2012 has undoubtedly been the year of Social Media with tv ads in the decrease, mobile and smartphone spikes, gangnam style hitting 1 BILLION hits on youtube, pinterest becoming popular, instagram being sold, Facebook going from high to low, Apple issuing its first apology, social election revival in the US, mobile advertising hitting new records and, and, and… The attached infographic from SEO Company and Nowsourcing does a pretty good job in summing up the 2012 year in social media.
However, 2012 has also been the year to question unthoughtful media spendings in new channels with GM exiting its Facebook engagement and companies shifting budgets from campaigns to owned & earned content marketing.
My 2012 take-aways:
- shift from campaign management to content marketing
- increase customer centricity by listening on all channels
- social media is not exclusive but inclusive – think multichannel marketing
- change customer engagements to incentive driven third party marketing (I expect this to grow in 2013ff)
- mobile and emerging technology cannot be longer ignored. The pace of technology diffusion has excelled in 2012 with changes in consumer adoption.
- B2B caught up (to some extent) with B2C but continues to struggle to find its role and rightful place in Digital Marketing.
- a savvy marketer does still have to think about target groups and how to best reach them – not every medium, despite its public sex appeal (e.g. Facebook) does lend itself to every marketing challenge.
- ROI, ROI, ROI – marketers still struggle to define the ROI of digital marketing – which comes as a surprised based on the big data advantage of digital compared to traditional.
- and so much more!
Happy new years to everybody and see you all in 2013!