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Social Media is playing an increasingly important role in the marketing of events such as conferences, exhibitions, concerts, product launches and any other event-driven activation. Social Media actively supports the pre-event awareness stage, in / during event and post-event marketing activities. A well-planned and executed social media strategy for events can often be the difference between a moderately successful event and one that reaches and engages attendees and a wider audience of future attendees.

Over the last 2 to 3 years, the role of social media and its impact on businesses has changed drastically. While social media was previously used as a customer service and brand visibility mechanism, today its role is much more significant and can impact various parts of a business. For many businesses, social media platforms such as Facebook, LinkedIn, YouTube and Twitter are used as sales lead generation platforms. After all, the extensive databases of users that are using these platforms combined with the advanced options available to businesses means that target customers can be reached. For retailers and e-commerce businesses, social media platforms such as Facebook, Instagram, Snapchat, LinkedIn and Pinterest are being used as direct drivers of footfall (or website traffic for e-commerce retailers) and sales revenue.