Trends Report

2011: Now Social Media Marketing Gets Tough

Saturation, Stagnation, And Privacy Concerns Challenge Social Media Marketers

January 4th, 2011
AR
Augie Ray
With contributors:
Emily Riley , Nate Elliott , Melissa Parrish , Joanna O'Connell , Jennifer Wise , Sean Corcoran , Michael Greene

Summary

Social media marketing was never easy, and it will get no easier in 2011. Consumers' increasing concerns over noise and privacy will decrease the relatively open access marketers have enjoyed in social channels. The easiest tactics will be the least effective, forcing marketers to bring the same kind of creativity, audience differentiation, and strategy that they bring in other channels. The news isn't all bad — marketers will find that they can successfully use paid and earned media to cut through the noise, and social media will increasingly be recognized as core to marketing strategy in 2011.

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