One major trend of future digital media is the universalness of cellphone – or to be more precise – mobile device. Daily life becomes busier and busier, people spent more time outside rather than sitting in front of a computer. Back in 2009 when I just arrived Ottawa, I still remember that people on the bus were just staring outside the window or listening to music. Recently I had a chance to take one TTC bus to my destination, and literally EVERYONE on the bus was staring on their mobile devices. From Facebook’s Mobile Messenger through Facebook’s acquisition of WhatsApp and rebuff by Snapchat to the popularity of apps in non-Western markets like WeChat, there is a continued and growing wish for consumers to communicate directly outside of public social network pages (Chaffey, Dave. “Digital Marketing Trends 2016 – 2017.” Smart Insights. Marketing Innovation, 8 Sept. 2016. Web. 28 Nov. 2016).
For many business owners, this is not quite a bad news since “mobile friendly” is not an unfamiliar word anymore. Most businesses now get the basics of mobile marketing right. They provide a responsive website design, meaning that their site is ‘mobile-friendly’ in the consumers AND all-seeing Google’s eyes (Chaffey, Dave. “Digital Marketing Trends 2016 – 2017.” Smart Insights. Marketing Innovation, 8 Sept. 2016. Web. 28 Nov. 2016). Business marketing strategy will gradually change as well, since social network marketing is slowly taking over traditional marketing such as newspaper and television advertisement. Nowadays almost everyone has a smartphone or any other mobile device, including company employees. Business organizations can now save hundreds and thousands of money from traditional marketing by switching to this free advertising tool – their employees. What this has done is rather than increase social reach through scaling, it integrates elements (employees) that already have a connected audience. When you pull this off correctly, it can be much more effective at enticing engagement. Consider utilizing tools like Social Toaster to turn your team into a passionate group of social advocates (Grace, Nancy. “5 Trends That Will Transform Social Media in 2017.” Social Media Explorer. N.p., 09 Sept. 2016. Web. 28 Nov. 2016).
Personally I still prefer website with desktop version simply because it has wider screen and “control-friendly” (mouse and keyboard). But for most of the social network APP such as Snapchat and Facebook chat, I prefer to use my smartphone. These mobile APP are designed to replace traditional mobile texting and make instant texting (or even chatting such as voice chat) more colorful. In terms of mobile-friendly websites, I believe that I will use them more frequently eventually, but I will need some time to get use to the smaller screen and finger-only controlling style. The trend of future digital social media will definitely involve optimizing mobile experiences which may mean providing more tailored experiences for different devices through an adaptive design. It will also mean making detailed optimizations needed to encourage conversion on devices (Chaffey, Dave. “Digital Marketing Trends 2016 – 2017.” Smart Insights. Marketing Innovation, 8 Sept. 2016. Web. 28 Nov. 2016).