Social Media Integration into Advertising Strategy

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Abstract

Networks of social media present a potentially unique advertising chance. Moreover, the networks have also turned into daily destinations for consumers amounting to the thousands. The advertising services often target consumers on basis of demographics, habits, social connections and interests. The purpose of this paper therefore is highlighting key trends on integration of social media in traditional marketing and advertising campaigns as well as proliferation of social media networks, location of consumer services, mobile integration and development marketing. Also, a number of recommendations are provided to suit the workhorse, cost cutter, innovator market segments, traveler and Mercedes.

Social Media Integration into Advertising Strategy

Introduction

There is immense pressure on contemporary marketers to rapidly implement social media and use it in advertising and marketing activities. For a social media strategy to be a success, organizational managers are supposed to release a one sided brand message and use an approach that is all inclusive in their social media communication. Integration of both company and consumer generated communications also aids in development of a marketing strategy that is cohesive for social media. Therefore, this paper highlights the key integration trends of social media into traditional marketing and advertising campaigns. There are also a couple of recommendations made on incorporation of social media into designated market segments that will be included while at the same time demonstrating the manner in which recommendations for varying integrated marketing communications (IMC) requirements are balanced (Bruce & Cadotte, 2003).

Leading Edge Trends in the Integration of Social Media

Determination of what consumers require in a product, effective response to the demands of consumers and reaching consumers at their location are essential marketing factors. Traditional marketing and advertising campaigns related to cost and price considerations, advertising and consumer satisfaction are very essential in the marketing strategy (Bruce & Cadotte, 2003).  Current trends show it is of great importance for companies to offer support to traditional marketing strategies by incorporating Internet communication into their marketing strategy. Though social media is still developing, there are trends that present massive opportunities for companies interested in excelling in the current business world.

 

Proliferation of Many Platforms for Social Media-New social media platforms offer services that meet diverse marketing needs. Therefore, businesses move into a wave of social media in huge numbers. Though the social media tools that are most common in applications include Facebook, YouTube, Twiter and LinkedIn there are others that are emerging like Google + and Pinterest (Lewis, 2012)

Consumer Location Services-This technology relates to social applications such as Ban.jo, Foursquare and Path. Coupled with near field communication (i.e. NFC), the social media applications have enabled marketers access consumer data (Lewis, 2012). For instance, the technologies make it possible for firms to notice when there is a potential customer communication a matter that is of concern for instance a specific product. As such, this helps the marketers as well as the companies as a whole to connect with the customers in real time.

Mobiles Are Becoming a Game Changer-Smart phones and tablets have increasingly become popular advancing the aspect of mobile marketing. This kind of marketing makes it possible for companies to connect with clients and customers in real time. Essential marketing data is also derived since people participate and engage in social media through use of their mobile phones. Marketing via use of mobiles also engages applications of viggle which aids in bridging applications for social media as such, making it possible for marketers to enjoy benefits from similar platforms (Lewis, 2012).

Integration-Trends clearly indicate a new generation for marketing programs that are integrated and more sophisticated. Additionally, there are social programs and movements that have become increasingly integrated into existing business processes. These have become agents for production innovation, customer service, sales, company culture, R&&, marketing and communications that is purpose driven (Lewis, 2012).

Recommendations for Incorporating Social Media

Marketers are supposed to establish high digital presence in order to incorporate social media into Workhorse and Traveler market segments. Marketers are supposed to take advantage of social media networks explosion as well as other platforms to ensure workhorse brands and traveler are readily availed in as numerous locations as possible (Keller & Kotler 2009). This is going to be of great help in increasing rankings in search engines for market segments such as these. Besides the use of Facebook and Twitter, the marketer is also supposed to use similar posts, Google ads, YouTube, Pay-per click and Yahoo. Cost cutter segment engages consumers who are increasingly sensitive to prices. A marketer as such, can include different kinds of promotion tactics in varying social media sites. The promotions might include coupons, discounts and other offer which minimize the prices. A marketer is supposed to use social and visual news readers such as Flipboard, Fancy and Pulse in order to further make it possible for consumers to buy Workhorse and Traveler product brands without having to visit the company’s website. Additionally, marketers are supposed to target a traveler group via mobile applications since such people need to access information while they are on the road. Such can also include executives or sales persons.

Social media advertising and marketing that places emphasis on smart phones is also supposed to incorporate Facebook news feeds that target the Mercedes segment. Mobile marketing makes it possible for the company to connect better with the target group within computer market while at the same time accessing product review posts from other consumers. Targeting the innovation market segment requires the marketer to engage in content and user generated curration. The process will involve selection of content that suits a certain consumer audience appropriately. Organizational marketers are supposed to incorporate some extra thoughts and expertise into the content for purposes of effectively satisfying the needs of innovator segment. According to Kotler and Keller (2009), such strategies will make it possible for consumers within that segment to modify given content in a manner that matches their needs while also creating information platforms that are personalized.

The Discussion on the Recommendations

The recommendations in this discussion are of great use in attaining IMC strategy. What is more the recommendations also similarly facilitate differentiation of the advertising campaign while at the same time accommodating the 5 market segments. This is attributed to the fact the company’s social media marketing and advertising strategy places them under pressure to be very sensitive to the feedback of consumers and respond accordingly. Therefore, this requires the company to poses two way-communication with the consumers thereby increasing interactions with the consumers and clients to achieve satisfaction. An increase in digital presence strengthens interactions between the consumers and the company since they are able to use different platforms of social media. Integration of social media to the process of marketing and other segments will also boost brand awareness through additional online outlets which ensure there is high visibility of the advertisements made by the company (Keller & Kotler, 2009)

Similarly, taking into account current trends where there is great use of social media, recommended content curration and mobile application to the marketing mix of a company helps them maximize on opportunities for the targeted segments in order to see as well as offer feedback on the availed products. The strategies recommended also make it possible for consumers to see relevance of products offered. Therefore, social media marketing helps in applying traditional marketing via balancing social media’s free messaging form with high level of consistency and control of traditional marketing. In consequence, this fosters the loyalty of customer’s while at the same time initiating conversations with consumers (Keller & Kotler, 2009). As such, the varying social media platforms serve as crucial elements that drive sales, R&D, communications, innovation and customer service. The recommendations offered in this paper will aid in balancing the different ad campaigns as well as IMC strategy via employing social media in clarification of messages that are sent through traditional marketing.

Conclusion

Social media has changed the manner in which firms are operated and developed implications that are positive in relation to product development/innovation, marketing, company reputation and consumer insights. This paper provides the varying trends in integration of social media into traditional advertising and marketing campaigns. Recommendations that are suitable for five market segments are availed as well.

References

Bruce, H., & Cadotte, E. R. (2003). The management of strategy in the marketplace. Cincinnati, USA: South-Western College Publishers.

Keller, K., & Kotler, P. (2009). Marketing management. Upper Saddle River, NJ:

Lewis, M. (2012). Social marketing trends to look for in 2012: Predictions from top

            Marketer. Pearson Prentice Hall. Retrieved from http://socialmediatoday.com/node/ 435188&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets