Mobile influences marketing strategies
Adissa Akanni (Verisure, Securitas Direct) insists on the victory of the mobile against the desktop. “The” Mobile Moment “remains one of the highlights of the last few months. This inversion in the relationship between mobile and computer will further accentuate the development of AMP (Accelerated Mobile Pages) formats. This global trend, highlighted in the 2017 Consumer Barometer, influences all marketing strategies. The contents offered on the sites and platforms adapt, companies must design customer experiences taking into account the properties of smartphones.
The decline of natural reach on social networks
Social networks will not die in 2018, but their role is changing little by little. Like many professionals in the sector, Diana Fellous (dermatological laboratories of Uriage), noticed the decline of the natural reach on Facebook. The social network state considered by the brands as “a real playground since 2008-2009” but “it is positioned more and more like a media, and therefore to be visible it is necessary to pay. You have to be there, but you have to have a media budget to give visibility to the content. ” Patrycja Mothon (Pandora) joins her and appreciates the effectiveness of dynamic advertising on Facebook (DPA, Dynamic Product Ads).
For Elodie Ragot (Xylem), the role of social media in terms of targets should be separated to formulate effective strategies. “The big digital trends are centered around social media in a role of lead generation for B2B and increased sales for B2C”.
On social media trends, we advise you to read this excellent analysis, published by Buffer earlier this week. We note that social networks (in their organic form) are becoming less and less like traffic acquisition channels.
The rise of influence marketing
Faced with this decline in the effectiveness of social networks (excluding advertising), marketers are looking for other levers. Some enthusiasts have become real relays which it would be a shame to deprive themselves. Influence marketing has become commonplace, and more and more brands are using influencers to improve brand awareness or play on their brand. For Pierre Goubault, this will be one of the trends of the year 2018: “Digital marketing in 2018 will be marked by the emergence of influencers who can become a credible alternative to traditional levers.”
The “profession of influencer” is structured and is no longer reserved for the fashion and beauty sector. To support them and facilitate the links between brands and these new media, “many platforms have been developing for almost two years: Octoly, Lefty, Influence4You …” says Diana Fellous. These KOL (Key Opinion Leader) have the advantage of having, sometimes before the brands and more effectively than these, invested all the platforms of the market: first blogs, then Instagram, YouTube, Snapchat, etc.