THE PHILIPPINES, JULY 30, 2012: The social media revolution has resulted in a lot of changes in almost every industry – the most affected one is marketing.
Ramon Lizardo, Independent Digital Marketing consultant, talked about how brands should handle attention, wanted or unwanted, on social media channels.
A study conducted by Universal McCann showed that Filipinos are more likely to purchase and recommend brands on social media – the trend of influence being played out strongly than it did before social media.
In order to capture the attention of the audience, you have to know what they want first, Lizardo said, citing a quote from the Business Socialization Circle, which says, “In order to influence others, be influenced by them.”
Lizardo named the advantages of social media which include: targeting specific interests, easy and accurate targeting of the market, upholding of integrity, increasing reach by 100%, and, of course, being cheap, compared with advertising above-the-line, in the long run. While disadvantages include: the power to make or break your brand, and it can be abused.
The ongoing trend of consumers taking their complaints to social networking sites was also stressed. He called on the marketers to be ready for such crises, citing the recent spat between SM City Baguio and environmentalists on the former’s persistent cutting down of trees and how it was handled.
Lizardo spoke at the recently concluded Asiannovation: Unleash the Asian Marketing Masters conference at the Shangri-La Makati Hotel.
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