Digital Platform Appraisal Post
Definition of the digital platform
Social media is a digital platform used for easy interaction, communication and sharing content. For example, Twitter, Instagram and Facebook are all social media platforms. Marketing with social media techniques, can encourage interaction, participation and sharing with online communities (Smart Insights, 2015). Companies who use social media have the opportunity to do many things, such as post updates and statuses on multiple social media applications, in order to meet the organisations aims and objectives.
With social media providing easy interaction with consumers, a brand can have an accurate grasp of their reach and engagement with their audience. This is vital because brands need to interact and share information with their customers, to ensure they continue to be brand loyalists.
Explanation of the techniques associated with the digital platform
In the past, Web 1.0 consisted of a passive audience receiving communication on a one-way basis. With social media constantly developing, the audience now have the opportunity to be active in Web 2.0 (Joan, 2011). Making it very easy for companies to have contact with their audience. An example of this would be deals promoted by establishments on social media platforms stating, ‘Comment for a chance to win free tickets’. Not only is it a form of promotion, but it’s can drive building and maintaining customer loyalty forward. (Conley, 2014).
Companies can also own paid media, which consists of things such as display ads. Display ads are very effective because, so many people use social media. The reach of a campaign or promotional piece can spread all around the world, which gives companies a great opportunity to spread their product or service (Ratcliff, 2014).
Justification for use of the digital platform
Social media is used to keep up with trends and find different techniques to attract the target market. Social media is always expanding and can be presented in many ways to promote a brand and gain a larger audience range. Brand recognition by residing in different forms of multimedia channels more customers will be aware of the brand for example, seeing a brands name on twitter news feed gains recognition for regular twitter users. Social media can also improve brand loyalty by having twitter, Facebook, Instagram followers by indicating how many followers you have which can link each platform together to gain more of a following and target a larger audience.
Critique of the digital platform
Social media is continuing to evolve as a sustainable marketing channel for corporations. Websites such as Twitter, Facebook, Instagram, have made it possible to connect with customers on a mass scale. However there many positives and negative that need to be considered.
The positives of social media marketing
Social media attracts customers that traditional marketing cannot. Traditional marketing refers to any type of promotion, advertising or campaign, such as print advertisements including newsletters, billboards, flyers and newspaper (Higuera, 2017). Whereas social media is built on shares, providing huge potential to attract new customers, plus the capability to grow and build a brand (PsPrint, 2015)
Evidence that supports this point is supported by ‘The Drum’ as they have stated that in 2015 Facebook influenced 52% of online and offline purchases-up from 36% in 2014 (McCarthy 2015).
Social media allows companies to display personality, and engagement with customers, giving huge corporations the chance to show customers that they care. Improving reputation and relationships with their audience, therefore facilitating the construction for long-term loyalty.
‘Ambassador’, the referral marketing platform agency suggests that 71 percent of customers who have had a positive experience with a brand via social media are likely to recommend that company (Epstein 2013). Supporting that social media has a huge impact upon brand loyalty.
Social media offers complete open communication from the public to the business. Feedback is vital when understanding how to improve products and services. Allowing opportunities to be highlighted and acted upon, long-term customer sustainability programs can be created (PsPrint, 2015).
Evidence supporting this claim from ‘Social media today’ states that 67 percent of consumers use social media networks to seek resolution for issues and that nearly 70% of consumers say they have used social media for issues to do with customer service on at least one occasion. Finally, they understand that Customers spend 20 to 40% more with companies that respond via social media (Ahmed, 2017).
Finally, social media has been adopted rapidly, primarily because it is cheap and effective. Social media marketing is incredibly affordable, even for small budget start-ups and home-based entrepreneurs. For example, the average Facebook cost-per-click is around $0.26 (Gotter, 2017) and Retailers’ ROI (Return on investment) on Facebook ads grew 75% over last year (Kirkpatrick, 2016).
The negatives of social media marketing
There are many demands that must be met, when carrying out a social media marketing campaign for example comments must be responded to, pages must be maintained and edited. A large amount of time needs to be invested when sustaining a successful social presence. Additionally, it can be difficult to continually think of innovative and exciting content that benefits a variety of followers.
Most social media marketers spend on average ten hours on social media per week (Patterson, 2016).
Corporations have little control over how their brand is being presented on social media, due to the lack of control over comments from readers. It is easy to send negative messages on an online post, making it far too accessible to start public backlash towards a brand. Companies will have not had the ability to control comments, reviews, or even what their own team is publishing, opening their company to potential negative ideologies (PsPrint, 2015).
That being said, social media manager’s need to constantly be ready to respond to comments, messages, and reviews in real-time. In fact, online customers expect a response in five minutes or less if a positive customer service experience is not provided, the companies’ recommendation rate drops from 71% to 19% (Epstein 2013).
Online marketing is highly substantial, however there is an absence of tangible qualities that make print marketing so successful in the digital age. Something that a customer can take with them is considered with huge value and significance. Business cards remain one of the most popular marketing tools today, because of the tangible qualities if offers, that social media marketing does not (Allan, 2014).
Figures from ‘DMR Business statistics’ supports this concept, as they state that 92%of s hoppers prefer direct-mail for making purchasing decisions, and 56% of customers find print marketing to be the most trustworthy type of marketing (Morris, 2014).
Provide an example of how this digital platform has been used in a recent campaign
Deadpool social media campaign
Deadpool’s promotional campaign in 2016 was praised heavily due to the work of Fox Home Entertainment. They produced a unique campaign presenting the humour of the film and to raise its profile around the world in order to attract fans and engage newcomers.
The marketing of Deadpool was launched on many social media websites, such as Facebook, Snapchat, Instagram, Twitter and surprisingly Tinder. Alongside the release dates posted across Ryan Reynolds and star, Hugh Jackman’s social media accounts.
Tinder, a well-known dating app was used ironically, and gives the character a realistic personality, and suggests the humour expected in the film.
To promote the Blu-ray version, an original Deadpool lens was released on Snapchat, transforming fans into the superhero for 10 glorious seconds, coupled with Deadpool’s “day in the life” Snapchat story.
In terms of sales, Deadpool was highly successful with 200 million impressions on social media, extensive organic media coverage, and the obsessive reaction of fans. In the end, the expansive and unprecedented digital campaign became Fox’s best performing Digital HD title to date. (Gallegos, 2017).
Summarise the appraisal reminding the client of why they should invest in this digital platform
Social media is considered the most effective way for a company to increase recognition from the intended targeted audience. Social media is highly supportive for organisations, and constantly growing in the years to come. According to ‘Statista’ there are 2.46 billion people using social media in 2017, stating that 71% of internet users were social network users and these figures are expected to grow (Statista, 2017).
Because of the huge number of users, companies can easily reach out to a mass audience through social media marketing. Therefore, this digital platform can successfully be used to distribute a company’s message on every different type of social media platform.
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