The rise of digital environments has, in some ways, led to increased fragmentation among consumers. But according to one expert, businesses can rely on social media marketing to rein in customers and bolster brand loyalty.
Writing for the Forbes blog, Aprimo chief marketing officer Lisa Arthur noted that the potential of social media as a content marketing tool has not yet been fully developed. Though platforms such as Twitter and Facebook have proven to be effective marketing tools for many businesses, social media is still evolving, and companies are still learning how to make the most of it.
Arthur explained that there are factors that lead to a successful social media marketing campaign, but one fundamental aspect is integration across platforms. This includes not only other social networks, but a company's website as well. By integrating websites with social media, companies can ensure web content remains relevant to customers.
“One of the first places to start is with your web landing pages,” Authur wrote. “Update old messages, add new links, etc. Design campaigns that are consistent across multiple platforms so you can be sure you’re reaching customers where and when they want to hear from you.” This speaks to the importance of a solid content marketing strategy for cross-platform success.
Echoing sentiments that social media is not yet fully developed, Gravity Summit CEO Beverly Macy recently asserted that there are still trails to blaze when it comes to social media marketing. As Brafton reported, Macy opined that social media can be seen as a platform for improving transparency and authenticity – two key elements of generating brand loyalty.
