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May 13, 2014

 Mobile Marketing and Social Media — Future Trends

According to Diffbot, Twitter users are now sharing lots of photos and photos have become the most commonly shared content on the platform. In Diffbot’s analysis of 750,000 links posted on Twitter, 35 percent of the content shared was images.

Article links rolled in at 16 percent, while videos were just 9 percent of links shared. Other linked content according to the survey by Diffbot was:

  • Eight percent product information
  • Seven percent site/homepage status
  • Seven percent page error
  • Nine percent other

As more and more phones have the ability to take photographs, it follows that with a few clicks on screen, the image can easily be shared on Twitter. The 140-character limit for tweets has been supplemented with the click of a camera and a few quick moves on the phone.

Diffbot developed the analysis further and discovered that 40 percent of shared photos originate from Twitter. At the time of the survey, Twitpic only accounted for seevn percent of photo shares, while photos coming direct from Instagram were 15 percent.

Not surprisingly, YouTube rates as the most popular video-sharingsite while Twitcam had only nine percent of the share.

As the trend toward mobile continues to grow on other platforms, figures from an eMarketers 2012 survey show how market share willchange over the next four years.

The 2012 survey showed Twitter’s mobile revenue exceeding Facebook’s (according to eMarketer research). Twitter’s mobile marketing revenue reached $129.7 million, outstripping Facebook’s projected revenue of $72.7 million. Earlier in 2012, Facebook moved into the mobile ad space and allowed advertisers to appear in the news feed of its app, moving users away from desktop ads and benefiting from users becoming more mobile in their use of the social platform. Facebook’s main revenue came from desktop ads, but their move towards mobile indicated the numbers changing, with eMarketer predicting earnings of $629.4 million compared to Twitter revenue of $444.1 million.

Even with this gigantic leap in revenue, Facebook still has a long way to go to rise above the leader of the pack at the moment. Google weighed in with a hefty $142.31 million in mobile advertising revenue for 2012.

While Twitter, Facebook and other major digital ad publishers increase their mobile presence, eMarketer predicts an overall growth in the U.S. mobile market leading to an estimated ad revenue of $2.61 billion. By 2016, that figure is expected to be closer to $12 billion.

What does this mean to you?

Your customers are much more mobile now and they don’t often have to wait until they are in front of their home computer to make a purchase from you, recommend your business to friends or share how they are benefiting from your products.

With this mobility comes a price you pay — be available for customer service enquiries and new orders throughout the day, especially if your business is global.

Visual content is more appealing to customers than text based information, therefore marketing with images (infographics, product photos, funny photos, quotes and announcements as part of images) will become more visible.

With the growth of Pinterest, images will be more popular. As new Pins are created they can be tweeted automatically. So always make sure that when Pins are created from your website content, they link back to your site and contain sufficient information about your products.

Your online marketing will need to become mobile-friendly and this includes your website, e-mail newsletters, Facebook pages, blogs, articles, and SMS. When creating new online content, consider not just how it will look and read on the big screen, but small mobile devices. Although 4G roll-out is expected soon in the U.K., many mobile users will still have slow connections (3G or less) so it’s worth considering how long it will take them to download your newsletter, website page or a special offer voucher.

Do you got other thoughts and ideas about what mobile marketing will mean for small business owners in 2014? Please do share in the comments.


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I'm Tamara Baranova - a digital marketing strategist and coach, who loves helping small business owners and entrepreneurs make more money doing what they are passionate about. Using proven marketing strategies and efficient business systems, I support them to accelerate business' growth, attract the right clients, achieve their vision and goals, while feeling in control of their business and marketing. To find out more about me and how I can help your business too - just visit my website. You can enter your details there to download a free Digital Marketing Strategy Kit, as well as receive regular marketing tips and training.

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