Brands are becoming increasingly recognisable online, therefore it is vital that they encompass a positive image via the social media platform (Houck 2012). The new digital landscape allows opportunities for brands to enhance their online image by engaging with their audience. A recent survey by ROI Research found that 44% are more likey to engage with brands on social media if they posted visuals (Owens 2013).
Facebook’s ‘Graph Search’ is an emerging technology that brands need to look at and mix their SEO strategies and social media campaigns (Rey 2013) in order to increase brand visibility. As the feature is emerging there is much potential that can be gained for brands such as being more discoverable. The potential is to change the way people search online. Users may still use Google to search for factual information, but instead turn to Facebook for subjective recommendations (Osburn 2013).
SMART PHONES VS PC
MOBILE IS THE FUTURE, AND THERE IS NO SUCH THING AS COMMUNICATION OVERLOAD” – ERIC SCHMIDT, GOOGLE CHAIRMAN
2012 saw more people purchase a smart phone than PC with 37% who used to access certain content on their PCs have now switched to accessing that content on their tablets and smartphones (Callaham 2013). Mobile devices are changing the way consumers interact with products and brands throughout the purchase process (Callaham 2013).
IBM (2012) recently stated “leading marketers are more innovative across mobile and social channels engaging customers on an individual level”. Therefore, will focus on their mobile apps to increase engagement. The coca-cola app ‘Happy Places’, extending joy into social, encourages people to share their happy moments via a free mobile app.
As the media continue to evolve, good quality pictures are becoming vital to content (Owens 2013). Barack Obama’s team tweeted an image of him hugging his wife above the words ‘Four more years’.
Within 12 hours, it had been retweeted nearly 700,000 times. Web 4.0 will see brands using images to advertise their brand rather than words. Although Web 4.0 still is in developing mode and the true shape is still forming, first signals are in that Web 4.0 will be about a linked web which communicates with us like we communicate with each other. Brands will have to closely replicate the customer experience in the offline world on the internet.