Instant Marketing: Five ways to capture the "social media generation"

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For brands, instant marketing has never been more important than it is now. The evolution of digital devices (tablets, smartphones) and social channels (twitter,reddit--you can always enumerate) makes it necessary for a brand to create real-time content and deliver it effectively.

Marketing has evolved into a more complex discipline than ever before, and has made higher demands on marketers. Marketers are under greater pressure to avoid becoming irrelevant, especially when they expect to catch up with young people in the new generation.

In the 2012, 49 million new generation consumers used smartphones, 84% of them enthusiastic and active social media users. To capture this mobility/social goal, marketers need to be more focused than ever.

So how do marketers create real-world content that is inherently intrinsic to the brand? How do they interact with younger consumers at a more personal level by creating content that consumers want to read and share? In your dealings with the new generation, the following five things must be remembered:

1. Maintain the initiative of the dialogue, otherwise the exchange is still in progress, you have been excluded. In a recent Wall Street Journal question and answer session, Disney's Anne Sweeny and TV producer I.marlene King had said that online communication was changing the whole creative process and how the organization worked. There is no other way in which communication is ongoing, the Organization must remain focused and provide timely and sustained feedback.

2. Proactive preparation and investment in the preparation process. Investing in the necessary resources is essential for planning important moments and communicating with young users in real time. It turned out that during the heavily criticized 47th session of the Super Bowl outage, Leo hired a social media team of up to 15 people to deal with anything that happened during the game, and Oreo even prepared two different versions of the tweets, ready for a rainy season. (in 2013, the 47th session of the Super Bowl accident, Oreo immediately posted a power cut on Twitter ads, in the restoration of power within 35 minutes was forwarded more than 10,000 times, point praise thousands of times, for the Oreo won countless praise. )

3. Assume that they are concerned with multiple platforms at the same time. A survey before the Super Bowl showed that 36% of viewers received information from multiple platforms. For brands, there is a perfect way to get close to your audience on a personal or emotional level in a major cultural moment, by responding to your audience instantly and quickly through smartphones, computers, and related social channels on the tablet side.

4. Targeted. When you target young people in new generations, it's important to find out where they spend their time online and how that trend changes over time. Now, with more than 16 million of young people using Twitter and more than 65 million of Facebook, the popularity of mobile devices and social applications has become a way of life for brands, and brands should use it to connect with the overly stimulating young generation.

5. Use real-time data. Marketers have two valuable tools: historical data, which is evidence of what these young people care about; real-time data, which has been pouring in, the raw data from "praise", "comment" and "forward" gives brand marketers the ability to evaluate information in minutes and seconds. By taking advantage of both, they can find their place in the dialogue and create important cultural moments.

Social marketers must seize the opportunity to plan "big moments" and make sure they are fully involved in the process, and are closely linked to a generation of skilled young people. If brands are prepared, invested, and socially influential, they will be able to shift young audiences to real-world-focused communication.