Social Marketing

By Gonzalo López Martí    Creative director, etc / LMMIAMI.COM

• Why does Dan Bilzerian, aka the king of Instagram, have 16 million followers on said social platform?
• Plus 10 million fans on Facebook and some 1.5 million followers on Twitter?
• Why does DJ Khaled, né Khaled Mohamed Khaled and also known as the king of Snapchat, reigns over 6 million followers?
• Plus 3 million on Instagram and another 3 million and change on Twitter?
• Bilzerian, a supposedly filthy rich man child with a penchant for professional poker, weight lifting, sex workers of the female gender, wild weekends in Vegas, exotic cars, private jets and helicopters, recreational intoxicants, assault weapons and lightweight artillery is in his mid 30s.
• Khaled, a chubby teddy bear with protruding manboobs, is a former radio deejay and current hip hop record producer slash urban lifestyle impresario in his early 40s.
• Their teenage years are far behind yet they both seem to have a keen intuitive ability to master social media content creation with off-the-charts results.

There’s both good and bad news when it comes to how consumers act when they use a brand. When a negative experience occurs, irate consumers may tell their friends and family and potentially even post a rant on social media.

As concerns about ad blocking grow, influencer marketing is becoming more important to brands.

Your online audience is easily distracted, but that doesn’t mean they don’t care about your brand. Life gets in the way sometimes.

In an era of social media dominance, it comes as no surprise that visual content reigns supreme. The Latina social influencer community, in particular, distinctly prefer visual platforms like Snapchat, Instagram and Pinterest. Why?

Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

Not only did more than eight in 10 internet users ages 18 to 29 have a Facebook account, based on polling by Harvard University Institute of Politics and GfK, but it was also the only site studied where Republicans and independents were both more-represented than Democrats.

Millward Brown’s global experts share their digital predictions for 2016 – covering topics from mobile-first marketing, addressable TV advertising, and header bidding to augmented reality, content, and consumer journey marketing.

Whether it’s commenting on a one-handed grab a football player made, sharing pictures of a night on the town or re-posting a trending news story, social networking has become just another part of the media lifestyle for many U.S. consumers.  For instance, social networking on a PC reached more than 27% of black adults in a typical week—the highest of any multicultural group among PCs. The weekly reach of social networking on smartphones was highest among Hispanics (75%), while on tablets it’s highest among Asian-American adults (21%).

We’ve heard it time and time again: Hispanic Millennials are a driving force on social media, especially as they are early tech adopters and have a higher usage of social media than their non-Hispanic counterparts. Yet, for brands and marketers, knowing which social platforms to focus on can be a challenge, given that each platform requires its own team and resources.

Most people don’t shop in isolation. They are inspired, informed and assured by others throughout the path to purchase.

Digital capabilities, adoption, and usage are evolving at a supercharged pace. While most users scramble just to keep up with the relentless rate of innovation, the sectors, companies, and individuals on the digital frontier continue to push the boundaries of technology use—and to capture disproportionate gains as a result.

Simply put, we’re living in the ‘age of now’. The proliferation of smartphone technology has made us accustomed to always-on connectivity.

Denny’s is commemorating the holidays with the launch of its new social media series “Reindeer vs. Camels,” featuring six loveable characters, reindeers and camels, as they battle to become the preferred gift giver during the season.

The Telemundo Station Group announced the launch of its newly redesigned digital platforms, which include an updated and streamlined look for 15 Telemundo-owned station online properties, including desktop, mobile and station apps.

New forms of social platforms present a new set of challenges for brands – and they can’t afford to duck them

U.S. Millennials prioritize social over other forms of media, with 71% using social media daily, or watching online video (76%). This age group is also the most likely to adopt new buying methods such as mobile payments with 9% of U.S. millennials using mobile payment applications daily. They also continue to consume media in traditional ways (e.g. TV, radio) but with much lower frequency than older generations.

Turns out the stereotype of selfie-obsessed, share-happy Millennials might be flawed

The new wave of influencers—stars on Instagram and YouTube, as well as other channels—say that when it comes to working with brands, money is not their only object. Creative freedom matters more.

Social media users say sponsored social messages are equally—if not more—effective as other types of marketing tactics, according to the results of a July 2015 survey. Even newer platforms such as Periscope and Snapchat ranked higher than more mature tactics like search or print ads.