USING SOCIAL MEDIA MARKETING

Building Relationships, Digitally

More and more marketers nowadays are starting to recognise the importance of building up lasting, loyal relationships between customers and brands. Acquiring new customers can be costly, so it makes sense to concentrate on holding on to those you already have.

This is where relationship marketing techniques can be useful, to help consumers make a solid connection with the company or brand and hopefully remain with them for years to come. The way in which customer relationship programs are run has been revolutionised over the last few years, mainly thanks to the overwhelming popularity and widespread use of social media.

Social media can help brands get closer to their clients in a more cost-efficient, innovative way. To successfully use social networking to your advantage, it is essential to first identify your target market and the networks (i.e. Facebook, Twitter) they are likely to belong to. There are then a variety of tactics you can use, such as promotional offers and interactive campaign, such as those used to great effect by the likes of big brands such as Pepsi, Häagen-Dazs and Volkswagen.

Most marketing professionals find relationship marketing campaigns to be most successful when used in conjunction with traditional marketing techniques such as POS displays, print media and large format display items.

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