The past two years have seen an explosion in social media and mobile marketing, with companies from every industry – from FMCG to food chains – using everything from location based marketing (“check ins”), tweets and Instagram pics to engage their online communities
. So what’s in store this year? ConsultaPanel rounds up some noteworthy trends that you can keep your eye on:Customers will rebel
People can only take so much and many marketing experts predict that consumers will start to rebel against the excess of electronic connection in their lives. Adobe’s content site, CMO, predicts
that this will lead to a greater focus on personal interactions and qualitative research
. Here at Consulta, we can already see how marketers are taking advantage of this rising trend. KitKat, for example, created an ad campaign called “Free No-Wifi Zone
” in order to get people to “Take a Break” (their chocolate’s slogan) and connect with each other – as opposed to spending their 5 minute break hunched over their cell phones.Design for mobile first
We’ve heard a lot of dooms day prophecies about “the end of the desktop”. While people are still using desktop computers, the desktop lost its place at the top of the e-commerce heap in 2013. Smartphones and tablets are now leading the way and if companies want to sell products online, they’ve got to design for mobile displays first. This noteworthy trend impacts market research companies – especially those doing market research in Africa
– in a significant way. Not only do we need to design our online surveys
with mobile users and screens in mind, but we also need to create engaging surveys that will lead people to interact with us (as opposed to dismiss our surveys as more online clutter).Bite sized content
People don’t always have the time, patience or level of interest needed to read long articles (err….kind of like this one, *cough*), which is why it’s wise to start creating different types of content. Bite-sized information can be anything from 140 character tweets
, pins on Pinterest
or other types of content like Instagram photos, Infographics
.Real time engagements
There has been a significant rise in “real-time engagements” from brands; with an increasing number of companies creating “mini newsrooms”, (an example of this was Oreo tweeting
about the blackout during the Super Bowl game). People like knowing that there are real people behind the brands they engage with and, while it’s great to have a set social media plan, it’s great if you can be innovative and take advantage of on-the-go news and daily happenings to engage your target market.
One of the ways that our market research company
has exploited this trend is by creating a ground-breaking call centre system that tracks our call centre agents’ performance in real-time. This system helped us land an EMEA Innovator Award
(European Middle East Africa) and it continues to help us integrate our quick online market research community
with our telephonic-based research initiatives.
This is just the tip of the iceberg, seeing as new marketing platforms and social networks are continuing to explode. Keep an eye out for more articles about marketing and market research trends from ConsultaPanel.