The pace of technological change is accelerating rapidly.
In the case of social media, it is rapidly becoming social multi-media, meaning we have the addition of photos, graphics, animation, music, video, and more. Why is this happening? Because social media really isn’t about the word “media”; it’s about the word “social.” It’s about sharing. And as you know, we have lots of different ways to share online.
We have social photo sharing such as Flicker, social video sharing such as YouTube, social game playing in 3D environments, and many others. But what we’re seeing today is that all the social media sites are making it easier for users to add any and all types of media to their posts, thus creating a new multi-media form of social sharing.Google Plus, for example, takes Twitter to a new level in that it allows us, very easily, to put photographs and videos within our social communications. Facebook has allowed us to do that for some time and it’s now making that easier and easier.
The point is that we’ll increasingly see videos, photography, graphics, animation, and 3-dimensional simulations as a part of social media, because, reading words is one thing; actually seeing those words come to life is another. It’s human nature to humanize technology and adding different types of media to what we are sharing makes the sharing more meaningful, connected and fun.
One of the key benefits of social media is creating social trust. This is important for business to understand, because when you say your product or service is the best, people may or may not believe you. But when people see their friends and others “just like them” saying something is the best, now you’ve developed social trust for your claims. People are then inclined to think: “My friends and colleagues are saying this product is the best, it must be.”
So how do businesses humanize the social media ads and marketing campaigns they’re implementing? They will humanize them with photographs and videos of employees; happy customers using you’re their products, and illustrations of how customers have saved time and money using their services. It’s time for business to go beyond simply writing blogs and posting tweets, they need to embrace the quickly evolving world of social multi-media.
Emiliya Ravkina's insight:
As author sates Social media is all about sharing and now there are different ways of sharing.
The key to success today is to have an active social networking strategy. This is the way to attract younger audiences. Social networking activities are tools for reaching larger number of people, inexpensively, but they are not yet the tools that bind people and to make them major donors members or volunteers.
Posting and sharing frequently can be a daunting task, especially when you cannot directly measure the effect it has on your sales. A direct increase in leads and customers is the goal of most marketing. One of the key benefits of social media is creating social trust. Important when business understand that when they say the product or service is the best, people may or may not believe it. But WOM and other feedbacks can help to develop a social trust.
Direct marketing as one of IMC tools in which organisations communicate directly with target customers to generate a response and/or a transaction. Direct marketing employs a number of media such as: direct mail, telemarketing, direct-response broadcasting, the Internet, and print.
Direct mail is often called “junk mail”- unsolicited mail as customers receive. In the past advertisers were trying to avoid direct mail, because they believed that it was useful only for low-cost products and services. However the correct use of direct mail could be very effective and beneficial for well-known organisations and brands. One of the examples is Porsche it uses direct mail to target high-income, upscale consumers who are most likely to purchase its expensive sports cars.
The idea of the article is sending a personal direct message to the potential customer is would be effective. However the idea of swapping from using social media to direct marketing is not that good. Yes, direct marketing is more personal and gives consumers the idea that the company is concerned about them personally, but for the company use of both social media and direct marketing would be much more effective rather than use of one of them. When using direct marketing and social media marketers have to be very careful in planning a marketing program. As we all know every customer/ person portrayed things in different way, so marketers have to create a program that would be suitable for all target markets.
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.
Many companies now feel that traditional media advertising has become too expensive and is not cost effective and are shifting their monies to lower-cost, more targeted communication tools such as social media (Internet) as well as sales promotion, event marketing, sponsorships, and various direct marketing methods. According to a survey from Deloitte, nearly a quarter of people age 16+ use communication tools to discuss what they are watching on TV, which is about 50% of 16-24 years old doing so. Communication mix helps increase customer/ audience involvement, which increases their engagement with your message as well as advocacy to the particular brand. Marketers realized that consumers became less responsive to traditional advertising or even avoiding by zipping and zapping the ads.
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