This is the second blog in a two-part series exploring the latest trends and technologies shaping the digital marketing world. In this blog, I discuss the impact of video and dark social.
This blog series provides a summary of the key points from my presentation at the Sales and Marketing Summit - a key event on the international business calendar that focuses on the changes occurring in the interaction between consumers and businesses. Please check out the first blog in the series where I look at artificial intelligence and virtual reality, and watch some of the highlights from the event in the video below.
Video and social media
We are starting to see an explosion of video content online, particularly on social media platforms such as Facebook and YouTube. People are watching and demanding more and more video. In fact, by 2019, it’s estimated that the vast majority of search traffic will be directed to video content.
While video is increasingly being used in digital marketing campaigns, organisations are taking different approaches to how the content is produced. Some are focusing more on quality, others on quantity. There is also a divide in terms of the tone being used - authenticity and a “real feel” may be important for personal content creators, but some big brands are investing more in high quality productions.
In terms of live video, organisations are using live streams as an element of their digital marketing campaigns to showcase unique content. Live video is allowing organisations to experiment with creative ideas and connect with audiences in new ways. For example, a global retailer could create video content to show its trucks being loaded up with stock, delivered to stores and then placed on shelves for an upcoming sale or busy trading period.
The rise of dark social
Dark social refers to the sharing of content on private channels, such as instant messaging apps and email. It is “dark” because it is currently not possible to measure the content shared on these platforms using web analytics. We are seeing a shift in behaviour as audiences move towards more private platforms (e.g. Facebook Messenger, Instagram, Snapchat and WhatsApp). With audiences spending more time on dark social channels, this presents opportunities and challenges to digital marketers.
Currently, most social media advertising is on public social networks. With the rise of dark social, organisations will need to rethink how to spend their resources. If they can analyse dark social interactions, they may be able to get valuable insights into audience thoughts, opinions and sentiment, allowing them to develop deeper connections with their customers.
Embracing change
These are just some of the digital game changers which are emerging and impacting digital marketing. While some organisations fall behind, others race ahead to innovate and stay competitive. It’s an exciting time for digital marketing!
That’s it for the second part of our exploration of digital game changers. Don’t forget to check out the first blog in the series. To find out more about digital marketing and how you can achieve your digital goals, visit our courses page.
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