Using social-media marketing is a good way for high-tech and information based organizations to get the word out to their target market about their products and services. Social-media marketing campaigns usually target tech-savvy users who often use social networking sites such as Twitter and Facebook, but how can non-tech industries benefit from social-media marketing?
General Mills is going to give social-media marketing a try in some of its new marketing campaigns as it releases its new line of gluten free baking products. General Mills is no stranger to large direct marketing campaigns such as TV ads and radio spots, but now you might see some new types of advertising on Facebook pages and some tweets about their products.
General Mills has good reason to try social-media marketing when it comes to its gluten free baking products. The company seeks to market its product to a very small niche, targeting about 2% of the population with intolerance to gluten products and about 10% of the population trying to avoid gluten products for various other reasons.
General Mills is following a new trend for larger companies. They, like many other companies, seek to use social-media marketing to reach much smaller niches then its typical direct marketing campaigns of the past. By taking less of a shotgun approach to marketing campaigns and more of a sniper-shot, General Mills can grow interest in its gluten free products through the web. The risk that is being taken is that the very small market niches they are expecting to target are tech-savvy social-media users.
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