As social media and social media continue to develop rapidly, they become a significant element of the new marketing landscape. Today design and online experience influence how brands engage with their consumers.
In the business world, marketing has always been of paramount importance. In the past, marketing was based on conventional methods that had existed for a long time.
From print ads to television commercials, this type of marketing was common. The evolution of marketing hit the sector like a wave. What were those unusual changes?
How do social networks influence the new marketing landscape?
Social media has changed the way organizations market their brands in two basic ways:
For starters, the brand is no longer under the influence of the Marketing Director or any other individual in the organization. Now it is under the influence and control of the CLIENT.
The other factor is that today more customers know and DECIDE what type of content they will share online. Sellers cannot DECIDE for them.
Social media platforms that help drive the new marketing landscape
Facebook, Twitter and Instagram are at the forefront of social media platforms that influence the new marketing landscape. Furthermore, these platforms are available on mobile devices as free applications.
As cell phone use has skyrocketed in the recent past and an increasing number of people are reaching the Internet via cell phones, organizations have made the most of this for intensive use of network platforms. social. Let’s take a look at each of them individually to see how they have changed the marketing landscape in recent years.
Since its inception, Facebook has seen a prosperous growth in popularity, success, and number of active users, among other achievements. In June 2019, Facebook registered 2,410 million monthly active users and 1,590 million daily active users. This means that an organization can use Facebook to target multiple audiences across diverse geographies, ethnicities, and ages.
The company’s advertising segment has generated the most revenue, compared to other revenue-producing sections.
According to Market.us, as of January 2019, there were 90 million Facebook business pages and 8 billion messages are sent between customers and business accounts every day. There are 700 million users who use Facebook events every month.
Ad Espresso reports that people spend an average of 35 minutes a day on Facebook. These statistics have pushed an astonishing 93% of social media advertisers to use Facebook ads.
Whether it’s the latest news or the latest meme, Twitter constantly outweighs its weight on cultural awareness. With 326 million active users per month on twitter, merchants have viewed Twitter as a robust brand promotion tool. It’s even surprising that customers themselves help promote the brand on Twitter.
According to Hootsuite, 24% of US adults they use Twitter. Brands can easily lose customers or gain leads based on comments shared on this social network.
How has this changed the new marketing landscape ? Twitter reported that ads on its platform are 11% more viable than TV ads during live events. And 40% of users declare that they have made a purchase in view of an influencer tweet.
Good customer service means receiving real-time feedback and acting accordingly. Even a quick response to a customer inquiry via twitter contributes greatly to customer satisfaction. 85% of small and medium business users use Twitter to provide their customer service.
Instagram started as a photo-sharing platform in 2010. It soon became a marketing and sales platform for small and medium-sized businesses. With 22 percent of millennials ranking Instagram as their favorite social media platform, it’s no wonder that social media marketing experts have turned to this platform.
Instagram promotion is the way brands use Instagram to connect with their target audience and market their offers. 1 billion people use Instagram every month. Of the social networks, only Facebook and YouTube have more registered users. Hootsuite reports that 72% of US teens they use Instagram. 4.2 billion messages are “liked” by users per day.
What are the chances that a brand’s message has not been seen or appreciated by anyone? It is safe to say that the figure is very insignificant. Instagram also offers a feature to promote a message. This means that for a small fee, thousands of users will see paid ads appear in their feeds while browsing Instagram. This new marketing landscape has led 71% of American companies to use Instagram for their campaigns and promotion.
The influence of consumers
With customers “ liking ” and “ tagging ” items or brands they like, the work of merchants has been reduced when it comes to brand visibility on social media. This means that happy consumers act as advertisers or promoters of specific brands or products.
Consumers and online communities have taken the power of communication from marketers, where they share and create brand information.
Marketers now realize that the use of social media decisions is no longer always subject to them, it is increasingly dependent on whether consumers like their product or brand or not.
Lego is a great example of a company that has taken advantage of social media, allowing the company to communicate and collaborate with its online customer communities.
The Internet made it possible for Lego to participate in the innovations shared by fans, and many of them improved and expanded the Lego build system, or introduced new ways to use it, which fit well with Lego’s strategy. A victory for Lego taking advantage of social networks? DEFINITELY YES!
It is no secret that the digital revolution has changed advertising and the new marketing landscape for good, and social media has a huge influence on this.
Being easy to use, free, and giving direct access to millions of people they need to connect with, social media has become one of the most fruitful and modern ways to market your business.