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2020年行銷人與經營者不可忽視的全球與台灣社群經營的趨勢

新的一年社群媒體會繼續為各品牌提供各種不同的機會,並藉由通過以下各種平台以新穎有趣的方式與消費者建立聯繫。

根據《 2019年全球數字報告》:我們可以看出

  • 2019年全球網路使用者數量為44,同比2018年增長1%。
  • 2019全球社群媒體使用者數量為35,同比增長9%。
  • 2019年的手機使用者數量為51,同比增長2%。

值得我們注意的是,儘管在全球主要社群平台(Facebook第一Instagram第五)仍然占主導地位,但替代平台卻在增加(Tiktok, Reddit),但相較於全球,台灣本身還是以FB 和 IG為主。

排名中的第二名Whatapp,在台灣這個社交媒體反而是Line的天下,第三名的Message的使用者也安裝但較少使用,目前大多配合FB活動才會有使用者用此軟體,第四名的Wechat,除非在兩岸或是在大陸有生意的品牌或使用者才有在使用,但在台灣一樣是LINE的天下,幾乎每個手機上都是用LINE 在做溝通,因此未來一年,台灣市場要特別注意的反而是LINE的發展另一方面,在過去兩到三年間,Facebook的用戶(尤其是年輕用戶)大幅下降,年輕的觀眾選擇了將時間花在其他平台上。再加上社群媒體渠道越來越多的付費播放格式,這意味著很多品牌在這些平台上看不到他們以前在單一平台FB經營或廣告就能看到的結果,進而有部份品牌已放棄FB平台的經營或廣告,轉而尋找其它可能的行銷方式。

 

社群電商的持續興起

在本篇介紹並解釋說明有些品牌電商正在通過多種行銷管道(例如社群媒體和電子電商)優化其數位體驗的品牌正在建立強大的競爭優勢。情況仍然如此,2018年有55%的在線購物者通過社群媒體渠道(例如Facebook,Instagram或Pinterest)進行購買。

有明顯跡象表明社群電商將繼續增長。北美電子電商機構Absolunet已確定以下關鍵數據:

  • 87的網路上透過網路的購物者認為社群媒體還是可以幫助他們做出購物決定。
  • 有四分之一的企業主通過Facebook進行銷售。
  • 40的個人業務使用社群媒體進行銷售。
  • 30的消費者表示,他們會直接通過社群媒體平台進行購買。

 

在我們要重申我們所觀察到社群電商的三大趨勢:

  1. Mobile first (移動)-社群媒體網站現在主要是移動優先,用戶期望獲得一種體驗,使他們能夠在其移動設備(手機/平板)上順暢的瀏覽和輕易的購買。
  2. 視覺-希望對社群媒體產生影響的品牌必須  順應“ instagrammability” 趨勢(就是以Instagram以圖片和視覺感受的方式吸引follower),並在視覺上促使行動力,產生相關性和真實性。
  3. Trust信任-在一堆如FB爆出的資安與使用者資料外洩被使用的新聞一直出現,已嚴重打擊消費者使用這些社群平台的信心,因此我們跨際數位行銷協助我們不管是品牌型客戶經營社群或電商型社群的品牌,都在致力於有效建立使用者的信任和創造線上良好體驗的方法,因為這些體驗都會展現在使用者的線上瀏覽行為與社群的互動和甚至在線上購買的明顯價值。

 

儘管以上說明的這些全球與台灣社群趨勢做為品牌商或個人業務推廣是要關注,但我們跨際數位行銷想更仔細地研究品牌商和個人業務推廣應在2020年行銷計劃(尤其是網路行銷計畫)中特別關注和考慮的社群的五個重要的趨勢

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