While social media continues to be one of the best marketing channels, it’s important to understand exactly how it’s changing in order to leverage it properly. Before we look at how social media has changed marketing, we first need to explore the world of marketing as it was before the inception of social media.
Digital marketing did, of course, exist prior to the birth of social media. However, this was hugely limited both in its effectiveness and its application. Search engine optimization in the days before social media would largely be regarded today as black hat techniques. Examples of this would be keyword stuffing, overuse of tags, and content filled with backlinks.
How social media marketing is changing?
Social media has become an important, if not the most important part of a digital marketing strategy for brands and companies of all sizes. Taking advantage of the power of social media requires that you be updated with its ever-changing landscape. Social media’s primary purpose in the early days was as the name suggests; to build social connections between users. Platforms were there for people to network. Businesses and ads didn’t have a place in the early news feeds of platforms like Facebook and Twitter.
Over time, social media evolved from a place to connect with friends to a place where you could follow brands, influencers, and celebrities that you resonate with.
Social media is now a customer service branch
When a consumer has a question or a complaint, where do they turn? Social media. From Instagram and Twitter DMs to Facebook messages, a large percentage of customer service inquiries originate on social media.
Your commitment to customer service on social media plays a huge role in your brand’s success. Consumers love to voice their opinion of brands, both positive and negative, on social media. While the response isn’t always immediate, the whole process is made easier and the customer isn’t left sitting at the end of the phone waiting for an answer.
How Social Media Has Changed Marketing
Social media has revolutionized the internet marketing landscape. It has opened up two-way communication between brand and audience. It has also given businesses full control over who they wish to target with their advertising.
Impact marketing must now be branded and authentic
Social media audiences had never been aware of this type of marketing, so it changed rapidly. So high that it quickly became the preferred marketplace for many brands. Several direct-to-consumer brands launched and expanded only through the use of influential marketing. Times have changed, however, and the number of followers does not matter. Influencers who are instrumental in keeping a close eye on your target audience are the way to go. How they promote your brand needs to be natural and authentic – keep the product and simply smile no more.
Social media is not free for everyone they once were. Now there is increased oversight of oversight and brands also need to be well aware of the legitimacy of influencers and the publication of collaborations. Simply put, you need to be extremely transparent when marketing on social media.