Social media and subsequently social media marketing and advertising have growing hugely the last decade and are not showing any signs of decline. Indeed the opposite. This unprecedented growth has also brought about some inevitable  significant operational inefficiencies, missed opportunities and clouded visibility. Being transparent, optimising channels and teams and managing profiles consistently can be a huge challenge today and one many brands face daily.

According to research, social advertising campaigns of all kinds are expected to grow to $50 billion in 2017 which clearly demonstrates the focus major brands and companies are showing to shifting buying trends on social media. And as user numbers are rising, so is the complexity of the digital landscape which these conglomerates need to operate in and effectively convert their audience into active fans and buyers.

So let’s have a look at some of the latest trends and insights we have noticed through our daily work with over 50 brands in the UK, Cyprus, Greece and the United states.

• Ever-Growing No of users

Undoubtedly, the ever growing number of users is a twofold matter as it not only involves a much larger number of users but also a continuously  growing number of advertisers and brands who are becoming savvy to digital practices. As users are becoming more and more digitally astute and active it is marketeers job to be able to attract them in a beneficial – to their goals – manner. This means companies and brands need to spend more time on carefully targeting their audience and conveying meaningful, engaging content to their clients. On the other side, the constant competition and bid-to-bid system on some platforms is relentlessly testing marketeers knowledge and forcing them to stay updated in order to better perform their tasks.

• Social Advertising.. a job for the few

Following from above, it is now common knowledge that Digital Marketing on a larger scale has become somewhat of a science nowadays. Yes, anyone can put a boost, or an ad or even a promotion but targeting your audience carefully, adding the FACEBOOK Pixel and targeting specific audiences can be a lot trickier. If you are looking to get direct leads, significantly increase sales and attract more viewers to your content, then a professional marketeer may be the way to go as the market is becoming ever more complex that before.

• Content ownership & Management

Last but not least, the internet has now become an enormous “storage” space with billions of photos, videos and other content. Being able to easily pull out a past post or picture, track your analytics or refer to an older publication can be quite difficult. What is more, trademarking each and every delivery is almost impossible and hence many brands are struggling to not only keep control but also cease use of their intellectual property. Content management systems are doing their bit but in an ever changing digital market we await to see what the next discovery will be that may set others apart whilst leave some behind.

Conclusively, the social advertising landscape and the corresponding amount of data generated is is growing at an ever more fast paced manner and this is clearly showing no signs of slowing down considering future marketing strategies and plans for big brands.  It is hence crucial that brands not only have a clear and in depth understanding of the best possible practices out there but also are able to stay ahead of the game and interact with their audience to provide seamless, consistent and effective campaigns.

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