My views on optimising the Digital marketing using Social Media

1. Digital Marketing and
Social Media
A concise overview into optimizing Digital Marketing using
Social Media

2. To make a ripple in the pond, drop a stone; to create wider ripples drop a larger stone.
But to reverberate a ripple that spans the entire pond, even the largest of the stones
might not be sufficient. So, might think about whether this is possible or not. And
the answer is yes, but the solution is not a gargantuan stone. Drop multiple stones in the
pond; dropping points should be strategically placed and the time precisely calculated.
This will create ripples that will span the entire pond.
By the above example, it might be clear what the inference here is. To market a product
or service, making a lot of noise and investing heavily in one medium is not sufficient. In
a fast-paced world like today's, investments should be diversified for marketing. And this
needs to be presented in a fascinating manner for the end-user. Managing to create an
enticing product/service and succeeding in generating the interests for the same through
novel initiatives of social media is the success mantra for any entrepreneur.

3. Digital Marketing- the dream world that has enraptured many an entrepreneur for their
quest for success. Digital marketing, by definition, is simply the method of advertising
about a product or service through digital media. Marketing something has been pivotal
for the success of any product or service for decades and centuries. Till the end of the
2000s, digital marketing confined to television and radio. Of course, there were other
mediums for advertising like newspapers, hand-outs, flyers etc. But they don’t fall under
the category of digital marketing and hence we will keep that out of the discussion.
Now, elaborating the allegory of Pond and the stones, one fact is vivid that in the field
of marketing, smart-work predominates hard-work. Heavy marketing through one
stream will not suffice to make an impact. Below mentioned are a few of the strategies
that can be followed to expand the product/service reach and connect to more
customers:

4. 1. Optimal Diversification
In today’s diversified world, every individual (read it as the prospective customer) might not be
interested in all the digital mediums. With the onslaught of technology, people have a wide
variety of methods to be connected. Facebook, Twitter, WhatsApp, and YouTube are the main
players of today’s market; however, there can be potential customers who are vying in the
digital world through lesser-known platforms like Viber, Line, and Medium. So it’s the
prudence of the marketing head/manager that decides to which all platforms the marketing of
product /service should sprawl its tentacles.

5. A comprehensive study on the budget at the disposal for marketing and efficient
utilization of the same to optimize the reach are crucial. Concerned personnel should do
a detailed market study to comprehend the trend of social media, and the category of
people harnessing each, for their quotidian tasks. Then she should determine based on
the product and the data accumulated, which all platforms are relevant for them and to
what degree. Providing the source contents with deserving importance to chosen
platforms will ensure the product/service will perceive a light at the end of labyrinth.
One must be knowledgeable enough to understand the extent to which marketing needs
to be done and prudent enough to control or manoeuvre them interpreting the results.

6. 2. Chronological Persistence
Fill it, shut it, and forget it. Even the company promoting this ad, didn’t miss to “remind you to
forget”. In the cosmos comprising of digital marketing and social media, one needs to be
persistent to get noticed. Being less frequent poses the threat of being missed out and being
too frequent might land the ads in spam section; nobody likes a nagging post, email or tweet.
Ensuring an ideal interval while promoting the digital content is of utmost significance as well
as ensuring its being promoted within those intervals.

7. The ideal interval for promoting the product/service will again depend on the platform
being used to communicate. More than two emails per day, might prove to be fatal for
the promotion; but multiple posts or tweets on the timeline of an individual might yield
the opposite result. The individual handling the various platforms should be well-versed
with the diverse dispositions that each platform inherits. The strategy to be followed here
depends solely on the behavioral traits that are closely embedded in those medium.
Striking harmony with plethora of these media is the key to ensure the process of
marketing remains in tandem.
Human psychology plays a decisive role to identify the frequency in which one would
prefer to receive the notifications. This will depend on age, social background, culture
and geographic location. To understand the background of the potential customer, it’s
better to do a survey and get the details before the campaign starts. Since acquiring
individual data from each social media user is next to impossible, companies might need
to employ data analytics personnel to gather and analyze the data for them. Whatever the
strategies maybe, understanding the throb of the target audience will definitely yield
positive outcome.

8. 3. Conservative Innovation
When the wave of nationalism swept across the country, we perceived that a lot of firms were
harnessing it to monopolize their products in the market through that sentiment. Even the
silliest of the ads were depicting nationalism as the theme of their product. Similar was the case
of woman empowerment. The concept of a bath soap giving woman empowerment, if
someone ponders over, is ridiculous. However, they were innovative and succeeded in catching
the eyeballs. (It’s the precise reason those examples are mentioned here).

9. Again, understanding the multitude is the key to innovate. Even Mark Antony used this
age old tactic to contravene Brutus’ will to provide people of Rome democracy and
managed to subjugate them for centuries. Gaining the knowledge of what’s trending in
the society and employing that to design the marketing strategy always gets the attention.
Motorcycles preaching nationalism, bath soaps and perfumes conveying woman
empowerment, and fruit drinks and deodorants promoting sexuality are all need of the
day (and stupid, and dumb, and moronic and… let me stop there). But delving into souls
of the crowd and coming forth with marketing ideas based on that for a product/service,
is a sure shot for success. It will take a people’s person to apprehend the view and sculpt
it around a particular merchandise. Hence the pen that you are providing is inevitable for
the customer to be a nationalist, a supporter of woman empowerment and to achieve the
person of their sexual persuasion (Sex, it always ticks).

10. Conclusion
To conclude, the pond will not remain the same and so shouldn’t be the stones that are being
cast into it. It doesn’t matter what stones are being cast into the pond (occasionally a large
stone might help make the desired ripples), ensure those are capable of delivering the results.
Scrutinize the pond, understand points of maximum impact and then cast the stones to get the
ripples.

11. Thank You
Email: arunjakkara@gmail.com