More than a magic wand

Enterprise - - ON THE WEB -

To­day, busi­nesses must stay in the con­sumer’s at­ten­tion loop. Gain­ing at­ten­tion through so­cial me­dia is the cur­rent mar­ket­ing trend, but a mere Face­book page, Twit­ter tweets or in­dulging in blog­ging can­not be de­scribed as an ef­fec­tive mar­ket­ing strat­egy. Af­ter all, so­cial me­dia is not a magic wand that yields high prof­its.

For us­ing the so­cial me­dia, busi­nesses must per­form re­search on their own brands. In this way, they will be able to set goals which may in­clude im­proved brand im­age, higher con­sumer loy­alty, bet­ter prof­its and a big­ger voice for an ex­tended outreach.

Busi­nesses usu­ally shy away from the so­cial me­dia as they feel dis­tant to the hard core tech­ni­cal­i­ties of web traf­fic, gen­er­at­ing leads and ad­ver­tise­ment clicks. What needs to be fo­cused is that on­line chan­nels of­fer the vis­i­bil­ity of a brand’s name on the so­cial me­dia. By con­tin­u­ously pro­vid­ing the brand’s rel­e­vant in­for­ma­tion and news to the con­sumer recog­ni­tion goes higher.

Re­search on tar­get au­di­ence fol­lows. It is a known fact that in­ter­net users be­long to di­verse groups of age, econ­omy, pro­fes­sions and per­sonal lik­ing. A cross­sec­tional re­search on the on­line users would ben­e­fit the mar­keter to reach the tar­get con­sumer.

A more en­hanced way of deal­ing with calls and emails re­quest­ing for more in­for­ma­tion would be to use live chat soft­ware. The present day con­sumer wants to di­rectly in­ter­act with the pro­ducer. En­hanced live chat soft­ware al­lows one-on-one com­mu­ni­ca­tion, en­abling the com­pany to ad­dress com­plaints and an­swer queries im­me­di­ately.

Busi­nesses em­ploy­ing such in­ter­per­sonal mar­ket­ing strate­gies through so­cial me­dia can cer­tainly ex­pect to go fur­ther than their com­peti­tors

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