Building and having a positive brand personality can be a major driving force behind consumers purchasing behaviours, social networking allows organisations to reinforce and create their own personal brand personality in the form of interactive Facebook pages, YouTube videos etc. By having an effective marketing strategy around brand personality organisations and entities can engage customers in the form of opinions, pictures, videos and updates, keeping potential consumers interested. Michael’s findings stated that of those who had been using social media for at least 1 year, 65% found it useful for building a loyal fan base(1) This arises from having a positive brand personality.
A very important element in product development and marketing is learning about your target audience and their needs, if these needs can be established and satisfied it will increase demand for a business’s product, leading to greater profit and sales. Through social media businesses and entities can post questions, polls, surveys, share opinions, insights and experiences to gain better knowledge about their target markets, 65% of marketers found social media to be a helpful tool in understanding the market place (1)
One of the greater benefits of having an online marketing presence is the potential for product development through the form of customer service and feedback, but why use social media? An advantage of social media compared to traditional marketing techniques is the ease of communication and accessibility; customers query’s and questions can be directly enquired through the products social media page, breaking down barriers between communications while making it easier and more direct for both parties involved.
Although social media is a new revolutionary marketing…