Trendology Book Summary - Trendology Book explained in key points

Trendology summary

Chris Kerns

Building an Advantage through Data-Driven Real-Time Marketing

16 mins
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    Social media has turned advertising from a one-way message into a two-way conversation.

    Companies are always looking for new ways to refine their message and reach out to potential customers. Yet “traditional” advertising for generations has been mostly a one-way conversation.

    The advent of social media, however, has turned the advertising world on its head.

    Early advertising had its start in the 1920s, as the United States expanded its interstate highway system and Americans were spending more time in their cars. As brands realized that their target audience was on the road, billboards began appearing along highways to deliver a company’s message and grab people’s attention.

    From static ads like billboards to jingles and commercials on radio and television and later, a whole new market for ads online, brands have always sought new ways to attract potential customers.

    With the advent of social media, however, advertisers are now jumping on board platforms such as Twitter and Facebook.

    However, social media doesn’t act like a commercial or a billboard. Social media is based on conversations, not one-way communication. This fact has fundamentally changed the nature of advertising, as companies now realize that they need to react as well as act.

    But social media also provides brands with new marketing opportunities. For one, conversations on social channels can be more persuasive than traditional advertising, as it makes a brand more human.

    It allows companies to speak directly with customers, responding to their complaints and their love letters, and even have fun with them. For example, when the author tweeted “thanks for your lunch today” to Pizza Hut, he received an answer only a few minutes later: “Anytime.”

    A good marketing plan can build a brand into an authentic voice, the likeability of which garners a company “likes” or followers, giving a brand greater reach with any future messaging.

    Social media also gives brands the opportunity to react to events in real time in a relevant way, thus enabling a brand to target specific demographics and further allow the audience to engage.

    In essence, social media allows brands to come alive in ways that a billboard simply can’t!

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    What is Trendology about?

    Trendology (2014) examines how brands can use social media such as Twitter to make direct contact with their customer base, and can benefit from tapping into trends in the social media conversation. In addition to social media theory, Trendology offers a step-by-step guide on how to build a successful social media program and succeed in real-time marketing.

    Best quote from Trendology

    Social media is, and has always been, a mix of art and science. Its a conversation and not a billboard.

    —Chris Kerns
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    Who should read Trendology?

    • Anybody working in a company’s marketing department
    • Anybody who wants to capitalize on the success of real-time marketing
    • Anybody who wants to take their brand to the next level

    About the Author

    Chris Kerns leads the analytics and research group at Spredfast, a social marketing consultancy that empowers organizations to connect with consumers through social media. He has set the digital strategy for some of the world’s largest brands, including Ford, Microsoft and Nike, and his research has appeared in publications such as The New York Times, Forbes, USA Today and AdWeek.


    © Chris Kerns, Trendology, published 2014 by Palgrave Macmillan US. Reproduced with permission of SNCSC.

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