Social Media Marketing : Emerging Marketing

Social media marketing is relatively new to the ?integrated marketing communications systems of several public and private businesses.? (Mercadal, 2013, para. 2) Social media is used by almost sixty-six percent of American adults. (Lanham, 2016) Integrated marketing communications try to connect companies and other organizations with their target audience. (Mercadal, 2013) Therefore, social media marketing strategically looks at demographics of the audiences in each social media platform and use the platforms that match the audience who would be interested in products or services sold. (Smith,

The way that individuals and businesses communicate and interact has radically changed. With the development of technology and the internet, people can connect almost instantaneously and with very little effort. Social media has come to play a huge part in the way that the world communicates with each other. In fact, a recent report shows that in a single month people spend over 25 hours on social networks (“The Digital Consumer”). With consumers committing that much time to social media sites, social networking has become an important aspect of everyday life for individuals—and businesses. Like most marketing activities, social media marketing poses some risk. However, it is advantageous for businesses to exploit this opportunity, and develop an effective and ethical marketing strategy that includes using social media as a marketing tool.

Marketing is continuously changing and growing within the business field. Recently, social media is becoming one of the main marketing strategies used by companies, which is known as social media marketing. Twitter, Facebook, Instagram, YouTube, and blogs are some of the platforms used in this area of marketing. These types of social media allow consumers to be updated by following their favorite companies. It is not a surprise companies are starting to regularly use this form of marketing due to the role social media has in today's society. Social media does, however, impact a company in a multitude of ways. There is much debate on whether companies should or should not use social media to market themselves. Even though there are some flaws

Social media is an effective media of communication between the consumers and companies. The companies are using social media for improving consumer engagement and brand lift. This essay gives a brief overview of social media platforms and how effective they have been. It shows that the whole marketing concept has undergone radical transformation due to the social media interaction. The essay ends in conclusion depicting what marketers need to take care in order to have successful social media campaign.

Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Website,but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a Youtube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the web. Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009).

Having an effective marketing strategy is important requirement in order to saturate the market successfully. Social media is one of the many varieties of advertising outlets a company can use. A company needs to have a strong advertising plan in place, use a variety of outlets, and know when and where the media will run, otherwise known as the media mix (Cadotte, 2003 p.165). Social Media has grown as an outlet for marketing over the last few years and will continue to grow as the social media outlets grow. Companies now need to integrate social media into their marketing strategy in order to stay competitive.

The marketing industry is an elaborate network that links companies to their consumers, primarily through written communication. The main objective of marketing is to identify trends and patterns in consumer behavior, and utilize the data to influence consumers to purchase more goods. From a macroenviroment standpoint, the general conditions of a market are heavily dependent on global environmental factors. The most significant factor that influences the markets today is technological advancements. Since the release of Facebook, Linked-in, Twitter, and Myspace in the early 2000s, the number of people using social media has increased to over sixty-five percent. The ever-growing dependency on social media platforms, has given marketers the tremendous opportunity to further market potential consumers. Social media marketing is a specific form of marketing that focuses on producing ad content that social media users will post on their own networks. This particular marketing technique is effective because ads and content are created, based on what personal information users post on social media. Firms and organizations that advertise their brands on social media are more likely to increase their customer base and annual revenue. By doing so, companies are able to increase exposure of their brand and widen previous hidden, customer bases. As a marketer, the fine line between right and wrong is often blurred. The amount and

Throughout the centuries the advances of technology have drastically changed the marketing field. The 21st century was revolutionary for the development of social media. With the expansion of social media, the marketing world needed to successfully reach a new audience. Before the advances in technology, marketers had no interaction with their customers. The marketers would simply throw advertisements in the face of the consumers. This strategy would result in short-term results and give businesses no true way to measure their work. Social media gave marketers an inexpensive way to advertise that interacted with customers and measured the effectiveness of an advertisement. This however meant marketing no longer consisted of a one-sided relationship with customers. Marketers had to sail into the uncharted waters of consumer needs. By interacting, understanding, and communicating with customers, marketers began to see the impact of social media had on marketing.

The term social media marketing describes the usage of blogs, online communities or social networking sites like Twitter or Facebook for marketing, sales, customer service and public relation in order to engage online

Social media is defined as a group of Internet-based applications which build on the platform of Web 2.0 and the contents of these applications can be modified by all users in a participatory and collaborative method (Kaplan and Haenlein, 2010). Social media creates a platform for companies to talk to their customers as a hybrid element of promotion mix. With the emergence of social media, the tools and strategies for companies to connect with customers have also changed (Mangold and Faulds, 2009). To adapt with the emergence of social media in the marketing, companies should have unique insights about these significances (Quan-Haase and Young, 2010). The significances of social media embody three main aspects which are technology, decision-making and purchase behaviors of customers.

Social Media Marketing is in essence using any social outlet such as Facebook or Twitter to promote/marketing a business, product or service. You yourself probably already use one or more of

Social media is used to define the online means of communication, collaboration, share, and cultivation between interdependent platforms (Tuten and Solomon, 2014) and social media marketing is the use of social media to induce consumers to buy or support a brand, company, website, etc (Barker et al., 2013). Today’s advertisements are much more interactive and specially designed for a targeted customer because social media provides this facility. Also, it helps companies to track customer’s age, gender, habits in a way to adapt their products and reach them more easily.

Social media marketing is no longer a foreign to business marketer nowadays. This paper will examine the impact of social media marketing on the marketing communication opportunities in context of Dell in the United States. Basically,

According to state of inbound marketing in the year 2012 62% of marketers said social media became more important to the marketing campaigns in the last 6 months. Apparently businesses had moved on to the next big step of marketing their products and services to consumers or other businesses. Marketing using social media as a tool to reach out to millions of consumers and businesses had enhanced the sale rates, the relationship between the provider and the consumer, the quality of the product or service. Furthermore, because marketing using social media is less expensive than the usual way, the process of beginning a new business became much affordable, and so the unemployment rates had decreased, with a final result of economic growth.

➢ Taking an advantage of social media marketing, companies or business individuals simply forms an advertisement that reaches out to the wider target audiences in quick, attract more customers and enhance customer retention at convenient and inexpensive method