As always, there are a lot of changes going on in the digital marketing world right now. From the ever evolving social media networks to new technology to radical shifts in the way traditional services are delivered.
One thing is for sure, 2015 is going to be an exciting year. A year where I think digital marketers are really going to have to think long and hard about the way they are reaching customers. As I was thinking today, there are 3 things that come to mind that I will to be paying attention to in the new year. Things that, while not exactly related, have the potential to represent big changes in the marketing world.
Facebook Algorithm Changes
There is a lot of buzz in the social media marketing world right now around upcoming Facebook changes that will begin in the new year. To sum it up, basically Facebook is going to give even less visibility to “overly promotional” posts. While most businesses understand that their fans do not want to see “overly promotional” content in the first place, it’s still unclear exactly where the line is going to be drawn. One thing is for sure, it means even less organic reach for Facebook brand pages. And if you are a social media marketing manager or just happened to inherit that responsibility at your company – you know organic reach has already dropped significantly.
What does it mean? Well, it simply means now more than ever if digital marketers really want to reach people on Facebook in a meaningful way, it’s going to require a budget to do so. Facebook is continuing to adopt a pay to play model and that’s not going to change anytime soon. This also means that other social networks will quickly follow and begin to move toward this model.
The other thing that this means is that some companies will simply drop their Facebook page all together. One notable company to already do so is Copyblogger. A very well known name with over 35,000 likes and they dropped it. Why? Because the ROI on the organic side just wasn’t there. I highly recommend watching this eye opening video (it’s a bit on the long side, but 100% worth it) regarding Facebook advertising.
WATCH: Facebook Fraud
Wearables are everywhere right now. I’m not just talking about smartwatches here, I’m talking about fitness bands like the Jawbone Up 24 and Fitbit Flex. We are now able to monitor more than ever and get data in real time. The more connected we become throughout the day, the more avenues digital marketers will have to reach customers in new ways. While the messages may be the same, the delivery and strategy behind reaching people at the exact moment in time on the exact device that’s right for them will present new marketing challenges.
I expect all of this to be taken to another level when the Apple Watch is released. When a player like Apple comes to the market, it has the ability to really change everything. If Apple gets its watch right on the first try, we will see an accelerated growth and mass adoption come very quickly.
What does it mean? This means one more place potential customers will be looking at your marketing message. It means making sure your message reads well on an even smaller screen. Making sure your website is 100% responsive – even on a watch. Basically, it means one more thing to add to your overall marketing strategy when you think about your typical customer life cycle.
By now most of you have probably heard of services such as Uber (rideshare and taxi service company that gets you a driver in minutes via an app) and Airbnb (services that allows you to rent a place to stay from local hosts in 190+countries), but have you heard of Feastly? Feastly allows “everyday” people to become cooks and essentially turn their house into a scaled-down version of a restaurant.
This shift powered by the millennials of everything being right now. People are becoming used to getting things immediately, the way they want it and how they want it. Instant gratification is being taken to a whole new level and it’s becoming expected from consumers.
What does it mean? It means taxi services, hotels and even some restaurants are potentially going to have to reinvent themselves or die. These concepts could be what services like Netflix were to Blockbuster. It’s a radical shift, but it’s one that’s very real and cannot be ignored by marketers.
What Do You Think?
How do you think these changes will impact marketers in 2015 and beyond? I’d enjoy hearing your thoughts. Contact me.