For almost three years, I have been writing this column on social media trends for Westfair Communications. I have greatly enjoyed my relationship with them and the professionalism and integrity they consistently demonstrate. However, all good things must end, and it is time for me to move on. So, this column will be my final one.
Since 2015 is rapidly approaching and in some way we should all be looking forward to it, I decided to let my predictions for 2015 become the topic of this column.
Social media has rapidly evolved into an important marketing component for most businesses. In the mid-1990s, I remember walking the floor of a big tradeshow in the Javits Center and hearing many business representatives tell me they were contemplating creating websites for their companies. That was fewer than 20 years ago. As of 2009, many companies viewed social media marketing as an expense and not as a way to generate new business and keep existing customers satisfied. Fast forward fewer than six years, and business has a rapidly increasing reliance on mobile technology, better sharing of information between platforms and between people, and further acceptance of major social platforms as important tools. The image of a new, swiftly evolving world emerges.
LinkedIn will continue to be the pre-eminent B2B platform. Several of its more recent changes for increased sharing, content and engagement will increase its gap with competitors. Its embrace of employment opportunities for both companies offering jobs and applicants seeking them has greatly enhanced its importance to business. And this will only continue. For Twitter, its increased emphasis on business and the power of Twitter advertising will help continue the transformation of this platform into an important marketing campaign component. The juggernaut that is Instagram will continue to grow and evolve. For specific image-based markets, it has already become an essential part of many online marketing campaigns. For Google Plus, it is thoughts of MySpace and a lost opportunity, in part because of its inadequate interface with YouTube.
The need for content marketing in 2015 will continue to grow. Interesting content attracts followers and attention and is often the primary reason why people follow brands and are predisposed to purchase or make enquiries about them. Including paid media (such as advertising) to accelerate content distribution of owned media (such as a website or blog) will also increase. With the escalating competition for online attention coupled with efforts to improve the quality of online material, mixing paid and owned media may become essential.
Finally, the importance of brand marketing will continue to increase. Businesses need to create a common image and experience across platforms, devices and in the real world. Their consistency and clarity of message across these different media is essential to attract and retain customers. This often requires the rebuilding or refreshing of a company website and mobile site whose design is in alignment with the company brand and must meet the needs of its customers.
Thank you for reading my column and for all of the comments and conversations I have had with readers over the past few years. I wish all of you a great 2015 and beyond.
Bruce Newman is vice president at The Productivity Institute LLC. He specializes in content creation and digital marketing. He can be reached at bnewman@prodinst.com.
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