Current And Future Trends

Current trends

These are the current trends of media and information sources

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“New Media” have impacted upon every facet of modern life creating cultural,social,political,and economic change. In cultural life it has touched upon education and the arts including literature,visual arts,cinema,music,theater,opera,and ballet. In the social sphere it has changed the way in which we interact with each other,with whom we interact, and why we interact.It has reconfigured the relationship between those who govern and those who are governed and the way in which those who govern are chosen. In the economic sphere every industrial sector has been affected,from manufacturing and information services construction and the delivery of personal services. All aspects of business have been have been effected from sales and marketing fulfillment, administration and organizational development.One cannot point to any activity that has not been influenced or impacted by the “new media.”

The impact of “new media” affects all age groups,but the “new media”are particularly popular with young people.Older folks trend to limit their use to online banking,shopping, and booking travel. According to a study by the Kaiser Family Foundation as reported.Not only do they spend a great deal of time with media,they like to use more than one medium at a time,so that they are actually exposed to 8.5 hours of media a day.They like to media multitask primarily with computers,the internet,video,games,television, and various forms of musical reproduction such as CD players,MP3 players ,I-pods,Radios,and so forth.As far back as 1983 I noted (Logan etal..,1083 ) that one of the effects of television was a shortening of attention span because of the way in which television creates “fast-spaced,rapidly changing images.” “The microcomputer the first medium to successfully vie with television for the attention of young people”. Successive waves of other “new media”have also captured the  attention of young people,and apparently their appetite for multiple images and sounds knows no bounds.

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For social marketers, 2015 was an exciting year. New platforms, software and consumer preferences brought about a host of changes and opportunities. As a result, social media—and subsequently your strategy—has evolved and will continue to do so.

It’s impossible to predict how the social media landscape will change over the course of a year, but here are six social media trends marketers should keep an eye on in 2016:

Jump to the Social Media Trends 2016 Infographic.

1. Real Real-Time Engagement

Social media thrives on real-time engagement, but each year the window for response becomes smaller and smaller. According to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they’re issuing a complaint.

In 2014, consumers complained about brands 879 million times on social media. What’s worse is that in 2015, brands still weren’t responding as 7 in 8 messages to them went unanswered within 72 hours.

One of the key strategies marketers need to implement in 2016 is faster response times. Thanks to advances made to social listening and automation tools, if you’re not quick to respond one of your competitors might be. Social media is moving fast, and if your business has a presence on any of the platforms then you’re expected to keep up.

2. Live Streaming Video

Faster response times aren’t the only thing you’ll want to focus on. Consumers also want faster access to real-time, offline events. Live streaming video is considered to be the next big thing in social media marketing thanks to apps like Periscope and Meerkat, which took the Internet by storm in 2015.

Social media allows for communication between brands and customers, but live stream goes a step further, revealing a much more authentic side of your business. It’s unedited, unfiltered and shows that you’re not just reading off of a cue card. Both Periscope and Meerkat allow you to broadcast a live stream of the world around you.

Periscope:

  • Owned by Twitter
  • Available on iOS and Android
  • 2 million daily active users
  • 40 years worth of live video is watched daily
  • Available in 25 languages

Meerkat:

  • Available on iOS and Android
  • 2 million registered users
  • More than 100,000 videos streamed
  • Available in one language

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You can see a more in-depth breakdown of Periscope and Meerkat, including similarities and differences, in one of our previous articles.

Neither video service has completely taken over the live streaming space, so both should be considered when creating your social media strategy. One thing to keep in mind is both apps are expected to play a big role in the 2016 Presidential election, so if you’re affiliated in any way, you’ll want to pay close attention to each apps’ strengths and weaknesses.

3. Social Commerce

The more engaged your customers are, the better your sales. Over the last couple of years, we’ve seen social media play a crucial role in this area. In fact, in 2014, total US sales that could be tracked to social media reached $3.3 billion. More recently, research found social influences more shoppers’ buying decisions than retail websites.

Compelling stats like the one above has led to the creation of more commerce-focused features for marketers and advertisers. For example, in 2015:

  • Facebook introduced 360 Ads for immersive experiences.
  • YouTube added 360 Ads for more impactful visuals.
  • Instagram rolled out its action-oriented ad format.
  • Pinterest announced the limited rollout of its Buyable Pins.
  • Twitter continued testing its Buy button.

In 2016, you’ll want to explore more ways how you can integrate these features into your social media and content strategies. For inspiration, keep an eye out this holiday season to see how businesses use them.

4. SEO

Let’s get one thing clear: content is still king. The mediums might be changing—in 2015 we saw a massive shift from text to media—but the competition for visibility has never been stronger. With more businesses building out their content strategies and the rising advertising costs, optimizing your organic content is at its highest demand.

Although social media doesn’t directly influence your search ranking, greater social signals (such as people sharing your content and sending more traffic to your website) can help you rank higher. Why is this important? Because 33% of traffic from Google’s organic search results go to the first item listed.

5. Mobile First

What was once considered a bonus is now a necessity. If you’re not thinking mobile first, then you’re already behind. Mobile devices have become the primary (not secondary) screen for most social media users. In 2015, mobile traffic finally overtook desktop traffic in 10 countries, including the US and Japan.

As of January 2015, 80% of Internet users own a smartphone. An estimated 2 billion consumers worldwide are expected to own a smartphone by 2016. Additionally, devices like smart TVs and smartwatches saw a spike in popularity, and we’ll continue to see their adoption rise in the new year.

Mobile Devices

What does this mean for marketers? Mobile devices—especially smartphones, tablets and smartwatches—should be a big part of your focus. This is crucial if you’re targeting millennials,of which 87% admitted to never being without their smartphone. More importantly, 14% wouldn’t do business with a company that doesn’t have a mobile site or app.

6. Data-Driven Decisions

By now much of the guesswork is disappearing from social media. You know who the key players are in the industry. If you’re a highly visual brand, then Instagram and Pinterest are already on your radar. You’re familiar with character limits and image specs. The basics are taken care of, and now you’re ready to refine your strategy so you can really hone in on quality connections. That’s where social media analytics come in.

Data is already a big part of how you measure social media success, but it’ll play an even bigger role in your 2016 strategy. Marketers have never had this much access to information about consumer preferences before. This data can help you personalize your message and focus on building stronger loyalty and long-term engagement—rather than short-term acquisitions and individual sales

Holograms

Holography is the science and practice of making holograms. Typically, a hologram is a photographic recording of a light field, rather than of an image formed by a lens, and it is used to display a fully three-dimensional image of the holographed subject, which is seen without the aid of special glasses or other intermediate optics. The hologram itself is not an image and it is usually unintelligible when viewed under diffuse ambient light. It is an encoding of the light field as an interference pattern of seemingly random variations in the opacity, density, or surface profile of the photographic medium. When suitably lit, the interference pattern diffracts the light into a reproduction of the original light field and the objects that were in it appear to still be there, exhibiting visual depth cues such as parallaxand perspective that change realistically with any change in the relative position of the observer.

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