“Change is the only constant” – Heraclitus, a Greek philosopher. In the digital age one ad comes after the other ad. Days are gone when one ad was for the mass. If you put an ad on the print media & TVC, one could get the feedback as how many people have seen the ad. One could get the results of the ad either in two ways – 1. TVT (Earlier TRP) 2.Wait for the sales report. TVT is based on a sample of 10000 people for the whole country. Sometimes the results of TVT cannot be blindly trusted due to various factors & reason.
In today’s world where time is money, social media advertising plays a major role. Social media marketing allows for statistics to be measured more effectively and easily at a lower cost. Virtually all elements of an online marketing campaign can be traced and tested in some way. Tracking and measuring can be done almost instantaneously since online marketing encourages interaction by clicking on the ad and visiting the website, as well as other target actions. In the old medium the tracking used to take time.
In the digital age anything can go viral & may have consequences for the brand also. When Ola cabs produced an ad saying how much it costs to have a girlfriend per km & then they said Ola cab run for Rs 6 per km. The ad got into controversy due to showing a girl in the modern times still showing as dependent on a males counter apart for her daily finances. Ola had to take down the ad due to netizens back lashing saying today’s women are more independent & it was more of sexiest ad. Now people are more interested in TVC due to the power of storytelling & due less stress. In the early days people would have a reaction to the ad, but they did not have a platform to express instantly. Now in digital world once they like the ad they might even share the ad & even react to the ad. Nowadays every brand wants to make its content to be catchy & try to make it viral.
Brand managers know how important it’s to have a brand page on social media. The reason to have a brand page on social media is to create awareness & build loyalty. Considering that customer satisfaction and brand loyalty typically go hand in hand, it is important to regularly engage with consumers and develop a bond with them. Customers see these platforms as a service channel where they can communicate directly with the business/brands (two way communication). When consumers see your company posting on social media, especially replying to customers and posting original content, it makes you appear more credible. Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have. Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion.
Social media advertising allows for statistics to be measured more effectively, easily and at a lower cost. Virtually all elements of an online marketing campaign can be traced and tested in some way. Now clicks, likes, share, comment & subscribe are now the things matter to brands. In social media consumer are using the platform to tell the brands what problems they are facing or how brands can improve with their service. Brands are creating specific budget for social media. They know investment in the social media is good & return on investment is good.
People view Twitter and Facebook as social networks, not as marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. Social media advertising is becoming a key element for success in marketing and many marketers realize the potential for business growth using the platform.
Having a digital presence for any brand is important as increase the chances of getting new consumer traffic towards the page or website. In the digital world communication is a two way street. If the content is good (content is the king) then traffic will be automatically increasing. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor.
Brands now know that how important is to like them ‘like’/ ‘follow’ them on the social page. More likes or more followers equal to more reach for the brand. In the digital world where even just one share might help the brand reach 50000 views. Digital marketing is the only way upwards in the cut throat competing. The digital branding can sometimes hurt brand image.
Brands are getting best of the both worlds (traditional & digital). Looks like brands love digital algorithm more than TVT. Social media is the new kid on the block and everyone wants to take full advantage of this new medium.