Today a business cannot survive without marketing. In this high stakes game let us take the example of two generic products and see how social media is used to market it.
The most basic type of marketing is advertising. Here the manufacturer or the marketer tries and makes an emotional connect of the product with the consumer. This obviously does not guarantee direct sales but it is as important as any other types of marketing. Here the manufacture or the marketer can buy Instagram likes and make his campaign more appealing.
Say the product in question is soap. The social media can be used to put up a picture of it. When the product gets updated, again a photo of the updated soap is again put up for public display.
Service providers can help the campaign by making it as visible as possible. They make sure that their legions of supporters make the product as visible to the general public as possible. They have professional teams that make sure that not only likes fill up the page but also proper comments get filled up as well.
Not only direct photos of the product or packaging. A company can purchase Instagram likes to their marketing campaigns, tag lines etc. This way their campaign is also tested in a smaller arena before being projected to the audience at large using more traditional media which caters to a much larger audience pool.
Another way of reaching out to the public at large is using public relations techniques. What can be done? Say, using the same example of the soap, that a celebrity can be roped in talking about its benefits in a famous talk show. That done, the specialist social media marketing companies will make sure that the news make ripples everywhere in the social media scene.
Public relation activities are very subtle and when done properly they can be made to look un- intentional. That is the image which a product manufacturer is looking to get.
Let me give you an example to elaborate further. Say a famous actress goes to a celebrity talk show and says that the best soap that she has ever used in her life is of brand A. This in more times than not catch the consumer unaware and she or he will not be on guard against prejudices when that person watches a regular commercial.
A very important part of marketing is the promotional activities. What a corporate entity can do is use the medium of social media to convey the information of the promotion to the customer base very quickly at a fraction of the price that the conventional media would charge.
This way not only does the information reach the target audience quicker but also it can be sent to specific target audiences which the traditional media will most certainly fail to reach in so short a time.