Surviving the downturn through social marketing
The recession has altered consumers' purchasing habits in many subtle and profound ways, and marketers need to be aware of the new dynamics that drive their decisions. Cheesy and commercial is out. Quirky and grassroots is in. Done right, marketing via social media can be highly effective. The cost is negligible, and the potential - if your message goes viral - can be incalculable.
Social marketing offers a new way to interact with consumers, but aside from being another channel, it requires a different mindset to achieve results. This is Web 2.0, where the consumer is in charge of the message and will angrily resist big brand pressure and broadcast marketing. Content needs to have merit to thrive in the social space, so cheesy slogans are out and well-thought comments and humour are in.
So where to start with this new medium? That depends on what kind of business you are in.
Big brands and high-budget marketing departments have a part to play in the new social channels; viral campaigns that include fun or interesting content thrive on YouTube and other video-sharing sites.
