Mediaboss Marketing

Social media marketing is one of the most powerful platforms. It provides high brand exposure. There are more than 3.5 billion people available on social media platforms. With the help of social media, businesses are gaining great opportunities to easily communicate with people and create brand awareness, promote products and services in an effective and efficient manner.

One of the great results of social media marketing is that you can easily reach the audience you are targeting. Keep communicating with them, give the response to their doubts and issues swiftly and keep monitoring the social media pages of your competition.

By Piyush Jain, CEO of Simpalm

Here are the top 5 positive effects of social media marketing for business-

1 Multiple Touchpoints Between Customer and Business

Social media is the main platform to interact with customers and gain attention. Research shows that there are 42% of people who expect to get a response through social media within sixty minutes. There are different social media platforms available in the market. These platforms include Facebook, Linkedin, Twitter, Instagram. These are very powerful media channels to engage and easily communicate with your customers.

Such multiple touchpoint customer service plays a very important role in business growth.

2 Reach A Bigger Audience

According to marketing experts, social media has completely changed the way business works. Social media has increased business traffic by 75%. It is one of the best platforms to improve brand awareness and stay connected with customers.

Social media is one of the most important sources for people to know more about business and its workings. They get knowledge about the business's latest products and services, promotions, deals, etc.

With the help of a social media platform, a business can easily share its business news. They can post the photos of their workings and share products and services which they provide. This will help to build customer trust and gain more potential and permanent customers.

By Micah Solomon, Customer service expert

3 Effect Brand Awareness

Social media platforms provide wide opportunities for brands to show some creativity to others by promoting and running social media campaigns. It is one of the best tactics to engage with the audience, grab their attention and improve brand awareness.

One cannot build a brand easily. It takes a long time, dedication, and constantly proving the customers that they can trust in our brand. There are many tactics which are going to help you build brand awareness by using social media platforms.

Social media will allow you to connect with a large number of an audience where you can create good and attractive content, use of attractive infographics and good quality images will gradually help your brand to build in the eyes of the audience.

4 Improves Customer Service

We have seen so many times customer posting complaints and feedback on social media platforms. This has completely changed the face of customer service. Nowadays, people prefer to post on social media instead of talking at call centers. People are posting problems on social media to gain instant attention from the brand.

Brands are getting instant feedback about their work and services on social media platforms. This helps brands to improve their services instantly. Every comment, post related to the services are helping in brand development. Brands are also working hard to get good comments and positive replies from their customers on social media. This is helping them to get more customers.

Business should always try to provide good quality of services to its customers and never take their complaints and feedback for granted. They can make you or break you.

By Blake Morgen, Customer Experience Consultant

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How Social Media Marketing is Impacting Your Business - Promotion World

I recently had a phone conversation with one of the worlds most influential CMOs to get her views on modern marketing. We discussed social impact responsibility, fighting slavery in the supply chain, expectations for CMOs, B2B vs. B2C marketing, and consumer data and trust. In her own words, heres how SAPs Alicia Tillman described a few of the top challenges and priorities that come with leading one of the worlds largest tech companies:

Alicia Tillman, CMO of SAP

On brands social impact responsibility:

When you work for a company the size of SAPover 100,000 employees, over 480,000 customers, with locations across 180 countries we are absolutely in a position to impact change. We have the resources needed to make a difference, and frankly weve always believed its our responsibility given the breadth and depth and the scale of our company to do so. When we look at whats driving todays headlinesclimate change, diversity and inclusionbusinesses predominantly hold the top spot in these headlines be it good or bad. And as the world around us transforms, and people are getting more comfortable with their voices, they are speaking out. They are calling for change, and they're looking for companies as one entity and their leaders to lead through that change.

We support and use the United Nations 17 sustainable development goals as the framework in which we look where SAP has the resources and technology to impact across the SDGs. Working to end poverty, protect the planet, fight diseases, ensure prosperitythis is what the UN SDGs are all about.

On fighting slavery in the supply chain:

If you think about one of the greatest issues in the supply chain, its forced labor conditions. This is modern slavery that is a problem created due to a lack of transparency in the supply chain.

Weve partnered with an organization called Made in a Free World. Made in a Free World is focused on understanding where in the world there are known forced labor conditions. If you look at our transactional data, we have an ability based on where transactions are happening to see if it is in one of these areas of the world that Made in the Free World is tracking.

So we now have an ability to say, Look, some of the subcontractors or suppliers that you are buying from, when we follow the transaction data, we are sensing that there is perhaps some activity happening in a part of the world where there are known forced labor conditions. So we now have an ability to bring them that transparency, which is one of the SDG goals that is there to help create fair and equal rights and equality from a labor conditions standpoint.

On ever-evolving expectations for CMOs:

Youre required to be so much more than a marketer; you really need to be a well-rounded business leader. You need to understand every facet of your company: what each functional area is working to achieve, how they measure success, what the future roadmap is for the company, the way in which your CEOin my case, I have two CEOs nowthe things that are important to them and the strategic counsel that you need to be in a position to be able to lend to them. And to take that role and truly lean in on the business strategy.

On B2B vs. B2C marketing:

Regardless of the job title you hold we're all human beings, and there is so much that has evolved today in what drives the buying processin particular, that emotion. We need to be able to understand the feelings of our customers so that we can ensure that we're both marketing in the way that's going to be emotionally relevant to them in addition to speaking to the overall value and challenges that our technology helps solve within a company. I think the lines are beginning to blur even more, and that will continue to happen. As marketers at a B2B company, which has historically only targeted a decision maker, if youre selling technology you only talked about the capabilities of a product. Its broadened so much, and the direction its mostly gone into is to think like a consumer and therefore market like a consumer because thats what the consumer population expects from us today.

On consumer data and trust:

We operate in a marketplace where there's a tremendous trust deficit. Consumer trust is at an all-time low, and a big part of what has driven that trust deficit is misuse of data. There are many companies over the past few years that have found themselves in headlines, due to this very fact, that they have misused data without the consent of their customers. We also have a tremendous gap in perception of experiences between consumers and brands they interact with.

There was a study by Gartner that showed 80% of CEOs believe that theyre delivering an exceptional customer experience whereas only 8% of consumers agree with that statement. So that has created a tremendous experiential gap that gives us an opportunity to look at data. When you read the research, consumers are more than willing to allow companies to use their data if it's going to enable the company to deliver them a better customer experience, but the customer has to be aware of that. Regulatory actions such as GDPR have enabled this privacy and regulation thats been needed, and weve adhered to the highest level possible. Transparency needs to always be priority No. 1. And that always needs to be grounded in building an incredibly solid infrastructure to enable the protection of the data and to use it in a way that enhances the experience of the customer.

This interview has been edited for length and clarity.

Read Also:

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SAP CMO Alicia Tillman Talks Social Impact, B2B Marketing And The Trust Deficit - Forbes

Having been a CMO at multiple high-growth companies prior to my current role as CEO, I have refined a critical playbook to manage growth for customer acquisition and retention with use of data in our organizations. It is imperative that marketing organizations prioritize data as the core of any successful marketing acquisition or retention program for a company. I break this out into three critical elements attributes, access and visualization or what I call "data 360."

But before I dive into data 360, I want to share some thoughts on current marketing approaches that may lead to challenges with successful outcomes. Over the past several years, all the buzz has been on "MarTech." Great tools are available for email marketing, marketing automation, web analytics, digital advertising, social listening, social influence, SEO and more. The challenge is that none of these tools work well if you do not have data 360. Many marketers find they might select great tools but fall short on execution when they do not have the data needed for a successful outcome. At the core, a marketer should take an inside-out approach to get set up. Select the appropriate database, a CRM, as your single-truth data for customers and prospects. Organize this data. Identify gaps in your data. Close the gaps in your data. And now, we discuss data 360.

Data Attributes

As the first step to data 360, a marketer must identify a data schema appropriate for their marketing activities. A data schema could be the parent-child relationship of customer accounts to members all the way down to the profile data associated with an individual customer or prospect. Within this schema construct, it is important to account for metadata attributes such as geographic, demographic, marketing campaign and behavioral information and ongoing hygiene of data, such as the ability to manage duplicates, identify missing data or keep data up to date, especially the ability to append data ongoing with third-party validation. The data attributes should be managed by the marketing team no differently than the advertising campaign, identifying which data needs updates, appendices or cleansing.

Data Access

The next step for data 360 is to procure access to the database and data attributes to leverage effective distribution of the data to appropriate tools for channel management. These tools would be your email marketing/marketing automation platforms, CMS/e-commerce applications, digital advertising platforms such as AdWords, Facebook, etc., APIs for use with potential channel partners, etc. This is probably the most ignored step in the process. Many companies and marketing teams find really interesting marketing tools that promise the moon. Then, the thought is, "Wow, if I just had that tool, I could do XYZ." "XYZ" could be things like personalized targeted search by IP address with remarketing automation. Wow, that does sound cool! However, if you don't have data attributes and data access set up, none of these tools can be effective. In fact, email is the most effective to utilize with access. Marketing teams should be able to dip into highly segmented data and track results. Also, if you're interested in going multi-channel, direct to consumer, business or partners, data access is critical to make sure marketing data can be procured and properly distributed into each channel.

Data Visualization

The final step for data 360 is data visualization. So you have done all the hard work to create, manage and access the data. Now, it is time to view the data in a format that is easy to synthesize and make decisions. There are many data visualization platforms on the market. Many function the same but differ depending on how you want to manage the platform in your company. If marketing is going to manage this data, it will be critical that IT only needs to set up the ETL for data sets, and then marketing can create any report possible. At one of our businesses, we have created a waterfall of KPIs that go through the customer journey, from web traffic to clicks to conversion to renewals. Flying the plane will never be easier than when all the data is at your fingertips to synthesize.

In the end, the data 360 method enables marketing teams to be more effective not only with tactics but also with prioritization. When teams can create limitless campaigns with a full line of sight to ROI for each tactic, the priorities are very clear. In addition, monitoring the organization's marketing data further enables a team to find opportunities and further synthesize priorities.

Originally posted here:
How Your Marketing Team Can Make The Most Of Data - Forbes

There are only 43 days left until Christmas, and 49 days left in this year. No doubt you have a range of tasks you want to get done before the holiday season is in full swing, and then another list of ideas for your 2020 planning - but getting to them can be tough, especially with the 'always on'focus of the modern business approach.

To help with this, the team from NetCredit have put together a guide on how to actually get started on those tasks that you really should get to, along with some tips on how to avoid distractions and boost your productivity.

And while these tips are not digital marketing-specific, all social media and digital marketing managers are spinning a lot of plates -and as such, these tips will likely come handy.

Hopefully they'll help get your process on the right track.

More here:
A Guide to Starting That Task That You've Been Avoiding [Infographic] - Social Media Today

By Dr Natalya Saldanha, RMIT University

Like any eight-year-old, Ryan Kaji loves to play with toys. But when Ryan plays, millions watch.

Since the age of four, hes been the star of his own YouTube channel. All up, his videos have gained more than 35 billion views. This helped make him YouTubes highest-earning star in 2018, earning US$22 million ($32 million), according to Forbes.

Thats more than actor Jake Paul (US$21 million), the trick-shot sports crew Dude Perfect (US$20 million), Minecraft player DanTDM (US$18.5 million) and make-up artist Jeffree Star (US$18 million).

Ryan is apparently living the dream of many kids and adults.

According to a survey covering the United States, Britain and China, 29% of children aged eight to 12 want to be a YouTuber. Thats three times as many as those who want to be astronauts.

Other polls suggest an even higher percentage of teenagers aspire to fame and fortune via YouTube or another social media platform. An eye-grabbing news report out this month suggested a whopping 54% of Americans aged 13 to 38 would become an influencer given the chance, with 12% already considering themselves influencers.

These numbers might be questioned, but given the apparent fortunes to be made by goofing around, playing games, applying makeup or unboxing toys, its no surprise so many are besotted with the influencer dream.

But theres a stark divide between the glossy faade and reality of this new industry. The fact is most wannabe influencers have as much a chance of walking on the moon as they do of emulating Ryan Kaji. Theyll be lucky, in fact, to earn as much as someone working at a fast-food joint.

Lets take a look at the numbers.

Marketing literature defines an influencer as someone with a large following on a social media platform, primarily YouTube and Instagram.

As people consume less traditional media and spend more time on social platforms, advertisers are increasingly using these influencers to spruik their products. A mega-influencer like Kylie Jenner, with 139 million followers on Instagram, can reportedly charge more than US$1 milllion for a single promotional post.

In 2017 an estimated US$570 million was spent globally on influencer marketing. In 2020, according to the World Advertising Research Center, it will be between US$5 billion and US$10 billion.

A key driver of this booming market is that about half of consumers use ad-blocking technology, which limits the reach of traditional advertising.

One company to really embrace the social influencer trend is cosmetics giant Estee Lauder. In August the companys chief executive, Fabrizio Freda, said 75% of its advertising budget was now going to social media influencers, and theyre revealing to be highly productive.

But while part of the companys budget is going to micro-influencers those with fewer than 10,000 followers its likely the bulk is still wrapped up in deals with big-name spokesmodels and brand ambassadors such asKarlie Kloss, Grace Elizabeth, Fei Fei Sun, Anok Yai and Kendall Jenner.

In a sense, these celebrity deals arent much different to what the cosmetics company has done for decades with the likes of Gwyneth Paltrow, Elisabeth Hurley and Karen Graham.

So far most of the indications are that the new economics of influencer marketing is not too different from the old economics of marketing.

As in the acting, modelling or music industry, theres a tiny A-list of superstar influencers making millions. Then theres a somewhat larger B-list making a handsome living. But the vast bulk of influencers would be better off getting an ordinary job.

In 2018 a professor at the Offenburg University of Applied Sciences in Germany, Mathias Brtl, published a statistical analysis of YouTube channels, uploads and views over a decade. His results showed that 85% of traffic went to just 3% of channels, and that 96.5% of YouTubers wouldnt make enough money to reach the US federal poverty line (US$12,140, or about $17,900).

Cornell University associate professor Brooke Erin Duffy suggests the lure of being a social influencer is part of a larger myth about the digital economy providing the opportunity for fulfilment, fame and fortune in doing what you love through developing your personal brand.

This is a particularly problematic illusion for young women, Duffy writes in her 2017 book (Not) Getting Paid to Do What You Love.

The tales of achievement, she says, should not obscure the reality. Rather than a satisfying career, what most have is an unpaid internship.

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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This eight-year-old made $32 million on YouTube but most influencers are more like unpaid interns - SmartCompany.com.au