Digital Marketing on Social Media Networks Is Here To Stay

In 2010, we saw digital marketing professionals getting serious about business promotion through social media channels. Many top brands saw the benefits that the users on social media networks could bring to their business, and promptly hopped on to the bandwagon. Clearly, 2010 was the year that almost every top brand enhanced their online visibility, by creating a digital marketing presence on Facebook, Twitter or YouTube.

In the hurry to collect more fans and followers, many digital marketing specialists forgot to answer the most vital question 'why are we engaged in this task?' A new survey by the CMO Club and Bazaarvoice state that 72 percent of people responsible for digital marketing activities did not match their social media efforts with business revenues. Basically, they knew that a large percentage of their target audience hung out on social media websites, so that is where they went to catch their attention.

This problem has followed all technologies for which marketing campaigns were created, right from CD-ROMS. As a new technology is created, the tendency is to use the new technology to its fullest, to generate the most benefits for a digital marketing campaign. People begin focussing so hard on the tools, features and channels offered by this new technology, that they forget about figuring out the right messages to send through them. For example, when some entrepreneurs started a Twitter account, they were unable to decide about what to tweet about, and ended up mentioning irrelevant company details that had no digital marketing significance.

Remember, the advertising message and brand is always more important than the method of communication. If you bought radio or television time for playing an advertisement, you won't fill up valuable air-time with boring drivel about company history, now, would you? The main challenge of marketers is to connect with consumers, sell products/services, and build brand loyalty. Digital marketing experts need to ask themselves 'how a particular social media channel can achieve a company objective', before creating suitable content to post on various social networks.

The process of figuring this out could take some time. Before doing this it is important to learn about the functioning of a channel, so that it can be used to our advantage, to attain specific objectives. In the mid-2000's, the launch of search engines led to its popularity as a tool for digital marketing. When people first learnt that search engines used algorithms to rank websites for certain keywords, they all wanted to know how to use them more effectively. Soon, people began sharing best practices and a group of experts emerged, who specialised in search engine optimization.

Similarly, as time passes, we hope experts emerge to equip us with the knowledge of how to use social media channels more effectively, to enhance our digital marketing campaigns.

Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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