I’m trying to learn for my Business class and I’m stuck. Can you help?
200 word response to the below:
I recommend a social media strategy that 1) builds awareness for Death Wish Coffee and 2) assists with conversions. Both include organic and paid tactics. Though Dressler and Kennedy (2019) summarize that social media makes up only 4% of website visits and a 1% conversion rate, I still believe in the medium.
I usually see conversion spikes during a campaign with ad dollars behind it. Yet, the channel leaders are still organic and direct. My hypothesis for this is: social media channels (and other advertising avenues) are a means to generate awareness. They are touchpoints within the conversion path. Often you can’t even track them all because of user behavior. People tend to shift from their mobile devices to their desktops or clear their cookies. Thus, for Death Wish Coffee, I would still utilize social advertising.
Barker et al. (2016) suggest that social media channels are a great way to reinforce brand image through content strategy. This is something I agree with too. Customers undoubtedly have their perceptions of brands, but the entities are still the authors of their stories based on the quality of their content, product/service, and customer service.
Content is and always has been king. As someone with a background in Search Engine Optimization (SEO), this is my defining marketing principle. Schaefer (2018) explains that the best way to rise above the noise is to make content designed to go viral. However, the underlying factor behind being viral is that the consumers decide what is and isn’t viral. Companies that focus on the type of content that performs best for them rather than doing it all are the ones that can escape the clutter. And the only way to know for sure what they are is to analyze, test, and repeat.
Barker, D. I., Barker, M. S., Bormann, N. F., Roberts, M. L., & Zahay, D. L. (2016). Social Media Marketing: A Strategic Approach (2nd ed.). Cengage Learning.
Dressler, A., & Kennedy, E. (2019). 2019 B2C Ecommerce Benchmark Report. Episerver.
Schaefer, M. W. (2018). Social Media Explained: Untangling the World’s Most Misunderstood Business Trend. Schaefer Marketing Solutions.
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