Social media marketing has the ability to advertise to more targeted audience. In addition to the more qualified traffic, the associated costs are less. Companies can spend $5 million on their TV commercial for 30 seconds of airtime or spend much less on a platform such as Facebook and receive the same amount of engagements on their site, and likely an increase in conversions. Think about how much further that $5 million dollars would go on a platform like Facebook that is way more targeted and easily tracked. The return on ad spend value is much higher on digital marketing platforms.
Every marketing campaign has different objectives. If your objective is brand awareness, then TV marketing may be the best option for your campaign. If your objective is to make sales, however, then putting a digital ad in front of your target market on social media might be the best way to go.
From Google to Facebook, brand is increasingly being tapped to affect page rankings and SEO. Not only will customers make their decisions about your brand based on your profile information and connected reviews, they will see your profile more often these days based on what they are searching. Consumers are making their brand decisions after seeing only a few pieces of content available in their preferred channels – and later it is depending on their interest and conversions. What does this mean for you brand? It means that multi-channel content and consistency are both very important. You need all of your content to have the same tones and brand messages (and colors, fonts, professionalism, sensor of humor, etc.) so that every consumer is getting the same idea about your company.