谁抓住移动互联网,谁掌握社交市场的未来

社交市场正逐步向手机转移,用PC登陆社交网站的用户在2012年,首次出现了下降。而用手机登陆社交应用的用户正在急剧增 长,而且,手机用户登陆也更为频繁,60%的用户每天都会用手机刷社交应用。你是不是也每天用手机刷微博,人人,微信,QQ呢?

A mobile-first mentality is taking hold
There is no question that social media has gone mobile, as more and more consumers access their accounts via smartphones and tablets. Now, marketers are racing to catch up with consumers where they connect, employing a variety of strategies for outreach, according to a new eMarketer report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities.”

The key opportunity for marketers in the shift toward mobile is that mobile users not only log in more frequently, but they also spend more total time on social media sites. As devices integrate social media more deeply, such as by making it easier to upload photos from a mobile phone to a social site, it reinforces the mobile-social virtuous circle, making it even stronger.
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In the US, 60% of smartphone users surveyed by Google in March 2012 reported that they visited mobile social networks daily, up from 54% in July 2011.

“What we’re realizing—along with our clients—is that the most engaged folks on social networks are people who are accessing via mobile,” said Chia Chen, senior vice president and mobile practice lead at Digitas. “So the question is, how do we think about it from a mobile perspective in the beginning? How do we make the social experience for them mobile at the core?”

To best implement a mobile-social strategy, marketers will need to think broadly and strategically.

Understanding the ways in which consumers use their mobile devices—and the differences between how they use smartphones and tablets—is critical to constructing social marketing campaigns. Marketers also need to make their content accessible across all devices.

Overhauling their Facebook strategy to focus less on promotions tied to their brand page and more on the content they deliver to the newsfeed is also a must, as Facebook’s mobile usage rises dramatically, and the newsfeed takes pride of place on the smaller-screen devices.
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But the transition is not simply about adaptation. It is also about opportunity. With photo-sharing among the top activities of mobile social users, leaning toward using imagery instead of text in social media marketing is one effective strategy. In addition, mobile offers the location component to marketers who want to catch the attention of mobile users on the go.

The full report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities,” also answers these key questions:

How many people access social media via mobile devices?
Why should marketers think about tablets and smartphones differently when it comes to social media?
How do marketers feel about the mobile opportunities on Facebook?
What strategies should marketers consider using as they extend social media marketing from desktop to mobile?

文章名称:Social Marketers Dive into Mobile
文章来源:emarketer
文章链接:http://www.emarketer.com/Article.aspx?R=1009591


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