Redes sociales
The online world, which has reinvented the marcom mix to consumers and between businesses (B2B), has also awoken a very interesting phenomenon in social media. The million dollar question now is: what is the role and fundamental objective of social media in the marketing mix?
After attending the “Search Engine Strategies” SES Conference in San Francisco, where I was exposed to various sessions where online marketing experts offered their various points of view, and specifically on social networks, I’ve come to the conclusion that, although all of us who work in digital marketing are up to date on its potential and obvious growth, no one has been able to truly measure, rationalize or identify its best use from a conceptual point of view, within the overall marketing mix.
If we look at social networking at its most basic, what is it: “Social network, added value for consumers in providing a space for open dialogue among friends to socialize, establish a relationship.” It’s almost a cybnernetic extension of ourselves.
Looking at it from this angle, we can see that social networks do fulfill an essential role within digital marketing, whenever one’s objectives are to build an organic relationship with consumers and an identification with brands, so that within the marketing mix, social networks serve to redirect consumers towards that next step, closer to an ROI.
It’s clear for me that all aspects of marketing (Display Networking, SEO/SEM, E-mail, DR, Social Media, etc…) fulfill a specific and synergistic function among each other; in this case, directing consumers to identify with brands.
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