Social Media And Marketing Strategies

3482 WordsAug 10, 201514 Pages
1. SOCIAL MEDIA CURRENT LANDSCAPE Social media have attracted a large number of users in a short time; Web 2.0 has allowed a communication interaction in two ways providing a platform for companies and consumers to engage timely and in direct contact. As a result of this trust based relation and rapid adoption by consumers, companies are extending social media use in their marketing strategies (Dao, et al. 2014). Push methods in traditional advertising are becoming more difficult to create brand impact, meanwhile new techniques such as social media strategies, viral marketing and worth of mouth (WOM) are being used by advertisers as a way to potentialize the communication reach and engagement (Montigny et al. 2012). Social media strategies are advertising and marketing activities that generate participation, sharing and brand advocacy through the use of new technology platforms (Fields, 2014). Mobile media is increasingly dominating the digital world and social media efforts; in the UK, mobile connections reach 74.8 million subscriptions super-passing the total population by 117 %. The number of active social media accounts in mobile is 32 million achieving 50% of UK population (Kemp, 2015). To respond to such an environment many companies are centring their marketing efforts in a mobile first approach for their social strategies. Social strategies and mobile media are in constant and high speed change, from the continuous appearance of social media trends and new
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