Social media has transformed the marketing industry in recent years. The changing habits of consumers has meant that traditional advertising media have become less effective than social media, which now occupies a dominant role in many people’s lives. With this shift in mind, the marketing industry has reinvented itself to keep pace with a smaller world.
The most significant impact of social media on marketing is the increased interaction it’s brought. In the past, marketing efforts were primarily focused on the company sending out its message and hoping that consumers would absorb that information. TV commercials, radio spots, print ads, and sidebar ads all use this tactic.
Social media have brought interactions and conversations to the marketing industry. Social media enables potential and existing customers to engage with a company through likes, comments, and direct messages, in a way that other marketing initiatives never could. Creating an entirely new aspect of product marketing, of encouraging consumer interactions, and interacting with them effectively has transformed marketing.
An engaged customer is far more likely to be a loyal customer. Social media has given businesses and customers the tools to interact with one another in a matter of seconds and ensured that everyone has a voice.
Social media interactivity has also transformed marketing by integrating it with customer service and support. People love to complain on social media when they are unsatisfied with a product or company, and their voice has the potential to reach hundreds or thousands of people. Social media have become very important as a point of contact with customers as the fastest way to resolve issues and for the company to ensure that any attention they receive on social media is positive.
Due to the conversational nature of social media, customers are likely to flock to your social media pages if they are facing issues with your products, or want more information, much like they would have called a support line in the 90s. Successful use of social media will support a favourable word of mouth, and help you market your business organically. Unsuccessful use of social media to help customers solve their issues will handicap your business’ reputation online.
Emphasis on Creativity
You can accomplish more with less when marketing on social media. In the past, exposure generated by marketing was dictated almost entirely by how much a company was willing to spend. Social networks have broken that model completely because they provide such efficient methods of sharing information between users.
Social media provide low-cost advertising that enables a company to reach a potentially limitless amount of people if their campaign gains traction. However, in a world of viral social media marketing, customers are inundated with information. Accordingly, creativity and distinctiveness become much more important than they otherwise were.
Sufficiently creative and unique marketing over social media is more efficient and successful than other forms of marketing. Social media also allows for more creativity and freedom in strategies of promotion. Content such as Cadbury’s huge chocolate thumbs-up, which rapidly generated 40,000 new followers, was a marketing coup that could only have been successful through social media promotion.
It’s easier to track performance and see results with social media. It’s almost impossible to tell how many people are buying your product because they saw any particular ad.
However, with social media metrics such as likes, retweets, and comments, companies can easily compare different types of campaigns for relative success. By monitoring the click-through rates of different tweets and posts, companies can keep tabs on relative popularity of different products, tones, and even employees.
The level of engagement also provides more detailed data that would otherwise have been difficult to obtain. In the past, if a company wanted to get detailed customer feedback or opinions, they had to resort to antiquated methods such as focus groups or asking where the customer heard about their product. In the social media age, it is as simple as checking posts on the company’s Facebook page, or posting a poll or questionnaire to the company’s Twitter profile. Social media has transformed the ability for companies to collect and use data, which ensures better, more efficient, and more successful marketing approaches in the future.