Social networking has enabled consumers to move faster than the brands that they shop for. Mark down 2009 as the year when brand marketers experienced a full frontal realization that social networks are, in fact, a mass communications medium. With this realization comes another wake up call, Social Marketing must play a big role in the overall marketing mix. As Jeremiah Owayang writes in a recent Forbes article, "Brands need to develop a strategy and a plan to respond--not simply react--to the latest technology."
Like many others in recent days, Owyang takes a look at the trends of 2009 that drive the decisions of the future. He identifies four key trends that senior marketing execs should give some thought to.
"The Recession Spurred Consumers to Adopt Social Technologies." It's not just the enabling technology that caused the movement. Hard financial times also drive people to connect to one another. High unemployment levels also contribute by giving people more time to connect. Motive, means and opportunity equals the perfect storm.