“We don’t have a choice on whether we DO social media, the question is how well we do it.” Erik Qualman; an America based author of Digital Leader, What Happens in Vegas Stays in Vegas, and Socialnomics.
The earlier days when you only need to build up a brick and mortar store, pull up some banners in the locality and there you go with your business are long gone!
The new hype is online marketing. It is because traditional marketing gives you a minimum reach and minimum profit. If you want to go global, you might as well start considering online marketing as soon as possible.
The Idea of Social Media Marketing
It is said that businesses should follow where people are, and most people are found in social media platforms nowadays. Following this notion, businesses today, not only premium. The aim is also the small scale ones, look forward to making an online presence.
Referring to the upper idea of social media, it is evident that social media is the ideal hub of brand promotion. It can efficiently hold marketing and communicate about your brand. However, there are some protocols that must be followed. The reason is simple so that you can have the maximum of what is known online reach, online influence and finally online success.
Now that we have a fair idea about what social media marketing is, let us now have a look at two different scenarios where one company used SMO and the other did not. This case study will reveal the importance of social media in businesses.
Case Study: Dove Mishap vs Adidas Success:
It is better to start with the best so that you understand what could go wrong. Mainly, if you’re not considering social media marketing as an asset for your company.
The Real Beauty Bottle Disaster by Dove:
Dove does fine in providing us quality bathing products. Dove is always thorough with its marketing techniques. The reason is recognized by almost every human being on earth.
But, it took a misstep in April 2013. Dove launched a special advertisement campaign to celebrate the real beauty of the different body shapes of women. The ad which was created by Hugo Veiga of Ogilvy London, faced huge protest when the message went out badly and hampered the reputation of Dove.
How Dove Was Trashed Down:
Dove faced many criticisms on Twitter and other social media platforms as well. It put Dove into the backfoot. Dove is running their campaign on simpler versions since then.
With this case study, we saw that social media platforms are so powerful that they can even thwart a big brand like Dove. Think if social media had so this much impact on Dove. Then just imagine what other wonders can it bring in regards to other brands’ success.
Adidas Success Story:
Now lets us go through the journey where Adidas became one of the most renowned global sports brands.
As you can see from the image above that the net sales of Adidas have grown substantially over the years. Earlier Adidas only associated itself with sports like football, basketball and so on. However, never did it counts itself as one of the dedicated brands to cricket. It did follow some social media tactics. Those tactics, later on, proved to be very fruitful for them.
The Main Marketing Strategy of Adidas:
Adidas wants to reach as many target audiences as they can. Adidas always demands to be more communicative with its audiences. What can be a better platform other than social media for this?
Adidas also manages its social media accounts with consistency. Adidas keeps on motivating their customers in a subtle way by bringing new ideas and new thought process in society.
The snowball effect campaign run by Adidas on different social media platforms; it chose Facebook as its primary medium for promotion because of the target audience of Adidas. The most active user of Adidas are aged from 14 to 25 is most active on Facebook. It also has accounts on Twitter and Youtube so that it can have maximum outreach. Exposure among social media platforms is an inevitable consequence.
Adidas’s Social Media Venture:
Adidas was benefitted by it. They could now create a brand value for themselves. Now the official Facebook page of Adidas holds about 3.2 million likes, and 12,170 people are talking about it. More than 5 lakh people visit the official Youtube channel of Adidas every day. Not only that, Adidas has over 300 followers on Twitter.
Adidas set an example that we can surely see in what ways social media marketing can make a difference in the success of a brand.
The case studies above have led the foundation of the importance of social media for businesses. With that said, let us dive straight into the benefits of social media marketing.
Benefits of Social Media for Businesses:
Did you know that according to Statista, social media has a global penetration rate of about 45%? That means that half of the global population is now on social media. 95% of the adults aging from 18-45 follow a brand via social networking.
Therefore, Social Media Marketing is very beneficial for businesses both large and small. This segment will intricately discuss on how you can benefit from social media marketing.
Some crucial points:
- Increase in Brand Awareness: Social media is an inevitable hub of social gathering. it is actually the place where more than half of the global population gather. Therefore if your brand is on social media. Your brand is about to get at least some recognition and that will increase day by day.
- Increase in Inbound Traffic: You can get most inbound market through social media. According to The Drum, that Facebook influenced about 52% of the consumers in 2015. That means, that most of your inbound traffic is likely to come through your brand’s social media accounts.
- Improvisation in SERP Ranking: Social media and search engine are closely related. Search engine mainly feeds on fresh and informative content. It can be generally best found on social media platforms. Social media, in turn, get maximum on SEO efforts by a search engine.
- Conversion Rates are Higher: Most of the conversion rates of any company and lead generation comes from social media platforms. One of the main reasons for that is that people are more free and casual in approach while they are on social media platforms.
It helps so that they can. It is easy to reach out through social media. This ultimately leads to higher conversion rates.
- Cost-Effectiveness of Social Media: Social media marketing is known as one of the most cost-effective. Social media is considered the reasonable parts of digital marketing, in terms of organic traffic. Anyone can create an account for free and reach more people. You just good content and a bit of other digital tactics.
So this is how social media has gained prominence over the years. Those who invest in social media marketing, enjoy optimum results with a very wise investment.
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