Volatile Online Marketing objectives

on Jun 21, 2010

In today’s time, every business house, irrespective of size, is definitely looking at social networking channels to market itself. Initially, when social media sites came into being, the idea was to network, gossip, connect and share. They were nothing less than a revolution in communication and brought people closer.

Marketers have discovered great potential in these social media sites and online tools in terms of generating leads, creating a strong brand presence and reaching a large segment of the market. Recently, I got a call from a friend who lives in small village in India. He asked me to create a Facebook Page and a Twitter account for his shop where he sells mobile phones. Well, I am not promoting his shop on this blog, but his request took me by surprise, considering there is hardly any internet connectivity in the village. Heck, this guy didn’t even have a mail id, so why would he ask me for such a favour? His plan was that whenever his village is blessed with broadband connectivity, people will find his shop if they google the village name or if they join relevant friends on social networks.

Earlier, when marketers promoted their website, seeing themselves on the first page of search was their only goal. Then, in addition to that, came content ads and search ads for lead generation. I am sure by now, you are clear about what Social Media can offer to marketers, it’s potential in generating huge relevant traffic, branding, customer feedback, larger market share and, of course, leads and business opportunities. I have seen many marketers focused on creating brand presence even before launching their website. Although very channel and idea has its own useful period, in the current scenario, the usefulness of social media marketing cannot be decoupled from the overall marketing objective.

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