June 2012, Twitter Close cooperation of shared services
with LinkedIn, Tumblr and Instagram query Friends "website recently
closed.
Based on the real-time social networking sites APP.net Subscribe
quite interesting, the trend of this platform wars to make an intelligent
response, but this site can scale beyond Scobles and other early adopters,
still remains to be seen.
Professional blog circle
In early blog circle, most of the content from the enthusiastic
novice, diligence and hard work in their own niche fun. We are accustomed to
top-down the Media and bottom-up media interaction, seek inspiration from other
sources, or to obtain an explanation.
Currently, in the past few years, we have seen the rise of the
professional blog class, this kind the blog actually become part of the media.
Gizmodo and Engadget site visits and attract attention just as much
as the "New York Times" (The New York Times). Many who would
otherwise have to write a blog started a year ago now find other ways to
express themselves, especially on Twitter, Facebook and Tumblr. The Tumblr
website is more than just "blog", to become one of the occurrences in
the Google search word up. Another factor is the smart customer evaluation in
this area, such as Amazon, Yelp, Foursquare is increasingly in line with this
feature.
We also note that the professional class blog, especially science
and technology classes, prone views herd phenomenon, which do not necessarily
reflect the consumer sentiment.
For example, Samsung released the Galaxy Note smartphone, this
product is subject to the general mockery of everyone, but the results exceeded
all sales expectations. Galaxy Note 2 get equally good results, many of the
initial critics gradually changed their views (Disclosure: TBG cooperative
relationship with Samsung, but did not participate in this campaign).
Another recent example is modified Instagram website user terms of
service caused by the storm. I dare say that, despite many influential
microblogging and blog posts, but their internal analysis and reduce user
participation or reduce user. The key feature of this area, the impact of those
bubble sometimes confuse everyone, and does not reflect the reality of the
situation.
Community Managers: The Next Generation
Community managers are accustomed to a certain extent, skilled use
of social channels.
In the early stages of the brand into the social network, everyone
can participate freely in the insiders, public relations companies, advertising
agencies, and other institutions are trying to sort things out. Ad content,
they must obtain advance review and approval by the static content calendar.
Now, each brand has established a substantial scale audience, they
are beginning to understand what type of goals / indicators apply to their
communication channels, and try new types of content and paid social media to
build audiences, and spread their message.
In addition to the countless other effects, such as customer service
response, customer relationship management (CRM) and job information, which
forced community managers to grow up quickly. Under normal circumstances, the
new community managers will be in-house, relying on advertising agencies to get
creative concept, content and best practices.
They will increasingly pay social budget to experiment, to promote
the more popular. This new community managers will also serve to assist in the
formation of the role of creative presentations, all involved in the data
extracted from the major social platforms, figure out what kind of content
produced on the basis of the community validation and interested.
Looking to the future
Overall, we are still in a transition period for the marketing and
advertising company, which is usually confusing moment.
Now there are a lot of trendy new project, the platform and the
"Declaration on the future", distract us.
However , for those companies with strong brand value , are willing
to try and take on new risks, honest creativity and technology partnerships,
and are able to interact with the audience and the establishment of new
business convincing way.
