Social media marketing, sometimes called web analytics, is the utilization of various web platforms and sites to advertise a product or service via social means. Though the traditional terms like digital advertising and e-advertising are generally dominant in academic circles, social media marketing has become increasingly popular not only for researchers and practitioners, but also for consumers. It has now become one of the most widely used marketing strategies, and many businesses use it as a tool to effectively market their products and services to the target market segment they are aiming for.
Engagement is one of the main drivers of consumer action, and social media marketing has proven that engaging your customers is by far the more efficient and effective way of advertising and promoting a brand or product. Studies have shown that consumers who are constantly exposed to advertisements or promotions are the ones who are most attentive to them, thus making it important that these promotions are constantly updated and appear on a variety of platforms that are often accessed without the consumer’s active involvement. With the rise in the popularity of Facebook and other social media sites such as Twitter, YouTube, and MySpace, users are given the opportunity to interact with the advertised brand or product, and if the advertisement is presented in an engaging manner, chances are that these users will click on the advertisement and visit the company’s website. A well-designed social media marketing strategy can help a business make its brand more visible to a wider audience and increase the number of new, or potential, customers for a brand or product.
However, not all social marketing efforts are successful. A recent study showed that the majority of companies who engage in social marketing, and pay attention to the increasing trend of user engagement, do not benefit from the majority of the benefits that this type of marketing brings. While these marketers enjoy significant amount of website traffic and lead conversions, they often do not receive the desired return on investment because their marketing efforts do not improve customer loyalty and word-of-mouth referrals. In fact, many of these businesses have experienced substantial drops in sales after the implementation of their social media marketing strategy. To ensure that you get the most out of your social media marketing efforts, it is important that you consider the factors that impact conversions and website traffic before implementing these promotional tools on your business website.