Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 62

Brand marketing focuses on building equity around a brand, its personality, and attributes. Customers purchase products based on the brand promise. Through various forms of advertising and communications, the brand promise is brought alive to generate awareness, build excitement, and get specific products included in a consideration set. Mass media channels are typically used to build awareness for the brand, reposition it with more powerful attributes, or ultimately sell products. This will always be central to marketing efforts. All brands require significant effort to penetrate a market and generate desire.

SMM complements brand marketing in some key ways:

 SMM places extra emphasis on peer-to-peer marketing and allows for peer-to-peer decision-making in a digital context.The focus is on understanding how consumers are interacting with each other on social platforms versus how they’re interacting with the brand. Consumers are asked to do the marketing for the brand by layering their own voices and perspectives on top. The result is the socialization of a message or story in a way that’s meaningful and relevant to their world.

 SMM rarely uses mass media, whether television, print, or radio.Interactive channels that allow for the socialization and redistribution of a message are more important. But the brand cannot be simply pushed through the channels. Instead, invite consumers in the channels to experience the brand and make it their own.

 SMM is about becoming part of all media streams, across all channels, where consumers are responding to and discussing the brand messages.In many cases, they’re self-organizing these conversations on the fly. In other instances, they gravitate toward existing community hubs where the conversations are already taking place. These conversations can also take place on your own corporate website.

Because of this, messaging, advertising campaigns, and even the products themselves don’t define successful brands as much as the communities that surround them do. A brand supported by a large and influential community becomes more successful than one with a weak, disparate, and disjointed community. You have a huge opportunity to learn from their consumers as they listen in on these conversations. This is an opportunity you shouldn’t miss.