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Why Your Audience Feasts on Social Integration
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We are living in the most revolutionary era in human communication since the invention of the printing press. For the past few years, marketers have ‘woken up’ to consumers who have the power to express their views anytime and anywhere. ‘Social’ is hot, and if nothing else, a response to this awakening. Now, the lines between paid, owned and earned media have been blurred, if not erased. Social media crosses the barrier between the three. It’s fast-paced and chaotic.
There’s also a blurring between media and brands. Brands are becoming publishers and content marketers. So for brands as well as media, the goal is to engage an ‘audience’ or group of customers. For the sake of this study we will use ‘audience’ to represent a brand’s customer base. Now is the time for media and brands to meet the audience with social relevance where they are. As you might guess, your audience is many places. So engaging them is not just in social media, but by integrating social content into any digital experience.
Our new series of studies, The Social Hunger, pulls scattered pieces together to tell a story: why the audience is hungry for social integration. The first edition focuses on brands: why they must take action to integrate social media into their marketing plans and why they must do it now. We’ll start with the explosion of social media. Then we’ll show how if integrated the right way, brands can seize the opportunity to engage their audience, amplify their brand message, build trust and even increase purchase intent.
NONE
Makerting
English
2009
1-19
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