Saturday, September 05, 2009

Target Users for Social Media Marketing

Internet Users are the target for social media marketing; snapshot of 2009 online user metrics in India is as given in section below. Social Media Marketing is about finding the genre specific vertical or website that can provide the target users to position the product / service.

India Online User Metrics
  • 47 million people online, regular users reaching 38.5 million
  • 4 million users access internet on mobile phone
  • 4 out or 5 online users are 19 - 35yrs
  • 91% of regular online users - search or buy online
  • 20% have bought online in past 1 year
are they mass or class users for your product?
Social Media users are your quality / class users that you want to reach & communication the message, it’s not yet a mass media in India – because of the much smaller user base on internet compare to TV, Radio etc., It can help you reach students in Bangalore, who are passionate about movies – a focused smaller set of people that have a higher chances of receiving the message & considering to purchase or recommend to other users.

how is the conversion ratio of aware consumers to purchase?

Traditional Media has a smaller conversion ratio in consumer consideration to purchase funnel, because the nature of advertising is mass, we need more impressions to reach the target awareness stage of the product & achieve the required recall rate. Social Media can provide a higher conversion ratio, if the right social media channel is chosen for communicating your product / service message. Also, it’s a shorter cycle of money spends – as the performance metrics of the campaign can be viewed on a daily / hourly basis & corrective actions can be taken quicker than traditional media.

Right selection of online channels to promote your product / service can yield good return on investment, social media marketing is an emerging trend / topic in advertising industry - that has gained a significant share of advertising in US Market... but in early stage of use (only limiting to technology related products / services) in India.


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Anonymous Don Lafferty said...

I completely agree, Bhaskara. I like your conversion statistics; what is your source for this data?

5:13 AM  
Blogger bhas4 said...

Thanks Don, I'm not basing this on any statistics... mostly based on brainstorming, ideal planning of use of social media channels - achieving that conversion seem possible.

10:34 PM  
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