Essay Sample on Creating an Instagram Campaign

Introduction

The product that I would like to utilize for an Instagram Campaign is the shoe design for which I would like to market through Instagram. Generally, the target customers for show designs are enlightened individuals who are easily accessible through online platforms such as Instagram Campaign. Even though Instagram is a phone app for social media access, recent research has shown that most of the youths today and even elderly adults depend on social media platforms such as Instagram to get enlightened on the latest fashion trends (Brown, 2015). The benefit of Instagram marketing to shoe designers is that it will portray the innovativeness of the firm to the clients. Instagram marketing of designer shoes will motivate the clients who will watch the ads to explore more about the firm. The firm will gain a strong customer base established by regular visits of the websites to gain insight into the products being offered by the firm. The primary target market information, in this case, is the physiographic information, and Instagram will address the need for fashion updates in the social media market.

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The essential purpose of establishing the Instagram campaign is to enlighten the customers regarding the new and existing designer shoe products available in the firm store. The target clients comprise of individuals below the age of forty years who use social media for daily interactive services like shopping and networking who are seeking to conduct purchases through online platforms. According to a survey report by Miles (2014), most of the individuals who engage in social media marketing are digital savvy and fall within the age-bracket of teens to forty years of age, and they depend on social media to get enlightened regarding new and existing market products of various industries. Therefore, posting a graphical representation of the products on Instagram will enhance the clients to acquire adverse knowledge regarding the commodity on sale. Hence, the details will be significant by influencing the decision-making process of the clients regarding the purchase of the product.

The contest of the posting for the Instagram campaign will include a film which will be posted by the firm on Twitter. The competition will also involve a repost of the video by a follower who will rally more people to like, comment and share the post. The followers who will achieve the most significant numbers of likes and comments will be awarded a supply of twelve various products from the shoe company. The sole goal of the Instagram contest is to enhance the awareness of the commodity by reposting the firm's product. Another alternative competition that would be suitable with the Instagram marketing is a hashtag contest in which I would ask people to make posts and use the hashtag of the commodity, and after a search of the hashtag, I would determine the winner. This particular contest is suitable because it is always used to effectively facilitate branding purposes and spreading the name of the firm by utilizing the network the audience of my followers. The latter strategy is more accessible to establish a "share to win" contest. The picture below represents an example of an entry picture that I would use in the Instagram campaign.

The metrics that I would use to monitor the progress of my campaign would be measuring the influence. This type of parameters would involve getting into a bit of a soft space for measurement. Generally, power is a subjective metric that depends on the firm's perspective of definition by determining whether the campaign impacted positive responses towards the product or whether it did not establish a positive influence. A practical application of power is to identify the individuals engaged with the commodity by considering whether there is a nice mix of big players with huge audiences engaging with the product. According to Brown (2015), influence is depicted as a proportion of positive, neutral and negative sentimentality which is often applied according to the engagement metrics as well as the metrics for reach wherever appropriate.

Social media platforms such as Instagram have proved to be the right platforms for marketing to enhance large scale businesses. Generally, Instagram marketing is significant because it enables exposure of the commodity because various people use Instagram daily particularly for getting updates on the latest fashion designs. On the other hand, social media marketing is also very affordable and the best scene for marketing because it embraces the diversity of various cultures by interconnecting several communities and enhancing the levels of business for the firm. The concept of Instagram marketing is also reliable because social networking platforms are prevalent these days and very easy to operate because very little knowledge is necessary to navigate and manage social platforms. In a nutshell, Instagram marketing just as any other social media marketing helps establish appropriate relationships and make new connections by following the correct approaches by making the world a small global business village hence creating the opportunity to popularize a firm and firm's products.

The fundamental differences between active and passive marketing can be determined by the extent of clients which they reach up to. Passive marketing implies the marketing that reaches the clients through client services and a quick setting. Passive marketing refers to a case where the clients use online search engines of phone contacts to achieve the functions of a business. That implies that passive marketing is done before the rise of demand and no special occasion is conducted to draw the attention of the customers to the company. Generally, this type of marketing is considerate and preemptive because it involves working and planning alongside practical approaches like having informative sources on websites listing on industry directories (Armstrong, Delia & Giardina, 2016). However, active marketing involves socializing with other business or establishing a robust referral pool and also includes marketing to embrace a new business approach. Unlike passive marketing, aggressive marketing is purposeful and deliberate because it takes a lot of effort and determination. Generally, active marketing involves meeting with vendors and producers face to face, conducting sales appointments as well as holding cold calls to establish a new customer base. This marketing strategy consists of a lot of expertise and endurance (Armstrong, Delia & Giardina, 2016).

An example of a scenario in which I would apply the passive marketing approach is Instagram marketing of the organizational products. Generally, passive marketing perceives social media such as Instagram as a source of information hence providing an understanding of a broad base of knowledge that enables businesses to approach marketing from various perspectives. The application of passive marketing on social media marketing offers insight for the firm on multiple aspects such as the reactions of the clients, the demographics of the target clientele, the firm's competitors and the experimentation of the product brand. The responses of customers can be used to determine the quality of the commodity as well as the type of merchandise which acquires the most interaction. This is data that can be garnered over some time to determine the appropriate trend that can be used to establish future market strategies. The reactions that are positive can be built upon whereas negative responses require strategic transformation (Armstrong, Delia & Giardina, 2016).

The information acquired from the various responses can also be used to determine the potential customers by segmenting the audience and establishing their profiles depending on how they use social media. Potential clients can also be acquired by connecting to the people connected to the target audience. On the other hand, competition on social media is inevitable, but with the use of the right approaches of passive marketing, the behavior of the competitors can be used to our advantage by tracking their top activities and evaluating the contents they use. That insight into the competitors can be used as a benchmark for future approaches alongside the lessons learned from the mistakes or even by imitating the successful strategies of the competitor organizations (Armstrong, Delia & Giardina, 2016). Finally, insight in experimentation can be essential in the marketing approaches and the ultimate progress of the product. Information that is acquired over some time can be used to plan the next move of the organization and improve on the quality of the content.

Conclusion

Generally, the aspect of content creation is essential because, without proper content, there is the inadequate reaction of customers that can be analyzed, therefore; success in social media marketing requires excellent material (Armstrong, Delia & Giardina, 2016).

References

Armstrong, C. G., Delia, E. B., & Giardina, M. D. (2016). Embracing the social in social media: An analysis of the social media marketing strategies of the Los Angeles Kings. Communication & Sport, 4(2), 145-165.

Brown, S. A. (2015). Instagram marketing 101: Unleash the power of Instagram on your business with more real followers, likes and customers.

Miles, J. (2014). Instagram power: Build your brand and reach more customers with the power of pictures.