The Digital Marketing Landscape by Jessica Rogers

Author:Jessica Rogers
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2021-02-10T00:00:00+00:00

Key Takeaways

Social media provides a structure for social interactions between brands and consumers and between consumers themselves (Tuten and Soloman 2018). Users communicate around content provided by brands and users alike, to create and contribute to a narrative. As we look to the future of social media, it’s imperative to expand the perspectives beyond of social media and consider how consumers of social media platforms might use these mediums (Appel et al. 2020).

Social is a key component of an effective Marketing strategy on a multitude of fronts, however, the ability to harness the power of social media does not come without risks. While allowing consumers and brands alike to contribute to this narrative, it opens the doors for negative comments, negative perceptions, and sticky situations as well. As we have learned, service failures are on full display via social media. Negative consumer comments and interactions have led many organizations to fear social media and not understand how to address such issues. It is no wonder many brands avoid interacting with negative comments on social media given the backlash from consumers and associated bad press, and often falling stock prices.

As new social platforms emerge, marketer must strive to understand the types of interactions that exist within them, and how those may be leveraged and integrated with the organization’s overarching goals and vision. Given how quickly the social media environment changes and evolves, it becomes quite challenging for marketers to accurately measure the value of investments in these particular channels. However, from an extremely broad perspective, social media can help organizations meet relationship marketing goals when they are strategically used to uncover customer needs, increase satisfaction, and enhance relationship value (Achen 2017). Marketers crafting social media strategies around building relationships is just one way to ensure you are adding value for your customers. The notion of engagement on social media should include not only measures for interacting, but for offline integration of content as well. Social is an integral part of an integrated marketing communication strategy.

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