The future of Marketing is Technology. As a Marketer, your ability to understand the functionality and significance (or lack there of) of new technology will become more and more valuable. Figure out how [insert latest and greatest app/tool] fits into your overall strategy to actually achieve business goals and your future will be bright.
WARNING: Before continuing, take a deep breath and contain your excitement. Remind yourself that these are TOOLS that need a strategy before being overcome by S.O.S. (Shiny Object Syndrome) and insisting that your brand/company NEEDS to be using one of them.
In case you haven’t heard, Meerkat was the talk of the town at SXSW 2015 and recently confirmed receiving $14 Million in funding on the same day Twitter launched it’s very own video streaming app Periscope. The two are in direct competition of each other much like back in 2013 when Instagram added video to compete with Vine (also owned by Twitter). Only time will tell which service emerges as the dominant player, but it’s looking like Periscope has the edge being featured right now on Apple’s Best New Apps chart as an “Editor’s Choice.”
It really doesn’t matter which service comes out on top. What’s interesting to us is that a new medium of communication has been created in a very intriguing way.
We are witnessing the Snapchat-ification of Twitter. These live video streaming apps tap into Twitter’s key differentiating attribute and what makes it unique from other Social Media networks – It’s public and open; Meaning there are very few barriers to tweet at/with anyone at anytime. All of a sudden, we now have the ability to visually share an experience in realtime with whoever is interested in what we are sharing and interact while it’s happening. It’s scaling one-to-one communication in a way that also personalizes it more than ever before. Think about what this means for brands that have established a presence on Twitter over the years and actually have an engaging audience. This technology provides them with a new way to connect with those fans and share their story. Similar to the way Snapchat’s “Our Stories” feature has taken over live events, we predict live video streaming thru Twitter will follow suit in a more public and interactive way.
So there you have it. One new exciting technology and two new apps to choose from. A bit of a side-note, but still relevant: Instagram also recently released a new stand alone app called Layout. If you’re looking for a free, simple, elegant photo collage tool this is it.
Download, experiment and play with these new tools. Just remember, if you are actually going to invest in using them for your business, you better invest the time to integrate them into your strategy otherwise you’re simply a waste.Know someone that will benefit from reading this?