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DIGITAL AGE AND MARKETING

Feb 12th 2020 at 12:35 AM

Internet age and the social web is redefining marketing and every digital marketing agency owes its earning to this constant change in digital marketing. Online marketing and online advertising and, brand promotions are not done in the traditional ways. When you think through the traditional way of marketing and building customer loyalty, you will find that the customer’s positive experience of the product or service helps build loyalty and positive word of mouth strengthens it. It is quite interesting to study the same aspect on Social Networks to identify and create the way in which the online community builds and recommends a product or a service.

Interactions on the social networks are carried out by individuals and at the same time the opinions and the loyalty expressed becomes collective. Members of any social media marketing agency would be more than happy to confirm this. This does not happen in traditional media. Another significant factor to be noted is that the online community participant’s subscribership can be measured and quantified. This entire process of loyalty building can be easily tracked and traced on the social media sites. On the Social Networks, one may not necessarily speak about loyalty to the brand, but the same concept will be referred to as the reputation of a brand.

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The brand reputation is not built easily or overnight but it is formed as a result of the conversations and discussions held by individuals but the reputation is built by the participation and collective opinion of the entire community. Every digital agency works tirelessly to make these conversations count in favor of your brand. Further on, community opinion helps strengthen the individual participant’s loyalty towards the brand.

The reputation build by a community is further hitched and spread to other networks and slowly a hype begins to form around the brand. The new launches of products ride on such hype and become popular across millions of subscribers.

It is important for the marketers to map and understand the behavior as well as the attributes of the individual participants as well as the community as a whole at this stage. By understanding both, the collective as well as the individual, it is possible to influence one to impact the other. So, the Company can influence the community in which case the individual too gets influenced automatically.

Every marketer must know the basic difference between traditional media channels and the social media. On the Social Media, the advertising or marketing is not unilateral but is highly participative. It is the participants who control the Social Web and discussions and not the Company alone, never the company alone. You simply cannot afford to be absent from the conversations if you want to succeed. If the customers are available in the form of online community and if they are discussing your product or service, it is important that you are participating too. Social Media alone cannot be the complete solution for marketing or advertising products and services to the consumers. The Social Web would have to be used as additional to the traditional channels. If you have an understanding of the trend amongst the people, you will find that every individual inclines to check out the details of products or services that he gets to see on the electronic or print media. This verily proves the need for marketing on Social Web.

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