Websites like Facebook, Twitter, and LinkedIn, etc., do not live on the fringes, not any more. They are very much part of main line, in fact, for many people these websites are what there is to the Internet. Everyone is noticing this trend, but are marketers taking notice of it? Are they considering social media worth their effort to include it in the marketing mix?
This is a question that has kept marketers, researchers, and business commentators busy. They have been fighting on this issue for many months without any resolution. But to put an end to all the cantankerous discussions, MarketngSherpa, one of the world’s leading internet research firm, has asked 3,300 marketers for their views on the topic. The result for which is given below in the image.
The study found that only 26% organizations integrate social media with other online and offline marketing technique. If we combine another 8%, who said that they do extensively integrated, but only with online media, then the percentage for this acceptance will rise to 34%, which is not a very healthy figure, seeing the rise of popularity of the medium. (See image, for rest of the data).
Is this good for the business?
This is the very first thing that comes to mind when we hear such data, and we tend to give an off-the-cuff remark in either yes or no. The answer could be right, but it does not tell why.
In this case, the answer is negative because in our time, it is bad for a business to leave social media out of the marketing mix. Still, a good number of companies are not taking it seriously. This is akin to living a large amount of money on the table. If the success of companies present on Facebook is any indicator of the efficacy of social media then it is safe to say that in our time, people on social sites get influenced more by recommendations on these websites (Likes, tweets, diggs, etc.) then are influenced by mass media advertisement.
Ideally, I would like to see everyone joining the social media party, but if not so, at least this marketing communication tool should be visited by every marketer. A dipstick trial project is must before not deciding to integrate it in the marketing mix.