The past year was an eye-opener in many ways for the entire IT industry. It saw Dell's fall from grace, the transformation of BlackBerry phones to castaway devices, Apple lost Steve Jobs but its iPhone 5 emerged as the leading mobility device of 2012 then much more. But the much-hyped news which turned bent be a dud was the launch of Facebook, the social media site, on the NASDAQ. Within months the shares of Facebook are trading at to a little degree its IPO price and its earning statements, which were recently made public did not help matters. In face of criticism regarding the way Facebook places advertising on its pages and the questionable power of such PPC campaigns to target specific user groups, Social Marketing lost some of it lustre in 2012. In fact many computer software development companies opted to go the way of placing Google PPC advertisings instead in order to enhance web dealings and engage a wider group of potential clientele. The key reasons why many companies pursue Social Marketing are as follows:
Strengthening Customer Relationships
Through social marketing most companies in a variety of industries from computer software development to automobiles seek to establish closer client relationships. In this case, Social Marketing provides companies with an instant and low cost method to connect and build stronger ties with chosen client groups by providing special discounts, limited period offers etc.
Enhancing Brand Preference and Brand Awareness
In case of existing client groups, this form of marketing can play a key role in enhancing the preference for the advertised brand. This helps increase repeat clients and improves the brand image besides as bottom line for the company. Additionally, this system of marketing can also enhance brand awareness among targeted user groups to improve overall visibility of a product/service, by up and establishing fundamental interaction between various client groups.
Improvement of Information-Sharing among Stakeholders
An extra benefit is this format's power to facilitate an improvement among various stakeholders of the company. These stakeholders let in clients, suppliers or partners even if the company is an sea computer software developer or engaged in providing Quality Assurance services. This form of marketing allows such stakeholders to instantly convey their ever-changing requirements to the company near instantly. This improvement in communication would help companies adapt faster to their business environment and gain a competitive advantage in the marketplace.
Increased Revenues through New Customers
This form of marketing can act a key method for acquiring new clients besides as breakage into new niches. Additionally, the improvements in information sharing with key organisational stakeholders can also play a key role in making new products besides as driving innovation in organizations to improve overall market position even if the company operates in the field of Java application development or mobile apps development.
These are key reasons for companies to invest in social marketing, however, questions regarding the cappower of existing social media sites to actually deliver these benefits so that the company enhances its bottom line has come under attack in 2012.
The Future of Social Marketing
Any illusions that social marketing initiates by themselves can propel a company forward have been dispelled in recent years. In 2013, we can look forward to the integration of social marketing inside the scope of extra marketing initiates such as PPC advertising, television advertising etc. Like any other trend, this emerging marketing is expected to evolve and its internalisation into other marketing initiatives normally undertaken by organizations to acquire new clients, extend its reach and raid new markets.
In the coming years we can also look forward towards raised use of various social media optimisation techniques to help companies focus such marketing efforts and target their desired market segments to maximize benefits. The proliferation of smart phones, tablets and related mobility devices are also expected to result in mobile apps development, which are targeted at up social marketing initiatives of various companies specially those operational in the SME segment.
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