An Integrated Approach to Online Marketing
Digital Marketing Strategy (2016) is a guide to effective marketing in the digital age. From content marketing to social media and SEO, it offers a whistle-stop tour of the latest techniques and developments in this fast-moving and exciting domain.
Simon Kingsnorth is a speaker, consultant, and author, as well as CEO of Simon Kingsnorth Consulting. His areas of expertise include SEO, paid search, and social media, and he’s also the author of The Digital Marketing Handbook.
Whether or not your business has a presence on social media, one thing is almost certain: some of your customers do. According to research conducted by We Are Social in 2015, about 3 billion people worldwide use the internet, and two-thirds of them use social media. Odds are, your customers are among them.
For that reason alone, it’s hard to justify not having at least some social media presence in this day and age. It’s important to be where your customers are: if that means joining Facebook and Instagram, so be it.
But you can’t just approach these platforms with your usual marketing techniques. There are a few things that set social media apart from other forms of digital marketing.
The key message here is: Social media allows you to develop a new kind of relationship with your customers.
Trying to influence potential customers is nothing new for marketers, digital or otherwise. But what’s novel about social media is that it allows businesses to be influenced. Rather than a one-sided monologue, social media turns marketing into a constantly unfolding conversation – a situation that presents businesses with both opportunities and challenges.
KLM, the Netherlands-based airline, knows this first-hand. When the Dutch soccer team knocked Mexico out of the World Cup and KLM tweeted “Adios Amigos” in celebration, the backlash was immediate: of the 90,000 responses to its tweet, over 70 percent were critical.
But KLM soon turned its social media reputation around. It made a point of publicly answering all social media queries and complaints, no matter how negative they were. In addition, it reduced its average social media response time to just 22 minutes!
KLM’s story is one of a company learning from its mistakes – discovering that social media is a place where companies should listen just as much as they talk. It’s also a story about the importance of developing the right social media personality.
Instead of overhauling your brand’s identity to suit the network in question, you should keep your social media personality on-brand. That means that if you strive to come across as a caring and customer-focused airline, you should communicate that on social media too – and not taunt the defeated fans of rival soccer teams!
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Blink 3 von 12 - Eine kurze Geschichte der Menschheit
von Yuval Noah Harari
