Recently, myriad companies have started their own web stores within Facebook. this is often a nascent and tentative move for a few . However, watching what impact digital media has on marketing strategy overall can offer you better direction on the way to allocate your resources among the varied digital media channels and therefore the role your website should play in your strategy.
Interest in digital media marketing and particularly social media marketing has steadily increased since 2008. it’s become a marketer’s nightmare to affect the fragmentation of channels and a dilemma on the way to allocate resources among the multitude of the way customers seem to be using these different channels.
Do you use tweets as a part of your marketing strategy? Who is taking note of these? does one maintain and cultivate a Facebook audience? How does one keep them engaged and reading your Facebook updates? What about YouTube, podcasts, LinkedIn groups, blogging, SlideShare, whitepapers, and email marketing?
Now adding to the list is Google+. What role does the program play altogether this? How does a marketer affect each of those channels and still be effective and efficient?
How Social Media & Your Website slot in Your Marketing Strategy
The website and email were the primary technological marketing tools that came along. What has changed recently is that the availability of tools that make it easier for people to share. Email was the primary tool that did this. I remember that once I was a Gartner analyst, the primary few press releases that came through email got my complete attention.
However, as more companies started using it, i used to be numbed by the quantity of data coming my way.
A similar thing is occurring today with Facebook. While it’d be great to possess a friends’ circle of 1,000 or more, it’s not humanly possible to concentrate to all or any the knowledge coming your way.
What we see happening with consumers adopting different channels today is an effort by them to simplify their own decision-making and stay top of what’s happening by counting on others they know to filter the knowledge for them. this is often their way of handling the knowledge deluge.
While fragmentation of channels may be a dilemma for marketers, it’s also a chance for marketers to make more awareness during a multi-tiered way through “likes,” tweets, or followers. In some ways, this fragmentation is additionally a results of the way consumers try to affect excess information and to simplify decision-making.
When customers see a “like” or tweet, it tells them that they will trust that information and gets them closer to the acquisition decision. Using Facebook “likes” and tweets is thus a tool for companies to extend awareness of their products and services and yet, at an equivalent time, win a token of trust from prospects.
Twitter may be a bit different within the sense that it provides for real-time information. While its broadcasting feature has resulted during a lot of noise, it also enables finding real-time information much easier. it’s the tool customers address for real-time news. it’s the tool marketers should use for sales, for instance .
YouTube and podcasts again point to the way during which customers are handling excess information by turning to different media for an opportunity from a barrage of textual information. This again gives companies a chance to present information during a different format, a number of which could be more amenable to the present format, as how to succeed in customers at various times, places (e.g. mobile), and during a different mode.
Your digital media toolkit should also include corporate blogging. Blogging is a chance for a marketer to create trust and brand personality. it’s also harder to try to to than tweeting or Facebook updates. Thus, it can offer you a competitive advantage with investment of your time and energy .
It also helps with program optimization.
Which brings us to look . Searches are still a critical component of your digital media toolkit. Marketing strategy has always had the customer at the middle . What we are now watching is deciding what the customer is probably going to be thinking at the time of intended purchase
The Core of It All
Central to all or any of your digital media strategy is your website. this is often because what you’re trying to try to to with the utilization of all of those tools (and they’re really technological tools) is to unravel the elemental marketing problems of the way to get the customer or prospect become aware and curious about your product or service, the way to get them to get and buy again, and the way to urge them to recommend your product to others.
As is clear with the disappearance of MySpace and therefore the recent appearance of Google+ as a formidable competitor to both Twitter and Facebook, these tools will still change. Your website is where you’ve got complete control.
Your website is here to remain for the future , and it’s where customers can get an entire understanding of your products or services. When using these new social media tools, you’ve got to recollect what they really are which these tools will still change. Fundamental marketing issues, though, stay an equivalent .
Use them as technologies to map your problems to solutions. What these tools provide for is bigger context, greater reach, and how to get greater trust in your product or service. This trust happens at two different levels. One level is once you see a reference or recommendation directly from a lover . there’s a second level that comes from reading reviews and experiences of other customers.
What these new tools have done is to offer you how to extend awareness and sharing, and also made it trackable and measurable. These tools will still change and it’s worthwhile to specialise in keeping control of your website and building it with attention on blogs and search engines.
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