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Marketing

Marketing is defined as the activities, processes, or institutions, associated with conveying, promoting, and selling products or services and their values to customers and other groups of society. Marketing has many purposes.

One important purpose of marketing is to entice people to buy what you are offering. Another purpose is to inform and educate people about a product or service so they can understand how to use a product and determine if such product or service is useful in their lives. Another purpose is to establish a relationship between the customer and the company. This is useful because if customers are favorable of a brand or company, the more likely they are to continue buying what they are offering. Customers can also spread recommendations of a company to other people which can make them aware and trusting of their products or services.

Using social media such as Facebook or twitter to promote a product, create or strengthen the relationship between a company and customers are all vital in increasing the number of people buying your product, which increases profit. An example of this is shown in how companies often use Facebook to advertise their product such as showing its strengths. For instance, in this picture, Nature Valley uses Facebook to advertise that their snacks are carry-on friendly!

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In order to be an effective marketer in a time of new media, it is essential that you have an understanding of the new technological medium being use today and always seek ways to market a product or service better.

-In the past, marketing in magazines, newspaper, and over the phone. Even though they are still done today, but not at the frequency they were in the past, because those mediums are considered old media now. When the internet was introduced, companies and brands began to create websites to interact with consumers in order to attract people to their product or service. Not only did realize that they are capturing attentions; they also realized that they are reaching a wider audience, and the enormous potential the internet has for their brand. After this realization, there was a great migration from old media tools to the internet, not to say brands do not use magazines and newspaper anymore, but they are not the driving factor for consumer outreach. The internet also saved companies on expenses they would have to do for researching their target market. Instead of calling, printing out surveys, and sending out loads of emails, they can now create digital surveys and share it on social media, and on their own websites. This can be achieved through websites, some free and some are very inexpensive. For instance, TypeForm is a website that allows you to create a survey for free and distribute it through social media, on your website, and through emails, if you wish.

Recently, there have been tools that have been introduced as the internet evolved, that as a marketer if you are not using nor understanding these tools then you would be at a considerable disadvantage. For example, this tool that is being used by a lot of top marketing professionals called Google Analytics. "Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes." This tool is a way to help marketers to track how effective their marketing strategy is so that they can be able to change or implement ideas to get the most for their company. Another thing marketers should be familiar in and should be implementing in their marketing strategy is the aforementioned SEO. "It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. The age of new media has changed how information can be obtained." Basically, it is a tool that tracks the most searched terms and phrases by everyday people, so marketing managers could use them on their website, and in return, their website would be atop the first page ahead of its competitors.

Influencer Marketing

Another avenue that has opened up in marketing due to the internet, is Influencer Marketing. Influencer Marketing is a "type of marketing that focuses on using key leaders to drive your brand’s message to the larger market." Instead of developing ways to display your brand's message to your target market/audience, you will let a trusted and well-known person in that niche do it for you. These trusted and well-known individuals usually have a large social media presence, with thousands upon thousands, if not millions of interactions on their pages, so marketers make an effort to reach out to those individuals and create a partnership. This type of marketing has been seen in the past where brands would create partnerships with celebrities, such as musicians, movie stars, etc. But, since the creation of social media platforms, non-celebrities have the potential to become a huge influence in their communities, by blogging, or displaying their expertise in a particular area. For instance, A food blogger, who blogs about different types of food constantly could build a large fan base, and in turn, could be recognized by restaurants that would like that blogger to advertise the food from their restaurant.

New Media marketing

The major tool of new media on e-commerce is new media marketing through different online ways of communication. New media marketing Social media marketing can be defined as a “connection between consumers; offering a personal channel and currency for user centered networking and social interaction”. New media marketing focuses on promoting brand names and selling products and services via established and emerging online channels, harnessing these elements of new media to engage potential and attract market customers. New media marketing combines many different mediums, including digital advertising, content marketing, and social media promotions. The goal of new media marketing is to get engaged consumers with the brand by increasing awareness and correlates to sales. New media tools of interactions with customers. Current businesses have a great variety of tools to communicate with their customers, advertise, and promote. The major ways are business website and social sites such as Facebook, Twitter, and Instagram.


Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.

It's vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and -- perhaps most importantly -- your bottom line.

1. The Law of Listening Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

2. The Law of Focus It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

3. The Law of Quality Quality trumps quantity. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

4. The Law of Patience Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.

5. The Law of Compounding If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.

6. The Law of Influence Spend time finding the online influencers in your market who have quality audiences and are likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.

If you get on their radar as an authoritative, interesting source of useful information, they might share your content with their own followers, which could put you and your business in front of a huge new audience.

7. The Law of Value If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers. In time, those people will become a powerful catalyst for word-of-mouth marketing for your business.

8. The Law of Acknowledgment You wouldn’t ignore someone who reaches out to you in person so don’t ignore them online. Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.

9. The Law of Accessibility Don’t publish your content and then disappear. Be available to your audience. That means you need to consistently publish content and participate in conversations. Followers online can be fickle and they won’t hesitate to replace you if you disappear for weeks or months.

10. The Law of Reciprocity You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend on social media should be focused on sharing and talking about content published by others.

References

[http://movingtargets.com/blog/business/why-marketing-is-so-important/

http://www.smartinsights.com/social-media-marketing/social-media-strategy/ssegmentation-technique-for-social-media-marketing/]

http://searchbusinessanalytics.techtarget.com/definition/Google-Analytics

http://searchengineland.com/guide/what-is-seo

https://www.tapinfluence.com/blog-what-is-influencer-marketing/ https://www.entrepreneur.com/article/218160