Social media is basically the usage of various social media platforms and sites to advertise a product or service, usually with the help of networked friends. Although the terms web marketing and e-marketing are widely dominant in academic circles, social media marketing has become increasingly popular for researchers and practitioners alike. It is no secret that businesses are seeking new ways to compete in an increasingly competitive marketplace. Many companies have resorted to various unconventional methods such as cold calling, direct mail, and door-to-door marketing but have they tried alternative marketing approaches such as social media marketing? There are a number of advantages of advertising through social media but also some disadvantages.
For any type of campaign to be successful, it should be focused on one particular market and audience. Using different channels, such as television, radio, print, and internet will not provide the intended results for any given brand because everyone uses a variety of different media for different purposes. Although television is still used by some for entertainment and information, it is no longer considered to be the most effective and powerful platform for brand promotion because it can only reach a certain amount of people and is expensive.
Companies that rely solely on traditional marketing approaches may not reach the intended audience or quality of customers because their focus is too narrow. This kind of business is also very risky because they do not know which techniques work and which ones do not. Another disadvantage is that conventional advertising budgets are much lower than traditional social media marketing budgets. The only way to evaluate and improve any campaign is to track and measure its success or failure. Tracking analytics is the best way to determine which advertisements are working and which ones are not.
Companies must be able to use analytics to determine where there shortcomings lie so that they can make changes in their tactics to reach a wider audience and increase customer satisfaction. Traditional advertising relies mostly on television, radio, print, and internet for reaching a broad audience and these sources tend to target a particular geography. This means that a campaign might work in one area but not in another. The target market may have moved on to a different city, creating a problem when it comes to reaching them.
Traditional advertising also uses outdated methods of reaching the audience. TV commercials, radio ads, and print ads are usually produced only to a targeted audience, thus excluding many potential customers. Many of these sources do not use analytics to determine the effectiveness of their campaigns so they can spend a lot of money on advertising that does not yield positive results. Using analytics for social media marketing allows a company to reach a broader audience and get closer to the target demographic. The analytics provided by a company will show what advertisements are working and which ones are not, allowing the company to make changes to their advertising strategy.
Today, there is no longer any need to pay a traditional advertising agency because the internet offers a variety of social media marketing platforms that are cost-effective and highly effective. These platforms include Facebook, Twitter, YouTube, and Pinterest. Each platform has different features, but overall provide businesses with an effective way to market their brands. Businesses should invest time and effort into using these platforms to help create brand awareness and generate new customers.