Social media marketing research helps businesses in three key ways: 1. Understand their target audience by learning demographics, interests, and behaviors on different social media platforms. 2. Optimize content creation by testing formats, hashtags, descriptions aligned with platform algorithms and user searches. 3. Develop effective engagement strategies by identifying influencers, analyzing campaign performance, and tracking metrics like reach and follower growth.

1. Social Media Marketing: A Conceptual Study

2. What Is Social Media Marketing?
Social media marketing is the process of creating content for
social media platforms to promote your products and/or services,
build community with your target audience, and drive traffic to
your business

3. IMPORTANCE OF SOCIAL MEDIA MARKETING
• .Wide access to target customers
• Comprehensive marketing
• Improved search engine ranks
• Quick return time

4. THE DIFFERENT TYPES OF SOCIAL MEDIA
PLATFORMS
Social
Network
ing
Photo
Sharing
Micro
Blogging
Video
Sharing

5. Observational research
1. Eye tracking
• You can observe how someone walks through a
retail environment or walks through a
supermarket
• how they examine products on the shelf, and
how long they spend looking at parts of a
packaging

6. 2. Online Tools
• Many online tools are available, such as virtual shopping and
online collaboration tools. These bring together communities of
consumers and ask them questions in order to do market
research.
• They can highlight issues that marketers may have missed or
the key pain points.
3. Social Networking
• Facebook
• LinkedIn
• Google+

7. Curate the optimal media mix
• Market research enables marketers to curate the optimal media mix.
• Data can help drive decisions around where you spend your marketing
dollars.
• By doing marketing research, you can understand what media your
consumers are consuming.
• This then enables you to then to optimizing your media mix within your
marketing plan.
• This helps you distinguish between what you think the ideal mix and what
the ideal mix really is. You can find out the perfect mix for your target
audience and for your target segments.

8. Quantitative and Qualitative Research
Quantitative
• Survey
• Causal comparative
• Experimental
Qualitative
• Online forums
• Web survey chat
• In-depth interviews

9. Increasing Fragmentation of Audiences
• Market research also allows us to understand the increasing
fragmentation of audiences.
• As marketers, we might be thinking about all these different
channels.
• Then we start to bombard people with messages and that's not
effective.
• If we follow a fragmented approach as marketers, we don't give a
consistent experience across channels.
• Also, 94% of customers discontinue communication with a company
because of irrelevant messages.

10. Fragmentation of news
• One example of the increased fragmentation of audience is how we
consume the news.
• Think about the news sources you use and how often you check
them
• And news now happens in real time.

11. Research plays a crucial role in marketing on Instagram,
Facebook, Linked In, Google+ (Defunct), Twitter and
Snapchat by helping businesses better understand their
audience, optimize their content, and develop effective
strategies for engaging with users.

12. Audience Insights:
 Research on social media's
audience demographics, behavior,
and interests can help businesses
better understand their target
audience and create content that
resonates with them.
 This includes identifying the type of
content that users engage with the
most, of the times of day when they
are most active on the platform, and
the hashtags and keywords they
use when searching for content.

13. Content Optimization:
Research on Social Media's algorithm and
best practices for content creation can help
businesses optimize their content for
maximum engagement.
This includes testing different types of
content (e.g. photos, videos, reels,
microblogs), using appropriate hashtags, and
using captions and descriptions that are
optimized for search.

14. Influencer Marketing:
 Research can also be used
to identify potential
influencers or micro-
influencers who have a high
level of engagement with
their followers and are a
good fit for the business.
 This includes analyzing their
follower demographics and
engagement rates, as well
as their content style and
messaging.

15. Performance Analysis:
 Research can be used to track the
performance of Social media marketing
campaigns and analyze the effectiveness of
different strategies.
 This includes monitoring engagement rates,
reach, and follower growth, as well as
analyzing user feedback and sentiment.
 Overall, research is a critical component of
successful marketing on Social media,
helping businesses better understand their
audience, optimize their content, and
develop effective strategies for engaging with