The media space is somewhat, the most versatile field one may know of, but also one that keeps changing on almost a daily basis. What may seem relevant today and in fact work miracles, may be rendered obsolete as early as tomorrow.
Speaking with Serah Katusiah, MD Mediacom East Africa, we explore three trends that have taken the industry by storm:
- Influencer Marketing
This is a form of social media marketing involving endorsements and product placements from influencers, people and organizations who possess an expert level of knowledge and/or social influence in their respective fields.
Influencers are, in general, people or organisations, picked from either the supply chain, or from the various platforms such as Twitter, YouTube, Facebook etc, where they are deemed to have great influence to their followers, and their influence majorly focuses on interactions between various parties with the aim of encouraging a purchase or behaviour.
2. Power of Video
According to the media executive, most firms and organisations have resorted to using videos in marketing their products. This is because of the various platforms, such as Whatsapp, which have made video-sharing relatively easy. In addition, most people are more inclined to video content as opposed to newsletters, which explains the high speeds with which videos go viral.
3. Technology as A tool for Marketing
Ms Serah notes that with the steady rise of e-commerce, bots are slowly taking up the spaces previously occupied by customer care agents, in bridging the gap between service providers and customers. The advantages of using bots include improved customer service, ability to monitor consumer data, improved customer service and engagement and cost savings.