We Bid Thee Adieu TV Marketing
A few years ago (or maybe even a decade!), TV was considered to be the primary marketing channel to connect to consumers with. However, with the exponential rise of technology development and engagement, there is a new king taking the throne away from TV. Audience viewership is moving away from linear TV to go further online. Going even farther than TV did, social media is no longer simply just a marketing channel – it’s become a customer experience channel. Instead of being the platform brands use to increase sales, it’s become a part of the actual brand experience itself. The brand experience that a company delivers is about designing a sensory experience that builds the connection and relationship between a brand and its customer.
TV marketing is no longer (or maybe never was) an optimum choice for many companies – especially small and starting up companies, and even relatively established businesses. While TV reaches a very wide audience, it has its own drawbacks. For starters, it’s extremely expensive with only reasonable, but not extraordinary, conversion rates. Additionally, because it reaches such a wide audience, there are no personalization options, making the advertisement just generic enough to capture the actual attention of a small audience.
Social Media Marketing
Compared to TV, social media thrives as a smart marketing strategy and presence because it: targets B2B and B2C audiences; enhances a company’s online reputation and brand awareness; reaches new target audiences; allows companies to communicate more directly with clients; keeps track of companies’ online reputation; engages customers in a more personal, dynamic, and interactive manner; develops an online identity; and increases website traffic.
A thorough social media strategy can help target specific demographics and interests to build awareness and interest of your brand, products, and/or services. With social media, there are particular influencers and thought leaders that have great influence over the decisions of particular individuals – such as celebrities on fan and YouTubers on their subscribers.
Unlike TV, social media posts can be used to boost a company website’s SEO. By posting on social media platforms like Facebook, Twitter, and YouTube, search engine crawlers can sift through your content and discover which pages consistently earn traffic – drawing attention to company websites. While a strategically planned SEO concept is crucial to earning high rankings in search engines, the traffic received from social media platforms to your optimized pages will allow rankings to climb faster in the search engine results pages (SERPs).
The Personalization Factor
One of the most important factors that consumers look for in brands and businesses is a personal connection to the brand. By marketing on social media, businesses are able to showcase their humanization factor and foster close-knit relationships with their consumers. The interactions between business and audience personify the brand – by creating and sharing content, commenting, and posting statuses, the consumer feels a human connection with the brand. This relationship with consumers is important because it leads to a positive result in sales. Consumers are more likely to consider the business that they have the most personal connection with when considering a product/service purchase. Better impressions on visitors correlates positively with sales.
If you don’t believe that personalization will do wonders for your business, just take a look at these numbers: businesses that personalized their web and online experiences saw an average 19% increase in sales. Customers strongly value the personalization experience as 80% of consumers are more likely to do business with a company if a personalized experience is offered.
While TV might have been considered to be a successful marketing tactic a few years ago, it is no longer an efficient or feasible option for many businesses today. So, if you want the marketing tactic with the most substantial and concrete outcomes for your business, make sure you have a strong social media strategy!