Marketers are willing to remain top in the competition, but businesses require more efforts than mere determinations. Those who are ready to evolve with the time and receptive to adapt innovative ideas and technologies are capable to convert their dreams into reality. The role of marketing, promotion and advertising always remain unavoidable in the making of a brand and those who are smart in integrating TTL with Above The Line (ATL) and Below The Line (BTL) marketing tactics are the absolute winners and crowned leaders in their respective markets.
In the 1950’s the advertising industry went through a historic breakthrough with the introduction of television, and it becomes more animated and interactive than ever before. After 60 years, Marketing & Advertising industry has witnessed a great paradigm shift, this time the transformation was even wider than the changes that occurred almost half-a-century ago. The industry is evolving, and in today’s digital age businesses are amalgamating social media with Through The Line (TTL) marketing activities. The emergence of online media in the past decade and its runaway popularity in the present times has drastically changed the definition of advertising, promotion and public relations (PR). Social Media Marketing (SMM) has created brands which were nowhere in the offline marketing era, and this innovative concept has reduced the budget as well as conversion time to a great extent.
Now, in 2015, whether you are a small entrepreneur or heading a blue-chip company, you can’t afford your business to survive unless you have a good presence in the web world and a decent annual marketing budget. The performance your company in the social media is as important as the performance in the stock exchanges. As per the recent study conducted by Nielsen, near about 40 percent of businesses are curtailing their offline advertising budget and taking more interest in paid social media advertising along with free online promotion, almost 89% people avail free social media tools.
Today, consumers spend more time on Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram than watching soap operas on TV and reading magazines or newspapers while traveling. Hence, to reap the maximum benefits from the digital communication channels, marketers must focus on free as well as paid promotional activities on diverse online platforms to leverage the Return On Marketing (ROM). Businesses must employ a dedicated SMM team to accomplish the task. Marketers with a good business acumen and great insight better realise the potential of integrated media tools irrespective of the industry, product and market dynamics.
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