When the Internet first rose to popularity, marketers found a new medium to patronize. But it is fast becoming clear that social networking has created an all new medium within the Internet. Thus, marketers now consider social media marketing as a powerful marketing tool, differentiating it from general Internet marketing.
Anyone who comes into contact with the Internet, and even those who don't, know about how powerful and dominant social networking sites are these days. These sites, such as Facebook, Twitter, and MySpace, are gaining increasing popularity, with millions of new users being added in a short span of time. These sites are therefore getting Internet users together in one website, a rare gathering in a highly scattered and spacious world like the Internet.
For years, marketers have relied on TV, radio, and broadsheets to communicate with the mass market. While these have successfully reached the general population, marketers have always been looking for a more direct way to communicate. Based on the fact that building relationships with customers is a better way to retain their loyalty, marketers have been hoping for a cost-effective way to do this. And now, social networking has provided the perfect solution.
Whether it be in the promotion of products, services, personalities, and even politicians, Facebook, Twitter, and other social networking sites are fast becoming prominent channels of communication. And anyone who knows anything about marketing can tell you that these sites are the perfect tools for marketing.
First, they provide cheap, even free, access to a large gathering of people. Second, these people are not just a whole mass of Internet users. Their social networking profiles automatically divide them into groups based on certain demographic factors, such as age range, gender, and location. This makes it easy for marketers to send messages to the specific segments of the market that they are targeting. Also, these sites, especially Facebook and Twitter, also have features that group people according to their interests or their views and opinions. In Facebook, there are groups and fan pages. In Twitter, there are trending topics and hashtags. These features make it easier for marketers to further identify their specific target audiences.
Indeed, social networking has found a rather prominent place in the world of marketing, so much so, in fact, that there is now a whole new kind of marketing in the business these days. This is called social media marketing, and top advertising agencies are adding it to their roster of services. Other than that, several specialist social media marketing agencies have also been cropping up. It seems that these networks have found their way into the big arena, and it doesn't seem like the trend is going to fade anytime soon.
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