On May 6th, 2010 Advanced Media Productions gave a presentation at Clark University on the importance of social media in the new buying cycle. Consumer habits and the prevalence of social media networks on the web are changing traditional sales practices. Broken into 2 parts, Social Media, Search and Digital Asset Optimization discusses the importance of properly executed social media campaigns not only as a sales asset, but also as a tool for branding your business. Louise Rijk, VP of Marketing and Sales at Advanced Media Productions, discusses in-depth the ripple effects a social media campaign can have in accordance with the more traditional marketing techniques, and how rapidly the buying cycle is evolving on the web.
The first half of the presentation focuses on the changes occurring within the online buying cycle. In the past, traditional sales have followed a pattern that was supplemented with television or radio ads. On the internet consumers follow a different pattern. Gone are the days when marketers needed a sales pitch to entice a customer to purchase items or services, consumers online begin their quest at a different stage in the buying cycle. Online shoppers are already committed to a product or idea and log on to their computers to perform the next step, seeking information. This is where the changes in the online buying cycle become the most significant to marketers. Information about your product, as well as presentation, can make or break a sale online. Converting what would have been a quick glance at your homepage, landing page, or PPC ad into a purchase is a methodical process and unlike marketing techniques used offline.
The second half of the presentation discusses social media and the importance of its presence for online marketing campaigns. Social Media, Search and Digital Asset Optimization clarifies a common misconception among marketers that social media may stand alone as a marketing tool. When a proper online campaign is built and executed social media is the ultimate complement to enhance traffic, increase branding and familiarity, and attract a new audience to your product. Facebook, Twitter, and other various social media platforms are easily accessed, free or low-cost, and enormously popular among online consumers.
Knowing why consumers fulfill their needs online is only the first piece of the puzzle, running a successful online marketing campaign is a learning process, Social Media, Search and Digital Asset Optimization touches upon fundamentals relevant for both the online marketer and consumer.
