People’s lifestyles and actions revolve around technology in almost every aspect of their lives. Technology and humans have become so interconnected and will only continue to as technology advances. People no longer have to go to the store to get the news because it is in their pockets. With one click, people are able to access sites like Facebook and Twitter which put them in contact with millions of people and businesses. And with that, marketing has evolved. Marketing today has taken on a refreshing new look. It is raw, authentic, engaging, transparent, and is no longer one-sided. It has become a two-way conversation between business and customer. It is now conversational in nature.
Social media is at the forefront of marketing. It is not only free for the user but virtually free for businesses as well. Businesses are able to not only reach more people but more importantly their ideal customers through various platforms and tools.
In the book, Duke Tape Marketing, it states that social media has brought about a “shift in the marketing landscape”. “Web and digital interactivity now represents the center of the marketing universe”.
The author John Jantsch also stated that, “all businesses, regardless of industry, have become [an] O2O business-their primary marketing objectives are focused on driving people online to drive them offline.
With social media and the shift in the marketing approach businesses have to take, it reminds me of the term coined by Joseph Schumpeter called “creative destruction”. It refers to how products and processes are constantly being innovated, destroying the old ones, and replacing the new ones. This can be said for how businesses approach marketing. If they are not willing to utilize social media and adapt to the new way people are communicating in order to reach customers, then they will eventually be destroyed by other businesses which use these sites.
The author of the book, Likeable Social Media, Dave Kerpen, is persistent on how businesses need to listen to the consumers. Kerpen says that “companies can no longer afford to ignore their customer’s specific needs or complaints…Instead; they need to listen, understand the issues, and respond appropriately.” Marketers have to earn a potential customer’s trust and attention on social networks in hopes that the customer will make a personal connection with their business and brand.
Social media sites like Twitter, Facebook, and Instagram have allowed for people to have a voice and post what they think and feel about different issues, products, and companies. People want to be heard. Now, all businesses have to do is join the conversation and listen as much as they speak!
Likeable Social Media
Duck Tape Marketing