For marketers, it can be hard to know which social media trends to pay attention to and which ones to ignore. The experts provide their perspectives on macro trends affecting social media advertising, post-pandemic digital consumer behavior and the ways to remain competitive.
According to David Appasamy, Head of Brand & Strategy, Social Beat, aligning social media objectives with business goals build better engagement with the audience. “With change in the economic milieu, consumers are in a state of quandary and they are forming cautious financial decisions. Interestingly the marketers are leveraging the powers of social media branding in these ambiguous times and structuring a detailed process to attract customers.”
Bharat Dhuppar, Real Estate and Hospitality Consultant, Zuphoria, expressed, “Social media operates by word of mouth advertising. Modern day dissemination of messages is aided by organic discussions about brands and philosophies online. Influencer generated content can work wonderfully for image building exercise. For builders or any other professionals, this marketing tool is reasonably good if they understand the utility of it. Responsiveness is pivotal for online campaigns.”
Jayanta Barua, Head- Marketing Communications, Signature Global believes that social media is evolving and brands are anticipating a brighter future. “Digital lead generation through social media campaigns requires an ecosystem wherein moment marketing leads the way. Creating a unique experience around your real estate brand can be enriching.”
Poonam Prahlad, Director, Born Hi Digital stated, “Social media is a perplexing yet well- focused, time-relevant and rewarding strategy. Especially, for real estate brands, ORM and CRM policies are highly motivated by experiential marketing. Genuine consumer insights ensure the beginning of a functional campaign.”
Sairam Ranganathan, National Head, Digital Services, WaveMaker India emphasized, “The lines between brand marketing and performance marketing are blurring. Today, social media technically dominates customer choices. Establishing brand awareness, generating relevant leads, improving brand engagement, and focusing on the humane angle are few of the imperatives for social media marketing.”
Sumit Lakhani, Chief Marketing Officer, Awfis Space Solutions Private Limited believes in sustainable marketing on social media. “Meaningful content produced consistently for the end customers can form long term bonds, create communities and cause virtual success. Branding is about storytelling and the digital marketing funnel is no more linear and it changes from one campaign to another.
UNDERSTANDING SOCIAL MEDIA
Bharat Dhuppar said, “Humane engagements and compassionate conversations are the major factors for success of any brand. Social media is a space where everybody is having conversations about everything and if we are not there as part of the conversation we can't shape that conversation about us so it is a great place to influence consumers.”
Poonam Prahlad stated, “Social Media is very high on consumer engagement. The leading platforms are triggering global conversations and forming communities exchanging lot more than earlier. Experience creation is the principal need.”
Jayanta Barua added that what has truly worked with respect to real estate marketing is touching the pulse of the aspiring homebuyers with simple yet effective content on social media. The developers must focus on using a mix of marketing approaches.”
Sairam Ranganathan agreed, “Social commerce will continue to expand and audience specific content has become mandatory today. Social media is capable of influencing elections, influencing the choice of things that we watch, the choice of things we buy and so on and so forth. This makes it interesting and challenging for us as marketers.”
Sumit Lakhani mentioned, “It is important for brands to develop deep relationships with their customers in a consistent fashion to create long-term affinity. Running behind a viral success can fool you by the vanity of metrics of number of views, likes, shares and comments without getting into a deep understanding on who they're coming from and how they can contribute to the brand building and business success in the long term.”
David Appasamy concluded that simple yet relatable content is at the heart of social media branding and most importantly, one has to customize the communication as per the social media platform.
SIMPLY OFFERING INFORMATION VIA SOCIAL MEDIA ISN’T ENOUGH. BRANDS NEED TO BE QUICK AND CONSISTENT WHEN IT COMES TO RESPONDING TO COMMENTS ON A SOCIAL MEDIA PLATFORM.
EXPERIENTIAL MARKETING IS AT THE CORE OF SOCIAL MEDIA BRANDING. REAL ESTATE PLAYERS ARE ENGAGING CUSTOMERS THROUGH BRAND EXPERIENCE AND IN TURN CONVERTING LEADS INTO SALES.