B to i to C in Social Media Marketing | DIVIDE & RULE!



Social media marketing is the sizzling topic of recent times. Worldwide web is flooded with articles and tips on how to use social networking. It is very important to note that social media marketing is not preference of gigantic businesses only; rather small businesses find it equally effective.

When it comes, in developing marketing strategies for promotion on social networks, then first thing which gets attention, is reaching to the masses in shortest possible time and resources. This attitude of modern marketers keeps them stuck in the quagmire of broadcasting messages to the customers directly. In this article, we will examine the effects of communicating brand messages to worldwide customers directly.

Let us evaluate the effect of direct communication with worldwide customers. First, we look at some of the advantages of the said approach:

  • Direct communication means centralization of brand messages; this makes it easy to maintain the consistency of the promotion.
  • Since there are no intermediate tiers in communication so, it leads to further noteworthy advantages of saving costs and time delays.
  • Another advantage is that you have direct access to the customer feedback data, which is priceless as far as marketing strategists are concerned.

Thus, it clearly shows that focus is to reach maximum customers quickly and to reduce marketing expenditures, thereby having direct access to data related to customers.

Further analysis reveals drawbacks to this approach:

  • It is practically not possible to design single promotion campaign to address all customer needs and wants.
  • Customers fall in different time zones, so best time to reach them varies.
  • They have variant cultural preferences and irritants about the product and service.
  • Overwhelming customer related data making it difficult to manage.

Solution to the problem is to introduce intermediate layer of “Influencers/Brand Ambassadors/Reps” in your marketing strategies and then leave following tasks on them, which will lead to easy management of marketing.

  • Influencers should be in all target market time zones & cultural segments. They should be aware of the local customer needs and wants. Understand their variant cultures and customer behaviors. Most importantly follows the same time pattern as market.
  • Businesses should define ORBAT for themselves and influencers. (Separation of Duties & Roles)
  • Businesses should keep on maintaining centralized database of customer related data, but they should use Influencers as a function to convert raw data into useful information. For this reason, influencers should have access to centralized data on NEED TO KNOW basis to generate report templates for their concerned areas etc.
  • Influencers should develop their own action plan aligned with business marketing strategic plan. This helps in infusing pragmatism in the social media marketing strategy and increases conversion rates.

Finally, to recapitulate, it is important to have some amplification mechanism to boost brand message in their respective areas of responsibilities. Moreover, humongous scale of marketing operations and customer related data needs splitting of activity into small manageable actions.

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