It’s probably the hardest time for marketers to make an impact, ever. Torn between competing channels and buzzwords, fickle consumers, and contradictory marketing science, we have to navigate a world that challenges us to be faster, smarter, harder working and ultimately sell more. Nowhere is this harder than on social media. The average non-marketer has a similar experience.
IT’S POSSIBLE to be an infinite consumer, jumping from feed to feed. The most recent numbers from YouTube report that users upload 400 hours of video per minute — a staggering 65 years of video every day. Instagram reports 500 million daily active users of Instagram Stories alone — assuming those stories are only 6 seconds long, that’s 95 years of content per day. That’s just two of the many platforms we use every day.
The attention economy is real, and for most people — exhausting. Imagining that we can change perceptions by doing things the way we always have is dangerous.
This year also represents the real start of the US election cycle — and in Australia, state and federal elections that will dominate newsfeeds across the board.
There’s also the looming threat of climate-related disasters that are directly impacting the communities we talk to every day, which will ultimately impact how they buy — and the time they have to consider our brands.
The following approaches are important not only because they reflect the core of why people use social in 2019, but how brands can actively participate in that those behaviors of usage — and the type of work we need to make to make a difference to how our brands are perceived.
Play
Denne historien er fra February 16, 2019-utgaven av Businessworld.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra February 16, 2019-utgaven av Businessworld.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.