Reasons for Increasing Popularity of Social Media Marketing

2639 WordsJan 11, 201811 Pages
Internet technology, marketing and security Reasons for increasing popularity of social media marketing The major reason why social media marketing is increasing in popularity is that it is greatly cost-effective. ADDIN EN.CITE Donna20101207Donna, Hoffman, and Fodor. M. (2010)1207120717Donna, L., Hoffman,Fodor. M., Can You Measure the ROI of Your Social Media Marketing?MIT Sloan Management ReviewMIT Sloan Management Review41-495212010 HYPERLINK l "_ENREF_4" o "Donna, 2010 #1207" Donna, Hoffman, and Fodor. M. (2010) states that many companies are using social media marketing since they only need to allocated a small chunk of their advertising budget and yet the return on investment is huge. This is because social media marketing helps the companies to reach a larger target market than traditional advertising channels. A second advantage of social media marketing is that it has huge potential for repeat exposure. This happens when as a result of the stickiness factor identified by ADDIN EN.CITE Trusov20091203Trusov, Bucklin, and Pauwels (2009)1203120317Trusov, M.,Bucklin, R.,Pauwels, K.,Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site.Journal of MarketingJournal of Marketing90-1027352009 HYPERLINK l "_ENREF_7" o "Trusov, 2009 #1203" Trusov, Bucklin, and Pauwels (2009). When a company places an advert on social media the chances that it will be seen by other individuals even after the initial advertising period is

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