With 2016 coming to an end, I felt it would be appropriate for my last blog of the Fall semester to look ahead to next year. With so much talk of self-driving cars surely technology would also be improving emerging media and they way we market as well. In reading an article from Forbes the website highlighted 5 major trends that will “change the game.”
Those 5 trends consisted of: Live Video, Messaging Apps, Social Commerce, Virtual Reality, and Social Channels continuing to Evolve. To me live video and virtual reality stuck out. It seems that Facebook Live and Periscope along with many others are really taking off. Not to mention how many people are beginning to use FaceTime even in a crowded room as opposed to text messages or regular phone calls (remember those). I’m interested to see what can change with live video to make it even more popular, will there be a site such as Snapchat that focuses on solely live video communication?
The other one which stuck out, virtual reality, is really beginning to hit its stride. I was fortunate enough to be able to experience virtual reality at an NFL training camp last year and listen to the founders of a major company attempting to break into the sports world via virtual reality. It was one of the most mind-blowing things I’ve ever experienced and I know this is something every team will one day not only want but have to have. I’m interested to see if it takes off next year whether that be in the sports world or even gaming world as many gamers have been wanting a greater experience. Time will tell but the future is definitely bright in the world of technology, especially in 2017.
As you can tell by now, I’m a huge fan of Twitter. I use it for practically everything. Social life, fantasy sports, sports team alerts, politics, local/country/world news, and everything else imaginable. What I don’t do or better yet didn’t think could do was Christmas shop.
However, “according to Twitter itself, 84% of Twitter shoppers now use the service in their planning phase. The top three things they’re on the hunt for are deals and coupons, product reviews, and inspiration for gift ideas. Just over two-thirds of people will have planned ahead of time before making their in-store purchases. Meanwhile, 73% of Twitter shoppers follow businesses specifically to find special deals, with 43% likely to visit a store after they spot one.”
When I saw that breakdown on (http://www.newstalk.com/Twitter-becoming-an-integral-part-of-peoples-Christmas-shopping), I thought of all the times I did use Twitter to shop by searching reviews, coupons, promo codes, and so on. Whether it be for restaurants, apparel shops, cars, or activities Twitter offers a great variety of results ranging from reviews to deals simply by using the search engine on the website. With the holidays coming up and millions of users active on Twitter, I will also be looking in thanks to this new development.
With Thanksgiving just a few days away I felt it was appropriate to discuss the biggest marketing/shopping trend that immediately follows it with this weeks blog post. I have never been Black Friday shopping and at the current moment I have no plans on ever doing so. I personally think it’s crazy that people leave Thanksgiving dinner surrounded by family members to line up outside the mall or store for hours in the cold wintery weather (West Virginia). When thinking about the past Thanksgivings I’ve had it seems that Black Friday has started earlier each and every year. Looking to my childhood around a decade ago I don’t recall Black Friday shopping existing let alone beginning on Thanksgiving night.
It seems that the more technology expands and the more popular social media grows, Black Friday expands. It was here I knew I wanted to look into this more. It makes sense considering the holiday season beginning with Black Friday can make or break a companies year. “More than a date on the calendar, Black Friday represents a willingness to be aggressive and impulsive if it means landing an exclusive, limited offer.”
Not only does social media market Black Friday for weeks leading up to the major event, it also has the best type of marketing on that night, word of mouth. With millions of people tweeting or posting a Black Friday message/picture others may find the urge to go out and do the same. It is also huge for companies to market what they offer on Black Friday for the sole reason that Black Friday shoppers will have their mobile device with them on Black Friday, traditional media and newspaper clippings only work beforehand and modern day shoppers would rather have those offers on a hand-held device anyway. I won’t be Black Friday Shopping but I will be checking the hectic mess on social media.
Earlier this Fall, I wrote about social media not hurting the NFL. While I continue to stand by that statement, the concerns of NFL ratings/attendances continue getting louder. This thought came to me today as I heard several people claim they would not stick around for the top 10 matchup between WVU and Oklahoma not because Thanksgiving coming up but rather how cold it would be and how much better watching multiple games at a bar or in a warm and cozy self-designed man cave at home.
Now, I’m all for going to the bar and watching games or fights, like I did for McGregor and Alverez Saturday night but there’s something special about going to a game and seeing it live, at least to me there is. While my thought originally came on a college game, ratings/attendance issues are nothing like they are in the NFL.
With the NFL there is 1 game Monday night, 1 game Sunday night, 1 game Thursday night and the rest are played either at 1 or 4 p.m est on Sundays. With the advances of technology such as the Red Zone channel, viewers can watch every single game in the comfort of their own home. With fantasy football becoming one of the most popular “games” in the world, it’s a tough sell to leave that couch to go watch a live game without a special devotion to a certain team.
Perhaps, here lies the problem. Maybe marketing teams have forgotten to include passion in their marketing strategies. I think marketers can do so much more to get people into the stadium. For starters, get the die-hard fans to come every game by making them feel special. Get fans from far away to want to come to not only the game but the city as well, make it a full experience and extra motivation to come.
Looking back at the 2012 election it would have been laughable to see Obama and Romney not only campaign but “debate” on Twitter. In fact, neither candidate even had a Twitter account at that time. It’s been incredibly interesting to see Clinton and Trump go at it with one another and also communicate their thoughts and beliefs to millions of people who otherwise might not have seen that information.
On http://www.journalism.org/2016/07/18/candidates-differ-in-their-use-of-social-media-to-connect-with-the-public/ it’s shown that in “January 2016, 44% of U.S. adults reported having learned about the 2016 presidential election in the past week from social media, outpacing both local and national print newspapers. Moreover, as of July, 24% say they have turned to the social media posts of Donald Trump or Hillary Clinton for news and information about the election – more than those who turn to either of the candidates’ websites or emails combined (15%).”
These type of encounters weren’t rare and were quite amusing throughout the campaign process. While there are many things to be said about each of these candidates, rather than getting into politics I will just say it’s truly incredible what social media has done with the entire process. The future of campaigning will never be the same and perhaps it will lead to more information getting out to the voters which will ultimately help ensure we pick the best candidates.
If you’re an NBA fan and you use Twitter as much as I do for NBA news and other sporting news, you’ll notice how many different NBA Twitter pages there are. Those pages include:
- @NBA: This is the main account they use. If something big happens they documented, it on this account.
- @NBAOfficial: Was there a controversial call during your game? Then this account will tell you what happened and explained the rules in real time.
- @NBAStats: This account is used to get re-tweets quickly as they share very interesting statistics as they happen, or at the end games.
- @NBAHistory: For good content all year round you can stop by the @NBAHistory account. There are many stories to tell from the decades that the NBA has existed, and they love to tell them on Twitter.
I believe this is a perfect system for one Twitter page doesn’t get too crowded with pointless information. Meaning some users may not be interested in what Larry Bird did decades ago and only concerned with current day breaking news. On the flip side, some fans love history and stats from before their time. More information on each of these Twitter pages can be seen here, http://www.dreamgrow.com/nba-twitter-marketing/.
Earlier this month the NFL front office announced that they would be monitoring all of the league franchise’s use of social media and would fine them for excessive posts on team accounts. Specifically, the NFL was aiming the prevention of tweeting GIFs and video clips of game footage posted on their team’s accounts.
The NFL fears that fans are viewing their team’s highlights and key plays through the team’s social media site as opposed to watching the actual games which ultimately affects television ratings.
While television ratings are in fact down at a record level it’s not because of GIFs and video clips on a team’s Twitter account. It’s because of everything else going on around the world. Despite the NFL’s belief that the world revolves around it, there are a lot of other things going on as well. Those things include, the Cubs and Indians both ending long World Series droughts in the MLB playoffs, the lack of primetime games thus far, national anthem protests, and the United States Presidential election which has had multiple debates during NFL primetime games.
The ratings may be down but it is not because of emerging media. For now, teams are finding humor in the NFL’s attempts to prevent them from giving their fans the best they can offer. “Multiple NFL teams’ social media managers are finding hilarious way to circumvent this obtuse policy to tweet replays of their team’s game footage to their followers. And their doing it in the funniest and most clever ways possible” (Scott, 2016).
Scott, D. (2016, October 23). NFL Teams Are Hilariously Trolling the League’s Anti-Social Media Policy on Game Highlights. Retrieved from Complex: http://www.complex.com/sports/2016/10/nfl-teams-hilariously-trolling-anti-social-media-policy-game-footage
Throughout the remainder of this fall semester I will be posting blogs revolving emerging media. It is part of an ongoing Emerging Media & The Market class project in the Integrated Marketing Communications program. The first post is why emerging media matters.
Emerging media matters for many reason. Personally, I feel the number one reason is because it is expected. It is so easy for consumers to find out information these days. With access to technology and really the entire world resting in the palm of the consumer’s hand, it is impossible to rely on traditional offers and sales listings.
Lacking a media presence not only raises questions of what the consumer is searching for but it also raises flags and concerns for what is being hidden. It is here where other companies who are open to the same consumers can build trust and familiarity and win over the consumers. Different companies can vary with how they connect with consumers and how often but every company should at least be trying (Gregory, 2014).
With questions as small as, “do you have this product,” why would companies not take the simple approach of connecting with consumers through emerging media. It is these opportunities to simply connect with a consumer that will slip away to another competitor if companies ignore the growing world of social media.
Gregory, A. (2014, March 14). Three Reasons Emerging Media Should Matter To You. Retrieved from Small Business Bonfire: http://www.smallbusinessbonfire.com/three-reasons-emerging-media-matter/
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