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Digital Marketing and Social Media - Adapt, Share, Connect
Most Digital Marketing campaigns focus upon Search. Searching online for products and services is not a remote action separated from thought, logic or even experience: Invariably the hunt begins for the product or service they want by searching for relevant content: Which is INFORMATION. The search is also a response to content that person has come across on and/or offline - Information that provoked their interest. The search for the most is a journey of discovery through relationships.
SOCIAL FOCUS - Sharing is good...
Company websites, applications, hubs, lens and splash pages; social and fan pages: All can loose their relevance and significance if the information they contain cannot relate to the demographic group being targeted: Nor accommodate the latest where, why and what for has the focus of their attention.
Referrals from Social Networks look set to stay and continue to soar if new and relevant information at the focus of attention is introduced. More and more people are clicking through from sociable content: Which means more and more Companies are turning the digital marketing focus upon social media.
More and more it is less and less a case of people seeking information. SHARING means information is finding them - And being passed on in a way that defies the definition of distribution. Instead it is participation; unique inclusion and group sharing experience that represents Sharing, circulation and so publication.
A Revelation?
Search Stats from Comscore suggest that Sharing content increases visibility: Which is what Digital Marketing is all about. While Google remains well ahead with over 65% of all core search activity YouTube is second for all search enquiries made online overall: Way ahead of Yahoo which has only 17% of core search activity - MySpace and Facebook have also just chipped into the top 20 for all search enquiries made online overall: NEITHER of which actually provide a true to core search facility. It seems the social networks are an ecosystem for the evolution of deliberate content: Digital Marketing Content with which people could and are actively seeking and engaging with.
It's All About Getting There...
The old idiom, it's the journey that counts.... That is what today's social customer is all about: They want a social dashboard not a site navigation bar. Facebook, TweetDeck, Seesmic and Brizzly - They are all examples of social dashboards and this is where the new generation social customer has focused their attention.
Adapting
This is a brand new digital marketing landscape which is still learning to adapt: This is a change of tact. Nevertheless, to connect with the social customer a company's digital marketing strategies must deliver content outside of their website and inside the community. The search stats already signify a rise in social activity online and tilt away from proactively searching for content/information. This socialisation of content is a significant change: Therefore, the need to adapt and accommodate this within digital marketing is surely logical as well as probably inevitable.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk
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