Marketing as an activity is all about reaching the right consumers with the right products, and the result desired is delighted consumers who are more than willing to open their wallets wide enough to increase your profits. For many years, marketers stalked their target customers by several means and by trying to get their message across to spread awareness about their products.
Traditionally, marketing communications were performed via print, broadcast and such normal media through disrupting advertising, where advertisements appear in between the content of interest for the customer.
Regular media does offer a large reach to a marketer with its programming of mass appeal. But, the wastage is equally high, since a huge part of the audience would belong to a different segment than the one that's to be targeted by the marketer.
The revolution stirred by the internet as a medium took place because of the fact that its very personalized and provides more content on-demand than other available medium. Social sites proliferated everywhere in their usage for a few simple reasons:
The ability to create and distribute content is evenly available to every user, irrespective of him/her being a customer or a marketer. In the previous types of media, that power rested with the editorial staff of the channel or the advertiser, but rarely with the user.
The medium is completely personalized, and an user could create or join groups and further create content according to what he/she likes.
Opinions are free & fair. This is one reason why social media is of utmost concern to marketers, as purchasing decisions are no more influenced as much by advertisements. The conventional word-of-mouth marketing approach has grown a lot on social networks.
With 500 million (and increasing) unique users around the world, Facebook is the number one social networking site in terms of activity and subscriptions. What started as a garage effort by Mark Zuckerberg has now become the largest phenomenon on the internet.
An user interface which allows for fast communication and the ability to create fan pages and groups at a few click of a mouse button are what make Facebook very popular. Another important reason for its immense popularity is the large variety of social applications that are developed and made available within the Facebook environment.
These applications enables users and friends to do joint activities like playing games that run endlessly, sharing photos, videos, and website links, and more.
Facebook offers a wide variety of avenues to communicate with the audience, which opens up a totally different world of possibilities to have an effective dialogue with customers. Some of these methods used popularly by marketers are: advertising, Facebook fan pages & Facebook branded applications.
The options provided by Facebook could be creatively explored and used judiciously for bringing about maximum benefits to any brand.
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