Latest Trends in Marketing: You Gotta Pay to Play!

December 16, 2014


Posted By: Mindbenders Media
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The question no longer exists whether or not brands should market and advertise on social media platforms like Facebook and Twitter. The question now is how you should market and advertise to your targeted consumer base on social media. Add Pinterest, Instagram, LinkedIn, and others to the mix and there are plenty of avenues in which you can connect and engage with your consumers online.

What’s at the center of all these social media platforms? Content. No matter where you look, content is KING. And it will remain as such for businesses and brands online. The best content will always be shown and shared to more users than inferior content whether it’s a friend’s cooking recipe or a brand’s promotional video. The better content you publish on social media, the further reach your content will generate.

If you’re already using social media to grow your business, great! If you have yet to start using social media for your business, then there’s no time like the present to start. Unfortunately, for those that have yet to start using social media to grow their business, the free marketing gravy train is over on Facebook and may soon be over on other social platforms if this trend continues.

Earlier this year, Facebook began reducing the organic reach of business pages, essentially requiring businesses to pay to play their marketing game. The organic reach of Facebook posts have since dwindled significantly from approximately 15% to around 1-2%. That trend will only continue in 2015.

Just this last month, Facebook publicly announced that it will crack down on overly promotional posts from businesses. Facebook’s goal is to enhance the overall user experience, but one industry executive stated, “it’s also a way of telling brands they have to buy ads”. This isn’t the first time we’ve seen this type of trend in advertising (others are comparing this to Google’s quality score system), and it certainly will not be the last.

Nevertheless, it will still be important for businesses to distribute a portion of their advertising budget into Facebook for the coming year. Facebook has already given us some insight into changes for 2015, but much is still undecided on the type of impact this will have for businesses on The Social Network. Other digital and social platforms like Twitter, Google, and Bing that should also be incorporated into a brand’s budgeting plans.

Consider an integrated marketing approach to encourage engagement from today’s multi-device consumer. Integrated marketing is at the heart of the Mindbenders Media strategy and impacts everything we do. For those unfamiliar with the term, integrated marketing is a combination of traditional marketing channels (ie. Billboards, magazine, etc.) and non-traditional marketing channels (ie. Digital, social, etc.). By using both of these channels in our marketing efforts, we’re able to spread the brand’s message consistently across a multitude of platforms to reach the consumer and help grow the business.

While you may now have to pay in order to gain reach, exposure, and awareness on social media platforms, it’s important to remember that content will continue to be king and that no amount of money can buy fan engagement. Your half-baked Facebook post may be able to reach more people by promoting it, but quality posts and engaging content will gain more interaction from users online. This in turn will help extend a brand’s reach organically.

Ultimately, the reach of social media is no longer what it used to be for businesses. In today’s convoluted social mediatized world, you simply have to pay in order to play the game.



Photo credit: jDevaun.Photography Foter CC BY-ND



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