For most part, the world as we know it has gone completely online. Hootsuite’s Digital 2021 report found that there are over 4 billion Internet and active social media users globally. That’s more than 50% of the world’s total population.
Today, technology continues to evolve in an effort to make life more efficient, more convenient and a whole lot easier than what it used to be. This evolution extends to every aspect of our lives, effectively changing the way we make our decisions.
More often than not, our decisions are affected by how much information we have regarding them. Previous knowledge, past experiences, even the emotional feedback we receive plays into the choices we make. With the Internet, there’s an endless stream of information at our fingertips. What we don’t know, we can search with a few clicks.
This can empower us, the modern-day consumer, in becoming more critical of what and how we spend our time and our money. It also challenges the methods of contemporary marketing, prompting an exploration of what compels consumers to make the choices they do. If the shopper has gone online, then the shop must follow. And in the face of rapid digitization, priorities have shifted and with it, the need for marketers who know how to optimize these important cornerstones of digital marketing.
1. Social Media: Creating a community
In the Philippines alone, approximately 80% of the population are active social media users. An average of about 4 hours per day are spent scrolling through YouTube, Facebook, Instagram and Twitter. TikTok is also on its way to dominate the screentime of internet users everywhere. And in the midst of all of this is a growing online market, a new generation of consumers that use the Internet to help them make their decisions and in the present situation, also use it to do their shopping. Due to globalization, they are no longer limited by geography. But this also presents the modern-day marketer with a new challenge which is being able to play the algorithm and stand out among the growing competition online.
Strategy is everything. What social media platforms should I be on based on my market? How do I advertise in a way that appeals to them and makes the brand stand out? How do I build my following? More importantly, how do I sustain it? All these questions are ones that every marketer should be asking themselves. The world has gone global and with it comes so many more opportunities to reach a wider audience. But the stakes are also higher and the competition fiercer to keep your business afloat in a market that is more oversaturated than it has ever been.
2. Influencers: Personalities that promote your product
Brands are not so much as the people who stand behind it. And just as important are the people who represent it. Making sales is only possible when there are people there to sell it. The term “influencer” only entered the everyday vocabulary in the 2000’s alongside the rise of social media. But the idea behind them has existed for far longer. Royalty and film stars were the original mega influencers, the trendsetters for everything that was fashionable and worth spending on. In every society, there are leaders that emerge out of both large and small social groups.They are the example, the standard, arguably the opinion that is valued whether this may be based on expertise or on sheer popularity.
Choosing the right influencer is key and there are multiple factors that come into play. Who can best embody your brand? How big of a following do they have and how does it align with the market you are targeting? How do you manage them and what goals do you hope to achieve through their promotion? While your brand on its own can sell, perhaps an influencer will be able to tap into the human element and give it the personality that sets it apart from others.
3. Live: Selling one stream at a time
The challenge of selling on the Internet can very much depend on falling short of the experience a customer receives from being able to walk into a store and shop for what they want. Lives try to capture that experience. Rather than scrolling through a website and adding items to their cart, customers can simply tune in to the stream and comment on the items they want. They can ask questions about the product and receive answers instantly in real-time. Being able to see an example of how they can interact with the product also gives them a better idea of what they could be purchasing.
There are, of course, still technicalities involved. The question of exactly what online platform would be best to go live on, for example. How to avoid any glitches or connectivity issues is also something to keep in mind. When is the best time to stream? The most effective way to sell a product? All of these and more must be kept in mind before letting the camera roll.
4. Ecommerce: Tools for targeting customers
While social media offers a range of platforms to advertise your product, there are numerous other platforms that you can use once your customer has finally decided to make a purchase. Maybe you’ll direct them to your brand’s website or the shop you set up on Lazada or Shopee. Regardless of the platform, online transactions have made it much easier for you to track sales, analyze the effectiveness of your marketing campaigns and how many engagements you’ve received per day. This is all given that you chose the right platform and know exactly how to use it for these purposes.
So exactly do you become a master at these 4 essential marketing must know-hows? CIIT has just the course to help you get skilled with practical real-world application of your lessons. Sign up for our Advanced Digital Marketing Specialist course and become a professional in managing your brand’s social media advertisements today!