Small-Business Social Media Marketing Strategies Start to Shift
A Magisto survey finds Millennials are more likely than Baby Boomers to create videos for social media and almost none would invest in television ads.Traditional marketing goals have not changed for small and midsize businesses, revealing that three out of four SMBs want to generate new customers and more than half want to build customer loyalty and grow brand awareness, according to a Magisto survey of 550 SMBs. However, according to the survey, the way SMB marketers reach these goals is shifting drastically from traditional methods such as print and TV advertising to strategies using social media and video—a shift driven mostly by the Millennial generation. Millennials are 136 percent more likely than Baby Boomers to create videos for social media and virtually no Millennials marketing SMBs would invest in television advertising, according to the survey. "The survey confirms that there is a massive generational shift happening with digital storytelling, especially for SMB marketers," Reid Greiner, chief marketing officer of Magisto, told eWEEK. "Millennials, unlike Baby Boomers, have gotten the message that social media is the new mass media and, more importantly, have figured out the nuances of how to make it work."
Greiner explained Millennials inherently understand the culture and "rules of engagement" for social media that allows them to connect with audiences on a deeper level directly through social media, by speaking to customers in a more authentic, personal way.