When you’re a marketer, you have your own perception of time – you’re always seeing ahead, and trying to sell people what they don’t need today or tomorrow, but what they’ll need months from now. In today’s climate, book authors are marketers too, and need to incorporate these strategies in their marketing platforms.
Fact: This year, Target, BJs and other major retail stores put out their first glossy Xmas advertising circulars, BEFORE Halloween.
Fact: This year, marketing pundits began touting trends for 2014, BEFORE the school year started in some states.
Let’s look at some of these projections to see what we can take-away so we can hit the ground running in 2014.
EXPLOSION INTO SOCIAL MEDIA:
Use of social media and interactive marketing has moved from a little something extra to a mandatory component of every marketing campaign. Some current predictions tag social media campaigns as the major component of next year’s marketing budget.
Take-away: You can no longer put-off building your social media platform. Establish a presence on at least three social media sites, say Facebook, Pinterest and Google+, NOW!
BOOM IN MICRO-VIDEO:
As pointed out by several pundits, our society is becoming less and less patient, so much so that today’s social media sound bites are being replaced by their younger, quicker cousins. Twitter’s Vine and Instagram’s video sharing feature are examples of the move from 120 character posts to sentence bites and from three minute Youtube videos to 15 seconds video bullets.
Take-way: You have less time to capture your audience and sell your product.
EMERGENCE/DOMINATION OF GOOGLE+:
Citing the tremendous growth in user numbers, the pundits state 2014 is the year Google+ emerges as either a serious contender to Facebook or becomes the market dominator.
Take-way: Get on Google+ NOW! If you are already on it, update and upgrade your presence.
In contrast, according to Statista*, Facebook is the primary driver of website traffic to publishers, with Pinterest a not very close second, Twitter a distant third, and Google+ last behind LinkedIn. This obvious disconnect between future predictions and the current reality may be connected to the belief that Google should be able to figure out how to get Google+ members clicking on content.
BACKLASH TO NON-DIGITAL MARKETING AND PRODUCTS:
In an A Sneak Peek at 2014 Marketing Trends and Other Hot Topics from the Marketing Forum Conference, Forbes Contributor Kimberly Whitler cites from two conference speakers regarding some trends showing consumer backlash in response to over-digitalization.
– There is a movement away from digital purchases to buy original products, like vinyl records and old cars. Rohit Bhargava, www.15trends.com.
– The importance of non-digital word of mouth (WOM) marketing. For WOM marketing to work, you must have a credible social component that motivates consumers to share. Example, Oscar Meyer’s “Baconbarter” campaign where comedian Josh Senkey used bacon to barter for his travel across the US.
For every movement, there is a counter-movement, and one where the nostalgia for the “good old days,” when people talked directly to each other instead of tweeting or texting or emailing, has gathered momentum. Henry Grabar, a columnist for Salon.com who writes about how technological innovation impacts urban development, says, “In situations where politeness and concentration are expected, backlash is mounting against our smartphones.” According to Grabar, people have begun to carve out spaces and events as wire-free zones and activities.
Take-way: Tap into readers’ increasing nostalgia by publishing your Ebook as print book too. Do it, NOW! With print-on-demand there’s little-to-no associated cost. Establish incentives for readers to share in your marketing. For example, have a buy-one- get-one-free- to- share campaign that rewards readers when they give away copies of your book. Create social component marketing by supporting causes you believe in with free books for giveaways, or other donated items. Do not undervalue the personal touch in your marketing efforts.
More-than-ever, we live in a world with 24/7 social contact and marketing opportunities. Writers can light a fire under their personal brand by dedicating some time every day on marketing, with emphasis on social media, while not neglecting their home base and WOM marketing. By examining trends in media dominance, writers can choose where to spend their time so that they reap the biggest pay-off.
Incorporate a few of the suggestions made here to help ensure your success in 2014!
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