A Guide to Social Media Integration and Mobile-based Marketing

Do you have a Pinterest account? A Facebook account? Twitter? Do you ever get tired of keeping yourself updated with all these social media sites? Well you may just use 'social media optimisation' (SMO) tactics that I always use to keep myself updated with my followers/ connections all at once.
In this instalment of the series I'll discuss 'social media integration' and 'mobile-based marketing tactics' – two very useful digital marketing tactics.
Social Media Integration
Now that you have accounts with all the possible social media sites, you're probably wondering what to do with them. In the recent years, we have seen that integrating social media behaviour and data into the rest of the marketing mix, has become more prevalent. In fact, this method has become a key to reach more customers with relevant messages in real time.
Take this write-up, for example: I can share it on Facebook, Twitter and LinkedIn all at once. The more I share, the more this write-up will be visible on social media. It will have almost a 'word of mouth' effect. That's SMO. Post your content on one platform, share the content on all possible platforms through that platform.
Same goes for your business. You have a new business and want to promote it through digital media? Open a page for it on social media. Share your page, info on every possible social website there is. The more you share the more visibility you'll gain and the best part is….it's free.
Mobile-based Marketing
Recent buying behaviour shows that more people opted for a smartphone or a tab than a PC. Clearly, mobile gadgets are where marketers need to be. According to an IBM study released in June 2014, almost 9 out of 10 global marketers either have a mobile site/ mobile application or plan to employ one in the future. However, only 1 in 5 currently runs mobile marketing tactics as part of integrated campaigns, with the remainder running their mobile programmes discretely and on an ad hoc basis.
Take Bangladesh, for example. Did you know that Dhaka Metropolitan Police has its app available now? Did you know that some service industries, hospitals, banks are marketing their products/services through their apps? Did you know that the telecom companies, including Airtel Bangladesh, launched their own apps through which they are not only providing customer service but are also offering great deals to their customers?
There has been continued investment in mobile optimised websites, apps and email, and we have seen mobile devices assuming a more important role in marketing campaigns. Mobile gadgets became a more strategic and must-have channel for many businesses.

Stay tuned for the final instalment of the series, on 'customer service through digital media and visuals' – two most useful digital marketing tactics.

The writer is a professional with over 11 years of experience in mobile banking and digital marketing and is currently the Head of mCommerce Operations at Airtel Bangladesh Ltd.