If not so long ago brands were still debating how much effort, time and financial investment they should commit to social media marketing, today marketers will agree that it’s an inevitable if not central part of any digital marketing strategy. Social media marketing has matured, and the conversation has shifted. The debate is no longer about its value, but about maximizing the results of social media marketing and finding the route to success in an environment where the increase in demand for ad space is outpacing the supply of the audience’s attention.
Resolving Inefficiencies Through AI Marketing
Employing machine learning to make strategic investments has resolved guesswork from the day-to-day for many marketers. The advancements in Artificial Intelligence (AI) certainly made it easier for marketers to pinpoint what content is truly engaging their audiences. It helped them return more value from their social media investments through efficiency. In the next year, we should see automation take over other integral parts of social media, especially in the area of audience segmentation and building of accurate audience personas for brands.
Personalizing Content on an Entirely New Level
As we move into 2018, we predict that we will see advancements in real-time AI-driven personalization on social media. It is the dynamic element of personalization that is integral to making marketing click with customers. We can no longer assume that audiences stay interested in the same topic today as they were a month ago. Dynamic personalization will be anchored in three areas - being timely, relevant, and engaging.
Tailoring content to different audience personas will put the social media teams to the test. Will they be able to meet the demand for content personalization? If they are prepared for it - yes. One obvious content trend that every marketer can prepare for today is video - a trend that is as critical for marketers as was the switch from desktop to mobile.
Social media teams will have to prepare to streamline their production, clearly understand their costs, and benchmark their results in the context of the market if they want to leverage video content successfully.
Using Messenger to Build a Personable Brand
Benchmarking Ads Data in a Competitive Context
Benchmarking advertising spend data, measuring the most important ads metrics out of isolation, offers an entirely new angle of social media optimization. It’s critical to scaling your budget effectiveness or understanding if your return on social media investment is really enough to outperform others. If marketing tech available today isn’t enough to stress how important this is, Facebook’s decision to open up the content of the dark social for everyone to view on demand shows that the rules of paid social media have changed.
Creating a Gateway Through Influencer Marketing
The added value is impossible to ignore, but the important move we’ll see in 2018 is not the up-trend in influencer marketing, but in automation of how brands find influencers and how they run their campaigns. Combining machine learned insights on audience segmentation, their interests, and influencers who speak their language will open doors for brands to enter conversations they otherwise couldn’t.
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