When one thinks of digital marketing, there are a few social media platforms that come to mind.
The majority of people probably said Instagram, Facebook, Twitter. They might have even thought of Tik Tok with the way it has been gaining major influence lately.
I asked myself this question, and I also thought of the major players. What did not come to mind were platforms like Reddit, Quora, and Twitch, which within their own sites could be used for brand awareness.
Earlier in the semester, we talked about STP, segmentation, targeting, and positioning. This revolves around the idea of grouping individuals base on different variables like demographics, geographics, psychographics, etc. Then targeting a certain segment that would produce the highest return of investment through avenues like the aforementioned digital platforms.
Depending on the type of business or service you are trying to market it may be easier to use the larger well know platforms but I think that we shouldn’t disregard these smaller niche-based platforms, especially when you want to target a specific group of people.
There are many benefits to these smaller platforms, for example, Reddit has highly-engaged established communities. If there was a new company that sold an all-in-one workout machine that was trying to find customers who were into physical fitness, they would easily find communities on Reddit. On this platform, they could join into conversations or they could pay for ads to show in front of their potential customers. Another site that would help connect businesses to potential customers is Twitch, especially businesses in the gaming and entertainment industry. Though Quora is also a great platform to connect, they are more about questions and answers which may be helpful for B2B businesses.
As marketers, we are always thinking outside the box on ways that we can attract and retain customers. Even though platforms like Facebook, Instagram, Twitter, and TikTok have proven valuable in terms of brand awareness, generation of leads, and engagement with customers, who’s to say that these smaller platforms may not also bring in similar results. I definitely think it’s something worth talking about.
Gupta, Sunil. “Segmentation and Targeting .” Harvard Business Publishing, 19 Dec. 2019.
Newberry, Christina. “23 Benefits of Social Media for Business.” Social Media Marketing & Management Dashboard, 2 May 2018, blog.hootsuite.com/social-media-for-business/.
Wiltshire, Emma. “Social Media Marketing on Reddit, Twitch and Quora.” Social Media Today, Social Media Today, 6 Oct. 2020, www.socialmediatoday.com/news/social-media-marketing-on-reddit-twitch-and-quora/586447/.