Online marketing approach evolution
Online marketing has evolved rapidly in last 5-10 years from having company’s website to search engine optimization. It was because market & internet became crowded. And as internet continued to grow it had to evolve. And it is not enough anymore to have a website which can be found by entering certain search phrase – keywords. Because so many competitors are operating in the market to stand out from the crowd brand has to connect directly with that client. Social Media are the next step of marketing evolution. It is most influential internet marketing tool so far with 1bln users (and growing).
Social Media is chain effect, one person brings 3 of his friends, and because there are so many people signed in, more and more will come building online connections between them. As recent research shown any client gained through social media is worth 10 times more because of his loyalty to be product/brand. Social Media are easy tool to connect instantly with all your friends. “People you might know” and email contacts finder mechanisms allows you to build network of hundreds of people just minutes after registration.
Social Media will not only gain many more new customers. As research by Forrester (Nielsen and others) shows that each customer gained via social media is far more valuable than traditionally-registered users. Indeed, social media boosts conversion rates up to 50 percent, and, though the data comes from Facebook itself, it appears that these users tend to spend more time on a website and purchase more than non-social login users. This obviously generates a lot of word-of-mouth referrals. In fact, our data shows that each login visitor using social share generates an average of 13 referral visitors to a website.
This is why we call social login a marketing “force multiplier.” In a world in which people spend more time with peers on social networks than in any other online activity — and in which 58 percent of consumers research products online before buying — the indicator of a trusted product has become “a person like you” rather than corporate advertising and promotion.
Social Media Marketing is effective tool especially to build brand awareness online. It is fast evolving social-technology unique in our history. Sociologist are still struggling to explain what future hold in this area. But facts are telling us this community of 1 bln people is still growing world wide. With precise targeting options it is one of the best ways to reach you desirable potential clients.
Depending on the purpose of the campaign company should focus their attention on their target group. For instance for job seekers above 35 years old LinkedIn would be the place to be. To reach wider-general audience Facebook is un beaten channel. And for short general- public communication Twitter would be the perfect tool. Each of the social media platform has it’s own characteristics, audience and functionalities. And it is important to go to right platform to look for right people/connection. Of course one doesn’t exclude other, however for more intense effects it is recommended to focus on the particular target group.
