Marketing in Social Media: They Like Me, But Who are They?

During my visit to York University, Toronto, in the context of an activity I took part in with MBA students from the Schulich School of Business Administration I witnessed a phenomenon that focused on what I knew before: how today’s young people live, shop, view offers and plan their leisure activities via social media. Nearly all of them have smartphones, mainly from the Blackberry, Samsung Galaxy and iPhone brands.

Marketers need to rethink marketing tools and how they impact modern marketing.

Is traditional marketing dead? Is traditional advertising no longer relevant?

Social media is the buzzword in business today. However, many people still don’t understand how social networks such as Twitter and Facebook can help companies. This article will discuss the potential benefits of social media and how they can impact every business, competition, as well as consumer behavior.

Social media is quick and easy to use, as well as being popular and entertaining. They have a greater impact on many issues than traditional media. Traditional media such as radio, television and newspapers are being rapidly replaced by social media. Each user can now create content for blogs, television channels (YouTube), radio broadcasts (Podcasts), instant messaging(Twitter), social networks (Facebook), and online newspapers (blogs). The content is created by the consumer.

Recent data from the United States show this revolution.

* 96% of Generation Y members are connected to social media.

* Social media was used by 1 out of 8 couples who got married in the United States last year.

* 75% use LinkedIn to find new employees.

* More than 80% use Twitter’s mobile device.

How does their user experience compare? What does this tell us about consumer accessibility?

* The network will replace email as the preferred mode of communication for the young generation.

* YouTube has more than 100,000,000 clips.

Wikipedia has more than 13,000,000 entries. The overwhelming majority are in English.

People manage the media. There are over 200 million blogs. About one-third of them are updated daily. More than 30% of blogs address brands, products, and purchases.

Fast half of all the results will be consumer-written content if you search for twenty top brands around the globe. What can a marketer do to control what is written? Is he able to control what goes online?

Information from other customers is preferred by most people. When the alternative is an independent experience from another user, only a small percentage of people will believe what the advertiser says.

What about commercial businesses? Companies of all sizes can reach huge numbers of clients with the low cost, mass distribution, ease-of-use, and speed of new media platforms. Traditional media is often too costly to achieve this.

Think about how much money you spend on every billboard that you see while driving, in a TV commercial that you don’t watch because you are too busy watching, or in full-page ads in your newspaper. Compare this to the exposure you get from investing in a page you are interested in, in a video clip that catches your attention, in an email message you received from a friend, or in an opinion written and published by another user. All of this at a fraction of the cost of traditional advertising.

A number of interesting facts were revealed in the Nielsen report, which was published recently.

* Traditional media are in decline while social media has a growing impact.

* Only 18% advertise on TV create a positive ROI (return-on-investment)

* 90% of viewers skip television ads.

* Only 14% believe the advertisement message, 78% believe recommendations from other users, 34% believe announcements made on the social media network.

* 36% are more positive about companies that have a presence on social media.

We have seen that consumers are not interested in one-sided marketing in which products are pushed on them. Instead, they are open to two-way marketing in which they can influence and decide.

Modern consumption is based upon independent research and information searches using search engines. The purchase decision is then made based on opinions or recommendations from friends via social media sites. Social media has changed purchasing habits, which is why traditional advertising channels have seen a significant drop in response rates.

It was recently revealed that print newspapers saw a drop in number last year due to the internet’s deep penetration. Amazon reported that the number and sales of Kindle digital readers exceeded those of print books for the first year.

We used to know how to measure exposure to advertisements on television using traditional media – the ratings, the cost per advertisement read, the number radio listeners, etc. How can marketers evaluate the results of marketing using new media? How can we assess the effectiveness of new advertising? What is the best way to create a quality campaign?

In the past, the Internet was used to provide clear indicators such as clicks and visits to a website. However, social networking marketing requires more complex metrics. Social networks are not always quantitative. A positive influence from a leading blogger, the positive connection between a surfer and the product and the types of responses – these are all factors that can have an impact on the message and make it more powerful than large numbers of people.

We must consider a variety of parameters when examining the various tools that allow analysis and quality management for the marketing constellations on the network.

1. The continuous flow of data about the brand and interactions in different media such as blogs, forums, websites, etc.

2. Identification of all the relevant mentions of words or displays that are related to our product, positive and negative trends and references.

Social networks are used by people to make friends, not for marketing purposes. Marketers must communicate creatively, listen to the community, and offer a solution. It is essential to have:

3. Access to different networks and the ability to cross-reference them. Different marketers, consumers, cultures, countries, and countries use different social network practices.

4. The ability to master the messages that the company communicates, and their suitability for the ongoing diversification of the discourse.

5. Mastery of large amounts of information and classification according criteria of importance

6. If this is an international brand, it may be possible to use different languages or cultural adaptations.

Social media can lead to social change in the marketing nature and management of the brand and business. Social media is the future of marketing for managers and marketers. Companies seek to communicate authentically with their customers, workers, investors, and the public. Social media integration is an important area of business communication. It is important to know the key factors that make a media campaign more effective or less successful. How does such a campaign get started? What are the main points and characteristics of the campaign’s design and execution? Only tools that allow for the integration of qualitative and quantitative analyses can show the effectiveness of marketing campaigns on social networks.


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