Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market

| November 8, 2016

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The use of social media sites as part of a company’s marketing strategy has increased significantly
in the past couple years. Regardless its popularity, there is still very limited information to answer
some of the key issues concerning the effectiveness of social media marketing, ways to measure
its return on investment, and its target market. Twitter activities and sales performances of five
companies from the Fortune 500 companies and its competitors were analyzed to identify the
correlation between the company involvement on the social media sites and its financial outcomes
(ROI). In addition, a survey of 1,000 University of Wisconsin-La Crosse’s students was conducted
to determine whether generation Y is the main audience of the social media marketing, and to find
the relation between the respondents’ involvement in social media marketing and changes in their
buying decisions. The study finds that social media marketing effectiveness is highly influenced
by its messages/contents quality, the company’s involvement, and its association with the other
marketing platforms. In addition, a complex and detailed analysis of the strategy is needed in order
to accurately measure the return on investment of the social media marketing. The study also finds
that generation Y might be the main users of social media sites, but they are not the main target
audience of the social media marketing.

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How Technology Supports Connected Content

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Paid Marketing in 2021: A Complete Analysis

Article | July 13, 2021

Paid marketing in 2021 has become the most impactful method of marketing that provides high ROI within a specific period. Delve into our latest article to know more about paid marketing and its benefits. One of the best, quickest, and prevalent forms of marketing is paid marketing. A paid marketing tactic isan advantageous wayto strengthen your brand identity and buildstrong connections with your customers. As a result, companies are constantly investing inpaid marketing and experiencing ideal outcomes. 87% of retail shoppers begin their searches on digital channels. According to the Hanapin marketing survey, 79% of marketers say PPC is hugely beneficial for their business. The data clearly shows how impactful paid marketing is. Introduction Paid marketing is a form of marketing wherethe company pays to promote its product or services. Brands pay for content promotion to reach potential customers based on their interests and convert them into long-term customers. In addition, paid marketing helps encourage customer engagement, boost brand recognition and makethe brand capable of measuring and optimizing the campaign. Organic Marketing vs. Paid Marketing Both marketing strategies are practical, and result-driven to gain brand recognition, leads, and website traffic. But, the differences between both of them specify their way of working and help marketers know when to utilize one over the other. Organic Marketing Organic marketing is entirely based on your creativity and time. In organic marketing, once you understand buyer persona, you need to develop relevant content, including images, gifs, videos, etc., organic marketing is frequently referred to inbound marketing. It establishes companies as thought leaders in the space by educating audiences and building long-term connections with customers. In organic marketing, brands can share information at no cost; also, it looks more authentic to customers as it is not a sales pitch. Paid Marketing Paid marketing means you are paying for intended outcomes. It assists brands in reaching audiences more directly than organic marketing. Paid marketing can be executed in billboards, posters, or other print advertisements. Today, businesses are investing in paid marketing to enhance digital marketing efforts. This method involves distributing ads and sponsored posts on social media and search platforms. The focal point of the paid marketing is achieving positive ROI at a faster rate than organic marketing, converting visitors to customers, and reaching sales goals in the designated time frame. Why is Paid Marketing Important for Businesses? Paid marketing is one of the best options to run an efficient and customize campaign. It attracts the attention of the viewers to experience your products or services. Investing inpaid marketing will certainly utilize your content to escalate your brand by attaining specific leads. 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Paid advertising returns $2 for every $1 spent – a 200% ROI rate. 53% of paid clicks are made on mobile devices. Google drives 95% of all US paid search ad clicks on mobile. Mobile will account for 72% of US digital ad spend by 2019. In 2020, US Facebook ad spentexceeded $31 billion.This represents a 5% increase from 2019. The average cost-per-click (CPC) in the marketing industry is $3.33, and the most expensive marketing industry keyword CPC is $165. Types of Paid Marketing There is a wide variety of paid marketing you could use to heighten your business regardinglead generation, growing sales, building a solid connection with customers, etc. Here are some common paid marketing types. Paid Search Marketing Paid search marketing is a cost-effective and accessible method of web marketing aimed to connect your ads with searchers actively pursuing what you deliver. With the right platforms and in-depth research, you can convert your potential customer into a long-term customer. Paid Social Media Marketing The most popular platform is social media. Almost every social media platform offers paid options where you can pay to publish your ads for your target audience based on their interests, behavior, demographics, etc. Influencer Marketing Influencer marketing is a kind of marketing where businesses focus on influential people to convey their brand message to reach maximum audience and boostsales. Choosing the right influencer for your brand can help you in receiving positive ROI. For example,80% of consumers have purchased something via an influencer recommendation. Native Marketing Native marketing is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Owing to its soft approach, native marketing is more influential in capturingthe audience’s attention. Viewers are always ready to share, like, and comment only when they find the content informative, engaging, and appropriate. How to Launch a Paid Marketing Campaign? There are some procedures to make any advertising successful. Those procedures are essential to attract the customer and experience profitability. First, you need to strategize the campaign and measure it. Let’s take a look at the vital steps of launching a paid advertising campaign. Set SMART Goal A smart goal should be specific, measurable, achievable, realistic, and on time. Before launching a paid campaign, setting a goal is the most essential step. First, it’s important to understand the purpose of the campaign. Is it about increasing followers? Getting more likes, comments? Or is it for brand awareness? Once you have identified your goal, it’s vital to allocate the budget for your campaign. Define Your Audience You need to have detailed information about your target audience. Keeping thorough research about buyer personas is the second most crucial step to make your campaign successful. It includes hobbies, requirements, gender, age, etc. Identify Platforms for Promotions Once you have your objective and detailed information about your target audience, you need to discover appropriate platformsfor your campaign. You must know which platform can give you desired outcomes. However, it differs from business to business. Final Thoughts Plethoras of examples are there around us about paid marketing. Paid social media marketing, paid search marketing, influencer marketing, native marketing, banner ads, and so on. It has become the most prominent form of advertisement that businesses are executing. More than 63% of marketers are ready to increase their paid marketing budget for the following year, owing to its quickest and optimistic results. Frequently Asked Questions What's the best-paid marketing channel for B2B? Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience. Does paid marketing work? Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame. What are the top paid marketing channels? Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What's the best-paid marketing channel for B2B?", "acceptedAnswer": { "@type": "Answer", "text": "Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience." } },{ "@type": "Question", "name": "Does paid marketing work?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame." } },{ "@type": "Question", "name": "What are the top paid marketing channels?", "acceptedAnswer": { "@type": "Answer", "text": "Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize." } }] }

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What Are The Digital Marketing Trends For 2021

Article | January 18, 2021

As the New Year unfolds, the digital marketing trends for 2021 are expanding with it. And as the years go by, online marketing techniques are dominating the Internet. The pandemic’s recent surge has indeed brought more people closer to their virtual screens than ever before. This phenomenal change caters to a groundbreaking opportunity for businesses to shift their marketing strategies online. This encourages them to develop and advance a digital tactic for their business’s web adaptation. Luckily, the newest tools and methods also adapt to the convenience of the netizens. The Advent of Online Change In a world where progressive advancement is taking place, being conventionally inclined has never been enough. This is why marketers need to go beyond their limits and operate with the world’s movement by knowing the digital marketing trends for 2021. This will ensure the expansion of the customer base and, at the same time, heighten their marketing experiences. AI-motorized digital promotion For the past few years, online business has started utilizing artificial intelligence to power up conversational marketing. This tactic generates a customized, user-friendly product experience for the customers. Generally, it also provides a smoother transaction and familiarity with the help of Facebook messenger, LinkedIn broadcasts, and on-screen chatbots. This marketing trend’s main advantage doesn’t only enhance effortless communication between the marketer and the customers. It also conveniently keeps track of the sales by analysing the user’s behavioural patterns displayed in the client’s data. Conversational marketing also decreases the employees’ load with its user-centric feature and is expected to develop further in 2021. Shifting to the alternatives with advertising For most folks, advertisements are quite an eyesore to look at on the screen. Most people don’t know, though, that these spontaneous, annoying ads bring most businesses’ great profit. They also give the business a chance to influence in the marketing arena. In the year 2021, programmed advertisements will be one of the crucial marketing trends that allow businesses to gather a giant mass of specific audiences. The constant alteration of search engine results will result in a much higher need for consumers to search for traffic. With the heightened increase of competition in the digital space, advertising methods will safeguard an elevated level of trust from the target consumers. In utilizing this marketing strategy, businesses are always encouraged to find a suitable advertising platform. Boosting customer-friendly experiences with voice optimization The online medium is a much more competitive market than conventional ones. Crafting exclusive deals, spot-on markdowns, and low rate expenses are never enough for attracting online purchases. In the world of digital evolution, customers will always crave first-rate shopping experiences to tend to their needs. That being said, businesses must develop more hassle-free counter experiences to ensure customer satisfaction. As most businesses started to invest heavily in mobile marketing, producers need to ramp up their capitalization efforts. One prime example is optimizing the voice searching feature to provide a smoother customer experience. As predicted by online marketing analysts, 55% of the Internet search queries utilized voice searching optimization. Therefore, the search-friendly feature will only grow in 2021. Optimising the Augmented Trends For starters, it is never enough for a business to be complacent in formulating what the digital marketing trends for 2021 are. Experienced and qualified consultants in the virtual platform should help enterprises to work out the designed strategies. Doing so will allow the marketing specialists to analyse the operation until effective marketing segments are chosen at the endpoint. Refining the traditional approach With the high-end development of technology swinging in most netizens’ sights, the classical method will not help businesses expand. So going with a specific marketing channel would no longer be relevant. Companies must be aware of developing all accessible spheres, such as native promotion, advertisement, and engaging content. Rising above the limits with neuromarketing One of the most futuristic trends in the year 2021 would be neuromarketing. This type of marketing trend involves scrutinizing and studying how that influences a customer’s behaviour. Doing this process, one would analyse the human brain’s scientific bustle. This would allow owners to modify their existing strategies to trigger the audience’s liking. Conclusion The central core of Internet marketing to expand a profit doesn’t only rely on digital marketing trends for 2021. For a company to achieve a tremendous feat in the digital and competitive space, crafting a positive image in the limelight is essential. Moreover, businesses are always encouraged to think outside the box to connect with their ever-changing consumers in the most convenient, relevant, and adaptable approach.

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Omnichannel and Multichannel Marketing: Major Differences

Article | June 24, 2021

There are different methods to advertise your products or services. Those methods allow a business to be heightened, provided that those valuable advertising methods are executed appropriately and tactically. Amongst them, these two kinds of advertising are considered profitable and impactful; multichannel and omnichannel marketing. Different businesses like; e-commerce, advertising agency, hospitality, pharmacy, etc., utilize different marketing methods according to their requirements. Some of them use multichannel marketing, and others focus on omnichannel marketing. In many aspects, these two marketing methods have various similarities. But, few key differences make them unique. Multichannel Marketing Multichannel marketing is the process of utilizing direct and indirect communication channels to sell your products or services or engage with your customer. Here channel means social media, emails, display advertising, a website, a retail location, a promotional event, etc. Multichannel marketing primarily focuses on a unique strategy for each channel. Omni-channel Marketing Omni-channel marketing is also the form for advertising where both channels, online and offline, come to sell products or services. Here channel refers to various social media, website, blogging, a website, email, etc. An Omni-channel marketing objective is to provide integrated experiences. Key Differences Between Multichannel And Omni-channel Marketing Multichannel marketing- Multichannel marketing utilizes multiple channels, but each channel has its objective. In other words, you can each channel works independently. All communication channels work autonomously with no communication between any channels. It provides organization-centric messaging Conveys different messaging on different channels Restricted accessibility of data flow (one channel now and again) Lack of clarity amongst channels Multichannel marketing enhance the reach Omni-channel marketing- Omni-channels marketing also works on different channels, but those channels are behaviorally connected means it provides an integrated experience. All communication channels work collaboratively and in the sink. Omni-channel marketing delivers client-centric messaging. It delivers consistent and uniform messaging on all channels Simply reachable for all channels (Data flow) Comprehensive transparency among all channels Omni-channel marketing helps to expand personalized communication with clients Statistics About Multichannel Marketing Benefits 95% of marketers say that they know how important multichannel is for targeting. 72% of consumers say they would rather connect with brands and businesses through multichannel. 91% of retail brands use two or more social media channels. 50% of marketers using multichannel marketing strategies were usually able to hit the financial target. Every internet user has 5.54 social media accounts on average. Consistent interactions across channels are preferred by 90% of customers. Digital video is used by 91% of companies that have estimated revenue of over $500 million. At least eight marketing channels are used by 51% of companies today. Multichannel B2B campaigns see an average increase of 24% in ROI. Those with a strong multichannel approach in their marketing see a 9.5% increase in annual revenue. Statistics About Omnichannel Marketing Benefits Companies with omnichannel customer engagement strategies retain on average 89% of their customers. 87% of customers think brands need to put more effort into providing a seamless experience. According to a survey conducted by Aspect Software, businesses that adopt omnichannel marketing strategies achieve 91% greater year-over-year customer retention rates than businesses that don’t. Forty-eight percent of customers tend to share their information for a more personalized experience. Customers who have an omnichannel experience spend 13 percent more online than those who only use one channel. Sixty percent of millennials expect a consistent brand experience whether they interact online, in-store, or via phone. 9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today) 85% of digital consumers start the purchasing workflow on one device yet finish it on another. The Challenges That Are Mostly Face With Multichannel Marketing Different kind of advertising needs a different type of approach. Multichannel marketing is a time-consuming phenomenon. There are some challenges here with multichannel marketing that most marketers experienced. Handling one channel is not very expensive, but multiple channels require a smart amount of investment. Multichannel marketing is an expensive and time-consuming phenomenon. It does not mean you will always succeed by instigating a multichannel marketing strategy. Most marketers face such kind of problem. They find it challenging to decide the appropriate channel approach and cannot conclude to opt-in terms of budget allocation. When it comes to managing one channel, it’s not that difficult, but when you start focusing on multichannel, you will have to take care of each channel in every direction. In other words, you say each channel has its property, and to handle it, there is a specific way. Each channel performs differently; Instagram is not for article writing, and LinkedIn is not made for personal socialization. So it becomes hard for the marketers to pay equal attention to each channel. In multichannel marketing, data is the most valuable asset that you have to store and utilize effectively so that you can experience profitability. Still, more than 62% of marketers have no automation tools. In addition, 37 percent of marketers found it challenging to leverage customer data. The Challenges Most of the Marketers Face With Omnichannel Marketing Whether it is multichannel marketing or omnichannel marketing, or some other form of marketing, each advertising has its loopholes. Let’s have a look at the challenges with omnichannel marketing. Getting connected with customers or potential clients via similar one-size-fits-all messages across each channel simultaneously is not problematic. Probably the most fundamental tech stacks can hold this. But, it doesn’t give that much response in terms of customer satisfaction. So, how can you make those communications impactful? Lack of technical skills and resources is one of the biggest challenges in omnichannel marketing. Most marketers don’t have the appropriate tool to manage omnichannel marketing; even skilled people are rare to find. In omnichannel marketing, millions of data have been shared in video, text, infographic, gif form, etc. Those data are designed to influence the target audience or prospects. Still, it becomes difficult to maintain the quality of the content on multiple channels. Final Thoughts Both types of marketing are highly effective and result-oriented. Both follow various channels to reach their target audience and convince them towards their products or services. Overall the objective of both channels is similar apart from some differences. Both marketing are very impactful and help to intensify your business. Marketers are satisfied with both, but if you want to choose one, it isn't easy to find because it differs from business to business or requirement of approach. It is a life-long debate. But, one thing is for sure while implementing, you must comprehend its challenges in a very detailed manner. Frequently Asked Questions Q. Why omnichannel and multichannel marketing is essential nowadays? Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility. Q. How has omnichannel marketing emerged? Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers. Q. What is the main difference between omnichannel and multichannel marketing? In multichannel marketing all channel work separately however, in omnichannel they are interactively connected. Q. What are the omnichannel examples? Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why omnichannel and multichannel marketing is essential nowadays?", "acceptedAnswer": { "@type": "Answer", "text": "Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility." } },{ "@type": "Question", "name": "How has omnichannel marketing emerged?", "acceptedAnswer": { "@type": "Answer", "text": "Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers." } },{ "@type": "Question", "name": "What is the main difference between omnichannel and multichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "In multichannel marketing all channel work separately however, in omnichannel they are interactively connected." } },{ "@type": "Question", "name": "What are the omnichannel examples?", "acceptedAnswer": { "@type": "Answer", "text": "Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially." } }] }

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NextLeft is a full-service, digital content marketing and SEO agency. We amplify the world’s most loved brands from sunny San Diego. As a leading content marketing firm NextLeft partners with brands and agencies to strategize, create and promote helpful, relevant content that increases organic rankings.

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