The popularity of social media as a marketing tool springs from the fact that it offers businesses the ability to reach out to is customers, by their masses, in a conversational and friendly approach. Social media was once a straightforward affair that gave virtually prompt results without so much noise or hassle.
Today things are different as some of the big players in social media – Facebook and Twitter keeping changing their platforms – thus making this that much complicated.

However complicated things get, leveraging social media still is a huge factor in any online marketing campaign. Most of the changes drive towards making the various sites more mobile friendly and to address the technological changes that will see more people and business open accounts.
So what are some of the future projection of using social media as a marketing tool?

1.    Social media marketing is almost an independent function but differs across marketed based on how they leverage social media. However, according to several analysts, the future of social media as a marketing tool will do without this function as the social networks transition into flawless communication channels that support high volumes of online traffic. As such, various marketers will shift focus to other tactics such as doing publicity and more adverts on the social networks as opposed to posting connect.

2.    Social media might become the new avenue through which companies and organizations will do quality control more so in regards to customer services. It is possible the customer service will see a dramatic rise in social media. It is a move that makes sense especially if companies factor in the fact that it is easier to reach out to customers on a platform that customers find it easier and convenient to voice their issues. Furthermore, it makes sense to train a customer support person how to use social media sites to reach out to customers.

3.    While currently social media is both international and local-based, things will take a more localized approach in the near future. A good example that highlights this fact is the introduction of things such as the Facebook Beacon, which gives organizations and businesses the ability to do business and alert various mobile phone users of what will be taking place in regards to the business. The concept will revolve around inbound marketing that will bring in a more hyper-personalized approach to marketing that might have the capacity to be more customer specific as opposed to just doing public post and alerts.

4.    Marketing via social media will still be content based. While the content will become more visual based (videos and pictures), written content will remain to be an influential element. However, things might be a bit different in the near future. For instance, filtering content from business, brands, and users will be an influential element that ensures existing content will bear relevance in all aspects. Estimated projections put the growth in content generation on social media to grow by near 600% – 800% in the next five to ten years. Organic content will be how the game is played, and given the fact that using social media is slowly transitioning from a free service, business will need to pay just to be part of the play.

5.    While it might not seem like it, the adoption rates of making followers into customers and the ability for every user to be a potential follow will increase. Currently, social media might be showing an influx of followers, but this is a relative outcome that emanates from how business play their game on the social network. Businesses will thus see social media not just as a marketing tool to increase sales, but also a highly influence platform that will bring in more customers as businesses develop or see incredible significance in every follower. As such features such as “Like”, “Subscribe”, and “Follow” will be very common tools. Use of these tools might, in effect, limit the volume of users on lists or timelines on the various social sites.

6.    E-commerce will most likely become the norm in how social media is used; bringing it a change from marketing to making it a platform for doing sales. A fine example is the planned introduction of the “Buy” or “Add to Cart” buttons that are soon slated to be in Pinterest and Instagram. The outcome will be a more rigid market that will be immune to direct sales antics. Hence, businesses will have to come up with new approaches that will push the user to be more respective as the businesses introduce their products and services. However, the approach will have to be gentle and void of the direct selling approach, taking on a more conversational approach to doing sales.

Irrespective of the possible changes in how businesses will leverage social media in their marketing campaigns, the one constant element will be the fact that social media will remain as an influential online marketing tool.

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