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Are You Marketing to Your Primary Audience?

29 Jul, 2014 By: Sand Sinclair, Editor

Sure, we all are aware that business promotion through social media is big today. We know that social media use involves "Social Marketing" -- and if you're a "marketing manager" you are always seeking to create new ways to extend your outreach and prospecting efforts.

But have you thought about your audience in depth?  I think real social marketing seeks to influence social behaviors and not necessarily to benefit the marketer, but to benefit the target audience you seek. Thinking along this line is a technique that has been used extensively in vertical markets such as education, healthcare, legal, and government or civic-related type programs or audiences. The end consumer is important to their business, thus they want to be marketed to where social interaction and behaviors is a consideration, besides "product" or in favor of "services" first.

Like commercial marketing, Social Marketing's primary focus is on the consumer - on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Marketing talks to the consumer, yes, but not just about the benefits of using your product.

The planning process for you to market to this type of an audience takes the 1) Consumer Focus into account by addressing the first element of the "marketing mix." Then you talk about the decisions of 2) the conception of a Product; 3) the Price; 4) the distribution (or Place); and then 5) the Promotion. This is more than the so-called "Four Ps" of marketing, but rather by adding "Consumer Focus “into the mix, you create five key elements.

Sure, Social Marketers can add a few more ways to widen the scope of their/your marketing efforts; in fact, it should be done automatically to keep your marketing campaign fresh and inviting, if not thought-provoking.


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