It is not just the digital age that we live in today. In recent years, what began as a by-product of the internet-centric society has snowballed into a colossal force that has changed the way people communicate and even, in some cases, how they live their lives. This phenomenon is social media. Sites such as Facebook and Twitter not only rule the online world but, in many ways, exert immense power over the physical one. Many people often feel more comfortable communicating with each other via a social media message than they do by face-to-face conversation.
From a marketing perspective, social media is an absolute blessing. If you want to reach as wide an audience as possible, then social media advertising is undoubtedly the way to proceed. The ability to be able to target a marketing message to a precise audience range means there are no wasted efforts. For retailers, there is another advantage to cultivating a strong social media presence too, and that is the opportunity to show a more approachable, friendlier side.
Most large multi-site retail companies are seen as faceless corporations by many consumers — remorseless money-making machines where the brand is king. The most astute marketing teams at multi-national retailers have turned this public perception on its head by not being afraid to show the human side of their business, producing Facebook pages and Twitter accounts that connect with consumers on a personal level. Happily getting involved in the most popular social media trends of the time, such as sharing selfies, is a prime example of this more natural approach paying great dividends. After all, if selfies help to portray presidents and prime ministers in a more positive light, then why can’t the same be true for a retail organisation?
The recent ice-bucket challenge phenomenon which has gripped the entire world is perhaps the premium example of how social media trends can exert such influence and power over today’s society. Retailers who have heartily got behind the ice-bucket charity initiative have not only displayed their philanthropic side to the world, but have also managed to push to the fore the human nature of their business.
Social media is based on the principle of connecting with others on a personal level. For retailers, making that personal connection with their customers has always been one of the trickiest aspects of the marketing process. The rise of social media has now made that process much simpler. Retail organisations that have been slow to capitalise on this golden marketing opportunity need to get on board quickly before they get left behind.
