In the past, television was the most effective form of advertisement. Companies could place an ad that would vividly and dramatically showcase their products to masses of potential consumers. In 2010, a survey showed that the average television user spent 4.5 hours per day watching shows versus 35 minutes of listening to the radio and 30 minutes reading. However, as on-demand and live streaming television grow, less importance is placed on television ads. Digital marketing allows businesses to:
- Grow brand awareness: Social media marketing will make it easy to spread the word about your products and mission to new audiences
- Increase website traffic: Using social media and linking it to your website will increase your traffic
- Promoting your products and services
Digital media marketing is poised to become more effective as a marketing tool in response to these changes.
- Millenials Lead to Changes in Viewing Content
Cable and satellite television have long been a subject of controversy due to rising costs and availability. The desire for less expensive and restrictive options introduced on-demand and live streaming platforms such as Hulu and Netflix. These services allow users a greater variety of shows to watch and flexibility for a substantially lower price than a cable or satellite subscription. Millennials and younger-aged buyers are more digitally inclined than older populations. They tend to lean more towards live streaming services and social media to get their information.
- Growing Popularity of Social Media Platforms
This tendency also opened the door for social media advertising. A recent study by the DSM Group has shown that 56% of Americans in all age groups have a social media profile. The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as Tumblr, Tik Tok, Anchor, and social messaging platforms, such as Messenger, WhatsApp, and WeChat. It is better to pick a few platforms that you think your target audience is on than to be on all platforms when starting. Regardless of your audience, there is a social media platform that meets your needs.
- Social Media Ads are Low Cost with a Far Reach
Social media users have acknowledged that ads displayed on Facebook have directly influenced purchasing choices. This is beneficial for marketers because social media ads are less expensive than television. The average 30 second commercial on tv will cost around $300,000. An ad on Facebook can be tailored to fit the company’s needs. Cost structure can range from $0.97 cost per click up to $5.47 cost per download. A campaign can be tailored to fit the demographic the product is targeting. This makes a social media campaign both more influential and cost-effective than television.
- Increase Consumer Engagement
As your business gains social media followers, conversations about your brand will increase. Consumers will be engaged by comments and tags on your social media posts. This will expose your business to new audiences. People may talk about your brand on social media with their social circle without letting you know, so continue to monitor social media conversations about your brand. This feedback will give you insight into how your audience views your company and products. If comments are positive, continue to focus on those areas; otherwise, negative comments present an opportunity to offer support and correct a situation before it gets worse.
- Create Brand Recognition
Consumers are drawn to buy and do business with brands that they can recognize. Social Media allows businesses to create brand recognition by frequently putting images consistent with their message in front of the public. Social media wins over television media because it can get your brand in front of people much more quickly and easily. Furthermore, it exposes your brand to audiences even when they aren’t thinking about your brand or product.
Social media will continue to grow as an effective way for businesses to advertise their goods and services. The easiest way to share your brand’s message with the public is through social media. Images and stories can help translate the message of your company to consumers.
Social Media Marketing can help grow businesses regardless of their size. As consumer behavior continues to shift to digital activities, companies will benefit from focusing on social media marketing over traditional media.
Author Bio: Joe Ephgrave is the Director of Award-Winning Digital Marketing Agency WHR Marketing. He is renowned for his Digital Marketing Blog and skills including his SEO Strategy consisting of On-Page SEO (high-quality content, structure for SEO), and Off-Page SEO (effective link building and content promotion through social media).