It was logical, after the emergence of the Internet and later of the social media, to think about the benefits of marketing there in the same way, using the same indicators. Thus, coverage is deformed into indicators such as number of fans, followers, subscribers, etc., and for return on investment, we have begun to look for methodologies to determine. The toronto promotional staffing are the masters in marketing.
Of course, in the beginning, social media marketing was strategically close to marketing in traditional media. Facebook fan pages were digital billboards where corporate messages were published and conversation with the audience was avoided. The corporate blog did not exist as an opportunity, because rather it was associated with unnecessary headaches about the publications and comments.
And although at first the companies avoided dialogue with the audience, their clients did not hesitate to describe their emotions to the brand in a variety of forums, blogs, social networks, and more. communication channels. You just cannot stop people talking, and when they do it on the Internet – that’s what it’s called. UGC (User Generated Content) – User content that we do not know how much audience it can reach.
Search engines have become more and more popular with user content. Various programming tools, rating and evaluation systems, feedback and commenting platforms have been developed. All this in order to hear the voice of the people. Microsoft and Google surveys have shown eloquently that nearly 90% of today’s users make a purchase decision based on reviews they read on the Internet.
Launch of user content made every person on the Internet author. Brands were no longer enough to put the “virtual billboard” in the social media and sell through it. It was necessary to engage the attention. Imagine how difficult it is – since everybody is constantly busy writing and commenting, how can we get the majority of these people to pay attention to us?!
Experts in the field of digital marketing and PR have called this new epoch for the “Era of Attention” Internet. The Early Era of Information (Information Age) was driven by corporate sites with “prickly” advertising messages featuring the brand as the best in the market. In the Age of Attention and Web 2.0 technology the word is given to people and what they say about the brand is more important than what the brand itself says about itself.
The return on investment that we originally shuffled from traditional to digital media has been a misleading indicator for measuring the effectiveness of marketing in social media. Factors such as online reputation, sputtering and “vicious noise” around it have emerged. Consumers could no longer be grouped by gender, age, income or education – we had to group them by interest, loyalty to the brand, leadership.
Return on a short-term indicator (usually within a single campaign) has become a long-term tool for measuring audience engagement, brand influence, loyal customers, and opinion leaders. Thinking about advertising and marketing in social media evolves from a campaign to a cycling cycle of multiple planned, interconnected campaigns to understand our customers and turn them into friends, loyal buyers, and imitators of our brand.
Get our information from FourSquare and Yelp.