Social media optimization: Use of cultural cartographic contents in social media marketing and it impacts on brand image

Abstract

Catch mart is s startup that start’s it is journey in middle of the pandemic and created a business automation service for the F-commerce based online business owner. This includes service like order management, financial management, inventory and delivery management. I have worked as intern at Marketing and communication department of Catch Mart. Since Catch Mart does have a limited financial resource, we need to work on the digital marketing strategy initially where social media were consider as most affordable way to reach more people. In order to do so, we need to create strategy related viral marketing without compromising the brand image. Along with that we need to work on the UI and UX of the web-app of Catch Mart so that we can create a smooth and comfortable experience for the users. Catch Mart does not have large amount of investment in it. However, because of continuous innovation, Catch Mart can grab a larger portion of the market within a short period of time. Porter’s five factor suggests that this industry is an attractive industry for doing business with a high possibility of new entry which is going to be hard for the market players. Dependency on third party and small-scale investment may works as a back draw for Catch Mart. However, fast adaptation, smooth system and UI can help Catch Mart to grab the opportunity in the market. While working on social media marketing, it’s been found that social media users’ can be transformed as brand promoter through new types of content. As social media user’s like to communicate with one another through direct messages or by mentioning and sharing, they are more engaged with the brand whose contents helps user to share their thought with the community. To find out the factors that are responsible for viral marketing and how they can be use in a content without compromising the brand image, a survey was conducted, and some popular pages and campaign were closely observed. It’s been found that People feels more connected to a content while it being connected with a certain days or trends with proper appeals on it. Marketer can successfully engage with increased amount of the user through their social media content that is more connected to their day-to-day life and become a part of the communication process of social media user to get more attention from them. However, while doing viral marketing with social media content, marketer must need to combine the focus point with the appeals and align them with brand philosophy to create a strong, reliable and sustainable brand presences.