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Social marketing works best when it’s earned, not paid for. The spending emphasis is on internal staffing, and building structures and systems for two-way, real-time communications with consumers—and not so much on deploying ads. Social marketing works best when it’s earned, not paid for. It’s a matter of leveraging the inherent trust consumers have in each other. Eventually, online social activities and connections will be baked into every form of digital content on the Web, from brand Websites and shopping sites to search engines, traditional media sites and entertainment portals. 6. Marketers will be increasingly willing to trade off reach for deeper engagement. This goes right along with the drive toward improved targeting and increasingly efficient media buys. Rather than try to reach every conceivable person who fits a particular demographic, marketers will be looking for technologies and ad solutions that allow them to reach only the people who—by their past surfing behavior, search queries, online purchases, social connections, Twitter posts and other digital footprints—indicate that they are likely prospects.
