Our contributor Ambal Balakrishnan from Click Documents asked Nanda Kishore, CTO at ShareThis.com to share his views on the key marketing trends in 2010. I guess you know what ShareThis.com is all about. If not, you might want to read this post first. ShareThis is all about…sharing.
Unfortunately many marketers still have to discover that sharing is not only about social media but also about ‘older’ interactive marketing and communication channels like email in which sharable content, sharing tools and social media integration become increasingly important, whether ESPs like it or not. Enough said, read what Nanda Kishore defines as key marketing issues for 2010 below.
Nanda Kishore is Chief Technology Officer at ShareThis.com and previously had overall responsibility to develop a new advertising based product for Amazon merchants.
Content sharing aids rapid spread of content in the social media sphere
Content consumption and the social behavior of consumers are more fragmented than ever; there is no longer a “one size fits all” social or content experience. We’re in a period of massive content inflation, and one of the major activities that aids rapid spread of content in the social media sphere is sharing.
The ability to share everything from 140 character opinions to news and videos has allowed consumers to direct the flow of information online.
So what’s next? In 2010, new ways for filtering and measuring the social web will emerge. And marketers will realize that technologies and targeting techniques won’t measure up unless they can deliver mass adoption and an aggregated, measurable view of social media value.
Marketers will measure social media just as they measured search and display advertising
At ShareThis, we believe sharing is one of the best methods for filtering the web, and everyone who shares is an influencer.
For forward-thinking marketers, 2010 will see bold new ways for measuring and delivering influence.
Marketers will measure social media just as they measured search and display advertising—response, engagement, intent, and ROI.
Going beyond developing campaigns for a single social channel or demographic segment, marketers must be able to find, measure and target their influencers across any interest, site or social channel.
Ambal Balakrishnan is the co-founder of US-based Click Documents. Ambal’s book “Content Marketing Tweet: 140 Bite-sized Ideas to Create and Market Compelling Content” will be published in Spring 2010. She is specialized in content marketing, social media marketing, B2B marketing and much more. You can connect with Ambal on Twitter here.