Marketing is an activity is all about reaching out and matching the right customers with the right products. Demographics are important, so is being in the same space as your potential customers. The result outcome should be a win/win position. Delighted, loyal customers who are more than willing to open their wallets wide enough to boost your revenues. For many years, marketers stalked their target customers through various means and by trying to get their message across to spread awareness about their existence and their offers.
Traditional Means of Communication
Traditional marketing communications were conducted via print media, broadcast and through disruptive advertising, where advertisements appear in between the content of interest for the customer.
Traditional media does give a large reach to a marketer with its programming of mass appeal. However, the wastage is equally high, since a large portion of the audience would belong to a different segment than the one being targeted by the marketer.
Enter Social Media and the Internet
The revolution stirred by the internet as a medium took place because of the fact that it is highly personalized and provides more content on-demand than any other available medium. Social sites proliferated far and wide in their usage for a few simple reasons:
The power to create and distribute content is equally available to every user, irrespective of him/her being a customer or a marketer. In the earlier forms of media, that power rested with the editorial staff of the channel or the advertiser, but hardly ever with the user.
The medium is completely personalized, and a user can create or join groups and further create content based on personal preferences.
People are open with their opinions. This is one reason why social media is of utmost concern to marketers, since buying decisions are no longer influenced by advertisements to the same degree. Word-of-mouth marketing has taken the lead on social networks.
Facebook – At the Center of Social Media
With 750 million (and tipped to grow to over 1 billion in the next year or so) unique users worldwide, Facebook is the number one social networking site. This especially true in terms of activity and subscriptions, with some people logged in at all times, and others logging in multiple time per day. What started as a garage initiative by Mark Zuckerberg has now become the biggest phenomenon on the internet.
A user interface that allows for quick communication and the ability to create Facebook pages (fan pages) and groups at the click of a mouse button are what make Facebook extremely popular, providing a venue for like mined people to congregate. Another important reason for its immense popularity is the wide variety of social applications that have been developed and made available within the Facebook environment.
These applications can allow users and friends to do joint activities like playing games that run endlessly, sharing photos, videos, and web links, and many more.
How does this help a marketer?
Traditional media marketing include television channels, publications, or any other media that can grab maximum eyeballs and effectively reach a selected target audience. Of course, remember we all love to fast forward to skip the ads!
The science of segmentation and targeting can only become more accurate with the advent of social media.
Within Facebook there are a wide variety of avenues to communicate with the audience, which opens up an entirely different world of possibilities to have a fruitful dialogue with customers (both existing and potential), and to develop a relationship with them. Some of these methods used popularly by marketers are:-
Advertising: The first opportunity, which is the most obvious one, is advertising on Facebook. The difference, however, is the fact that you can create your own advertisement in a matter of minutes and also be very specific in setting the details of your target group in terms of demographics and types of discussions where you want your advertisement to appear.
Fan Pages (or just Facebook pages): Facebook allows every brand, as well as individual users, to create fan pages for their favorite celebrities and their own homegrown businesses. Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world. The fan page has immense utility to convey first hand information about the brand and also to collect immediate and frank feedback from your customers. If done correctly, you will be able to build a list of your customers.
Branded applications: One of the most effective ways to engage a user toward your brand is by creating an application; this could be a game or a contest, with your branding coming across subtly through it.
What makes Facebook even more exciting is the way it allows you to target your communication specifically just to the customer segment you want to attract. It also provides analytics and page insights that give good feedback and measurement on the activity done.
The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand. Just use your imagination.
However, while doing all this, you need to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions with a thumbs up or a thumbs down. Availing the service of a social media consultant to work out a social media strategy may be required so that your efforts will not be in vain. Please click on the image below and “Like” my page. – Thank you.
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