An interesting marketing contradiction is the coexistence of innovation and resistance.
Although any marketing strategy depends on innovation, whether it is in products/services or in activities, it must also take into account that consumers sometimes show significant changes in natural resistance to change.
HOW DID THEY OVERCOME THIS
To overcome this resistance, marketing companies have used various messaging tools to connect with consumers and build relationships with brands.
If you want to summarize the situation of the past three years, marketing can be divided into three stages: the emergence of the Internet, then big data, and finally smart phones. The Internet has created a huge platform for reaching consumers.
Ordinary consumers, help them customize information and reach specific audiences.
Through smartphones and through them-social media marketing. During the Covid-19 pandemic, this trend spread further. The rise of social media marketing.
In terms of numbers, social media provides marketers with almost unparalleled influence.
THE ULTIMATE SHIFT
For marketing companies looking to interact with users during the lock-in pandemic, increasing the number of social media users has become critical.
The world limits other more traditional methods, such as events.
The UK shows that social media spending increased from 13.3% of the marketing budget in February 2020 to 23.2% in June 2020.
In India, the growth rate of digital spending is slower, but the growth prospects are better compared to print or TV advertising spending.
The evolution of social media marketing Since Facebook launched in 2004 and YouTube a year later, social media has existed for more than a decade.
Internet platforms appeared in the 1990s when they were limited to online chat rooms, message boards, and e-mail.
Today’s major social networks reach millions (sometimes billions), including Facebook, Reddit, Twitter, Instagram, Pinterest, Snapchat, and TikTok. Since the early 2000s, social media marketing has undergone an interesting shift in its volatile journey.
With the shift from simple advertising to a more direct and personalized approach, it has become a powerful tool to increase customer loyalty, beyond conventional product launches or service updates, and deeper brand awareness and personalization.
Create real interactions that make consumers feel like they are heard or seen.
BRANDS ARE ENGAGING WITH THEIR AUDIENCE MORE THAN EVER
Brands are now no longer one-sided communication, but to get in touch with users and pay attention to online chats and user wishes.
In return, we have also seen the trend of brand communication by users. For example, the “sharing” culture rejects user propaganda and creates an almost self-contained marketing campaign.
This two-way communication brings a more direct and personalized experience to the brand.
“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” – Jeff Bezos
Public supervision On the other hand, marketers now also know better how to overturn an Apple car in a matter of minutes.
This is why when brands strive to support their words with actions, messaging is essential.
Information always exists on the Internet, and most users can verify their claims through fingerprint identification companies.
To help Covid, they must be prepared to take practical actions on the ground to support it.
Likewise, companies that promote diversity in the workplace must be willing to take the same approach to their employees.
The product demonstrates the power of this information and also demonstrates the ability of social networks as a whole to build a brand.
Given the interactive nature of these media, the speedy retaliation they can take should also be considered.
The possibility of disrupting the entire campaign. If a public scandal occurs, most companies tend to apologize unconditionally to avoid negative publicity.
The development of social media also shows the power of storytelling. In terms of marketing, social media activities should essentially reflect the brand’s story, core values and principles.
It is a digital representation of the company and should be reflected in the story across multiple platforms.