During a visit to You can University in Toronto, within the framework of activity We participated in with MBA college students in the Schulich School associated with Business Administration, I saw the phenomenon that focused me on what I had known beforehand: these young people live their life, make their purchases, analyze offers, and set their free time activities using the social networks. These people almost all have Smartphones, mainly of the Blackberry, Samsung Universe, and iPhone brands.
The truth is that they are always connected, usually updated and updating statuses on Twitter, pictures on Flickr, updates on Myspace, clips on YouTube, and marketing information. Everybody needs marketers to think about marketing tools and their effect on modern marketing.
Is this the finish of traditional marketing? Would be traditional advertisement tools no more relevant?
The buzzword in the industry world of today is social networking, but many still do not know how social networks, such as Facebook and Twitter, are supposed to contribute to the carrier’s bottom line. This article presents the options for social media use and how it can influence every company, competition, and consumer conduct.
Social media are quick, instant, and primarily popular and interesting. In many aspects, they have got more significant impact than conventional media. The role involving traditional media (such while newspapers, television, and radio) is rapidly being swapped out by the different types of social media. Typically the control has shifted via established media to the people themselves. Each of them can write for online magazines (blogs), television channels (YouTube), radio stations (Podcasts), instant messaging (Twitter), and social networks (Facebook). The client himself creates the content which interests him.
Data printed recently in the United States illustrate this kind of revolution:
• 96% of the members of generation Ymca are connected to social networks.
• 1 of every eight young couples who were married last year in america met through social media.
• 75% of all companies employ LinkedIn to recruit brand-new workers.
• More than 79% of Twitter users employ their mobile devices.
What is their very own user experience? What does this kind say about consumer availability?
• The network is usually taking the place of email for the reason that leading mode of interaction of the young generation.
• On YouTube there are more than hundred 000 000 clips.
• On Wikipedia, there are more when compared with 13 million entries, plus the decisive majority isn’t in English.
The individuals themselves manage the press. There are more than two hundred million blogs, and about half are updated once a day. More than 30% address products, brand names, and purchases!
A search for your twenty leading brands on the planet will lead in nearly half of the results to consumer-written content material. Can the marketer control what exactly is said? Does he understand what is online?
Most people will choose the information that comes from other consumers. Only a few will think of the advertiser’s words once the alternative is another user’s self-employed experience.
What about industrial businesses? The low cost, the actual mass distribution, the ease of use, and the speed of performance of recent media platforms offer possibilities for companies of all styles and types to effectively reach an enormous number of potential clients. It is generally too expensive to accomplish applying traditional media.
Imagine for the moment how much money is invested in each billboard you see for a limited and negligible period since you drive in a television business that you don’t even watch. At the same time, you are busily channel-surfing since full-page advertisements in the magazine that you skip over. At this point, compare this to the coverage resulting from your investment in the page that interests you, in the clip that attracts your attention, in a message a pal sent you, or in the opinion written by another end user – all at a minimal cost compared to that of classic advertisement.
The recently printed Nielsen report presented a variety of interesting facts about the use along with the effectiveness of the media:
• Traditional media is in the fall, while the impact of social websites is increasing.
• Merely 18% of the advertisements on television sets create positive ROI (return on investment).
• 百分之九十 of the viewers choose to bypass the television advertisements.
• Only 14% of people think the advertising message and rely on truth in advertising, 78% believe the suggestions of other users, and 34% believe announcements communicated on the social network.
• 36% think more positively about companies with social media presence.
We see that customers say ‘no’ to one-sided marketing where products are ‘pushed’ on them and are interested in 2-way marketing, which has an impact and decides.
Modern usage is based on independent research and the precise product information search using search engines. The purchase decision is then created based on opinions from social networking websites or recommendations associated with friends. In other words, social networking changes purchasing routines; this is the reason for the significant drop in response rates to traditional advertising channels.
Lately, it was published that a year ago, most print newspapers observed a decline in their amount of copies because of the deep transmission of the Internet. Amazon mentioned that for the first time this year, the number of book sales for the Kindle fire digital reader exceeded the number of sales of print publications.
In traditional media, all of us know to measure the amount of exposure to advertisements on tv – the rating, the price of an advertisement per reader, the number of radio listeners, and so on. The question is: exactly how, as marketers, examine the actual marketing results using the brand new media? How is the usefulness of new advertising examined? Exactly how is a quality campaign developed?
While in recent years, when the Web penetrated our lives, it had been customary to use precise directories such as the number of clicks or even number of visits to a particular website, in marketing on social networking, it is necessary to examine more complex signifies. The measure of a great example of such is not necessarily quantitative. The good influence of one leading article author, the positive connection between the internet user and the product, the types of answers, and the level of involvement in the brand rapidly can influence and turn into more significant than numerous people exposed to the meaning.
When we go to examine different tools that enable examination and quality management of the marketing constellations on the marketing networks, we must examine several guidelines:
1 . The ongoing flow of knowledge regarding the brand and the distinct interactions in the growing media, blogs, forums, internet sites, etc.
2 . Identify the different mentions of phrases and displays relevant to our products, optimistic or damaging trends, and references.
Men and women use social networks to meet many people, not to see marketers’ adverts. Therefore, the marketers’ communication must be most creative, know precisely what the community wants, and provide a solution. Therefore, it is necessary to get:
3. Access the different marketing networks with the ability to cross-reference them, considering that different marketers, consumers, societies, and countries have primarily different social network use methods.
4. Mastery of the company’s messages and task diversification’s ongoing and immediate viability.
5. Mastering amounts of information and classification based on criteria of importance.
6. Various languages and cultural changes if this is an international brand.
The actual social media leads to social modification, like marketing, as well as change in how the business and brand operate and are handled. Social media is about marketers and managers, the actual marketing of tomorrow. Businesses attempt to discover how to speak not just to their consumers but also their workers, investors, and the public – in the majority of authentic manner. The integration associated with social
media into the principles associated with business communication is a developing and vital field. Therefore, it is essential to understand the factors that characterize a better or more effective media campaign. How is undoubtedly a campaign created? Understand the characteristics and the critical points inside design and execution. Solely tools that enable the combination of quantitative and qualitative analyses can suggest the marketing effectiveness and allow a relevant campaign to be performed on the social network.
It is prematurily. To eulogize traditional mass media, it is necessary to remember it is developing. According to new research, the new media are offering the marketer a better ROI (ROI). The research shows that standard marketing strategies cause people to navigate the company’s website and look at the product using social networks. Traditional media still have a significant role in creating brand name awareness and pushing particular consumers to search for relevant advice about the product.