Rising social media use and the decline of other mass media outlets are the marketing challenges of 2014. Print circulation and television viewership has fallen by 50% since 2002. In contrast, social media has made huge gains and usage has increased by 800% over the past eight years ("The New Face of Marketing," Yahoo! Business & Finance, Oct 2013). Marketing on social media (SM) platforms involves interacting via social channels online with a goal of gaining website traffic or attention for your website. Thus ultimately, marketing with SM programs centers around your efforts to create content that encourages attention. And you don't need advanced skill sets to jump onboard the social wagon. You can access online media if you have internet access, a profile and a site. SM is a relatively inexpensive platform for companies to market and implement ad campaigns. Create relevant and impactful marketing messages. Advertise on social media platforms that are cost-efficient and adaptable. Personalize social media marketing by using data triggered techniques. Scale your message to be personal but market to an audience of thousands. Look at user data, social profiles and tailor marketing messages for relevancy and effectiveness. Ask readers to share your marketing messages and company info with friends and acquaintances. Provide a "like" button, ask for feedback, use surveys and questionnaires. Provide catchy links, banners, and tips and tricks to get your message across. Corporate and other messages spread from user to user and are trusted when advertised on social media sites. Likes and marketing messages come from someone you know versus a general corporate message. Social media marketing is the new word-of-mouth. See results in higher brand and company image recognition as well as more customers searching your website. 4 Steps to Personalizing your Online Marketing Processes 1. Start by collecting data on your targeted users. Use social login information and platforms to provide a way for users to sign onto web sites via their media platforms. This is a great way to collect and analyze data points that help you understand your customers' needs and wants. 2. Take your raw data and crunch it to derive meaning. Analyze the data and identify customers and their behaviors. Use it to create personalized marketing messages. Taking raw data and segmenting it into demographics is perfect for marketing purposes. You can design your marketing campaigns around location, age, gender plus likes and dislikes. Use targeted social media platforms to market to those segments. Change your message to relate to demographics. 3. Data needs to be converted into actionable methods. Take the data you have collected and analyzed and place them into the media platforms you use. This could be CRM software, advertising networks and email marketing platforms. Automate these platforms for ease of transmitting, but continually change your message.
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