Trends 2013: CMOs Embrace Pinterest, Google+ & Big-Data
Trends 2013 trends: Why US CMOs will embrace Pinterest, Google+ and big-data? Some maybe even Instagram? Read our opinion based on new insights from eMarketer, Strata and SocialVibe.
In the US, Facebook and social media management technologies will top marketing dollar investments for 2013.
But CMOs, Pinterest, Google+ and Instagram, are going to need their own sections in your 2013 social media marketing strategy and social media plan.
Sophisticated social marketing is not about chasing social channels like a race dog on steroids. Launching channels on reach alone is poor man’s media tactics.
A clever channel strategy is picking the channels that each fuel specific brand or business objectives. This interactive 2012 CMO Guide To Social Media (by CMO.com) will help you and your agencies a lot.
Most Used Social Media Sites
With two-thirds of the US internet population expected to belong to a ‘social network’ by the end of 2013, according to eMarketer estimates, the majority of brands are now actively using social media to manage their digital presence.
Q3 2012 findings from media buying and solutions provider STRATA showed 91.9% of those surveyed were using social media. The vast majority (82.4%) of US agencies reported using Facebook for clients’ social media campaigns, nearly double or more the number using the popular platforms YouTube (41.9%), Twitter (36.5%) and LinkedIn (23%).
Emerging platforms Google+ and Pinterest saw significant growth in reported quarter-over-quarter usage with roughly one in four US agencies likely to use each of these networks for clients’ social media campaigns.
Social Media Programs & Spending
Findings from engagement advertising firm SocialVibe showed the necessity of ensuring social media coverage on Facebook and the value of expanding coverage to Google+.
SocialVibe shows that 77% of US internet users connected with brands via Facebook in October of this year, 14% did so using Google+ more than did so on YouTube (13%) or Twitter (6%).
Brand’s budgets for Facebook, Twitter and Pinterest marketing programs are likely to increase through 2013, according to a Q4 2012 survey from Strongmail.
The marketing solutions provider found 39.6% of business executives worldwide planned to boost Facebook marketing spending next year, 23.3% planned to spend more on Twitter, and 14.9% on Pinterest.
Beyond increased investment specifically to social networks, a good portion of the US marketing executives reported plans to boost spending on tools and technology used to measure and manage social media programs. Not strange, since CMOs are looking for social media ROI.
About 27% reported plans to increase spending to social media management technology, and 14.8% said the same for listening platforms, reflecting the importance of not just maintaining brand presence on social networks, but measuring the effects of that presence.
eMarketer estimates that US social network ad spending will account for nearly one in 10 US digital ad dollars in 2013.
In 2012 Pinterest consumers all over the world embraced Pinterest. We can definately say it was a tipping point for the visual interest network. See Pinterest’s global spread in below world map:
Instagram, the photo-sharing application that Facebook acquired earlier this year, has not yet figured out a way to make money. But some of its users have.
Some entrepreneurs have realized that they can piggyback on the popularity of Instagram, which has more than 100 million users.
Some of these businesses have proven to be quite profitable already. They join a long line of innovators who have found creative ways to build new services on top of existing sites and platforms.
Services like Printstagram, for example, let’s people turn their Instagram images into prints, wall calendars, stickers and more.
See a few examples of entreprenuerial bazaars, tapping into a fast growing market.
I do expect to see more serious social media marketing strategies from the big brands in 2013. Some even fuelled by social CRM and driven by real-time big-data dashboards.
I do hope marketers will use social media beyond reach and social advertising, and will understand that buying likes is dead. Social marketing is also about: Content, engagement, blogs, influencers, earned and especially owned media.
Like Coca-Cola showed us in 2012: Social marketing and having a strong Facebook presence is not enough. Coke is pulling its Facebook fans through the opt-in funnel, and building a massive opt-in e-mail marketing database AKA powerful owned media channel to connect to its fans for free, or the price of bulk e-mail.
Another trend we wrote about is the disruptive innovations by Nike+, that are changing the rules in the marketplace. Where most brands are entitled to advertising and marketing, Nike+ is making the difference at product innovation, brand and business model.
In 2013 the marketing trend will be transformational: Brands will shift in their approach towards digital consumer marketing and big-data. Basically we could call that strive:
From Unknown To Known?
In what order to collect data? How to connect the dots? And how to get from unknown to known? For example follow these 7 steps:
1. Cookie (UL0124) + Digital Display Campaign-ID and Actvity.
2. Brand Site Activity.
3. RTB Video Ad Campaign-ID and Activity.
4. Name + E-mail Address + Opt-in + Facebook-ID + Social Insight.
5. Physical Address + Lifestyle Cluster and Data.
6. 3rd Party Web Activity and Interests.
7. Brand Campaign Activity + Mobile Number.
Try to re-think your 2013 social media marketing strategy. Think about big-data. There are many opportunities, brand and business objectives you can achieve with social media.
Especially if you understand how you can increase the ROI on your media investments by using the smartest possible mix of POE.
Skate towards the puck is going to be, not where it has been. Consumers insights will lead you the way. Adaptive planning and marketing will show you your ROI.
What About You?
What will be your social or big-data strategy for 2013? Which social channel will you add and why? We’d love to hear your ideas in the comments below.
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