In 2009, marketers experimented with social media marketing. This year, the channel will grown in sophistication and become more closely aligned with strategy.
Brands will move beyond fan pages to offer customer services through social channels. Social media will become part of CRM.
“Nobody really wants to be my Facebook fan, unless they can use it for feedback and customer service,” said Mike Brzozowski, EVP of CRM at Draftfcb New York. “This year, brands will begin using this as a dedicated resource for strategic services, communicating directly with customers and rewarding customers who engage.”
More real-time offers will appear on Twitter and searchable social feeds. Also, more mobile social interaction means local marketers can create deals that are geo-targeted.