Take a read of the impacts of digital marketing….
Thanks to the rapid rise of all things digital, businesses everywhere have had to learn how to adapt to survive in this social media age. Otherwise be left to stagnate, missing out on this huge digital conversation. Before digital, marketers everywhere could list the 4 P’s of the marketing mix to effectively position a product. But now Al-Zaidy suggests in AdMap:
“Marketers would do well to instil the digital four Cs, around conversation, collaboration, culture and compensation.” Al-Zaidy (2009)
A great example that shows how a business can engage with their consumers on social media, comes in the form of Morrisons. A Facebook users post went viral after she shared her story of a check-out operator’s act of kindness towards her daughter. The cashier, Lin let Ms Wilkins’ daughter Holly play ‘shops’. Ms Wilkins captured the moment and posted it on Facebook. This generated a huge buzz of which Morrisons heavily engaged with commenters. The post to date has over 500 thousand likes and more than 100 thousand shares. In the post itself, Morrisons became the top response by praising Lin and have commented on many other popular responses in the comment section. Effectively building a positive brand image. (source: here)
One collaboration effort that became hugely popular while being relatively simple can be seen with Buzzfeed’s collaboration with Fur Baby Rescue. The title of the article pretty much speaks for itself: “We Gave Drunk Girls a Bunch of Puppies and There Were Lots of Tears”. (source: here)
This collaboration was hugely successful with almost a million views. Which is perhaps unsurprising given that 50% of Buzzfeed’s visitors are aged between 18-34 (source: here) and that this age range is the “largest US pet-owning population” with 35.2% doing so. (source: here)
A business’ decision in whether they want to/how they engage with customers on a particular social media platform, will have to take into consideration that platforms own culture. The culture could mean anything from what age range typically use that platform, what are their online habits and what they use that platform for. A business with a male orientated market for example would find engagement rates on Pinterest low, with nearly 80% of Pinterest’s users being female. (source: here)
The way in which a business would use a platform depends entirely on how the platform users communicate. Facebook for example has a much more personal tone, with a persons “friend” being likely to be someone the user knows in reality. So a relatable and approachable tone or even an employee actively posting on the businesses behalf would be beneficial.
One perhaps overlooked way in which a business can reach their target audience is through the use of a Social Media Influencer. These individuals will already have your target market to hand and in order to maintain a relationship with them, compensation for reaching such potential consumers is key. The importance of a healthy relationship can be seen in the fact that influencers with small audiences (2,500-25,000+) “drive an average of 16x higher engagement rates than paid media and owned alternatives”(source: here) Chanel are an example of a brand using social media influencers to reach a greater audience. They invited Jessica Mercedes Kirschner, an instagrammer with a considerable following to their production facilities in which she updated her followers on the inside working of Chanel. Though this targeting they managed to generate upwards of “1,600 unique contents with the hashtag “newchanel5”, which almost accumulated 1 million likes, thus exposing the fragrance to more than 9 million social media users. (source: here)
@DigiDuckMCR Team #DSMMCM1617