3 G’s of Social Media Marketing.
Do you know? Globally, Instagram has 1 billion users, the largest users are between age 18–24 years and 52% are women living in urban areas. (Instagram, 2020) how are marketers using these Data?
Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers.[1]
Based on the definition of the market, which commonly known as a place for a business exchange where buyers and sellers meet. It can be a physical place or digital.
In the dynamic and rapidly changing world with modern and advanced technology, marketing and markets made easy. An entrepreneur or businessman needs to build trust to exchange business without a border.
First, know what you want to achieve. Before crafting your campaign, or posting your product or service you need to know your customers. #KYC is a cornerstone of digital and social marketing.
In this article, I will present three key insights to consider for KYC in social media marketing strategy.
This is not an era of files, folders, and KYC forms of data entry, with limited to the selected physical geographical niche. Through the use of automation, digitization, and machine learning the KYC made easy with precise data that inform marketing strategy.
In all social media platforms, users are registering with key data that are critical to marketers such as Age (Generation), location (Geography), and sex (Gender).
“The marketing strategy lays out target markets and the value proposition that will be offered based on an analysis of the best market opportunities.” (Philip Kotler & Kevin Keller, Marketing Management, Pearson, 14th Edition) once you know the value proposition and the target market then your digital marketing strategy will require the other winning factors such as quality of picture, clarity, and the use of language.
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The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. The marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion, and Place.
Carefully considering the marketing mix will enable a business to understand how it can differentiate its product or service and thus build a marketing strategy to drive sales.
The 4 P’s details are of interest as a whole but for the sake of this article, my discussion will be based on Market Place. In most cases, traditional marketers are commonly referring to a target market/niche which is confined to a certain physical location within a border.
Therefore to give more details on the proposed market through digital or social media marketing an entrepreneur or businessman needs to thoroughly analyses key data to inform the marketing campaign.
In the marketing campaign using social media platforms, everyone has his/her own goals. In general, these are some of the social media marketing goal you can have.
· Increase brand awareness.
· Drive traffic to your website.
· Generate new leads.
· Grow revenue (by increasing signups or sales)
· Boost brand engagement.
· Build a community around your business.
To sustainably and effectively achieve the goals for your social media marketing strategy please consider the 3 G’s in every aspect of the business value proposition.
The why your product or services serve the need or want of the customer is key ingredients when launching a social media campaign, try to engage with the prospect creatively. We all know that it is not easy but is possible to know the details of your followers within the 3 G’s.
GENDER
Gender is defined differently from sex; when we refer to a person’s ‘sex’ we are speaking of their biological sex (i.e. male or female). This is strictly physiological, whereas the term ‘gender’ refers to a sociocultural construct.
In this regard, gender marketing is the process of looking into details on the role and interest determined by the different gender roles and behavioral differences between men and women, which are strongly influenced by society and culture.
Therefore, it is important to analyses gender marketing techniques, that will help to tailor advertising content and techniques to the different consumption and purchasing behavior of the genders. The way urban women and men prefer a thing is different based on their social-cultural exposure.
GEOGRAPHY
Yes, I know you passed geography as a subject in your school, and you can confidently define it. But in marketing, do you know how does it affect the social media marketing strategy? This could be urban and rural communities.
Think of the digital location, whereby one post from Instagram could reach more than 50+ countries in a second... Yes, no passport no visa. So when you are working on social media marketing strategy, think about the language, culture, and results you want to achieve beyond your niche/border.
The digital economy ‘new economic geography’ is a technology known as Geographic Information Systems (GIS), which helps link locations to information and allows businesses to visualize where their customers are located.
GIS analyzes demographic, psychographic, purchasing, and spending characteristics for accurate customer segmentation, and puts the pieces together to help you and the firm to make better and informed strategic decisions.
GENERATION
As marketers, we know it’s hard to acquire and retain customers. Through social media we get their attention with content marketing and nurture them through cycles of emails, hoping that they’ll decide to buy our services or products. It’s even harder when you’re trying to market a product to so many different generations in one platform, let say Instagram or Facebook.
Generational marketing is a marketing approach that uses generational segmentation in marketing communication. According to Wikipedia, a generation is defined as “a cohort of people born within a similar span of time (15 years at the upper end) who share a comparable age and life stage and who were shaped by a particular span of time (events, trends, and developments).
There are so many ways to create market segmentation and create a generational marketing strategy and establish a sustainable niche. But all in all, things are moving fast. Remember, those in social media are easy to reach but again their purchasing power is not stable as those who are not in the mainstream social media platform.
The need to know the 3 G’s details of social media platform users is of critical importance so that business will remain relevant to the intended prospects and customers.
So if you are planning to use Facebook ads, Instagram ads you need to know the 3 G’s so that you will have a targeted message by providing the value matching with online users.
Social media marketing is of great potential if used effectively. You need to know how to craft well the value proposition and yes, be a storyteller. As you already know the giants of social media are women and generation Z so you need to know their purchasing power, social behavior change and make it easy for Gen Z.
Yes, you can tap into big data and make sales. Do you know? 928.5 million people can be reached through Instagram ads (last updated by Simon Kemp in 2020)
so what it takes? More than 500 million accounts use Instagram Stories each day (last updated by Instagram in 2019) make your value proposition through stories. You can read more about Gender, Generation and Geography for Instagram https://bit.ly/InstagramDemography
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