Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 64

Social media marketing, which is about harnessing and categorizing the local spheres of influence, complements brand marketing and direct response with its focus on reaching social influencers across a variety of channels and platforms at every stage of the marketing funnel. This is done so that influencers socialize the message in their own communities and conduct the marketing for the brand. Not all social influencers have platforms to project strong opinions; some are more anonymous, localized, and less recognizable. That’s the bad news. The good news is that influencers obviously like to influence and have a meaningful and integral role to play in marketing online or offline.

Social media marketing resembles relationship marketing in that both focus on the relationship, not just the point of sale, and are more personal in nature. The difference is that relationship marketing focuses on establishing deeper, longer-term relationships with customers over a lifetime, whereas social media marketing relies on customers marketing the brand.