When it comes to social marketing, I get discouraged. In an age where social media as a communications channel is more influential and powerful than ever, it has offered very little innovation overall. Sure, the shift from organic to paid media shook things up. New content formats are cool and have been quickly adopted and replicated by networks (Stories anyone?). Snapchat carved out a patch of the sandbox and raised the bar regarding innovating new advertising products and enabling its users to create playful and whimsical content that can disappear. Other than that, no major changes.
Jay Wilson and I put our heads together and took a step back to analyze the current state of social marketing and – specifically – what’s next. We created a hypothesis and set out to prove it. It took months of research and deep gut feels to validate that sizable change is on the horizon. That – despite the lack of innovation social media’s offered – five macro trends beyond the core operations of social marketing are going to disrupt social marketing status quo. Moreover, as these trends grow more mature and ultimately introduce added complexities, marketers will need to reevaluate how they manage social media today – from strategy to execution – and change accordingly to address future opportunities and challenges.
Now, THIS gets me excited and reinvigorated!
Today we published, “Five Trends That Will Disrupt Social Marketing (And What To Do About Them)” (subscription required). We reveal the five macro trends that are beginning to impact social marketing and their implications for the future. Read the research to learn more about trends like The Democratization of Live Broadcasting, Social Networks Joining the Streaming Content Battle and Emerging Technologies Infiltrating Social Networks. The research also outlines near-term and long-term strategies and tactics for marketers to prepare for and lead in this new age of social marketing.