The past few months have brought new developments from Facebook and others. Younger platforms and other large companies have been trying to gain their share of the marketplace as well. Even though these products from these companies are new, they take into account what went well for others, and what’s flopped.
Instagram, Facebook and Twitter are probably the best-known social networks in the Western Hemisphere. Despite a data scandal, Facebook still has 2.34 billion active users. Social media is, therefore, a phenomenon that affects the current state of affairs on the Internet.
That’s what also Google thought way back in the year 2010: With Google+ and Google Wave, the company tried to gain momentum in the social media area. In hindsight… These were failures. The fourth article in the Handelskraft series »20 years of Google« is taking a look at a dark time in their history. The attempt to build their own social network.
It was not so long ago when various scandals came to light about data abuse and fake news on Facebook. The company was taking heavy losses on the stock market and seemed to have lost credibility and charm to many users, stakeholders, and marketers.
But that hasn’t stopped the largest social network: Instagram’s attractiveness keeps growing, the company announced in the same breath with the bad stock market news. Especially among younger generations, the photo network is more popular than ever. Even Facebook itself wants to collect bonus points and drive innovation forward. The focus is on augmented reality.
This technology is also gaining in importance beyond the gaming industry. In fact, some companies are already focusing on this and are developing exciting, everyday use cases. The main focus is to make life easier in different circumstances (at work, when purchasing complex products, or building large machines).
Facebook wants advertisers to benefit from the potential of this cutting-edge technology even on the biggest social network.
If you believe a survey by Greenpeace, you’ll believe over one billion unused garments are stored in German closets. Not just moths, even savvy economists recognise a certain potential here. Environmentally conscious people are fighting against the wasteful use of our outer layers anyway. The key phrase: second hand!
It was announced in April and has been implemented since June 28th: Facebook’s “transparency” offensive. Since the end of June, all ads on every Facebook page are visible to all users, regardless of their target audience. This not only applies to Facebook itself, but also Instagram, Messenger, and partner networks. This transparency offensive is to force the advertisers to more responsibility and improve the service for all.
But will this decision actually affect marketing and advertising activity on social networks?
A lot of people think »Dang that looks cool!« when they’re looking at photos on Instagram or Pinterest. But until recently, it took a little research – or at least some work – to find and buy the products you saw. As of a few weeks ago, that’s a thing of the past. The “shop-the-look” function for various social channels has an enormous popularity with consumers and Social Commerce has become the norm within a very short time. But as always when a hype arises, so does the question: Is there more to it? Before we could even think about whether to expect something new again. The answer is not surprising, as commercial features on Facebook and Instagram continue to evolve. Each social commerce update awakens desires, desires that become routine within a very short time.
The German-speaking area e-commerce is in top form, growing at fast-pace, and concentrating even more strongly. The biggest players are keeping up a solid lead whereas the smaller can’t catch up. This is the result of the rankings of the 1,000 biggest online shops in Germany “E-Commerce-Markt Deutschland 2017” and the Top 100 onlineshops in Austria and Switzerland “E-Commerce-Markt Österreich/Schweiz 2017” from EHI and Statista.
This all-in assault on Evan Spiegel’s company, orchestrated by Marc Zuckerberg, coupled with the risks involved in the $3 billion IPO and the ephemeral loyalty that younger generations (Snapchat’s main target group) typically have to brands, makes the social media universe’s near future fascinating and intriguing. Does Snapchat set the foundations of the social media 4.0? Was the IPO a good decision? Does Snapchat have enough reaction capacity to counteract?
Bots started their activity in Internet in the early years of the World Wide Web and continued their evolution while modern search engines were emerging. Bots have always been there. However, it seems that we are starting to realise their presence, for better or worse, as a result of Donald Trump’s election victory and, in hindsight, the discovery of thousands of fake news that went viral on Facebook, Google, and Twitter, potentially giving Trump unfair advantage.
Behind the circulation of this misinformation are algorithms and bots, which can be configured with good or evil intentions. Spamming, scamming, and ads fraud are consequences of the activity of malign bots. However, bots are also very beneficial. Are bots blessing or curse? How can webmasters, social media, online retailers, and governments fight against this fakeness and misinformation spread?
The mobile commerce growth is dragging social media channels to a more relevant position within the marketing and sales strategies of every retailer. The customer is king in this digital panorama where personalization, curated shopping experiences, dash buttons and immediacy join together to come up with the term Instant Commerce as one of the pillars of the current social commerce trends. What’s next?
The ultimate trend in this area might be the so called ‘Chat Bots’ that are integrated in messaging platforms where the user’s experience is beyond texting, offering multiple services, such us making payments, booking a table or playing games. Their main advantages are its low price, its simplicity and its ubiquity. Chat Bots are about to disembark strongly than ever in the digital West by Facebook. Will be the predictions fulfilled?