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2020年行銷計劃中需特別關注的社群發展的五個重要趨勢

趨勢1:社群電商將超越既有網路行銷管道

 

近來社群媒體的不斷發展,與人們交流的平台的數量和範圍也將不斷擴大。雖然新進入者可能沒有像我們之前文章提到的Instagram和Snapchat那樣的在app內的高級電商平台,但消費者仍然希望能夠在他們花費時間的主要地方中查看並購買產品,不要離開社群平台。

其中簡短的視頻應用程序TikTok已開始嘗試社群電商。TikTok已經開始允許某些用戶將指向電商網站(或任何其他目的地)的鏈接添加到他們的個人資料筆記中,並為創建者提供輕鬆地將其觀眾吸引到購物網站的功能。

TikTok的這一舉動被認為具有特別重要的意義,因為它將為品牌提供一個接觸年輕的Z一代受眾的機會,該群體佔該應用程序5億全球用戶的大部分。

 

趨勢2有影響力的人(KOL)將繼續對消費者做決定時,有一定的影響

 

希望在社群電商中脫穎而出的品牌企業應尋求利用與KOL之間的新的和/或現有的關係,以增強其品牌的覆蓋範圍,關聯性和親和力。

在社群管道中脫穎而出的挑戰是不斷吸引消費者注意力的戰爭,品牌需要同時尋找 “新的” 和 “不同” 的方式來提高知名度。根據GlobalWebIndex的統計,將近20%的使用網路用戶表示,他們會在社群媒體上關注KOL。

影響力的普及意味著14%的網路消費者是通過KOL或名人代言來發現新品牌,另外14%的人們通過 KOL 部落格文或產品評論來尋找新品牌,其排名竟高於電影,同時高於廣播和報紙等其他發現新產品的來源。

 

趨勢3:社群內建電商的興起

 

隨著社群電商的不斷發展,一些更成熟的平台正在尋找增強其線上購物的方法。Instagram和Snapchat其中兩個範例,在其應用程式中內建購物電商。

2019年3月,Instagram推出了一項 新的電子電商結帳功能Instagram Checkout,以為其用戶在使用IG時提供端到端在應用程式內直接可購物的電商體驗。Instagram Checkout允許Instagram用戶不需離開應用程序(IG)即可完成產品購買,並在此過程中保存購買資訊以備將來付款時可簡化流程。

 

趨勢4提供更豐富的視覺和影片的內容

社群電商的增長部分,是由年輕的消費者(尤其是Z代和千禧一代),他們一直在尋求新的,有趣的和更快速便捷的線上瀏覽和購物方式。

根據eMarketer的數據,美國Z世代上網族群中,有超過55%的人(他們一半在網上購物)說,他們最近的時尚購物是受到社群媒體瀏覽的啟發。幾乎有千禧一代說過:

 

 

這些年輕的人口統計資訊也推動了對更豐富,更多視覺內容(包括影片)的需求。根據IAB的2018年視頻廣告支出研究中指出,所有市場領域的數位和行動影片廣告投資都在增加。自2016年以來,影片廣告總支出增長了53%,並且會繼續增長。

 

趨勢5:個人私訊服務的增長

eMarketer預計,2019年全球每月有25.2億人(佔智能手機用戶的87.1%)至少使用一次行動消息(mobile message)傳遞應用程序:

 

 

包括Snapchat,WhatsApp,和Facebook Messenger(後者均為Facebook擁有),在台灣LINE則佔了一個很重要的個人訊息溝通的角色,以上各訊息傳遞應用程序使用量的增長,可能會進一步影響消費者在處於行動環境中與品牌互動的方式。

 

訊息傳遞應用程序和不斷發展的業務工具(例如分別在Facebook Messenger和WhatsApp上的Messenger Lead Ads模組和業務項目)的總體趨勢表明,這可能是2020年我們數位行銷人要重點關注的領域。確實,WhatsApp/LINE的業務項目是一個有趣的發展,這不僅可以幫助用戶與相關企業建立聯繫,還可以使他們無需離開平台即可查看企業提供的訊息。

 

結論

 

隨著社群媒體的不斷發展和壯大,社群電商將緊隨其後,為消費者提供更多選擇和應用的方式,以在不同的社群管道中進行瀏覽和購買。在主要平台優化了其社群電商產品的同時,TikTok等新進入者也開始進行測試和試驗,吸引了越來越多的年輕消費者脫離當前的領導者(FB/IG)。

跨際數位行銷希望在2020年接下來的12個月中,繼續探索社群電商的品牌在使用不同的平台角色定位與相互串連,但也會時刻提醒我們的品牌客戶要記住,不僅只是在社群平台增加“購買” 按鈕,還需要考慮其他方面。根據GlobalWebIndex 分析指出,近來購物者在在線購買時,越來越多地使用多種行銷管道,因此社群管道必須與其他商業管道和通路結合使用,並與之互補,以期顧客在整個購買過程的每個階段,都有一致的消費者體驗。

 

#跨際數位行銷 #Email聯繫service@80marketing.com

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