Social media is driving the persuasive voice in post-COVID digital marketing
The era of the digital consumer market has changed over the past few years as the pandemic has faded over businesses and brought about a major shift towards online communication and interaction.
This change meant that digital marketers also had to adjust their strategies, shifting from traditional persuasive messaging to online and digital formats, enabling them to communicate with consumers through digital media and visuals.
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Nowadays, it has become almost impossible to start and grow a business without using some form of digital tools or social media as a means of marketing. According to a State of Marketing report from HubSpot, in 2020, when the world was in the midst of the global pandemic, social listings were considered the #1 tactic used by most digital marketers.
Since then, our world has changed a lot, and our digital footprint has been largely influenced by how marketers, businesses, and entrepreneurs harness the power of social media to drive our consumer behavior.
Even in the digital age, combining theory and practice means digital marketing teams are able to create persuasive messages that attract consumers and improve social acceptability.
“The persuasive voice in marketing, especially in the digital age, is perhaps more about answering a question that doesn’t yet exist. When brands and businesses direct their city of voice and online messages to their consumers, they are able to dramatically increase online leads, we call this the “Psychology of the Influential Buyer”, mentions the team of JMarkering.
By employing the right consumer-centric strategy through the use of social analytics and software, businesses are able to target audiences more accurately and better understand their customers’ desires. But there’s already a lot to understand how these concepts work in the post-pandemic economy and consumer market, so let’s get to it.
Social media as a paradigm of trust
In the wake of shutdowns and the continued quarantine that followed, social media has gained a major hold on businesses and entrepreneurs.
A recent survey of 281 entrepreneurs found that 29% of respondents say TikTok offers the greatest opportunity for networking and reaching new customers. LinkedIn accounted for 24.2% and Instagram had a success rate of 17.4% according to correspondents.
With this, it is possible to note how entrepreneurs are seeing a new wave of opportunity in social media applications such as TikTok, which incorporates visual media aids.
The trust paradigm plays a major role in how businesses, entrepreneurs, and marketing teams can build trust between business and consumer.
On platforms like TikTok, users are constantly exposed to thousands of videos every day. For a company that exploits these capabilities, it is possible to establish a more neutral ground through which it can communicate its business strategy, without acting as an intrusive adversary.
Brands can now leverage the power of TikTok and other social media platforms to encourage user-generated content. They are able to collaborate with influencers and other relevant names in their industry. Research has found that around 61% of consumers are likely to trust service and product recommendations if they come from a friend, family member or influencer.
In 2018, it was reported that approximately 97% of all Fortune 500 companies use at least one (1) social media platform that helps promote their business and its initiatives.
Social media is not only used to communicate the latest trends or the products and services that the company has to offer, but it has become the main link between the brand and the consumer. This allows them to shift their focus from traditional persuasive messaging to modern messaging to inspire trust and brand loyalty in their audience.
The digital voice of the entrepreneur
While brands can inspire trust and loyalty through the power of social media, research has shown that 82% of consumers are open to being trusted by entrepreneurs who frequently engage in online activities.
This research however points to the frequent use of micro-blogging, but when considering the project of digital voice entrepreneurs from their social media platforms. It is clear that around 77% of consumers are so willing to support or purchase products and services from digitally engaged entrepreneurs online.
But the digital voice of the entrepreneur is not just limited to the services and products offered by the company. On the contrary, it has been found in some older research that the social interactions of online entrepreneurs can also affect the firm’s performance in the stock market.
While it’s clear that leadership styles can vary from field to field, there’s still a lot of room for interpretation when it comes to how an entrepreneur projects himself to his audience.
When we consider this, we see how much easier and more convenient entrepreneurs find it to use social media capabilities as an effective means of brand communication. That’s why 68% of consumers believe that social media allows them to physically interact with brands and businesses more effectively.
Even companies such as Verizon (NYSE:VZ) have highlighted the importance of entrepreneurs having a digital voice through the use of social media. From building networks to finding a supportive entrepreneurial community, social media has become the go-to place for entrepreneurs these days, and it’s only looking to become more pervasive as the digital transition takes hold of businesses. global consumers.
The digital cycle hasn’t changed everything for the better
In a 2021 Irish Times article, it is clear that creative standards in marketing and advertising have changed rapidly, as the “new golden age” of media has embraced digital consumer behavior and ability actively participate in the sales cycle.
We’ve gone from creating interactive social media marketing strategies to digital campaigns that bombard consumers across the web.
Research has shown that over 42.7% of global consumers aged 16-64 use ad blocking tools at least once a month. In the United States, 27% of internet users block ads when they are busy browsing the web.
It’s not just on web browsers that online marketing content has become almost intrusive, sponsored content on social media is also on the rise, and a majority of consumers from various demographics are noticing more sponsored content appearing on their social feeds.
Today, around 16% of social media users have clicked on promotional or sponsored posts on social media. What is more surprising is the amount of digital content and advertisements we are exposed to every day.
A look back in time revealed that in the 1970s, people saw an average of between 500 and 1,600 advertisements a day. In 2007, that number was around 5,000 ads per day, and while there is no concrete research, estimates predict that in 2021 alone, consumers saw around 6,000 to 10,000 ads per day.
Reducing the clutter of social media and digital marketing has become a tedious challenge that puts consumers at the center, where marketers bombard users with digital content across dozens of different platforms every day.
The digital marketing cycle, whether it’s social media or just browsing the web, has become an ecosystem awash with digital advertisements that address how consumers feel about a product or brand. a service and influence their purchasing habits.
The persuasive language behind the digital landscape may outpace the pace at which consumers can keep up, making it difficult for them to find companies and brands they can properly align with, both digitally and in the real world.
While it is possible to determine how the pandemic has changed the way we interact with brands online through their digital messaging, it has also become clear that big brands, entrepreneurs and influencers have played a huge role in the language persuasive digital for consumers.
The digital marketing space may have become a market awash with persuasive language that impacts how consumers perceive their favorite brands and how they interact with them through digital platforms.
But these are all common practices in the field, and the end results of the product may not lie in how digital ads are constructed, but in how easily consumers can be persuaded through them.