04 Янв 2012, 07:30

Урок №9. Social media marketing and business trends 2012. Part II

MMR совместно с Business Spotlight Ukraine представляет девятый урок в рамках новой рубрики «A Lesson for a Marketing Person».

Урок №9. Social media marketing and business trends 2012. Part II

MMR совместно с Business Spotlight Ukraine представляет девятый урок в рамках новой рубрики «A Lesson for a Marketing Person».

 

continued

 

Group buying sites will level off

 

Let’s face it, it is a brain dead model. Let’s grow a huge list by offering really cheap deals and then sell that list to businesses to get really cheap deals. Group buying will not go away but businesses will understand better what it is and use it accordingly. To spell it out: businesses buy an opportunity to let potential customers sample their offering at a hugely discounted rate in hopes of repeat business. Money is in the list!

 

Social media ROI


More result-oriented. Still less than half of the marketers measure results from social media. Social media ROI is a hot topic but less than half of the marketers report seeing it. We see that the budgets will grow and social gets more important in the brand’s marketing mix. This means that C-level will demand results. This means dollars in sales. It can be as easy as direct sales from Facebook or a bit more vague as in conversion rate of people from social channels is higher than average.


Social media advertising will grow


Social media channels are looking to turn a profit so they are looking for ways to get at your advertising budget. Facebook, LinkedIn, Twitter and others are looking into way to display more marketing messages to their users. This will increase budgets dedicated to social media advertising.

 

Branded content


Next to advertising there will be a push in the user’s stream. This means brands need to create content that is good enough to be curated and shared. Content has longer shelf life, can be reused in different channels, has higher perceived value for customers. This means that content creation budgets may in many cases exceed the social advertising budgets. It wouldn’t be surprising if some companies kill advertising in favor of content creation.


Tabletizing and mobilizing websites


Not exactly a social media thing but businesses start to make their sites mobile. Like 10 years ago companies made websites because everybody else did, now they will make their sites mobile because everybody else does.

 

VOCABULARY

ROI — abbreviation for return on investment — экономический показатель возврата инвестиций

сurate sth. [kjuə’reɪt] курировать что-либо

shelf lifeсрок годности

exceed [ɪk’siːd]превышать

 

LANGUAGE POINT

С-level — данный термин используется для обозначения руководителей высшего звена менеджмента, поскольку их должности начинаются с chief. Например, CEO (Chief Executive Officer) — генеральный директор, CFO (Chief Financial Officer) — финансовый директор.

 

LANGUAGE LEARNING TIP

Договоритесь с кем-нибудь из коллег или друзей, с кем часто общаетесь, вести переписку на английском. Таким образом вы активизируете свой пассивный словарный запас. Пассивным считается знание слова, значение которого вам понятно при встрече, например, в тексте. Затруднительным окажется его вспомнить, когда захотите употребить.

 

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