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Could the extraordinary rise of social media be starting to slow? A survey of senior marketing managers by the Australian Institute of Marketing has found the number of marketers looking to pump more into their social media efforts has fallen for the first time in four years, free instagram followers trial to 66 per cent from 77 per cent.It hardly suggests a big pullback in social media marketing, of course, but it does underline the fact that some marketers are grappling with how to best use the channel and, perhaps every more importantly, how to accurately measure returns from it.There is much debate about how best to design social media metrics. This is a symptom of the tension between digital as add-on marketing and digital first marketing – or digital marketing the way it really should be. The power is shifting and a new frame of reference is becoming clearer.To understand this concept of digital first marketing, it’s important to examine where we have come from. A little while ago, digital marketing was viewed as the add-on communication touch-point. It was a second-class citizen, constantly overshadowed by the marketing spend on television, radio and print. That position is rapidly changing.Digital marketing, social media communications and data utilisation in particular are now leading the charge for the smartest brands worldwide.This is where the tension lies. Many marketers have come from a traditional background. They want to measure social media using the methods and metrics developed and tested in the traditional marketing spaces. But this approach fails to capture the true value of social media and can produce a completely inaccurate assessment of effectiveness.The digital as add-on marketing world developed the way it has because marketers tried to force rules designed for traditional print and television media onto digital media.
Social media is relatively new to the marketing scene but search marketing has been around for much longer.When a consumer uses a search engine they are focused on finding what they want, and in the quickest possible way. how to get more likes on instagram fast They are displaying search-and-buy behaviour. They are in “buy” mode. Paid search marketing, such as Google AdWords, relies on this behaviour and displays ads that are aligned to the viewer’s search results. As they click on these ads we can quickly determine if this has been effective or not.Social media is different. People are not necessarily in “buy” mode. They are interacting with their networks – they are in “social” mode. They may be telling the world that something in their life has changed, which may suggest a new product or service might be suitable but they are not actively looking for it. Individuals enter the “social” mode early in the sales cycle and that is what makes social media platforms so potentially valuable. If people connect with your brand early enough, they may bypass the search and price comparison step altogether.When consumers are in “social” mode they behave very differently than they do elsewhere on the web. They share, connect and have conversations. They complain, praise and ignore. In short, they involve themselves in developing relationships and they expect the same from the brands with which they interact. In this mode, the hard sell will get the same kind of cold reaction as a sales pitch at a wedding.While social media channels were in the early stages of development, the methods of measuring a brand’s marketing success mattered less. Now that social media channels are eating up an ever-increasing amount of market share (at the expense of other digital and more traditional channels) it has become vital that marketers deal with the measurement issue.Consumers are moving away from a search and buy mentality – driven by instant access to search engines and a desire for the best price – to a browse-and-discover mind set.
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