So the question is, what digital marketing strategies and platforms should receive more exposure this year? If you want to step ahead of your competition then you will need to be up to date with the trends in the digital world..
The future belongs to those who prepare for it today (Social Media Today, 2014). If you haven’t already… Get started on Instagram!
Can you really build your brand with Instagram?
With over 200 million monthly active users, the fast growing app is now even bigger than Twitter. Advertisers are getting more of an opportunity to share their content through filtered photos (L2inc.com, 2015). This social media marketing tool has the ability to put a company closer to their target audience (Akyol, 2013). With over 20% of Internet users with Instagram accounts(Econsultancy, 2015), it could pay to take a closer look at Instagram, particularl for consumer marketing.
Interaction
When companies join these social channels, consumers can interact with them directly. That interaction can be more personal to users than traditional methods of outbound marketing & advertising. Through social media elements, companies can interact with individual followers (Tuten and Solomon, 2013). This personal interaction can instil a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience (Miller, 2012).
The passive approach
Social media is an inexpensive source of market intelligence which can be used by marketers to track problems and market opportunities (Tuten and Solomon, 2013). For example, Instagram erupted with videos and pictures of iPhone 6 bending. This created confusion amongst customers who had waited months for the launch of the latest rendition of the iPhone. However apple promptly issued a statement saying that the problem was extremely rare and that the company had taken several steps to make the mobile device was functioning accordingly. This was discovered before the issue became out of hand and obviously the sale of the new apple product was not hugely affected!
Engagement
This type of social media marketing allows customers and stakeholders to become participants rather than viewers (Zarrella, 2010). It has become beneficial to gain customer interest which can lead to an increase of buying behaviour. Traditional media gives the control of message to the marketer whereas social media shifts the balance to the consumer (Using social media, 2010). This can work in your favour or against you, but it is worth the risk isn’t it?
One of the main purposes of implementing this type of strategy is; as a communications tool it makes the companies accessible to those interested in their product and makes them visible to those who have no knowledge of their products as well (Understanding digital marketing, 2009).
This valuable platform offers a lot more to your business than just sharing our embarrassing ‘selfies’. So what are you waiting for?
- Create a Shop Window on your Instagram.
- You can attract users by showing them the latest images and use colour to create an inviting atmosphere (Miles, 2015).
Success: Using Instagram, Ben & Jerry’s reached 9.8 million users and saw a 33-point increase in ad recall. Of the users who saw the ad for Scotchy Scotch Scotch ice cream, 17% not only became aware of the new flavor, they also associated it with Ben & Jerry’s. The achieved their goal by “Tempting People with Delicious Images on Instagram”.
2. Get followers.
- Instagram is the same as other social media platforms – you need followers. If you need help with this, check out this link for free Instagram Followers.
http://bit.ly/1FZT64U
- Once you have attained these followers, make sure you keep them. Read this article on the Ten Do’s and Dont’s to keep your followers.
http://bit.ly/1czS8jm
- Don’t let competition fool you, remember to look out for with no facial pictures, be aware of certain fan pages and those accounts with many followers but hardly any content. Check out this article for further information.http://bit.ly/1JNlLbR
3. Get involved in the ‘business blog’
- Instagram offer this blog to shows how other businesses are most effectively using their platform and offers useful information to grow your business and its brand. check out this link to see what Instagram can offer you. http://bit.ly/1OjGnJs
4. Keep up with competition
- Many big names have already jumped on board: Starbucks, Nike and Mar Jacobs are a few examples of Mulitinationals that adopted the mobile app early(Social Media Today, 2014).
Starbucks social media case study found here.
- According to a study by Simply Measured, 71 percent of the world’s largest brands are now using Instagram as a marketing channel (Social Media Today, 2014). So don’t get left behind!
5. Keep audience interested with frequent posts
Success: With consistent and precise posts, presented on Instagram frequently, Levis ads were seen by 7.4 million U.S users and observed a 24pt lift in their ad recall.
View the best ways to Integrate Instagram within your marketing strategy…
You must remember the RISK that this involves too…
Firstly you will need to commit resources to managing your social media presence, responding to feedback and producing new content (Tuten and Solomon, 2013). This can be time consuming and must be carried out in the correct way.
You also need to ask yourself… is Instagram actually relevant to my target audience? The main users tend to be in the age category of 19-24 year olds(Using social media, 2010). Therefore you could be wasting your time
As with all social media platforms, your credibility and reputation can be ruined instantly, due to the high level of technology all photos can be manipulated (Zarrella, 2010). Social networking sites allow those leaks to go viral and be seen by many users more quickly (Ryan and Jones, 2009). Instagram say you need to be clued up on your Instagram and privacy rights.
BUT is there such thing as a perfect app?
To conclude this topic…
Instagram’s goal is to help companies to reach their audience through captivating imagery in a rich , visual environment. Instagram successfully provides a platform where the user and company can communicate publicly and directly. This creates an effective way for companies to connect with current and potential customers. Many brands are now heavily using this mobile app to boost their visual marketing strategy. Instagram can be used to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the service offered.
A Quick reminder :Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to take information that interests them to be able to send them information and advertisements to boost their sales.
If you would like to read other relevant blogs on this topic please search #bbsdigmarket
If you would like to tweet about this blog
TWEET: 20% of Internet users with Instagram accounts
TWEET: There are over 200 million monthly active users on Instagram!
References
Akyol, Ş. (2013). Social Media and Marketing: Viral Marketing. Academic Journal of Interdisciplinary Studies.
Contest Boosts Instagram Followers. (2015). Nonprofit Communications Report, 13(4), pp.7-7.
Econsultancy, (2015). 20+ Instagram stats marketers need to know. [online] Available at: https://econsultancy.com/blog/65939-20-instagram-stats-marketers-need-to-know/ [Accessed 3 Apr. 2015].
Instagram for Business. (2015). [online] Available at: http://blog.business.instagram.com/ [Accessed 8 Apr. 2015].
L2inc.com, (2015). Instagram 2014 | L2: Business Intelligence for Digital. [online] Available at: http://www.l2inc.com/research/instagram-2014 [Accessed 2 Apr. 2015].
Miles, J. (n.d.). Instagram power.
Miller, M. (2012). B2B digital marketing. Indianapolis, Ind., USA: Que.
Ryan, D. and Jones, C. (2009). Understanding digital marketing. London: Kogan Page.
Social Media Today, (2014). The Impact of Social Media Marketing Trends on Digital Marketing. [online] Available at:http://www.socialmediatoday.com/content/impact-social-media-marketing-trends-digital-marketing [Accessed 2 Apr. 2015].
Storify, (2015). Starbucks Social Media Case Study (with images, tweets) · MerMaeMarNat. [online] Available at: https://storify.com/MerMaeMarNat/starbucks-social-media-case-study[Accessed 4 Apr. 2015].
Tuten, T. and Solomon, M. (2013). Social media marketing. Boston: Pearson.
Understanding digital marketing: marketing strategies for engaging the digital generation. (2009). Choice Reviews Online, 46(10), pp.46-5706-46-5706.
Using social media. (2010). Journal of Consumer Marketing, 27(5).
Zarrella, D. (2010). The social media marketing book. Beijing: O’Reilly.