Marketing strategies have evolved to adapt to changes in consumer behavior. Gone are the days when word-of-mouth was considered to be the single most effective means for businesses to gain brand awareness at zero cost. Today, social media has paved the way for business owners to reach their target market easier, faster, and also at no cost at all.
But don’t get too excited just yet. While there are numerous advantages from using social media for marketing, there are also several setbacks if you fail to consider the prevailing values and preferences of the users when planning your marketing strategy. Online communities on Facebook, Twitter, Instagram, Snapchat, and YouTube can make or break your social media marketing campaign; and when they see something wrong in your campaign, it can take less than a minute for the whole world to know about it.
So, how does a marketer ensure a successful social media marketing campaign? Here are a few things to consider:
According to Dot Brauer, director of the LGBTQA Center at the University of Vermont, our gender exists on a spectrum and progressive gender expression is now the norm in society. People prefer a brand that they feel connected to, and embracing gender fluidity and empowering the LGBTQ community is one way to show your target market that you do not discriminate and that you respect everyone’s gender preference. Apple CEO Tim Cook, who came out as gay in 2014, has been expressing his support for gay people on his Twitter account.
Positive Body Image
There is so much support expressed in social media, especially in uplifting others to love their own body. Nike is one of the brands that support positive body image, adding a range for plus size women. However, promoting positive body image is not confined to clothing manufacturers. Any brand that wants to reach out to their target audience and make them feel that they value people of all sizes would want to show on social media that their target customers are not confined to lean women and ripped guys.
Almost anything real life has to offer can be experienced in digital life, thanks to advanced technology. And with the very hectic lifestyle, most consumers are living nowadays, going digital makes it more convenient and practical to do things online. It is important to note, however, that the digital mindset has made it more difficult to grab consumers’ attention, as mentioned in an article on home poker game strategy by 888poker; citing how smartphones and tablets have lowered their attention span from 12 seconds to 8 seconds since 2000. Let this bit of information be your guide when posting videos on social media.
It is apparently an exciting era in the marketing world. People are evolving and the changes in consumer behavior and buying decisions provide new challenges for marketers, who are using social media to reach new customers and convert followers into loyal patrons. By taking note of the three factors, brands have the opportunity to capture the hearts and interest of their target audience and be rewarded with a positive image and reputation.