Effectiveness of paid promotions on the perspective of social media marketing in Bangladesh
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Among all the components of marketing mix, promotion is the most curtail subject. It is a fact that, promotion always costs. Even if it is not the money that costs then it will be either effort, time, brand value or something else. Thus, it is necessary to choose a promotional plan which covers the most useful potential customers; costs less money, effort and ensure most customers engagements. In this regard, social media promotions are always one step ahead than that of traditional promotions. During working on a digital marketing agency named “7TEEN Digital” I found that, Social media promotions specially paid promotions allow promoters to specifically target potential customers based on their geographical location, interests and behavioral criteria. Through these platforms analytical tool, promoters can understand the facts of timing tendency, post genre trends and can plan more accurately. On the other side, social media promotions mostly target useful viewers. So, the rate of un-useful viewers is very lower here. Now a days, it is vital to promote on social media. People believes, every recognized brand should have a responsive and rich follower based social media fanbase. To achieve this goal one brand must invest on his social media business page. Besides, social media promotions are also very cost effective. Based on our clients analyzed data, on an average it can make viewers to click on our contents on just 0.12$ USD. Where traditional campaign can cost 12$-60$ on average. It is almost effortless because one can plan and execute his campaign plan by just seating Infront of his internet connected device. Now, if we compare the difference between social media paid and non-paid promotions based on their effectiveness the result will be more astonishing. According to our clients page, social media paid posts gets more than 80% reach and engagement than that of paid contents and ads. Paid social media promotions also allows promoters to select targeted area, gender and age6 based potential viewers. Most importantly, they comes with a minimum promised number of people reach which can be greater but will not be less. Through these digital campaigns, a promoter can easily track, analyze, re-plan his campaign which is unique compared with other traditional promotional media. On the other side, competing with other businesses in social media is fairer than every other media platforms. Here, every promoter can see his competitor’s overall engagement, contents and ranking trends and plan his campaign accordingly. To sum up, Social media paid promotions are vital in any marketing campaigns specially in Bangladesh because here people measures a good brand by its social media activities. As Dhaka is the city of the third largest Facebook users in the world, It would not be wise if someone ignores these huge potential customer base for not being interested to spend on social media campaigns.