SMM - Social Media Marketing
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SMM - Social Media Marketing
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Marketers Need to Think More Like Publishers

Marketers Need to Think More Like Publishers | SMM - Social Media Marketing | Scoop.it

In 2010, Pepsi pulled its Super Bowl ads and invested $20 million into its Refresh project, which employed crowdsourcing to support good causes. It was an astounding social media success, with more than 87 million votes cast.

 

Unfortunately, as this Harvard Business School case study points out, it was an abysmal business failure and Pepsi eventually fell to third place in the soda category, behind Diet Coke. For all of the hype and hoopla on social media, sales suffered dearly.

 

Pepsi’s ambitions were far from unusual. Research by the Content Marketing Institute estimatesthat 90% of consumer marketers are investing in content. Unfortunately, most of those efforts will fail. In order to succeed, marketers will have to learn to think like publishers. That will mean more than a change in tactics or even strategy, but a starkly different perspective. Here’s what you need to do....


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Jeff Domansky's curator insight, April 29, 2014 2:33 AM

Exciting content beats advertising gimmicks.

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The Psychology of Social Sharing: Maslow’s Hierarchy of Needs

The Psychology of Social Sharing: Maslow’s Hierarchy of Needs | SMM - Social Media Marketing | Scoop.it

See how Maslow's Hierarchy of Needs correlates with your B2B marketing and social media sharing efforts.


It is clear that there is a strong correlation between psychology and the act of social sharing. As a B2B marketing professional trying to create your social media and content strategy, having a basic foundation of human psychology can help amplify your efforts, more effectively reach your audience, and encourage your customers to share your message. But how do you get your audience to share? By understanding the psychology behind human motivations, you can have greater insight into how to target your audience.

 

Maslow’s Hierarchy of Needs

In 1943, Abraham Maslow, a prominent American psychologist created Maslow’s hierarchy of needs to explain fundamental human behaviors. By being conscious of the motivations behind need fulfillment, you can better understand how your message will resonate with your audience and create campaigns that your audience wants to share.

Physiological - This is the largest, most fundamental need in Maslow’s pyramid. It covers the most basic physical needs for survival such as food, water, sleep, shelter, warmth. This and the next tier are more product and service focused. Focus on calling out the physiological if your company sells a product or service that helps enhance or fill one of these basic needs.Safety - Safety and security can include protection, order, law, employment, health. This is also the level that income falls under. Having a healthy income and a steady job is also part of this tier. Note, that these needs aren’t as crucial as the initial physiological ones, but are still important for human comfort.Love/Belonging - Now we are beyond the physical and get up into the deep psychological and interpersonal needs such as friendship, family, and intimacy. According to Maslow, humans need to feel a sense of belonging and acceptance within their social spheres. This sense of belonging motivates people to lean on their peers and listen to their recommendations. This is one of the primary reasons for social sharing–the group-think mentality. If your friends are sharing a piece of content, you are much more likely to look at it and share as well. This concept can also be seen in a Groupon like group deal. The more deals that show as purchased, the more likely you are to see the item or service as desirable. Conversely, if the group deal has a low purchase rate, you might think twice about buying it yourself.Esteem - After the desire for beloging, the next level of needs is self-esteem. Esteem exemplifies the desire to be recognized and rewarded for achievements. Because esteem is so closely linked with belonging, this level illustrates the need to be listened to and accepted by others. Growth both personally and professionally can also fall under this tier. This can fuel competition in a social sharing campaign, or be a motivator behind writing a review and participating in a poll. Everyone wants their opinion heard. Additionally, by rewarding your influencers (those that evangelize your message the most) you can tap into this need.Self- actualization- This is the concept that refers to the desire to realize one’s full potential and to achieve a high level of accomplishment or mastery. This is the driving force behind the need to succeed, and perfect his or her chosen interest or profession. Tap into this need by fueling competition through your social channels. Go further by asking your audience to be creative or to show their expertise in some way. The desire to be the best is a great motivator.

 

What can be learned?

A lot can be learned from Maslow’s basic explanation of human needs, and this can easily be translated into what motivates people to share. Social media fosters a strong sense of group mentality — learning from your peers, being recognized by your peers, relying on your peers for that sense of belonging. As a marketer, keep this in mind when both developing your content and your social campaigns. Always ask yourself what need “social sharing need” your campaign is fulfilling.

 


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Why Content Isn’t King! | Business 2 Community

Why Content Isn’t King! | Business 2 Community | SMM - Social Media Marketing | Scoop.it

...Content Marketing is an important element of a company’s Marketing strategy and it is a good way to raise awareness of your brand and gain new followers, but for small businesses they need to tread carefully. Posting industry articles, sharing content and writing a blog require sweat equity and time-starved small businesses often cannot afford to dedicate their time to content Marketing.

 

A balance needs to be reached to ensure a mixture of quality content and sales-related material is implemented into any Marketing strategy. Just don’t overuse and abuse the now cliché “Content is King” – that’s nonsense, the customer is King. LISTEN! As marketers we should be listening to what consumers want and what form of Marketing actually works rather than what we perceive to work!


A recent article entitled The Digital Gap between Consumer and Marketer by Jacey Gulden on Social Media Today highlighted the gap in perceptions of consumers and Marketers. Jacey writes about the benefits that smaller businesses have when personalizing communications with consumers, which I agree with when targeting the correct target market....


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Jeff Domansky's curator insight, June 18, 2013 1:43 PM

Here's an interesting content marketing counterpoint and some tips to make your content strategies better.

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How To Perform Quick-And-Dirty Keyword Research To Jumpstart Your Content Marketing

How To Perform Quick-And-Dirty Keyword Research To Jumpstart Your Content Marketing | SMM - Social Media Marketing | Scoop.it

Keyword research is anything but exciting. In fact, trying to do it after a satisfying dinner and glass of wine is more likely to end with your forehead on your keyboard than a list of low-competition, high-value phrases.Unfortunately, the research has to be done. Without knowing which keywords people are searching for, it’s difficult to target the phrases that will draw search traffic to your site. That traffic is the lifeblood of your business.

 

Whether you’re running a blog, operating an ecommerce site, or trying to position yourself as a thought leader in your niche, it begins with targeted traffic.And for that, you need the right keywords.There are lots of ways to perform keyword research. On one extreme, you can devote months to the task, drilling down into every iteration of every phrase you can imagine. Or you can do some “quick and dirty” research, using a few tools available online. There’s definitely a place for both approaches. But today, we’ll focus on the latter one. Read on for 3 quick ways to find out what type of content your audience is searching for....


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Ajish Kumar's curator insight, June 19, 2013 5:26 AM

This is still a tricky area in SEO

Susan Anderson's curator insight, June 19, 2013 9:41 AM

Truth: Nobody really LIKES doing keyword research. It's boring. It's tedious. But... you can't skip it. How can you possibly write (or order) content that will produce a good ROI if you don't know how your prospects are looking for  what you sell? Here's a quick method for at least doing some rudimentary KWR.

Jeff Domansky's curator insight, June 19, 2013 3:34 PM

Keyword research need to be overwhelming. Here's a starting point.

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7 Great Sites To Learn Online Video Skills | Search Engine Watch

7 Great Sites To Learn Online Video Skills | Search Engine Watch | SMM - Social Media Marketing | Scoop.it

Much has been written in these columns about the use of online video and how it is becoming essential for any serious brand online. It's used in promotion, video ads, "how to" and explainer videos, user-generated videos, contests, live event streaming and much more.But if you know little or nothing about video production, where do you start and how difficult is it likely to be?

 

Let's take a quick look at seven sites that can really help – and even have you making animated videos in hours.

ReelSEONew York Video SchoolVideoScribe from SparkolIzzyVideoSkype Video RecorderVimeo Video SchoolCoursera.org...
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arijjan's curator insight, June 19, 2013 10:36 AM

Online video production tools

Jeff Domansky's curator insight, June 19, 2013 3:42 PM

This is a great reference and starting point if you hope to produce your own video for powerful marketing results.

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Internet Memes for Business: The Good, the Bad…and the Grumpy | Social Media Club

Internet Memes for Business: The Good, the Bad…and the Grumpy | Social Media Club | SMM - Social Media Marketing | Scoop.it

Chances are you have seen an Internet meme by now, especially if you spend any time on social media. Grumpy Cat rules the Internet in much the same way most cats rule their houses. Most people enjoy memes, and for a good reason.

 

Typical memes, by design, appeal to the 12-year-old in all of us – they are either funny, cute, raunchy…or all of the above. Better still? Memes are free and easily transferred between people online – and they hold a great deal of potential for being seen by a lot of people. Enter Internet memes for business; what marketer or business owner would turn down an opportunity to use a technique which is already so popular…and inexpensive?

 

Are Internet memes for business a good idea? Sure, people like memes and share them – a lot. Organizations that want to increase their online presence may find memes are effective in spreading their names and messages. On the other hand, brands may want to consider the possible negative ramifications in regards to their reputations. What may seem like a good idea at the time could result in problematic consequences when not completely thought out. Serious businesses rarely succeed by building their foundations on trendy topics....


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Pascal Jouxtel's curator insight, June 23, 2013 4:16 AM

Il y a de nombreux articles sur ce sujet, et pour cause ! Quoi, un phénomène aussi populaire que les "Internet Memes" et le business n'en profiterait pas ? You must be kidding !

 

J'ai choisi celui-ci car il titre bien sur le "Internet memes" et ne prétend pas parler des mèmes en général. Et j'aime bien la façon dont l'auteur parle des petits contenus répicatifs comme s'il s'agissait de créatures existant indépendemment de nous. Cela illustre un des attraits romanesques de la théorie des mèmes, au temps de Harry Potter.

 

Cet article donne corps à ce que j'annonçais il y a 8 ans dans le chapitre de conclusion de "Comment les systèmes pondent" (chapitre que je vous invite à relire...) 

"Tous les propos tenus actuellement sur la mémétique relèvent peu ou prou de l’une de ces trois voies : politique, spirituelle ou scientifique.

La quatrième, la plus discrète, consiste à commercialiser les résultats sous forme de techniques d’influence. En raison même de sa puissance d’interprétation du jeu humain, on ne sera pas étonné que, dans un proche avenir, la mémétique entraîne dans son sillage de très nombreux praticiens dans les secteurs du conseil en management, de la communication et du
marketing, bien avant que l’université ne lève une paupière.
Tout dépendra du rôle que cette dernière envisage de jouer."

 

PJ

Kanishk Bhatia's curator insight, November 19, 2013 6:28 AM

Internet memes for Business..Interesting read..

Darrin Donahoo's curator insight, November 22, 2013 4:51 PM

Here is a perfect example that making memes can be an effective way of marketing. Because of social media the word can spread very fast. Memes are very inexpensive and a trend that many companies are using. This meme appeal to people of all ages. Memes usually go viral instant either on facebook or any of the social media website. Memes are important to me cause it gets a specific message across without saying a whole lot

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5 Unique Landing Page Strategies The Competition Isn't Using... Yet.

5 Unique Landing Page Strategies The Competition Isn't Using... Yet. | SMM - Social Media Marketing | Scoop.it

Sometimes, the typical landing page strategies just aren't enough. What happens when you take a step outside the box? If you want attention, you have to break expectations. For as many ways you can optimize a landing page, the truth of the matter is, your visitors expect a certain amount of “sameness” from sites like yours.

 

That’s a problem. Because when you blend in with others in your category, your messages aren’t fully heard. Fortunately for you, I’ve rounded up 5 unique landing page strategies that will help you break your visitor’s guessing machines, and open them up to what matters most – the content....


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Jeff Domansky's curator insight, June 18, 2013 1:30 PM

Five landing page strategies worth exploring.

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A Beginners Guide to Content Marketing | Social Media Today

A Beginners Guide to Content Marketing | Social Media Today | SMM - Social Media Marketing | Scoop.it
Any form of marketing that relies on or draws from editorial content is considered content marketing. It has always existed, although what it’s called and the tactics around it have matured over time.
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[INFOGRAPHIC] Is Social Media Turning Us Into Psychopaths? - WhoIsHostingThis

[INFOGRAPHIC] Is Social Media Turning Us Into Psychopaths? - WhoIsHostingThis | SMM - Social Media Marketing | Scoop.it

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marketingIO's curator insight, June 17, 2013 12:12 PM

Kind of bizarre. More confusion for the human race, and justification for getting off the grid.


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Janelle E's curator insight, June 17, 2013 4:08 PM

4 Psychopathic traits of a social media user...we're all doomed :)

Paola Caballer's curator insight, June 17, 2013 6:00 PM

Oye, pues un poco sí. Con las Redes Sociales, mentimos más, nos perdemos momentos guays, por estar compartíendolos al mismo tiempo (personalmente, esto lo vivo durante las ponencias, seminarios, etc...), somo más antisociales, porque andamos siempre pendientes del smartphone, y enseñamos comportamientos "no deseables".

 

Aunque, si las usamos de manera responsable, el punto 4 debería desaparecer; y los otros 3... deberíamos "hacérnoslo mirar".

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3 Unconventional Ways to Boost Your Facebook Engagement | Social Media Examiner

3 Unconventional Ways to Boost Your Facebook Engagement  | Social Media Examiner | SMM - Social Media Marketing | Scoop.it

Do you want more Facebook fans without running contests or advertisements?

Are you interested in increasing the engagement on your Facebook Page?

If you’re looking for some creative ways to boost your brand’s profile on Facebook, here are three ways to do it that don’t involve giveaways or advertising.

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Engagement Science: Making the Most of Your Social Media Strategy (Infographic)

Engagement Science: Making the Most of Your Social Media Strategy (Infographic) | SMM - Social Media Marketing | Scoop.it

Social engagement is both a science and an art. I analyzed data from over 100 companies of all sizes to determine the best ways to maximize social engagement. The findings are telling; for instance: did you know that posting to three or more channels increases engagement by over 40%? Or that posts on Saturday received more engagement than any other day of the week?


Check out the infographic below for more insight into the science of engagement, and pick up my book Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence for a complete guide to maximizing your social media returns.

 

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Tapping into the minds of your audience: The psychology of social media - Econsultancy

Tapping into the minds of your audience: The psychology of social media - Econsultancy | SMM - Social Media Marketing | Scoop.it
Many digital marketers make a common error from the outset when planning their content marketing campaigns.

 

Condensed...

 

I recently interviewed an internet marketer for the University of Westminster’s New Media Knowledge website who was also, handily, a trained psychologist, about the psychology of social and he affirmed that people treat social media as an extension of their own persona. What they post and say is a projection of themselves, their beliefs, their interests, their entire identity.

There’s a certain “me too-ism”, as I call it, about the way people act online.

 

Then there’s the whole issue of “social proofing”. People love numbers. These numbers are critical to virality as you will share the article with your own sphere of influence if you oblige. Almost as importantly, they tell those visiting this post for the first time that lots of people have read and shared this post, the implication being that they should to. Social proofing is a very powerful force.

 

At the start of campaigns it is essential to listen to your audiences, so see what they are talking about and in what context, in order to create relevant content for them going forward. But the question why will they enjoy and share your content, and respond to calls to actions, needs to be addressed at the planning stage too.

 

Too many organisations fail to step away from the brand and look objectively from the outside in, as if through the eyes of the punters they wish to reach. By and large, the man and woman in the street is not anywhere near as interested in brands and their messaging as marketers would like to believe.

 

Neutral, quality, unique, engaging content is the bridge between the two worlds.

 

Social proofing is one easy best practice to follow, but if that content lacks the context and relevance for the target audience in the first place, if it fails to educate, entertain and/or answer questions, then the content – and the campaign – is doomed to fail.


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marketingIO's curator insight, May 23, 2013 8:07 AM

It also serves to drive home the notion that we picked up last week: the element (and value) of surprise. We're hanging onto this valuable beacon, as we see surprise fitting right into this article's POV. If you're able to surprise, you'll be able to engage, and if you can engage, social proofing takes place.


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Garima Jain's comment, May 24, 2013 7:49 AM
Maslow's theory should always be in mind, no matter which area we are dealing in. Appreciate it.
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A Beginners Guide to Content Marketing | Social Media Today

A Beginners Guide to Content Marketing | Social Media Today | SMM - Social Media Marketing | Scoop.it
Any form of marketing that relies on or draws from editorial content is considered content marketing. It has always existed, although what it’s called and the tactics around it have matured over time.

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8 Step Social Media Strategy

8 Step Social Media Strategy | SMM - Social Media Marketing | Scoop.it

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Don Dea's curator insight, June 21, 2013 12:38 AM

More and more organizations are embracing social media as a business tool but many still seem to lack a strategic approach when it comes to their social media marketing and communication. This simple 8 step process is inspired by Jay Baer and his “tool-agnostic” take on social media strategy.

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Design With Impact: A Guide to Webpage Anatomy

Design With Impact: A Guide to Webpage Anatomy | SMM - Social Media Marketing | Scoop.it

Find out all the tips on how to design an impactful webpage with the Graphitas’ infogaphic, Design With Impact: A Guide to Webpage Anatomy.  See what you can and can’t live without on your webpage with the Impact-O-Meter.


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Ellyn Winters's curator insight, June 19, 2013 8:30 AM

Very cool infographic showing the high impact marketing rationale behind today's modern web design methods. 

Laurence Segbo's curator insight, June 19, 2013 9:10 AM

Pour faire de belles infographies... une alternative à infogr.am

Louise Robinson-Lay's curator insight, June 20, 2013 5:07 AM

How to use design to help make a website more appealing.

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RepMan: When in doubt, fire the PR guy

RepMan: When in doubt, fire the PR guy | SMM - Social Media Marketing | Scoop.it

It comes as no surprise that, in the aftermath of what most considered a balanced article about the Oakland Raiders in Sports Illustrated, team owner Mark Davis fired the team's public relations director.

According to reports in The San Francisco Chronicle, Davis didn't like the way S.I. '...painted him or the job done by his father, late owner Al Davis, in the previous 10 years.' So, PR Director Zak Gilbert was cut from the squad.


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Jeff Domansky's curator insight, June 17, 2013 11:15 PM

PR fall guys a long tradition. Aargh!

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Social Media, Social Life: How Teens View Their Digital Lives

Social Media, Social Life: How Teens View Their Digital Lives | SMM - Social Media Marketing | Scoop.it

"Social Media, Social Life: How Teens View Their Digital Lives is the latest research report from Common Sense Media's Program for the Study of Children and Media. We surveyed over 1,000 13- to 17-year-olds nationally to understand how they perceive social media (like Facebook and Twitter) affects their relationships and feelings about themselves."


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Steph Alexandra's curator insight, August 25, 2014 7:28 PM

"For the vast majority of teens, social and other digital communications media are a daily part of life."

 

Again, this statistic report shows the popularity of public profiling among teens from 13-17 years. 91% of teens have experience using social media, and 51% of teens use a social networking site daily. With such statistics we can consider the social pressures and influence that virtual communication and public profiling has on the younger generation. Though this article doesn't look at the positives and negatives of social media interaction for this particular age group, it is clear to see that having an active public profile on the web is common, if not expected of the younger generation, for the purpose of communication and web literacy. 

 

In understanding how a younger generation operates and interprets public profiling, is to gain a better understanding of web systems, their function and purpose, and of the direction of today's society. 

Amethyst Mayer's curator insight, December 27, 2014 3:50 AM

This article provides insight obtained by research, on how teenagers in America perceive and use the internet regarding social media.

Erica Laing's curator insight, December 29, 2014 1:21 AM

Very interesting study on how teens view their social media accounts and online identity.

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The hidden costs of social media conversation

The hidden costs of social media conversation | SMM - Social Media Marketing | Scoop.it

Social media promises a new era of customer conversation, or does it? This post examines the myths of social media marketing conversations.


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Danielle Uskovic's curator insight, June 20, 2013 7:17 AM
A daunting reminder of what social media can or is becoming. As brands flood the space with messages, true conversations are getting lost.
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The Art of Getting Retweets | Social Media Today

The Art of Getting Retweets | Social Media Today | SMM - Social Media Marketing | Scoop.it
As a successful small business owner, you most likely have an active Twitter account and are consistently putting out great content (and if you are a little behind on the twitterverse, here’s some handy tips to help you along the way).
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The ultimate guide to becoming a blogging superstar

The ultimate guide to becoming a blogging superstar | SMM - Social Media Marketing | Scoop.it

Tired of toiling in the blogging trenches? Finally, a guide that is guaranteed to propel you to fame and fortune by Mars Dorian....

 

I am a self-proclaimed social media rockstar, without any credentials, so I feel more than qualified to present you with the Ultimate Guide to Becoming a Blogging Superstar. Warning: The following blog post will help you gain instant money & fame. This is guaranteed, or your money back, which you didn’t pay, so there’s no conflict of interest here....


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Mafalda Correia's curator insight, June 21, 2013 8:21 AM

The greatest advice of all: if you can't convince, at least try to confuse!

 

Jeff Domansky's comment, June 21, 2013 5:51 PM
Mafalda, I'm confused. Does that mean I'm convinced? LOL
Mafalda Correia's comment, June 21, 2013 7:02 PM
It's a conspiracy. I only wrote it once....
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Visual Content Trumps Text in Driving Social Media Engagement [INFOGRAPHIC]

Visual Content Trumps Text in Driving Social Media Engagement [INFOGRAPHIC] | SMM - Social Media Marketing | Scoop.it
New infographic from M Booth and Simply Measured emphasize the effectiveness of visual content in driving social media engagement.
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Five Top 2013 Trends for Small Business Social Media Engagement Using Content Marketing

Five Top 2013 Trends for Small Business Social Media Engagement Using Content Marketing | SMM - Social Media Marketing | Scoop.it

With 2013 right around the corner, it’s time to start looking at the social media marketing trends likely to take center stage in the coming year. As predicted by marketing experts in early 2012, powerful trends such as content marketing are already reorienting and rewiring the business world in this digital bazaar.It’s not just that social media is exploding; it’s how brands communicate. Empowered consumers with their expanding arsenals of social technology devices are going to change the landscape in 2013, too. This holiday season, consumers are going to be buying more new gadgets that will change the marketing dialogue between brands and consumers and test businesses’ ability to engage.

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Maggie Zhang's curator insight, August 21, 2013 10:15 PM

I strongly agree the tech adoption trend which has been mentioned in the article. Since tablet came to people’s life, more and more consumers use it to browse the website or to read the news instead of computer. EMarketer estimates that tablet users will reach 89.5 per cent by 2014. The figures showed that tablet will become a huge chance for companies to expand their social media. And just like smart phones, more and more companies developed their apps to approach their consumers. New technologies made marketers reach their target audiences much easier than before. 

Hendy Han's comment, August 22, 2013 2:51 AM
A great article to be shared Maggie. I do agree too that technology has revolutionized marketing. It brings efficiency and effectiveness for businesses and definitely a great opportunity that SMEs could use. As the article says, Social media and content marketing are indeed an important aspect to be learned and used to expand the business
Jaklin Issaeva's comment, August 27, 2013 8:05 PM
I like this article because it talks about how powerful trends such as content marketing are already reorienting and rewiring the business world in this digital world. I found this article to be very relevant to IMC process because of the social/ mobile media expansion and use of different communication channels.