The year is almost over. High time to look ahead to the coming year. It promises to be an interesting year for brands and marketers, in which the role of social media in the funnel will continue to increase. The trends that were started in 2017 and which I wrote about in my previous trend article at the end of last year will continue in the coming year.
Where a few years ago, social media was mainly seen as a channel to build a country email list relationship and create fans based on organic reach, this is very different in 2017. Social media have become reach media, where visible results can be achieved with targeted targeting . With Facebook at the forefront, this trend will continue in 2018. Social media are playing an increasingly important role as a communication channel in all phases of the marketing funnel, where reach and your reach frequency are crucial. Companies are (rightly) looking more thoroughly and critically at the performance of social media as a mature marketing channel.
2. Bye, bye, interaction
The development of Facebook as an important media channel in the marketing funnel automatically means that we will increasingly say goodbye to the basis from which Facebook started: interaction. For you as a brand, it is no longer about the likes , comments and shares , but about the reach , frequency , traffic and conversion contribution. The platform itself also actively advises the use of new advertising formats in the field of reach and frequency , instead of the more traditional engagement ads .
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