Social media marketing (SMM) is the use of various social media networks and websites in marketing a product or service. While the traditional terms such as digital advertising and e-marketing are generally dominant in academic circles, social media marketing increasingly becomes more prominent for researchers and practitioners alike. This trend is likely attributed to the increasing value placed on social media privacy by advertisers. However, SMM also enables organizations to increase market share through targeted communication with target audiences. For instance, a grocery store using SMM could boost sales by reducing traffic into its stores during peak hours. In this article, we shall study the definition and objectives of SMM.
The term SMM is broader that conventional marketing techniques which typically define it as “digital marketing”. However, unlike conventional marketing, the objective of SMM is not to sell a product but rather to create a network environment in which audiences can engage with content that is relevant to them. The objective of marketing using social media is to create brand recognition, which in turn helps businesses gain a foothold in a particular industry. SMM differs from traditional marketing techniques in several ways, such as the elimination of the “lead generation” process, the attempt to build a community within the platform and the ability to integrate interactivity and monetization. One of the biggest challenges facing a business using SMM techniques is that of engaging an audience. A social media platform such as Facebook is highly saturated with users who are mostly looking for entertainment and would rarely spend time engaged in market research.
Therefore, companies must use analytical tools, such as data driven blogging tools to determine the demographics and behavior of their audience in order to target their advertisements more effectively. There are many analytical tools available to help in this process. Moreover, social media marketing campaigns must be flexible enough to take into account the changing consumer demand and trends. SMM requires the company to constantly be up-to-date on market developments in order to remain competitive.
Another challenge SMM poses to traditional marketing strategies is that it provides a forum for brands to interact with consumers. As a result, social media marketing managers have to be constantly seeking new ways to engage and connect with customers. The social media presence of a brand can also directly impact sales since satisfied customers are likely to spread positive comments about the company online. Social media marketing managers have to monitor and manage the reputation online of their client as well, in order to avoid any negative publicity.
There are a number of different components of a social media marketing strategy. A social media marketing strategy may include pay per click advertising, which pays the host site every time a link to the client’s website is clicked. Social media analytics tools provide valuable information on the performance of a campaign, including the click through rate (CTR), page views, time on site and other metrics. A social media marketing strategy can also include a pay per impression (CPM) plan that pays the host site only when a visitor opens a link to the client’s website. A comprehensive SMM plan should contain both pay per click and CPM elements.
Many people are familiar with some of the key components of an SMM strategy. For many people, a company’s social media websites allow them to stay connected with their clients while also promoting the company’s products and services. Many people also enjoy the ability to interact with large groups of people that share similar interests. The Internet has provided many social networks that allow business owners to reach out to these new and existing customers. In addition to being used by traditional businesses, SMM has opened doors for many online companies.