Social media marketing

What is social media marketing?

Social media marketing is the use of social networks for marketing purposes. It is part of online marketing and involves companies participating in various social media offers in order to achieve specific branding goals and goals in the field of marketing communication. Social media marketing is therefore an important part of any company's marketing communication. In this way, the company can very easily get in touch with its target group and coordinate all elements of the promotional mix as best as possible and tailored to the customer. In addition to advertising and direct sales, this also includes direct marketing, sales promotion, and public relations.

Goals of social media marketing

Since the offer of social media is constantly increasing, they have an ever-increasing influence on the communication between companies and their potential customers. There are now many tools for establishing and maintaining economic and social contacts on the Internet. Information can also be easily shared, which enables more intensive collaboration. The special interest of social media marketing, on the one hand, generates attention for one's own brand or a certain product and also increases the presence of a brand. Furthermore, online conversations should be set up for the company and its special brands in order to make users aware of them. Basically, goals such as acquiring customers and building a positive brand image are pursued. Another objective is to increase market awareness; existing products are also to be further developed and new products are to be generated.

Social Media Marketing Strategies

Various methods are used to implement the desired goals. In particular, viral media are used, for example, to draw attention to the respective product with an unusual video message. In some cases, communities of their own are also created, which were usually preceded by a blog or forum. Furthermore, an important factor in social media marketing is to improve the company website, with certain content being optimized to ensure that it is easier to find. In addition, a lot of information has to be collected and customer contact developed. There can be an increase from pure presence to intensive interaction with users. Often appropriate and current news is posted or events are planned and carried out on a regular basis.