Social Media Marketing Replaces Traditional ads for small businesses

Social Media Is where your business needs to be

A majority of small and medium-sized businesses (SMEs) are looking forward on improving their social media presence according to a 2013, a survey. At least 58% of those questioned have plans to expand their brand on social media with the overriding aim of enhancing business activity.

A further 28% of SMEs want to improve e-commerce processes this year, while 17% intend to better support social media channels. In order to achieve a better social media presence, businesses are willing to reduce spending on the traditional marketing tools.

For instance, some 26% plan to cut back on local directory inclusions and 24% will reduce local advertising activity including billboards and posters. A further 20% propose a reduction in sponsorship in favour of digital channels including m-commerce and email marketing.

Overall, just 8% of SMEs will reduce spend in m-commerce and email marketing this year.

According to Malika, A social media marketing guru in Kenya, “Social media has changed the relationship between the consumer and brands. It's more about interacting with the consumer, instant access and trust rather than just offering a service or product.”

"Treating the consumer as an individual and not as part of an audience is increasingly important to a good social media presence." She says

She further added that SMEs must get the right balance between marketing and communication requirements if they are to survive and remain competitive. Furthermore, deciding on when to interact in person or use alternative channels is also a crucial factor.

The survey further reveals that 24% of SMEs would like to engage with consumers more regularly in order to build the relationship, while 28% regard targeting promotions via these newer channels as an important way of keeping customers on side.

However one in every seven SMEs is missing out on the benefits of social media channels as they admit that they are unable to structure these promotions accordingly.

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