Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 50

IN THIS CHAPTER

Applying social media marketing to the marketing funnel

Deploying specific tactics at each stage of the funnel

Deepening customer relationships using SMM

Complementing brand marketing

Making direct-response and social media marketing work together

The true power of social media marketing comes from applying its principles to all parts of your business in a rigorous fashion. This begins with examining social media marketing in relation to your marketing funnel. You then need to understand how it relates to brand marketing and direct response — the two traditional pillars of marketing that support the marketing funnel. Understanding the differences helps you to better know when to deploy social media marketing tactics versus when to depend upon brand or direct-response tactics.

In this chapter, we also discuss how big and little ideas relate to social media marketing. The marketing world has historically been driven by the big ideas. Whether it’s been the glamorous advertising (Apple’s iconic 1984 commercial comes to mind) or the clever in-store promotions that you see when you walk down the aisle at your local Whole Foods, ideas drive marketing. That changes with social media marketing. We explain how you need to think about the big idea a little differently as you deploy social media marketing to meet your marketing and business objectives.