”This is one of the most exciting, yet one of the most uncertain times,” said Shareablee founder Tania Yuki at a panel discussion at the Advertising Research Foundation in New York City Wednesday on how consumer behavior on social media is impacting the advertising landscape. Shareablee, which celebrates five years in February 2018, offers insight on how to maximize the reach and effectiveness of social content marketing through its third-party data.
Year to-date, Shareablee has counted approximately 128 billion shared moments between the consumer and a piece of content across all social platforms, further emphasizing the importance of social media in purchasing decisions. But the challenge in this rapidly growing social media landscape, where TV viewers, in particular, can enhance the experience of consuming content via online is how to effectively monetize platforms like Facebook, Twitter, YouTube and Instagram. The common goal in 2018 – and beyond—is to prove (with the help
of a data center such as Shareablee) that content marketing can work.
“We have an absolutely unprecedented amount of information in which to understand the values, the hopes, the dreams, and the purchase intentions of pretty much the world’s online population,” said Yuki. “And we use our findings to determine what the new digitally connected consumer is really going to care about and what that means for television viewing, branded content and the future of advertising.”
Featured at the panel was Frank Kavilanz from Turner Broadcasting System, Inc.; Nishat Mehta, President, IRI; Tasher Behbehani, Chief Digital Marketing Officer, BroadSoft; and Chris Puckett, President, US, UNILAD. IRI is a provider of big data, analytics and insights that help companies to grow their businesses. BroadSoft is a global communication software and service provider. And UNILAD provides social news and entertainment with a social-first approach.
Trends in 2018 Driving Consumer Behavior
”The number of ways to reach people addressably will continue to increase as people’s attention spans will continue to decrease,” is Mehta’s prediction for 2018. “We’ve got to get much better at personalizing the message. While a 30-second spot used to be able to tell an entire story, a six-second spot cannot.”
”This year there has been a lot of discussion about optimizing media, programmatic and data, but I think increasing the use of insights to optimize content and creativity is a tremendous opportunity in 2018,” said Kavilanz. “It’s now about smarter content in a shorter window and how to maximize every second of every message.”
As the connection between social and marketing continues to increase, the rise in the time the average consumer spends online offers added opportunities for advertisers. While there is not one right answer when it comes to measuring online effectiveness, data is the key to the future, according to Behbehani.
“This whole connected world that is happening around us is really just beginning and if we can manage to get the data and are able to analyze it, we are heading in the right path,” he said. “It’s about finding the statistics and learning how to capitalize on it.”
“I think brands in 2018 are going to get smarter about using social platforms – Facebook, Twitter and Snapchat – and they will continue to adapt to those platforms more and more,” said Puckett. “As the category of social continues to get bigger, brands will have to learn how to use those platforms better. That’s the bottom line.”
[Images courtesy of Marc Berman]