The digital era has led to the evolution of a unique online culture. Companies have gradually realized that they can key into certain demographics by using Internet jargon, memes, and jokes to connect with potential audiences.
This type of marketing is most evident in the gaming and tech industries, since they draw audiences that are likely to be immersed in digital culture. But other industries are jumping onto this bandwagon as well.
Below are four aspects of Internet culture you might want to take into account before you launch your next online marketing campaign.
1. The power of memes
Image-based platforms such as Pinterest and Tumblr have opened up new avenues for companies to connect with consumers through the use of memes. These are the viral images and gifs that you see all over social media.
The use of these infectious visuals has become so popular in digital marketing that there’s even a name for it: memejacking. Tropes such as Success Kid and the Y U No meme are instantly recognizable among certain demographics, and have been re-appropriated to send marketing messages.
This is the abbreviated Internet jargon that English teachers loathe. However, online jargon has been embraced by multiple generations over the course of online and text-based communications.
While marketers run the risk of alienating some audiences with online shorthand, they will still be able to communicate directly with audiences who are “in the know.” Online and SMS-based speech patterns have even evolved into their own identifiable cultures, such as jejemon in the Philippines.
Memes and online tropes are even easier to spread through online marketing accounts, due to the adoption of image video ads by companies such as Instagram and Facebook. Now companies can connect with their audience through viral videos instead of only text or image-based memes.
Most digital marketers will tell you to keep a close eye on Twitter trends. This will give you both a micro and macro picture of what’s hot internationally and domestically.
By consulting Twitter’s location-based searches, you can find phrases and hashtags that are culturally relevant at the town, state, and national levels.
Online culture is rife with promotional opportunities for companies. An Internet-savvy digital marketing firm understands the demographics that drive these cultures and how viral memes can boost a company’s success.
Start shuffling through your folders of goofy cat images and puns, because you might find the inspiration for your next marketing campaign!