Brand Promotion Offline & Online
The emergence of social media has brought about a paradigm shift in brand promotion campaigns. Until now promotion was restricted to costly offline media like radio, TV, print, banners, paper ads and hoardings, seminars, and product launches. Except for the audio-visual media like radio (jingles) and short TV Ads piggyback riding on high TRP shows other formats did rarely make a noticeable impact as far as return on Ad spend (ROAS).
The emergence of Social Media made robust organic techniques available to SEO specialists, content marketers, and writers. Under the aegis of digital marketing companies, aggressive branding campaigns are organized using social media. The team usually comprises content writers, SEO specialists cum media professionals from an SEM background.
The offline campaigns are still a part of the brand promotion but are conducted by Ad agencies as usual. Besides the higher costs, the offline media agencies do not provide marketing solutions although consultancy is provided by National level Media Houses situated in major cities. These are few, and they are utilized by big-budget megacorps for offline advertisement campaigns with a special focus on TV, and radio jingles to some extent.
Leveraging Marketing Solutions on Social Media
Leveraging social media results in a cheaper campaign since organic sources offer unpaid access. Brand promotion on social media may not result in instant sales but various objectives are achieved with consistent content marketing. Professional marketing solution providers like LinkedIn advise marketers to include a mix of paid and organic campaigns on social media.
Digital marketing campaigns may not result in quick marketing solutions. But being cheaper and creativity dependent the brands begin to gain in popularity and trust two most important aspects for enhancing brand equity.
The success lies in utilizing the SM Channels for attracting an online target audience for awareness through consistent engagement, thus creating affinity with the brands. Again this is a time-bound process and is not for those who wish for overnight success.
Benefits of Social Media Marketing
Cheap Access
Constant Endeavours
Higher Reach & Engagement
Enhance Brand Trust & Affinity.
Audio Visual Content Creation
Embedding Graphic Illustrations
Gain Insight from Social Signals, Comments, Likes & Statistics
Enhance Subscriber Base
Generate Reviews & Feedback
High Visibility/Traffic on Popular Platforms
Focus on Target Audience & Segmentation
Thus cheaper access retain constant push on the platforms where engagement becomes a possibility with creative audio-visual content. Marketers should focus on online communities pertaining to a particular niche or demographic profile for effective segmentation. Higher traffic, social signals, and comments indicate the popularity of the content and guarantee higher engagement, consideration, and goal conversion
Consistent campaigns significantly impact buying decisions in the long run. Marketers across industries are gaining from the evolution of social techniques online and harnessing this multipronged source for brand promotion.
Within 18 years, from 2004 to 2022, the dramatic growth of interactive digital channels took social media to levels that challenge even the reach of television and radio.
By Q1 of 2022, there were 4.6 billion social media users globally—over 58% of the world’s population—an increase of over 10% in one year alone.
Types of Digital Marketing Channels
Social Media Marketing
SEO or Search Engine Optimization
Pay-Per-Click (PPC) Advertising (Paid)
Content Marketing
Email Marketing
Video Marketing
SMS Messaging
Social Media Marketing
Social media marketing (SMM) is the use of social media—the platforms on which users build social networks and share information and personal profiles. Thus SM is proving to be an ideal medium to build a company’s brand, increase sales, and drive website traffic. The power of SMM is driven by the unparalleled capacity of social media in three core marketing areas: global or targeted networking, interaction or engagement, and access to customer data.
How Social Media Marketing Works
As platforms like Facebook, Twitter, and Instagram became popular, social media transformed not only the way we connect but also the way businesses can influence consumer behavior—from promoting content that drives engagement to extract geographic, demographic, and personal information that makes messaging resonate with users.
SEO or Search Engine Optimization
SEO is a large subset of digital marketing, SEO is indispensable for organic positioning on SERPs that guarantees organic access to the target audience.
Pay-Per-Click (PPC) Paid Advertising
Pay-per-click (PPC) and other forms of technology-driven paid marketing solutions enable marketers to reach Internet users on several digital platforms. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, and Instagram.
Email Marketing
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about.
Video Marketing
YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just to relax.
SMS Messaging
Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers.
Content Marketing
The goal of content marketing is to reach potential customers through the saturation of content on the web. Content is usually published on websites or blogs, publishing platforms, ebooks, social media platforms, etc. It is then promoted through various marketing channels described above.
Social Media Age
After every decade a new technology or a new mechanism for marketing is born and social media is a recent emergence. Being a highly interactive and programmable platform the content can be created using audiovisuals and graphics in addition to text. Thus social media has come as a boon to advertisers and marketers engaged in brand promotions through emerging technologies.
Although word of mouth and referrals from friends and relatives are the most effective brand promotion, trust creators. With over 4.6 billion users the majority of buyers and subscribers are heeding conversations or engaging content on social media for decision making. Social Media has arrived and is there to stay.