Why is Social Media Marketing so Important?

 

Marketing via social media is significant for any industry in today’s society. Considering that most mass communication takes place over some form of online platform, social media provides brands with enormous marketing opportunities. Maroon 5 and The Voice both fall under the category of the entertainment industry, while Starbucks is a food and beverage company. However, what these three fields have in common is that they are all consumer based. While the definition of “consumption” may vary across these brands, ultimately they are all trying to sell the same thing: themselves. The Voice wants to increase its ratings and persuade more viewers to watch the show, Maroon 5 wants to sell albums and get fans to buy tickets for shows, and Starbucks wants loyal customers to keep coming back for both novelty and traditional products. In order to accomplish these goals, all of the organizations must invest in advertising. What better way to do that than target the widest array of consumer-based audiences and reach millions of people all with the click of a button? It seems way to good to be true, right? Wrong. According to Forbes magazine, “While many businesses large and small are trying to justify the cost and time investment for managing social media marketing, an important benefit often gets overlooked: Big Wins.” Additionally, YP Advertising Solutions suggests, “Social media is a great way to display your business’ personality, as well as behind-the-scenes information about you, your employees, your workspace, and more. When you humanize your brand in this way, it makes it easier for consumers to connect with you and develop loyalty.” The goal of any brand, especially in an interactive industry that requires connections between the company and its targeted audience, should be to establish a relationship with the consumer that leads to a sense of loyalty. Social media is an excellent vehicle for this type of association to take place. Lastly, Marketing Land shares, “As more businesses launch successful social media campaigns, it’s becoming clear that opting out of the social revolution can put companies at a competitive disadvantage. Social media offers the immediacy and interactivity consumers want and anticipate.” The era of technology truly does allow business to further develop their branding identities. This therefore allows consumers to identify with the goals of the companies, and associate with their brands.