One Big Idea by Zafar Rais: Choosing the right platform for optimum outreach

21 Feb,2013

By Zafar Rais, Founder and CEO, MindShift Interactive

 

Social media has revolutionized the way a marketer thinks today. The Indian digital advertising market this year is estimated at Rs 2,851 crore and is expected to double to about Rs 4,391 crore next year as a result of which platforms like Facebook, Twitter, Pinterest are persistently evolving to help brands connect instantly with consumers. Consumers realise the power of the medium and use it to voice their opinion on brands and events around them. The awareness for using social media to promote and leverage brands has tremendously increased in the recent times, as a core part of their marketing strategies.

 

There are different ways through which one can ensure maximum outreach through various platforms on the social media front. We need to take into consideration various aspects while planning a social media campaign. While planning a social media campaign it is important to go beyond the numbers and look at what your consumers would like to engage with and share.

 

Choosing the right platform: Social media engagement does not restrict itself to the presence on Facebook, Twitter and Slideshare. A platform like Facebook is key to create the right engagement whereas Twitter works best to create maximum buzz about the brand. E-commerce portals have identified Pinterest as a key platform to ensure they reach out to the right target audience. It is essential to identify the platform that will suit the personality of the brand and the nature of engagement of the campaign. It is the core responsibility of a brand to identify the nature and personality of the consumers that you wish to engage through their campaigns. The campaign ideas and the theme need to revolve around the type of consumers that we wish to communicate with.

 

Integration of various platforms on Social Media also works best for brands to ensure a large number of consumers are targeted through their campaign. Whether it’s social media for small business or a large B2B social media marketing campaign, companies should integrate social media platforms such as Facebook, Twitter and Slideshare to their websites. This allows prospect customers to gain insights on how a brand would engage with them and gain additional information on the latest happenings which may not be present at such a high frequency on the website.

 

Social media integration is the stuff that successful social media marketing campaigns are made of and it ensures that genuine interest is sparked by real people around a brand. Building a community of repeat customers will help a brand gain in social finance and create a credible social name among consumers in general.

 

Integration and the right mix of content ensures that genuine interest is sparked by real people around a brand and it is up to each brand to take the onus of understanding their consumers prior to marketing to them.  Building a community of repeat customers will help a brand gain in social finance and create a credible social name among consumers in general. That is what would truly give business a holistic, integrated strategy and will be born and acknowledged in the future. Awareness of the right trends with the people can be chalked basis the research and evaluation of past case studies to understand the touch points and make a campaign a great success.

 

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