Today’s trending topic is data. Let me rephrase that; today, what’s at stake, is data. Increased media consumption has lead to an undeniable shift towards more measurable, more personal interfaces where we, as marketers, have access not only to declared data, but also to rich data based on behavioural analytics. Rich data allows us to anticipate the interests, needs and wants of our consumer base — but it also complicates the consumer journey. Management of this newly complex consumer journey and reaction to the demand for more personalised, relevant experiences, requires a more innovative approach. For human-centred organisations, the key is social media.
Mark Zuckerberg’s mea culpa before American and European authorities was more than just an appeal for a second chance, it was a catalyst for change — it made us realise that we, as marketers, need to do more to engage with consumers. The prevalence of Facebook worldwide (except in places like China) cannot be understated, and the time people spend on social media is growing (see Global Web Index Social Trends Report for 2018). The status quo, however, can no longer be maintained in the same way. Facebook’s reputation has been damaged in the wake of recent scandals concerning the misuse of personal data and the promotion of fake news. Brands need to play their cards right if they want to thrive and survive in this new environment.
Despite everything, social media is gaining popularity as a search engine for products and servicios. Social media platforms are taking bold steps to encourage would-be consumers to purchase from social brands. Over the last few months we’ve seen top platforms like Instagram and Snapchat launch new features which allow brands to tag products in posts and link to e-commerce sites directly. The only thing missing? The ability to purchase a product without leaving to go somewhere else. Consumers are willing to buy through social media, and the demand from younger consumers, who are more dependent on mobile, is even higher.