What marketers really think about social media and digital marketing
Marketers are people who promote an organisation’s product or services—analysing, identifying and figuring out the strategies to increase sales and revenue while making sure and aligning with the customer’s needs as well as market demand.
Social media and digital marketing
Digital marketing is a form of marketing that exists online, also called ‘online marketing.’ The marketing efforts that occur on the internet in the form of digital channels such as emails, search engines, websites and social media, even including communication through text or multimedia messages.
Social media marketing is leveraging social media platforms to promote the brand and sell products or services.
The significance of digital marketing
The new world of technology, communication and socialising provides unique opportunities for marketers to develop customer engagement, satisfaction and loyalty through a virtual process and utilise data and information into valuable and practical strategies to build brand/product awareness.
89% of marketers acknowledge the importance of social media. With 53% of the world population active on social media, the marketer’s adaptiveness and innovativeness are essential to the new audience of consumers. The various social media platforms present new opportunities for potential customers, with 13 new users on social media every second.
Every business requires digital marketing. It is necessary to understand the benefits of digital marketing for businesses; the affordability, flexibility, expansion, interactivity and mobile access are reasons businesses and marketers to incorporate and acknowledge digital marketing.
Affordability – in contrast to other forms of marketing, the digital advertisement process is less expensive.
Flexibility – the less expensive digital marketing method allows businesses to test and stop poorly performing campaigns, discovering various high-quality, creative and innovative digital marketing strategies.
Expansion – with the increasing use of the internet and online shopping, online marketing can appeal to people, bring awareness and automatically inform existing or potentially interested customers about the brand.
Interactivity – having access to communicate directly with customers through website comments, messages, reviews, and social media posts. Allows businesses to gather invaluable information on customers’ reactions and preferences, making customers feel respected and part of a community.
Mobile access – with more people owning a smartphone, emails, texts and ads can help reach customers through everyday use like social media, watching videos and using apps.
An integrated marketing campaign (IMC) is a simple concept. It ensures that all forms of communication and messages are carefully linked together further; it is a process for managing the customer relationships that drive brand value. IMC is not ‘only digital’; incorporating both an online and offline element indicates the consistency principle. A clear message is necessary because a confusing brand message can confuse non-returning consumers.
Implementing IMC digital media will be more effective when used as part of an integrated approach:
- Coherence: different communications are logically connected
- Consistency: multiple messages support and reinforce and are not contradictory
- Continuity: communications are connected and consistent through time
- Complementary: synergistic, the sum of parts is greater than the whole
However, it is also essential to acknowledge the proper approach to creating a successful IMC.
- Understanding and identifying the target audience
- Selecting media channels
- Create clear and consistent content that is adaptable and suitable for various media channels
Traditional media marketing
Traditional media is implementing marketing that is not online or is a form of promotion that reaches an audience offline. Moreover, examples like direct mail, magazines, newspapers, radio and television are various media channels in traditional marketing.
The McDonald’s brand is an example of executing traditional media. Billboards are a practical approach for building awareness and broadcasting about the organisation. Tends to also encounter the most views and impressions, especially in high-traffic areas, in contrast to other marketing tools.
McDonald’s advertisement through traditional media like television is another beneficial and significant approach to building awareness, responsible for 72% and increasing customer engagement. The example below is the McDonald’s Monopoly 2022 advertisement, with great success and engagement with customers playing the game in the past. Television advertisements can encourage, motivate and remind customers to purchase and play the latest game at Mcdonald’s.
New media marketing
New media marketing is the use of social media platforms and websites to promote a product or service, moreover involves display advertising, content marketing and social media promotions. All new media marketing aims to interact with consumers with the brand and engage in a way that increases awareness and correlates to sales.
An example like the celebrity KSI
The influencer KSI’s social media platforms demonstrate an example of new media marketing; KSI, an artist, boxer, and Youtuber, utilises various social media platforms like Instagram, Twitter and YouTube to increase awareness for a new upcoming boxing or charity event, a new song or album release or even products like PRIME hydration drink or XIX vodka. The significant influence and impact the individual has on his audience, which includes the 8.1 million followers on Twitter, 12 million followers on Instagram, and 30+ million subscribers, by implementing a consistent and engaging message about the new event, song or product through every Youtube video, tweet or post this method of promoting brand awareness does eventually correlate to sales.
The critical insight of big data
Big data is ‘datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyse.’ Moreover, it refers to data sets that are too large or complex for traditional data to process and manage applications. The technological advancement and popularity of mobile technology and the Internet of Things produced more data with each individual’s devices.
The insight of big data is that individuals and organisations can now gather and analyse massive amounts of digital information that can produce business intelligence. While data sets grow and produce applications with more real-time, streaming data, businesses are turning to the cloud to store, manage, and analyse big data.
Big data characteristics are significantly excelling in
- Variability (and complexity)
Sources of big data:
- Internal (e.g. sensor data)
- External (e.g. social media)
- Structured data (organised and searchable)]
- Unstructured data (95%of big data)
- – Available as audio, images, video and unstructured text
The benefits of big data
From civilisation to 2003, people created only five exabytes of data; in contrast, in today’s society, the data is made within two days.
The advantages of big data are improving operations, providing better customer service, creating personalised marketing campaigns and taking other actions that ultimately increase revenue and profits. Additionally, businesses that implement big data effectively hold a potential competitive advantage over competitors that don’t because the company can make faster and more informed business decisions.
Another advantage is that utilising big data is critical to acknowledging or making sense of unstructured data. Organisations require reasonable and progressive approaches to create valuable and practical insights from big data.
In marketing, big data comprises gathering, analysing, and using massive amounts of digital information to improve business operations, such as:
Customer engagement – big data analytics provides the business intelligence that bringing about positive change is essential for improving existing products or increasing revenue per customer. Moreover, brand awareness is another way big data can significantly impact marketing, demonstrating that data-driven retailers enjoy more with a greater annual increase in brand awareness by 2.7 times.
Improve customer acquisition – intensive users of customer analytics are 23 times more likely to outperform competitors in terms of new customer acquisition. Therefore, leveraging the cloud allows gathering and analysing consistent and personalised data from multiple sources, such as web, mobile applications, email, live chat, and in-store interactions.
Better overview of the audience – provides insight into customer behaviour because of the accessibility of big data; the benefits of customer information are available to even small and medium businesses, thanks to cloud computing and big data.
Extracting insights from the big data
The many procedures to convert big data into value; some examples are:
- Text analytics
- Audio analytics
- Video analytics
- Social media analytics
- Predictive analytics
Moreover, machine learning, rule-based, and manual categorisation can be extracted by either service-based or oneself.
Organisations that can analyse the present value of the business, predict future growth, strategise ways that could benefit and identify the need of the consumers are some things that companies should keep in mind while extracting valuable insights from Big Data.
Word of mouth effectiveness
The word-of-mouth approach is a reliable and effective marketing tool, especially from sources like family or friends. Spreading information, personal opinions and recommendations, the strategy demonstrates that it is primarily about sharing something of interest to an audience, not advertising. Moreover, word-of-mouth effectiveness relates more to persuasiveness than advertising as it comes from a trusted source.
The effectiveness of word-of-mouth marketing is demonstrated by $6 trillion of annual consumer spending, further is estimated to account for 13% of consumer sales. In contrast to a paid media impression, consumers are 90% more likely to trust and purchase a brand or product recommended by a family or friend, especially when 88% of consumers place the highest trust in word-of-mouth recommendations from people they know.
Understanding people’s motivation is necessary to understand why people share recommendations, opinions or information about a brand or product in the first place. From expressing emotions to achieving something or even looking good in front of an audience, understanding what that thing is or consumer motivation further acknowledges consumer sharing and purchasing behaviour, leading to being more effective.
For marketers and organisations to understand consumers, motivation is essential to appeal to and satisfy the internal drive of physiological and psychological needs and wants because motivations are the primary drivers of purchase decisions.
For example, implementing the six contagiousness principles can encourage the business to run a successful campaign. Although not all principles are required, some can be more suitable or effective for specific products. This strategy does provide a practical explanation and information on the content’s social success.
The characteristics of the message provide a good indication of contagious content and determine why some content is shared more social than others.
Spreading ideas, going viral
Implementing current events and trends is essential for spreading ideas and successful viral campaigns for the organisation. Utilising the internet like Google or social media spaces like Twitter, Facebook, Youtube or Instagram by incorporating newsworthy content or involving high searching keywords can increase chances of recognition and traffic.
The impact of celebrities or ‘tastemakers‘ presents the opportunities for posts, comments, videos and content to reach a new and significant audience. Moreover, building a community of people that can participate, communicate and even develop or innovate something new, different and unexpected can revive a song, short clip, video or even image to go viral.
What is mobile marketing?
The concept of connection and access to any personal or public information through the internet, mobile marketing is a two-way communication or promotion between an organisation and its customers using mobile devices or technology. Mobile marketing is personal, interactive, time-relevant and location-independent elements to individuals.
Mobile technology advancements
Technology usage has unexpectedly increased and has evolved into an essential product for information, communication, entertainment and even work. Subsequently, mobile devices and social media have also advanced and expanded as it is more accessible and necessary in today’s society.
The evolution of mobile devices, the internet and social media has seriously impacted mobile marketing because businesses and marketers nowadays do not need a mobile marketing strategy, yet the strategy requires mobile. The adjustments and modifications businesses had to make because mobile and digital technology’s effects on consumer behaviours fundamentally differ; therefore, an essential marketing strategy is customer insight for businesses to succeed.
The difference and evolution of mobile technology can be seen through the mobile search advancements, hardware and software, like:
- Location of search
- Voice search
- Mobile apps
- Search by image and visual
- Image and screen quality
- Location-based services (e.g. Bluetooth, NFC)
- Wallet etc.
Especially with the majority of people acquiring a mobile device, the number of users for apps, social media platforms, and marketing is quickly and significantly increasing. An example demonstrating this is the time it took 50 million users for the telephone product, which was 50 years. In contrast, the Pokémon Go app took only 19 days, which indicates just how significant mobile devices have become; moreover reveals how more people are spending time on mobile devices.
The marketing transformation
The impact mobile devices have had on customers and consumers results in spending a significant amount of time on these devices, consequently affecting the brands’ approach to connecting, engaging and advertising to customers. In real-time, the marketing strategies incorporate the internet, social media, advertising and e-commerce. The mobile technology evolution has altered from interacting in person to real-time conversations and interactions over the phone through an app or website. For brands and organisations, incorporating mobile marketing was an approach to better understand people’s perceptions and insights to promote brands effectively and encourage potential customers to purchase products.
Mobile marketing strategies
An example of an organisation’s mobile marketing strategy is creating and developing a successful app. Fundamental features include achieving the consumer’s purpose or need and an easy learning process on how to use the app. Moreover, frequently implementing new content or updates can encourage consumers to engage and be interested in the brand app. For convenience, using the app on multiple and various devices like mobile phones, tablets and computers, low battery consumption and being free are the most practical tools for a successful app.
Social media is an essential and effective marketing strategy to promote businesses, products and services. However, measuring the performance without the proper approach can be ineffective and negatively impact or disadvantage the business’s success.
Social media metrics that matter
The growth and engagement metric: instead of focusing the quantitative data like “how many customers”, directly focusing on qualitative data and details about the customer’s engagement can matter more. Social media engagement metrics can indicate the number of people interacting and consuming the content.
Content strategy metric: identifies if the marketing strategies and approaches are working. Monitoring aspects of reach, impressions and audience growth rate can inform and help many business areas. Understanding the average number of people reached through posts, stories, and videos, further discovering the number of times the content has been seen and finally calculating the new followers; all this information can demonstrate compelling and proper measuring of the social media performance.
Audience quality metric: similar to the engagement rate acknowledging the number of people reacting, commenting or sharing the content can calculate for the business the amount of returning, existing and new followers; moreover, uncover which strategy was the most effective by tracking the most shared, popular, re-post or retweets.
Measuring metrics incorrectly
On the other hand, some metrics can be mismeasured, consequently calculating useless information on the business’s social media performance. An example can be a customer with multiple devices like a mobile phone, tablet and computer, which can confuse and disrupt customer profiling. Moreover, it can be problematic for the clickstream analysis because the consumer’s research on one device is different.
Facebook performance example
An example of Facebook’s performance is an excellent demonstration of the importance of measuring. Facebook’s native analytics can be found in the Insights tab. Despite that, the engagement metrics can be tracked by notifying Facebook of how the customer’s interaction is on the content.
Consumers of Facebook can like a page or post with access to tracking the activity. Facebook approaches to posts reach the number of unique people who have witnessed the page of content, and engagement with the number of people clicking, liking, commenting or even sharing the content can be the most valuable information for the organisation. Nevertheless, according to a survey, the average engagement rate is 2-3%.
Digital marketing strategy implementation is essential for every business owner, presenting massive opportunities the online world provides to grow the business. There are many ways to do digital marketing. However, without a clear strategy, the organisation could waste time on many different activities, moreover, without knowing which of these are the right strategies and approaches for the organisation.
The core and critical marketing elements are identifying consumers and their needs and participating in how their needs will play out. Further, satisfy those needs by seeking on how to. Analysing and tracking the entire process, which is more accessible through digital marketing, refers to marketing campaigns that appear on a computer, phone, tablet, or another device.
In today’s society, a digital marketing strategic plan is an essential and practical approach for the business to utilise social media. By taking advantage of technology, the internet and other media platforms, the organisation can develop a genuine connection between the target audience moreover improve engagement, various perceptions and other digital communication.
Selecting the strategic approach
- A strategic plan must involve various choices of appropriate strategies to achieve the organisation’s future objectives.
- Identifying the value through online channels and evaluating how potentials customer’s decision process when purchasing a product or service
- The numerous approaches and tools to communicate with consumers and potential customers encourage customers to use the organisation’s offline or online services and even further implement physical, practical and relatable strategies to support the genuine connection between the business and the customer.
The selected strategies should consider the life-cycle stage, which can gradually grow many customers. The marketing mix of product, price, promotion, and place (distribution) determines the organisation’s most suitable and effective marketing strategy. Acknowledging further concerns through customer service also encourages retaining customers. These strategies’ balancing and creative implementation will determine the marketing plan’s effectiveness. Implementation is the process that turns strategies and plans into actions to accomplish strategic objectives and goals. Implementing your strategic plan is as essential, or even more important, than your strategy.
The internal and external influences on digital marketing strategy
Internal influences like:
- Business objectives and strategy
- Multichannel marketing strategy
- Human Resources
- Business culture
Examples like a marketing-orientated business are constantly looking for ways to meet customer needs. Yet a production-orientated culture may result in management setting unrealistic or irrelevant marketing objectives, which can negatively impact the rushed employees, making mistakes and delivering poor outcomes to the business.
External influences like:
- Market structure and demand
- Competitor strategies and actions
- Emerging opportunities and threats
- Technology change
- Economic environment
Examples like rapid technological change, shortening product life cycles and creating great opportunities for innovation. These must be considered when setting marketing objectives and adaptive, innovative and prepared for any changes, like the results of a recession.
More than half of the world uses social media; approximately 59% and 424 million new users are now online this year. The inevitable fact that technology and social media are developing allows numerous influencers marketing opportunities to their social media followers. Individuals, teams, organisations and brands can implement marketing approaches like endorsements and product placement to bring greater brand and product awareness.
Most popular social media platform
Facebook remains the most popular social media platform, with approximately 89% of people using it. Facebook is the most commonly preferable platform for influencers surveyed in 2016. Therefore, generally, Facebook would be a suitable and effective social platform for any influencer marketing. However, on the other hand, other social media platforms like Youtube are considered the second most popular platform among men, while Instagram is for women. Even new platforms like Tiktok would attract most young teenagers and adults regarding being new and involving the latest trends.
The five types of influencers
- Celebrity influencer
- Blog influencer
- Social media influencer
- Key opinion leader
Although each type of influencer may incorporate a different marketing approach, 80% of marketers say that influencer marketing is effective. Similarly, 89% think it works just as well as, if not better, other marketing channels. Since social media users have various reasons and motives to participate in social media, understanding and implementing a relatable and authentic marketing approach can influence and inform the target audience. Examples of some motives are:
Therefore depending on influencer marketing position and target market can also identify which social media platform is most effective. For example, like Michael Jordan’s new basketball shoes, by understanding that the majority of the target audience would range from young male teenagers to adults, implementing an advertisement or posting shorts, clips or videos through Youtube is one of the most effective strategies.
Further, acknowledging the significant power of influencers’ personalities and images can influence the trust of their followers. Presenting genuine and authentic personality and relationships can develop loyal fan communities, and sharing honest feedback on products or services can reinforce the influencer’s credibility and brand/product reputation.
Another approach is informing or advertising to a large audience that can relate to the influencer marketing strategy; as shown above, 83% of social media users catch up with family and friends by incorporating products or services that can support or encourage is also a useful method.
Depending on the target audience, different social media platforms like Instagram, Youtube, Tiktok, Snapchat or Facebook and marketing approaches can influence consumers and social media followers. The genuine authenticity of the influencer’s personality is critical in developing loyal followers and fans.