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What social media has left us in 2014: the trends that marked the year

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What social media has left us in 2014: the trends that marked the year

2014 is already in its final stretch. Brands are rushing to take advantage of the last big push in sales of the year, the Christmas campaign, and those in charge are already beginning to estimate what will happen in the coming months. The media and analysts are beginning to wonder what the winning horses of the next few months will be, and predictions of what will happen in 2015 are pouring in from everywhere. But the good thing about the changes of the year is that not only does it allow you to play fortune tellers and establish where things will go in the next year, but it also makes it possible to lahore mobile number database  take stock of everything that has happened so far. Although the saying goes that a new year, new life , the truth is that for many purposes that are made for the New Year, you always have the baggage of what happened the previous year. In the business world, moreover, it is impossible to forget what has just happened, because that is what will mark what will come next. So, in addition to investigating what are the trends that will mark the coming year, we must review those that marked the outgoing year. And in social media, these were the big winners.

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War for mobile advertising Mobile devices are the future and few are the companies that are not clear about it. The great battle will therefore be to gain customer loyalty in these terminals and, above all, to convince brands that they are the best support to become the way to reach them. The different social networks have been taking steps during 2014 to consolidate positions in this market niche and take over the mobile advertising market. Facebook has worked in this segment in recent years and has already managed to make an interesting box in the mobile market. In fact, in the latest financial results published by the company, mobile ads already account for 66% of the income of the social network. But it is not the only company in the social media Forex Email List that is working to gain that niche or that wants to become the one that takes the largest piece of the mobile advertising pie. Twitter has launched Fabric , a platform for developers that repositions it in the market (since it helps developers to create and launch apps and, above all, to market the advertising they generate). Snapchat, the popular conversation app for Gen Z, has incorporated ads . And the same has been done internationally by Instagram.

Social networks are not only leading the way to mobile advertising by incorporating mobile ads but they are also making a change in strategy: Facebook is at the forefront of the technological changes that the new support is demanding. When it comes to the mobile, elements such as cookies are no longer so valid and effective to measure user behavior and Facebook is one of the great Internet that is leading the way to find alternatives . The Facebook reach debacle Facebook is not only one of the protagonists in social media due to its role in the mobile market. 2014 has also been its year in terms of conflict with the companies that use it (without going through the box, of course). The company has progressively reduced the organic reach of corporate page updates and made reaching consumers naturally more complex. His latest change in the algorithm that regulates what appears in the user’s feed will penalize content that looks too similar to the advertising of a product or company, which is still the main objective (being fair) that companies have in the social network. The media will be the big winners of this modification (and Facebook, of course) and companies and brands are closer than they have been waiting for a long time, the zero day . The social network has also begun to penalize some of the behaviors that made brand updates more popular, such as click-baiting .

Brands therefore have no choice but to pay to ensure that their content reaches consumers. The sponsored post is the key (the only one, really) to continue having the reach on Facebook that they had before organically. In the last year, the prices of Facebook ads have risen 274%. And while Forrester has recommended that brands leave Facebook , it seems unlikely that they will. Ello, something more than a couple of headlines? Every year (and a few years ago this happened in a more massive way) more new offers and new proposals appear in the social media environment. This year, the great appearance has been that of Ello, the social network without ads that made privacy the greatest of its functionalities. It seems unlikely that it will end Facebook (or that it will triumph in a massive way), but it does represent a wake-up call and an element on which to reflect when establishing how consumers deal with social networks. You just have to look at the remarkable numbers of invitation requests that it got in its early days. Internet users are increasingly concerned about what companies in the social media industry know about them and also what that will mean for what brands will end up knowing about them. Advertising too personal And it is that consumers are increasingly concerned about how social networks use the information they have about them. For the moment, the one who is best positioned in the fight to gain a reference position in the advertising market is Facebook and, as the movements it has made during this year demonstrated, it is the one that is making the most changes to do so (and who most worries Internet users).

Social networks accumulate a large number of information about consumers and are, therefore, advantageous players in a market that is increasingly dominated by big data and associated data analysis. Facebook, for example, has all the information that consumers make within their controlled environment (and that is not only what happens in the social network but also what happens in those sites that consumers access by making social login or that have Facebook buttons) and outside of it (thanks to traditional cookies that follow navigation). The company has started to use all that wealth of information. This summer it announced that it would allow ads to be targeted not only by likes on Facebook but also by online browsing on its new Atlas advertising platform, which put the network on a war footing against them. The company’s situation is too powerful not to make others fear the effects it could have. But not only companies are concerned about Facebook, so are consumers themselves . They fear that their privacy will be invaded by the profit motive of the social network.

Video strengthens its reign Twitter launched Vine in January 2013 and Instagram followed a few months later (and launched a video editing tool this summer), although the power of video has taken hold in 2014. Vine has increased engagement on Twitter and created a whole strategy associated (many are the brands that use these videos in their campaigns), as has also done the video on Instagram. But they are not the only social networks that have consolidated their power in the world of video: Facebook incorporates more and more videos and more and more users are turning to this platform to access this content. In fact, one of the big questions of the year has been whether or not Facebook will be able to overtake YouTube in the online video market.

Taking into account that according to IAB data, investment in video advertising in 2014 rose 24%, it is understandable this growing interest on the part of the social industry for this content. Advertisers want videos but so do consumers: online video consumption figures have risen 43% in 2014 . One of the changes for the immediate future that Twitter plans is also to include native video. Twitter, growing in engagement Twitter is not a newcomer to the world of social networks and, nevertheless, in 2014 it has improved positions (or at least that is what some studies of some firms point out: the analysis of the company’s accounts shows a somewhat different ) and has become a tool that is increasingly valued by companies and their consumers. A study by Simply Measured has confirmed that engagement on Twitter has risen notably: brand tweets have risen 83% in engagement compared to last year.

Consumers pay more and more attention to this social network and the benefits it offers in their daily relationship with brands. Thus, for example, consumer demand for customer service on Twitter has doubled in 2014 . Social networks have committed to ecommerce But social networks do not only rely on what has already worked or on new formats, such as video, for their future: companies in this market are also becoming pioneers in other markets, such as mobile payment. Consumers are increasingly interested in these solutions, especially among millennials, who are very open to using their mobile phones or their social profiles as a tool for payment. Facebook has been trying (although everything is known from what Internet users have discovered hidden in the code and not so much from a real advertisement of the firm) to use Messenger as a payment tool. Until now, it has been start-ups or giants of the online world (both Apple and Google have virtual wallet offers) who have played with this segment. Although if you create a tool for payment, it is also appropriate to have something that can be paid. Social networks are flirting with ecommerce and want to become direct gateways to get products. Twitter is the one who has advanced the most on the subject and is already testing the purchase buttons . But although Twitter is the one who has made the most noise (and who seems to do it most seriously), Facebook has also carried out tests. In summer it introduced a new ad format that allows you to buy directly from the banner.

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