Online marketing involves new formats, new media and new communication channels, which implies a different language, a new way to go to the audience. This makes traditional marketing and communication strategies may not work; it difficult to reach the target audience using the resources hitherto known.
A reality that perfectly reflects Jim Tobin, president of Ignite Social Media, in his book “Earn it Do not Buy It.”; in some reflections collected in Forbes which reflects its commitment to generate engagement and foster the link between the brand and its target audience. Therefore, companies that want to take advantage of the benefits of Social Media must take into account aspects such as advertising on Facebook does not work. Less than 1% of users click on a banner; one percentage as in the case of Facebook is reduced by half. This prevents the 99.96% of the population overlooked ads on Facebook. Which makes us think about the appropriateness of using another strategy to reach the target audience.
Younger users are abandoning Facebook for other social networks like Instagram or Twitter. Data published by comScore earlier this month show that Twitter is the dominant social network among adolescents aged 13 to 17 years (10%), outstripping the queen of social networks (8.5%). Its popularity is reflected especially in the case of young people between 18 and 24 (18.2%).
The figure of the influencers gives way to the ambassadors of the brand. Users give greater value to the opinions of their peers, of ordinary people, with their own concerns and needs. Hence brands are able to identify those loyal fans of the brand, especially those active in social networks, they are willing to selflessly pass on their good experiences with the brand, and begin to care for them.
Despite its critical mass, some social networks seem to be losing steam. The social was 2.0 is reaching its climax. This does not mean that overnight the users will abandon them, but other symptoms that are no longer the novelty show. Users demand new stimuli, new initiatives, and if you only find more of the same will eventually leave. SocialBakers indicated in December 2012 that 1.4 million active users Facebook had abandoned that month. In principle it is an unrepresentative percentage, but it can be the beginning of the decline. Do not forget that other successful initiatives have fallen, so you if MySpace or Second Life. If anything characterizes the online medium is the speed with which events and technological advances occur; which forces us to stay alert and anticipate trends.
Jim Tobin highlights the need to go for the engagement, and use it as a bargaining chip to gain their trust. In this new stage, the impact has given way to the attraction, the push to polish. New strategies have to spend to terminate with a message, to generate interest in him.
It is the end of intrusiveness, where to get the trust and customer commitment are top priority. Which can be achieved by working on three fronts. In the first instance to meet the needs of customers, thus securing lay the foundation for building a relationship. Everything will depend on the ability of the brand to exceed their expectations and build on it the need to keep in touch with the brand.
On the other hand, growing in him a sense of belonging to the brand. That special relationship that will make you want to know more, get in touch with the brand and represent it wherever you go.
Last but not least, the ability to create an integrated community around the brand. The brand must be able to cultivate that special connection with their users, so that they feel connected to it and want implcarse actively in the activities and actions around it. It is a hardly achievable target with advertising impact, commitment to no cost per click.