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  • Genesis Cosme

Wait... Does Your Business Really Need Social Media? | Analyzing Demand for Digital Marketing

To be successful in today’s marketplace across virtually any industry, you need to maintain your digital presence. According to Review42:

  • 90% of marketers have found social media marketing efforts have increased the exposure of their business;

  • 71% of consumers who have had a good social media experience with a brand are likely to recommend it to others;

  • And 21% of consumers are more likely to buy from brands that they can reach on social media.


When starting a business though, far too often do business owners jump to create accounts, content, advertisements, and promotional materials, spending lots of time and money before analyzing any demand for digital marketing in the first place. A key piece of advice I offer to my clients, who are usually small to mid-sized businesses without many resources to dedicate to their digital platforms in the first place, is that just because you can doesn’t mean you should.


More importantly, understanding why the consumers you are trying to reach are using the platforms they do must come first in order to select the strongest channels for communication.

A new, affordable boba tea and sushi buffet in a major metropolitan city might consider creating trendy content for young people on TikTok who use the platform for entertainment purposes first, then to uncover fun ways to spend their time (and money) with their friends.

Alternatively, a science summer camp program for elementary-aged children may decide to focus their efforts on both Meta’s Facebook and Instagram feeds and ads because the decision-makers, millennial and generation X & Y parents, make up the majority of those using these platforms to connect with others themselves, but also find similar opportunities on behalf of their children.


Sometimes, we get excited by our new business ideas and want to publish them right away to the world. However, just as in business itself, we must work from the ground up, including doing our research. Maybe your business needs some social media, but certainly not on all platforms. This way, you can develop much more meaningful and intentional social media marketing strategies.


Genesis Cosme is a graphic designer and digital marketer based in Miami, Florida. She helps small businesses and startups find their creativity to compete amongst giants. Contact Genesis.

How will Web 3.0 affect design and the way consumers receive information? Learn more in my last article where I discuss the value of UX design.

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