The Digital Marketing Realm
In this day and age there is more to marketing than the traditional methods. Instead of direct mailing, radio/tv advertisements; today’s business owners have been forced to jump into the digital marketing realm with little to no idea how to capitalize on this market.
Every day there are new methods and different channels to capitalize on this market. Because the numbers in mobile users has grown exponentially, many businesses are tackling many channels at once with little to no knowledge of what they are doing.
As an individual this is a good thing, you always want to expand your current knowledge and look to push yourself. However as a brand you DO NOT want put yourself on a platform that you are using incorrectly. You will see little growth and potentially lose your fan. Social Media is the key to many brands’ success and failures. There are very simple things a company can do to excel and truly relate to their followers, and of course there are ways you can alienate your current/new customers/followers. As Canadians we are at the forefront of this movement, as both the brand and as the consumer.
Over half of our Country’s population is on a Social Network, 80% of Canada actively uses the internet (avg 4 hours and 54 mins) and spending close to 2 hours on our mobile internet each day. [i]
A closer look at exactly what channels and how much of the population puts the power of social media into bigger picture:
As a marketing tool and with the right person behind a social media campaign, your business has an unprecedented reach at ANY demographic you want. This is not something just any person can do, just because you have 15,000 LIKES on Facebook does not necessarily mean you are reaching anyone. Many LIKES can be ‘bought’ thanks to Facebook’s business features. From my professional opinion, the cost related to those options could be better spent towards your social media campaign.
Before a company embarks on a full scale social media campaign there MUST be realistic expectations set beforehand. If a ‘professional’ is guaranteeing you a specific increase to your LIKES, Followers, or a certain amount of ‘shout outs’ per week/month. You need to take your money and RUN.
Social Media is not about mass production or specific repetitive posts, and (in many cases) not about expecting a high ROI. Social Media about building your brand and relationships with your consumers/follower, the mindset needs to be more about quality over quantity.
Too many times scrolling through my Twitter feed I see ‘Brand Reps’ (people who are being paid by a company-either through product or financially) sending out mass tweets, the same time every day and saying the SAME thing every time. Those company/brands that are putting their hard earned money/product into nothing. I feel for those companies, many times they are brand new or trying to break into a new market and have little to no budget. These arrangements go against every gain of building their brand (again my opinion), when that money could be getting them much better value with a Brand Manager.
There is a higher number of businesses each year that are investing more in their social media/digital management (up to 25%[i] ), many businesses are seeing that the time it takes to not just utilize Social Media but to understand it takes more than anticipated.
The numbers not just in Canada, but all over the world are using Social Media in one way or another and that many businesses are experimenting in one way or another. While many businesses feel it is simple posts, in a way to master Social Media is an art form that is ever evolving and requires more time than one or two posts every couple days.
Trust your brand to people who live and breathe social media, it is not a path you set your brand out for and will figure it out as you go.
~ Niteowl Creative