Facebook – A New Marketing Avenue
Facebook and Social Media – The Next Marketing Opportunity
Marketing as an exercise is all about contacting the appropriate shoppers with the proper products, and the result sought is captivated patrons who are more than willing to spend their hard earned loot to boost your profit. For several years, marketers their target users
through various means and by trying to get their message across to spread responsiveness about their merchandise.
Traditional Means of Communication
Generally, marketing communications were conducted by means of books, broadcast and such traditional media through disruptive advertising, where advertisements appear in between the content of interest for the customer.
Traditional media does give a large reach to a marketer with its programming of mass appeal. However, the wastage is equally high, since a large portion of the crowd would belong to a different segment than the one that is to be targeted by the marketer.
Enter Social Media and the Internet
The transformation highlighted by the world wide web as a medium took place because of the fact that it really is highly personalized and provides more content on-demand than any other available medium. Social sites proliferated far and wide in their usage for a few simple reasons:
The power to create and distribute content is every bit as available to every operator, regardless of him/her being a customer or a marketer. In the earlier forms of media, that power rested with the editorial staff of the channel or the advertiser, but hardly ever with the user.
The medium is completely personalized, and a user can create or join groups and further create content based on what he/she likes.
Opinions are free and fair. This is one reason why social media is of utmost concern to marketers, since purchasing decisions are no more influenced as much by ad copy. The traditional word of mouth marketing approach has grown extremely well on social networks.
Facebook – At the Center of Social Media
With five hundred million (and growing) exclusive users throughout the world, Facebook is the main social networking site in terms of activity and subscriptions. What started as a garage initiative by Mark Zuckerberg has now become the greatest trend on the net.
A user interface that allows for quick communication and the ability to create fan pages and groups at the click of a mouse button are what make Facebook remarkably trendy. Another important reason for its immense popularity is the huge range of social applications that have been developed and made available within the Facebook environment.
These applications can allow users and friends to do joint activities like playing games that run endlessly, sharing photos, videos, and web links, and many more.
How does this help a marketer?
Generally, media plans were drawn to include TV channels, publications, or any other media that can grab maximum viewing and effectively reach a selected target audience. The science of segmentation and targeting has become only more accurate in the case of social media.
Facebook provides a wide variety of avenues to communicate with the audience, which opens up an entirely different world of possibilities to have a profitable dialogue with customers. Some of these methods used popularly by marketers are:
Advertising: The first opportunity, which is the most obvious one, is advertising on Facebook. The difference, however, is the fact that you can design your own commercial in a matter of minutes and also specify the details of your target group in terms of demographics and types of discussions where you want your advertisement to appear.
Fan Pages: Facebook allows every brand, as well as particular person users, to create fan pages for their favorite celebrities and their own homegrown businesses. Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world. The fan page has vast utility to convey first hand information about the brand and also to collect immediate and frank feedback from your customers.
Branded applications: One of the most effective ways to engage a user toward your brand is by building an application; this could be a game or a contest, with your branding coming across subtly through it.
What makes Facebook even more exciting is the way it allows you to target your communication sharply just to the customer segment you want to attract. It also provides analytics and page insights that give good feedback and measurement on the activity done.
The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand.
However, while doing all this, you need to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions with a thumbs up or a thumbs down. Availing the service of a social media consultant to work out a social media strategy may be required so that your efforts will not be in vain.
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