The original marketing strategy was to draw as much attention to your service or product’s message as possible and to make sure that a portion of your customers buys. Radio advertising, yellow pages direct mail, television commercials, magazine advertisements, etc. These are some examples of the traditional methods used to advertise. These Social Media Marketing(SMM) methods are not as effective because the majority of consumers are blind to the “one-way” messages. The message has become overdone, and people aren’t trusting the advertising. A recent study found that just 14 percent of people can trust advertisements, and recommendations from their friends influence 76%. As a result, more marketers started looking for other ways to reach out to potential customers.
Marketing through the Internet was first made famous by using websites and optimizing these sites by using search engine optimization (SEO) methods. Although it is still a viable method, SEO has been updated by web 2.0 strategies, including Social Media Marketing. Social media marketing occurs when businesses use web 2.0 platforms like blogs, social media sites (like Facebook, Google+, Foursquare, Twitter, and YouTube), and other new PPC Advertising instruments. The advantage of web 2.0 platforms over traditional advertising methods, or even traditional marketing on websites, is that it allows for two-way communication. Users are empowered to create content, and businesses are rewarded for engaging with their customers.
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The days of blasting your message about your products or services out to the public and waiting for the response to be positive are over. Consumers don’t want to buy from companies that are anonymous and unrepresentative. Consumers aren’t just watching the man behind the scenes’ they also want to be aware of what other customers have to say about your product or service.
However, social media is not yet a complete substitute for other traditional types of marketing. Recently I was part of the “expert panel ” at a marketing event, and the crowd was amazed by social media. At one point, all participants were asked to comment on the benefits of this new medium. When I was asked to speak, I told the panel that although I thought that Social Media Optimization(SMO) could one day provide a huge marketing benefit, I was concerned that many were putting too much energy and focus on it.
I stated that, in my opinion, there was likely to be no massive “first-mover advantage” in discovering how to effectively market through social media, and it was essential to use direct mail, email and the direct sale, telephone sales advertising, and other channels for today. I advised that individuals keep up-to-date on what was happening on social media and must be continually experimenting however, as no one has yet discovered the secret to monitoring the outcomes of these opportunities, It was crucial not to be distracted by demand generation strategies which we already recognize as efficient. The statements drew me lots of disgusted looks, and I felt like I’d announced I was forecasting a major return to Yellow Pages advertising.