KOCHI: Kerala has been witnessing a new trend in advertising and marketing. Branding through social media, a dynamic and real time way of campaigning, is gradually becoming popular. Realising the potential of the new age media, a couple of companies operating in different sectors have started branding through social networking sites like Facebook and Twitter.With millions of users from across the globe, tremendous response, an element of interaction with customers and real time feedback make social networks a popular medium of branding. “More than advertising it is a marketing activity. Immediately after a post is made, there is response. Brands are engaging with target audience through networks like Facebook and Twitter. It is a market-oriented approach. The dynamic nature of the medium, real-time response and an element of interaction make it stand out from traditional methods of advertising and marketing,” pointed out Andrine Mendez, CEO of Saltmangotree communications - an agency which undertakes marketing campaigns through social media. A couple of companies, including Abad and Dhathri, have evinced interest in social media campaigning. There are many more interested clients. Brands which actually want to handle customer feedback will definitely opt for social media, Andrine said. As a result of social media campaign, sales have gone up, witnessed Ajith Pillai, marketing head of Dhathri. “We began with only 100 members on our Facebook page. In just a month’s time it became 3000. And there is a 100 percentage increase in sales after the social media campaign,” he said. Companies which have campaigned through social media say they have been assessing the response. “We have been getting enquiries from across the globe. After we began campaigning through social media, we are getting lot of leads. It is an online platform to project our activities. Not only Facebook and Twitter, we have extended to other networks also. Now we are trying to collect the online data about the number of people responding to the campaign,” said Jibran Asif, director, Abad group. The concept of ‘Google for information’ has been the basis on which most social media campaigns are running. Consumers searching for info on the net prefers Google first. “Nowadays everyone is online. After Google, it is the Facebook now. Social media campaign helps in identifying and fine-tuning the target audience. The connectivity factor is most important. We target married couples for our infertility treatment.“ We are getting sufficient response through social media campaigning. When you reach a potential customer through online you are actually reaching to a wider audience. So the target gets multiplied,” pointed out Abhishek Jain, head of sales and marketing, Bourn Hall Infertility Clinic.
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