The Importance of Social Media Marketing in Today’s Digital Environment

Social media marketing is now increasingly being considered to be a complete game-changer in every sense of the term. In fact, it has turned conventional above-the-line (ATL) and below the line (BTL) marketing on its head. Let us see how:

Peer Reviews vs. Paid Adverts 

In a regular marketing scenario, a company will first develop a specific product or service. Once that is done, it will advertise it very heavily by announcing the benefits that the product will provide to the buyer. If the mass marketing campaign is strong enough, people will eventually start buying this product on a regular basis.

The purpose is to ensure that the product will be within arm’s length of desire. In order to achieve this goal, the target market will be saturated with signage and advertisements for the product. From podcasts to outdoor hoardings to TV commercials, the audience will be bombarded with the same message. In a nutshell, this is how most large scale marketing campaigns work. 

The arrival of social media has changed the dynamics completely. It created a system in which potential customers would be able to access user reviews long before they purchase the product. This is a completely different model when compared to the older one in which they had to buy the product to find out if it worked. The potential consumers will go through social media reviews and believe their fellow peers more than paid actors who work in TV commercials. If such reviews are positive enough, they will make a purchase decision accordingly.

Performance Analysis in Real-Time 

You can only improve a marketing campaign when you know how it is performing in a real-world environment. All quantitative and qualitative analysis and marketing research can make productions, but they can't really ensure success. Social media adverts, on the other hand, enable you to keep track of the performance of your advertising campaign. If there is anything wrong, you can change it on the fly and get near instantaneous results. 

Social Media Adverts Can Go Viral

Let us suppose that a person likes a product or service enough to share its reviews on his own social media accounts. In time, the review will be picked up by other people and shared on their walls, groups pages and so on. 

If it is shared and reshared often enough, it is said to go viral. In other words, it will quickly generate a very large number of views in a very short time. If the reviews are good enough, they will result in rapid conversions and sales, without the company paying anything from their own pocket.   

Conclusion 

In light of the above, we can safely conclude that social media marketing can deliver tremendous results but at a fraction of the cost of a mainstream advertising campaign. 

Speak to one of the consultant in Esolutionmate to find out more on the services we offer to support your Digital Marketing campaign.

Esolutionmate is an IT company based in Adelaide, South Australia specializing in Web Design, SEO, Mobile App & IT Solutions.