One marketing strategy is to use social networks to reach a wider audience. The aim of marketing is to publicize the products and services offered for sale by a company or business. A successful marketing strategy helps to promote products, and thanks to the various (especially positive) opinions of the general public, we can see that marketing has a great influence on steering and redirecting opinions in favor of the product in question.
In this article, we’ll look at how marketing can influence public opinion?
Marketing: what kind of influence can it have?
Indeed, digital marketing generally makes use of social networks and various media to make the product known to consumers. A study by the Finnish University of Applied Sciences estimates that 78% of the population is highly affected by abusive consumer trends due to their exposure to social networks.
It is important to know that :
- marketing uses not only advertising, but also social relationships via the accounts of friends or non-advertising groups;
- we find that 66% of users can notice the brand of certain types of cars, clothes or other products just by looking at the Facebook or Instagram profile photo of influencers. Of course, this varies according to each person’s interests, tastes and needs;
- on the basis of this “observation”, a person’s interest in a particular product begins to grow: the person will therefore be interested in finding out more about this product;
- Following this stage, the person will make a decision that takes them from the stage of being interested only in seeing this image, to the purchase stage;
- it’s important to know that behind the advertising on social networks, there’s a whole lot of work aimed at attracting consumers to the product they seem to be missing;
- the consumer will think that his or her everyday life will be better if he or she succeeds in obtaining the product in question: this means that the marketing strategy is effective if the social network user becomes a customer.
According to the journal “Current Opinion in Psychology”, the probability of the same person receiving an advert via “social networks” is 70% higher than the probability of receiving the same advert on television. Marketing no longer uses the press: today, it’s considered a traditional method.
Marketing prefers a wider audience , and when asked why, the answer is clear: people no longer turn to newspapers for news, but rather to social networks.
What do you need to know about consumers?
It’s important to know that two-thirds of users use social networks to gather the most information about various products and services. No less than 50% of these users believe that social media are credible when it comes to advertising a product or service to the general public. It’s easy to see why consumers rely much more on social networks when they want to make a purchase.
In a survey, most consumers claim that there is a “psychological effect” that ads provoke. This effect makes it imperative to buy the product.
What do you need to know about the impact of social networks on consumers?
It’s worth noting that consumers spend most of their time in front of their screens; this is precisely why the majority of marketing strategies rely on social networks like Facebook, Twitter, Tiktok or Pinterest.
Indeed, those who rarely use social networks don’t face product exposure, so they’re somewhat protected.
It’s all about watching videos, talking and chatting, which is why it’s so important to get a chatbot up and running quickly, opening up access to discussions about products available on the social network. The product will be purchased by at least one person present in the chat group.
