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The Intelligent User in Modern Consumer Marketing

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Influence of Social media to consumers

The increasing influence of digital platforms in our modern society has accelerated the interactive abilities of consumer marketing. Instead of remaining passive and docile, the consumer has transformed into an Intelligent User. 

Social media has created a two-way lane for marketing and advertising. This new consumer-marketer dynamic is still being discovered by web developers and users alike. Now that the path for communication is open, there is a greater emphasis on the power of choice. 

Social media describes the digital network of interactions between people. The form can vary from a YouTube video to an Instagram photo, to a personal blog. What all forms of social media have in common is that they are sharing some kind of content. The nature of social media promotes active communication, not only between those creating content but also by those responding to content. The Intelligent User is born from the culture of adding and analyzing digital content. 

Social media is saturated with users and developers, which means that there is a lot of content to sift through. This can often make it quite difficult, even for the Intelligent User, to assess the quality of the content they are being shown. 

Not only is there a plethora of web content, but this content is also being spread at a rapid pace. Social media encourages the chaotic firing of information from one digital medium to another. Thus, it is easy for information to become muddled in the process. 

Anne Kavanagh, of Global Travel Retail, asserts that this phenomenon has created an environment in which all information (even untrue) is being absorbed by the Intelligent User. While there is truth to the statement that social media has created a surplus of digital content, this does not mean that the Intelligent User is a directionless sponge. 

Marketers that wish to understand the new consumer must begin by discovering the patterns and logic that govern the Intelligent User. While social media is fast-paced and oversaturated, it also maintains a natural flow. 

To the untrained eye, social media may at first appear nebulous and grand but there is, in fact, an infrastructure that surrounds its mechanisms. The Intelligent User plays a critical role in shaping the direction of communication. 

To the Intelligent User: You are given the power of choice. No longer a passive observer, social media has created an environment in which you can make a difference. Much like in life, the experience that you gain from digital interactions depends on the investment you put in. Taking advantage of your active role will allow you to create a better experience. 

To the Developer: You need to pay attention to the users who are evaluating your product. Make sure that you are taking note of their feedback. Remember that users do not always respond well to change, but new ideas are often needed to improve the digital atmosphere. Don’t be afraid to try out new ideas and be attentive to users’ reactions.   

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How To Stay Positive During COVID-19 Pandemic

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The coronavirus outbreak has shut the borders, pushed back people to their homes, and resulted in an economic downturn. While most businesses with social media in Los Angeles are doing their best to update us about the COVID-19, we feel overwhelmed by the state of the world, and it’s critical to stay positive. People are working super hard in times when social distancing is a must. In such a situation, we must take care of ourselves and our loved ones. 

Below are the proactive steps that you can take to stay positive, even in times of anxiety and stress. 

Distract yourself 

Humans are curious by nature. It is effortless to turn over the news of the COVID-19 outbreak almost every single second. You can distract yourself by working out indoors, doing some cooking, engage with your kids, or spring cleaning your house. 

Meditate, but it might not help you every time 

As a common idea, meditation might help cope up with the situation. Meditate if it works for you, if it doesn’t, you can do some other activities I mentioned while you are at home. 

Reframe the situation

Stay calm, reframe the situation, and be pragmatic. For example, trying to control the situation and telling yourself that ‘I will never be sick’ is more harmful. Instead, you can convince yourself to do your best not to be. If you try to be a perfectionist, it will hurt you further, and that’s why you’ll likely respond with more guilt, shame, and anger. 

The more you try to control any situation, the more it will create anxiety and worry. On the other hand, focusing on what can be controlled will decrease the feeling of anxiety and stress. 

Never be obsessed over being happy and positive, it’s harmful 

Those who strive to be happy all the time tend to feel lonely and disconnected from others. Seeking happiness is hazardous, and actively pursuing happiness leads to reverse effects. The rule is simple; the more we try to focus on our joy, the lesser we are concerned about the joy of others. As a result, we feel disconnected and isolated. When you search for joy, you will feel like time is slipping away, and you will be more stressed. Instead of chasing happiness all the time, focus on the small things that often make you happy. 

Focus on little things that make you happy 

Again a wise approach to stay positive during the COVID-19 pandemic is to focus on positive things. Positive psychology emphasizes focusing on the small things that make a huge difference. Every single day you can take just 10 minutes to focus on the things that make you happy. A great way to do that is to keep a daily journal where you can document and reflect on anything that makes you happy. 

Do some spring cleaning 

Spring cleaning your home during this quarantine period is a great idea. It is critical because you will be working from home during this period. It is hard to focus on things among all the clutter. Declutter your home office to get the job done more efficiently. A messy workplace is often associated with a lack of efficiency, a dirty kitchen will result in poor health, and a disorganized bedroom is associated with difficulty sleeping. 

Use social media wisely

Social media is a great way to connect with your friends and family. So many social media companies in Los Angeles are putting in efforts to keep their followers updated. Today social media is flooded with all sorts of news than ever before, and you should lessen the self-imposed screen time if you see and read bad news. Try to keep your phone out of the bedroom to help you minimize the negativity and focus on the positive news that social media brings. 

Stop panicking about the current situation, take some time out, and consider taking steps that we have mentioned above to refresh yourself. Businesses with social media in Los Angeles strive hard to keep their followers updated regarding how they can stay safe amid COVID-19. 

What are the measures that you take to keep yourself during the COVID pandemic? Let us know.  

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Digital Media is Taking Over in the Time of COVID-19

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Right now, people are learning how to navigate their daily lives from inside. With #StayAtHome media campaigns trending across the globe, many people are finding solace in different types of media services and entertainment. Social media companies in Los Angeles are thriving in a time where social distancing is creating a need for digital connection.

According to U.S. consumer research, people listened, watched, or read 10.5 hours of media a day on average in 2019. Now, Los Angeles social media companies predict seeing a significant spike in these numbers as more and more people are forced to entertain themselves indoors.  

We have put together a list of media outlets that will be experiencing an increase in users in the following months: 

E-commerce

Now that public spaces have become a risk for spreading COVID-19, more people are turning to internet shopping. According to a recent study, 55 percent of people over 30 said that they would avoid public stores if infection rates increased. Companies like Amazon are hiring more employees to fulfill delivery needs as people are making more online purchases in order to avoid stores. We expect e-commerce websites to have more paid advertisements now that they are expecting a larger audience of viewers. Now that online shopping has become a necessity, e-commerce businesses will also probably offer more promotions and sales codes. 

Search Engines

Everyone is online all the time, which means that search engines are definitely going to experience a surge in numbers. Google Trends reported a significant peak in “COVID-19” searches since early February. Search engines like Google and Bing will certainly be used to ask health questions, find resources, and browse entertainment. Search engines will be relied on as a source of wisdom and fun. 

Audio Books and Podcasts

Podcasts have taken the globe by storm even before the COVID-19 outbreak. Over 90 million people listen to a podcast once a month in the United States. Now that people have more time to fill, we suspect that this media outlet will continue to expand. Studies on the Acast podcast network showed that episodes that included “COVID” or “corona” in the title were downloaded 16 million times. Audio books have also gained popularity in recent years and continue to be a source of entertainment as people at home are forced to do more solitary activities. 

Music Streaming

Music is a way of escape for many people, which is why 40 percent of adults in the United States subscribe to some streaming service, paying 34 dollars a year on average. This kind of media is cheap and expansive, supplying a large database of content that cannot be exhausted by any individual. Spotify expects its market to expand from 8.9 billion in 2019 to 17.3 billion in 2024.

Video Streaming

Video content could experience as much as a 60 percent increase in the United States with everyone at home due to COVID-19. Experts saw a 22 percent rise in TV usage within a very short period of time in Seattle where the outbreak first affected communities. Live streaming has become a particular outlet that has grown the audiences of YouTube, Twitch, Facebook, Mixer, and other social platforms. Live streaming in Italy saw a 66 percent increase during the start of the pandemic with nearly double the content watched by loyal viewers. Netflix saw a 57 percent increase of viewers in Italy and 34 percent increase of viewers in Spain. Now that people can no longer attend movie theatres, streaming is the next best thing. Production companies like Universal Pictures are going to send new films to streaming services and pay per view packages. While these are unprecedented times, many media experts expect this trend of streaming video to stay popular for a long time to come. 

Mobile Games and Video Games

China was the first country to experience the COVID-19 threat and it saw a 20 percent increase in people using their mobile devices. Now that people are losing touch with face-to-face interactions, they are turning to their phones for engagement. Mobile devices provide a range of information that can be personalized to each user’s needs. Before the outbreak, over 138 million Americans had mobile games that they consistently played. These numbers will continue to grow as COVID-19 limits the number of activities we can do with other people. Video games have long made up a significant share of the market with a 44 billion network. This industry will continue to thrive as old users look for new content and new users consume everything that came before.   

Social Media

Social media companies in Los Angeles are seeing the way that social distancing has affected people in terms of their need for connection. Since people cannot communicate face-to-face, more individuals are turning to social media platforms to check in with loved ones and share their own experiences during a traumatic time. Recent studies are showing that there was a 22 percent increase in Instagram impressions and a 27 percent increase in TikTok engagement between February and March. People are looking for familiar faces and hoping to share a word or two, even if it’s digital. All social media platforms are expected to experience a rise in users and engagement in the coming months, which will change the routines of people who hardly had the time to check their Facebook in the past.  

Now that media outlets are experiencing a dramatic shift in user data, marketers are learning new ways to communicate with consumers. SEO campaigns are now shifting to social media platforms and complicating the kinds of KPI measurements that companies used to rely on as a gauge for success. Marketing companies need to keep in mind that consumer habits and needs are changing, especially within certain demographics.

Media outlets are integrated within the home in a new way. People are less and less concerned with limiting their screen time and more motivated to see what’s available for them to entertain, inform, and inspire. With less opportunity for face-to-face interactions, people want to be reminded that they are not alone and that they will make it through this trying time. 

These dynamic changes are inevitable. So, the question is, how long will these changes last? Media experts are wondering how this media spike will ultimately impact the way of our world and society. COVID-19 is making everyone evaluate the things that are important and the things that are able to bring us joy and connection in a time of isolation.

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COVID-19 is Changing the Way Businesses Approach Digital Marketing

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We are living in strange times. Since the outbreak of COVID-19, companies have had to adjust their marketing strategies in order to address the elephant in the room. It can be difficult for some businesses to find the balance between social awareness and self branding. However, social media Orange County experts are here to give their guidance on this rough patch that we’re facing as a global community. 

There is not a one-size-fits-all solution. Each company needs to start by looking at their target audience and brand message. Through a deep understanding of this foundation, companies can begin to adjust to the reality of the situation and craft a new marketing strategy that takes current events into account. 

Social Media is Becoming More Important Than Ever

Social media experts in Orange County are seeing a spike in social media platform usage now that everyone is at home in quarantine. In March alone, Facebook apps have experienced a 70 percent increase in users. Not only are people looking for entertainment, but they are also seeking the social connection that they are missing from their everyday and wanting to follow up on the latest news.

Marketing companies are having to rethink campaigns and transition to email and social media platforms in order to continue a dialogue with consumers. Now that people are on their phones more consistently, there are a variety of platforms that have been gaining traction. Snapchat and TikTok are two of the most popular apps for entertainment. Snapchat experienced a 47 percent growth of Android users in South Korea this March.

These numbers are hard for marketing companies to ignore. Now that more people are paying attention to social media platforms, it’s becoming increasingly important to use them as a channel for brand messaging. However, companies need to be careful with how they approach this transition in order to ensure that audiences are not taken off guard.  

Experts in Orange County share their guide for navigating social media strategies in the wake of COVID-19: 

Understand Your Audience

One of the first steps that any marketer should take to develop a successful marketing strategy is to assess the target audience. With an appropriate understanding of the consumer, you will be better able to craft your brand message. In a time of crisis, this is especially important as you do not want to be insensitive to your audience’s feelings. Empathy is an important foundation for any marketing campaign.  

So, even if you have already been marketing to the same audience for a while, you should still check in with their perspective now and then to make sure that you are adjusting to their needs. Since the COVID-19 outbreak, everyone’s daily lives have dramatically changed and even the most static audience is going to want some reassurance and sensitivity. 

The way that you can reevaluate your target audience is by going back to the basics. What is their age, location, gender, income level? What are their interests? Statistics like these will help you identify their potential situation as a result of COVID-19. 

Once you have a basic idea of who you are marketing toward, you can start to do some research. How is this general group coping with what’s going on? What are they looking for in brands that they trust? You can start to answer these questions with research findings and observations as well as think about how your product or service is going to fill the gap in these consumers’ lives.

Your audience will react positively to thoughtful marketing campaigns that fulfill their current needs. This strategy will also prove that your company is one worth following and supporting, whether in times of crisis or not. 

Here are some ways in which your marketing strategies may change in the time of COVID-19:

  • Increased sensitivity, more attention to the consumer. 
  • Focus on social media engagement rather than ROI. 
  • Recognize that reports will not be as straightforward or KPI-based.  
  • Do not discard campaigns for a lack of sales, they may function well in a different period of time. 

These are just some of the ways that marketing companies are going to have to adjust to the time we are living in. The most important aspect of your strategy should be to continue growing with consumers and inviting new consumers in with your brand awareness. This does not necessarily mean that your sales are going to skyrocket right away (although, some industries are thriving more than others) but it does mean that you are strengthening your company as a whole. Once consumer routines settle in your favor, then you will be benefiting from your marketing adjustments. 

Engage in New Platforms

If there is ever a time to try your hand at social media marketing on new platforms, it is now. Marketing companies are not only exploring new platforms but they are also adjusting their posting schedules and content to resonate with audiences in a time of crisis. This is one way to continue a meaningful relationship with audiences. 

Here are some examples of new ways to engage on social media:

  • Video content may be a new way to market your product or service. Exciting mediums like this will help audiences pay attention to what you have to say. 
  • Utilize various engagement properties on social media platforms. Apps like Instagram and Twitter have poll options and other built-in methods of asking for feedback. Some people may be more likely to engage in something like this rather than normal commenting.
  • Keep track of more things: audience engagement, competitor strategies, and industry influencers. You never know when you may gain some insight from routine observations. 
  • Ask your audience to contribute to your social media! You may ask consumers to share stories of the way that your product or service benefitted them. You may even ask for them to share personal videos and photos to go along with these testimonials. People are more likely to participate now that they have more time at home. 

Social media is one of the best mediums right now for marketers to connect to consumers, just as it is the best place for people to connect with their community. Now that everyone is stuck at home, it is important to maintain that line of dialogue that is always necessary to keep your company relevant and your product or service sought out. With thoughtful social media marketing strategies, you will be able to strengthen your bond with consumers. Your audience will appreciate your efforts to inform, entertain, and inspire in this time of crisis and will choose to support your company when they are back on their feet. 

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