Social media creates world-class modern brands. These brands were created by social media to allow marketers to attract customers through many “touchpoints.” These multiple contacts allow your brand to become “friends” with your customers and build personal relationships with them. Building these relationships is the way modern brands are built. This is the change that social media has brought to modern marketing. According to a survey conducted by economists in April 2009, people say, “People no longer believe in advertising, they believe in their friends.” Branding is done by fostering friendships with your organization’s customers. How do you do that? This is done using multiple touchpoints. How do marketers use “multiple touchpoints”? To answer the question, we understood the nature of social media. Social media has created a “perfect storm” for marketers. Building a strong brand requires the size and presence of marketers. To create a world-class brand, marketers need a lot of customers, and he needs a place where he can find such a lot of customers. Social media platforms allow marketers to do just that. About a quarter of the world’s population belongs to social media platforms.
Facebook will be the fourth largest country in the world if it is a country. Many of these platforms are integrated with each other. According to Forrester Research analysts Josh Bernoff and Ted Schadler, consumers share online impressions of their products and services 5 billion times a year. This means that social media platforms provide a common meeting place for large numbers of people to meet and communicate. Scale and platforms have changed the way people communicate, especially those in the global economy. In new media, brands are created when one person communicates with another person, usually a friend, about a product and its benefits. I have a conversation with my “friends” and I recommend the brand. This recommendation among friends creates a world-class brand. Social media has evolved modern marketing from the “push” world where products are produced and take consumers to the “pull” world where they prescribe what they want to marketers. Social media has created more touchpoints and places that involve marketers, consumers and “friends”. Visit:- https://anvi.media/
It has changed modern marketing. New media can be branded and developed overnight. The two main examples are Ford Fiesta and President Obama. No money was spent on Fiesta’s advertising campaign. Ford has created a six-month campaign on social media. This campaign included many contacts. Instead of traditional advertising, Ford’s campaign revolved around posts, videos, blogs, and text. At the end of the campaign, Fiesta gained 38% brand awareness in the target market. In the first week it became available, Fiesta sold 10,000 units. This is a rare number for a new car. In contrast, Ford spent millions of dollars on traditional advertising campaigns and spread over two years for its fusion. After spending all the money, Fusion had just under 38% knowledge. In the case of President Obama, in early 2007 he was a stranger with virtually no money, but he won the 2008 presidential election. Brands work on social media. To create a brand, consumers need to be aware of the brand and consider it different from other products in the marketing space. They need to be confident that brands will add something meaningful to their lives. To buy a brand in the age of social media, consumers need to feel as comfortable as their friends. This is what happened in the Fusion and Obama campaigns. The key to branding on social media is the clever use of touchpoints.
To create a modern brand, marketers need to make their brand almost real. The brand needs to be someone you can trust and enjoy with. This is why some touchpoints are important. The more contacts you make, the more consumers will feel satisfied with your brand. Product branding is like fostering friendship with someone. In our relationships, the more we know, the more we trust that person. The more we trust someone, the more we are willing to overlook their shortcomings. In a group of people, even if you know that your friends have drawbacks, you choose them and decide who you want to associate with. Our friends have real life points. We trust these people, so we build relationships with them. This is how our brand is created in the age of social media.
There are two sources that can better explain this trust-building dynamics and how it relates to modern marketing. The June 2009 issue of The McKinsey Quarterly, written by David Court, Dave Elzinger, and Susan Mulder, describes “The Consumer Decision Journey.” Written by Harvard Business Review, 10/12