However, it’s so successful because these platforms are so populated by audiences – audiences who have responded to marketing in the past in such a way that showcases the efficacy of this approach.
Understanding the specifics of what this online field represents to potential customers and businesses can help you get more out of it – regardless of which side of that divide you fall on. It can also help you to understand why the other side might make the decisions that they do.
To Consumer
The reason that so many people find their way to social media is because it’s such a source of information. The endless scroll is addictive, and knowing this, businesses can use their marketing to put themselves right in the line of sight of a potential customer. People who spend time on social media can engage in discussion, talk to their friends, watch videos, look at memes and share that content with their friends – they also follow personalities (influencers) who they might look up to, or otherwise listen to. That can lead to businesses also seeking out a partnership with these influencers to develop influencer marketing campaigns, where they get increased exposure to audiences through a personality and voice who those customers are already endeared to.
To Businesses
Knowing that so many people are available on social media, and knowing that many of these social media platforms are free to set yourself up on, it’s no wonder that businesses are so keen to develop a presence here. In fact, it might even represent the preferred way for a customer to engage with a brand – especially if those customers enjoy the kind of discourse and back and forth that give businesses such a prime opportunity to develop their tone of voice.
It also gives businesses a way to express aspects of their brand through their connections. It can be difficult to find ways to market how secure your business is in specific terms, but making it known through job adverts or professional posts on platforms like LinkedIn can draw attention to your utilization of systems like endpoint security services.
Opportunities and Pitfalls
So, there are numerous possible opportunities for businesses here to develop a name and personality for themselves while marketing at a low price. It can seem as though there are very few downsides, but it’s important to remember just how many businesses are active on these platforms. Modern audiences are exposed to an enormous amount of marketing, and that can make them skeptical and cynical. For your marketing to stand out, it needs to adhere to your brand personality and be consistent, but it also has to speak to them in a way that manages to avoid this. Otherwise, what is your brand going to be doing that sets it apart from the scores of others that this person has scrolled past in the last fifteen minutes?
