As the world of social media continues to evolve, so too does the way that customers interact with companies.
Over recent years the use of social media platforms to interact with not only each other but global companies have skyrocketed. The figure below by Statista outlines exactly how integral social media has become to our lives and how it is expected to grow well into the future.
However, whilst this can be positive and help companies gain much needed exposure in such heavily saturated markets, it can also have implications of being detrimental, as bad reviews can be spread worldwide instantaneously. Take a look at this article by Marianna Pallini, it further highlights just how much social media can influence a companies/ individuals reputation
Therefore, in order for businesses to be successful with social media marketing they should follow these simple rules:
But most importantly…..
I know that may see a bit left of field but hear me out on this one.
By being informal and genuine with your customers it can help to build trust and soften the impact of negative complaints.
Take a look below at some companies who have nailed this concept!
Photos sourced: BoredPanda
Although these are light-hearted, they are actually crucially important to the overall business social media strategy.
Some key implications that can be drawn from this is that, not only is it crucial for businesses to have an online presence, but they also need to understand how to interact and most importantly engage their consumers as merely having a webpage or social media account is rarely enough to be recognised in the online world.
Join the conversation below and let us know if you have ever seen funny company responses online and if you think they are appropriate or not.
Also don’t forget to have your say about what you would like to see in future posts in the poll below.
Additional readings and references:
It is very clear that in society today the idea that ‘patience is a virtue’ has become a thing of the past.
Now, we essentially have the world at our fingertips, thanks to compact smartphones and other digital devices which most of us have attached to us AT ALL TIMES. This means that we can browse, trade and purchase products in real-time globally.
This has given rise to the need for businesses to focus on mobile marketing. However, Lamberton & Stephen (2016) outline that this does not just mean using devices to sell products, it means focusing on how to use these devices to create overall customer value.
This image below by Loesche (2018) outlines just how significant mobile e-commerce is, and how it is projected to grow well into 2021.
A large part of creating this customer value is being able to harness the idea of instant gratification. That is, the immediate compensation that arises after an act (such as an online purchase) is performed.
This extremely motivating and persuasive. Over the past few weeks alone I have found myself scrolling through Instagram and falling victim to their new shopping feature which allows me to; see, click, and purchase and item that my favourite influencer is wearing all within a matter of seconds.
Research by (Weinschenk, 2015) clearly shows that when you are waiting and anticipating for your packages to come in the mail you become more excited and that gratification increases prompting us to want to go back for more. This instant gratification can create an addictive cycle which is great for companies, great for us, but not so good for our credit cards.
However, some interesting implications and ideas to think about are, with consumers becoming increasingly aware of just how much of their information is being stored by their mobile devices (as outlined in an earlier post- check it out here) there is likely to come a point where instant just is not instant enough, and consumers unlimited demand will not be able to be satisfied by current mobile marketing techniques.
What do you think about mobile marketing and instant gratification?
Join the conversation, like and comment down below your thoughts.
Also don’t forget to click on that poll to have your say about what posts you want to see next.
External readings and references:
Jensen, J., & Berg, N. (2011). Determinants of Traditional Sustainability Reporting Versus Integrated Reporting. An Institutionalist Approach. Business Strategy And The Environment, 21(5), 299-316. doi: 10.1002/bse.740
Loesche, D. (2018). Infographic: Mobile E-commerce is up and Poised for Further Growth. Retrieved from https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/
Weinschenk, S. (2015). Shopping, Dopamine, and Anticipation. Retrieved from https://www.psychologytoday.com/au/blog/brain-wise/201510/shopping-dopamine-and-anticipation
Have you ever found yourself at 2am in the morning wondering how you went from researching what Netflix show to start next to watching videos on how to build a survival hut in the Amazon. Well, you’re not alone.
This is all thanks to the genius search engine marketing (SEM) tools that help to feed us information about what we want, when we want it!
Although we have the world at our fingertips with instant access to answers of even the most far-fetched questions there is a huge amount of research and technology that goes into making that possible.
For example, have you ever been looking for a new place to eat and decided to search ‘places to eat near me’. Well research suggests that “41%” (Beltis, 2019) of people do search this on a regular basis.
In order to feed us relevant information websites need to adjust to the algorithm and use white-hat techniques as outlined by Brian Dean; such as quality content and quality inbound links (such as links to their social media) to increase their online visibility, so that ultimately we purchase from them.
Burgers of Melbourne are a great example of this, they’ve utilised SEM techniques to be seen by the public and become a good reference point if you ever need burger inspiration. Seriously, check them out.
This makes both on-page and off-page optimization crucial especially for small businesses who may not have a large budget for marketing and want to grow organically.
This means using approaches such as:
However, some implications that arise from these techniques is that there is still no guarantee that by solely using white hat techniques or optimizations that your webpage will be favoured by Google’s algorithm, there are still a multitude of factors that digital marketers need to consider. Especially as the digital age continues to grow if the content you are posting is not relevant, then no algorithm or technique can save you.
Join the conversation, like and comment down below the most interesting things you’ve found yourself scrolling through recently!
Also, don’t forget to click on the poll to have your say about what you’d like to see in up-coming posts
External Readings and References:
Beltis, A. (2019). The Top 5 Restaurant Digital Marketing Trends of 2018. Retrieved from https://pos.toasttab.com/blog/restaurant-digital-marketing-trends-in-2018