Five Social Media Predictions for 2015 (STA BREAKING NEWS and ARCHIVES)

by Theresa , Monday, January 12, 2015, 10:14

As we kick off the New Year, here are five trends in social media that are worth paying attention to, (as discussed on Jan 5, 2015 at the CES Digital Hollywood panel I moderated):

1) Technology Trumps Segmentation

In 2015, segmentation will become 'old school', in lieu of technology that gets to know people better, powered by data and continual testing. As David T. Nguyen, Ph.D., Digital Customer Research and Development, Lead, Accenture explains, "The way we think about segmentation is not dynamic enough for the world in which we live, and the changing environments, attitudes" - but there is ample data to support technological systems, that are as flexible as people are.

The successful convergence of context, content and targeting involves moving away from traditional segmentation, that forces people into static buckets, and towards technology that gets to know people better. This will seriously impact how marketers think about their customers and audiences, and will require greater variations in creative and messaging to accommodate these consumer insights.

Monica Lay, Senior Product Marketing Manager for Advertising Solutions, Adobe

further explained: "It's not just social data that we should be looking at -- it's also search data, web data, and the interplay of all these sources", that can drive better personalized optimization, powered by the right ad technology.

2) Content Evolves Away From Broadcasting, Towards Personalization

FULL STORY