Web Marketing - Is The Future

With the rapid rise of the internet and its vast array of applications and services we can be excused for feeling somewhat overwhelmed by it all. However it is not something we should ignore but something that should be not only embraced, but ingrained into the marketing of all businesses.

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In The News

New media rewriting marketing theory
Source: Jonathan Dodd: NZ Herald Online

"It's no secret that we are in rapidly changing times. The marketing industry and those servicing it (ad agencies, market researchers, media outlets etc) are running just to keep still, constantly seeking guidance or reassurance about what's looming and how to manage it."
Read more...

Spreading the word in online world
Source: Helen Twose: NZ Herald Online

"Every weekend Gianpaolo Grazioli sells more than 2000 gelato ice creams and sorbets from his Queen St store, Giapo Gelato.
He has at least that number of people keeping up to date with the business through online social media connections."
Read more...

The Rapid Rise of Social Media

What is Social Media?

According to Wikipedia, social media is: media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)

How social media could work for you?

Well - Who would argue that word of mouth is the most powerful selling tool?

In April 2007, a Neilson survey proved just that. Across all forms of advertising, 78% of the study's respondents based their decision making upon recommendations from consumers - or word of mouth.

(Source: Neilson Online Global Consumer Study April 2007 / Base : All respondents)

Since then and with the explosion of Social Media sites such as twitter, facebook, LinkedIn and MySpace, it becomes pretty obvious where the clever communicators and businesses are starting to direct their attention.

Social media, let’s be clear, is just one channel in the growing digital marketing phenomenon. Digital marketing encompasses channels such as search engine optimization (SEO) for your website, blogging, mobile marketing and email marketing.

Social media can very quickly provide insight into what the market thinks of your brand (both personal and business). Social communities share information, opinions, excitement and disappointment. There are more and more examples being reported of how social marketing has resulted in a profound effect on a product or service eliciting immediate response - even a movie launch (anyone remember the panning of the movie “Bruno” which spread like wildfire via social media?)

Using Twitter as an example

Twitter is a free social networking and micro blogging service. Evan Williams, the CEO of twitter describes it thus:

"What we have to do is deliver to people the best and freshest most relevant information possible. We think of Twitter as it's not a social network, but it's an information network. It tells people what they care about as it is happening in the world."

I have spent several months familiarising myself with the dynamism of twitter and now understand that if you really want to know what the market thinks of your brand – then you need to at least connect - But if you want to build brand loyalty – then you need to engage.

But be warned,whilst twitter is a free service – there is a cost, - time. Many business owners simply do not have the time to build up a sufficient base of followers. It is therefore essential that a strategy is formulated and adopted to generate acceptable ROI. It does take time.

However judging by the take up of so many high profile national and international brands and business organizations such as Coca Cola, Air New Zealand, TVNZ, Vodafone NZ and even individuals such as President Obama, Bill Gates, NZ’s PM John Key, Oprah Winfrey or even Ashton Kutcher - there is sufficient evidence to suggest that the investment is worth it.

In my opinion, twitter epitomizes the shift in thinking from late last century to today where Greed is now bad and Sharing is now very good. The current growth and future potential of Social Media is phenomenal and I believe firmly that you now need to be where your customers are because it is they who will drive your business forward. Here is the opportunity for your customers to know what you think and how you feel. The opportunity to inform, promote, engage, influence, respond and react.

What's ahead?

Digital marketing spending will increase 17% in 2010 as marketers move away from TV, print and radio advertising to social media, mobile search and email marketing. Two out of three of the 1000 Marketers surveyed recently by e-mail service provider, US-based ExactTarget and internet marketing and e-commerce consulting firm, Econsultancy indicated that they intend to increase their digital marketing budgets. Morgan Stewart, ExactTarget’s director of research and strategy says “Interestingly, brand reputation is becoming a more significant driver of the migration to digital marketing, particularly when it comes to Social Media”

Remember that word of mouth is still the most powerful selling tool. Remember also to engage in social media – you must Be Social.

Please take a moment to click this link – This brief video has been out for six months or so – but is still relevant and most impressive none the less.

When you’re ready to talk about Social Media Marketing - you’ll know where to find me. http://twitter.com/robtreacher / @robtreacher