III. Social media
With the rapid increase of technologies and social networks such as Facebook, Twitter and Instagram, businesses should take into carefully consideration the ways of use these social channels in order to communicate effectively with customers. Thanks to all these new social devices, not only customers are subjected to many influences, but they can also provide positive or negative opinions concerning a product or a service or even a business and share them online to a very high number of people (EBSCO, 2015). This is called electronic word of mouth. In fact, nowadays customers can interact livelier with the brand than years ago (Journal of interactive marketing, 2004, p.39).
Consequently, the customer’s opinions and shopping
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Measuring Delivery and Effectiveness of Digital Media Plans
According to some studies which have involved billions of impressions from several leading advertisers namely P&G, General Mills etc., it has been found that approximately 30% of display ads are never shown to the end user: this is because the user usually doesn’t scroll down the whole page enough to see the ads or in other cases, the user leaves before the ads are completely rendered.
A fundamental issue that has to be considered at this point is the accuracy of cookie-based targeting. A cookie is a unique browser identifier, which is important not to confuse as a person identifier, therefore it can often fail to accurately reflect the demographic and behavioural characteristics of the specific person using the computer at any given time.
V. Growth of Smartphones &
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Concerning retailers, the main disadvantage is “showrooming,” which is the phenomenon of consumers visiting a physical store to research, find and examine products, namely to touch the products, but then using their smartphone or tablet in-store in order to compare the prices. This often leads the consumers to buy the product online. As a result, retailers use several tactics with the aim to combat showrooming, including the sales of unique products that cannot be found elsewhere or other marketing strategies. However, the showrooming is creating more downward pressure on prices and retailers have therefore limited
The most lucrative business on the Internet is marketing. Companies have come up with ingenious ways to generate revenue with very targeted advertising. Each company has their unique method to identify their consumers, some more complicated than others. For example, on a website geared to new mothers the advertisements would reflect that by advertising for baby diapers or formula. This type of targeted advertising is understood and acceptable. The consumer benefits by having advertisements in their interests and the vendor has a higher likelihood of making a sale. The Internet has introduced novel ways to track consumer habits and interests thereby creating smarter advertising. Microsoft employs their browser Internet Explorer using “cookies” to track user habits. Cookies are pieces of text stored by a user’s web browser, they are sent back and forth every time a user accesses a web page. These can be tracked to follow web surfers’ actions. Cookies are used to store...
The rapid growth of the social media networking makes life different. According to the real time internet live statistics, the internet users in the world are now more than 3,338,000,000 and keep rising every day (Internet Live Stats, 2016). Social media like Facebook, Sina microblog (Weibo), Twitter, Instagram and YouTube are defined as the online communities which allow users to create and share their own content (Bolton et al., 2013). The faster and easier information exchange brings a new trend of marketing communication established and makes traditional peer to peer word of mouth spreading go online. Social media provides a platform for consumer to engage in electronic word-of-mouth. It can be either positive or negative statement on the product brand or service which made by potential, actual or experience users on the internet (Themba & Mulala, 2013). Facebook is one of the fast developing social media. It brings up a new trend of social media marketing. Facebook influenced customer behavior and suggested to be one of the most critical metrics of social media usage (Schultz, Schwepker & Good, 2012).
Businesses have quickly learned that the use of social media as a valuable selling tool. Many of these marketing departments have set up these social media networks to exchange ideas in areas of marketing to appeal to the internet audience. This use of social media serves two purposes; to engage in conversation with the consumer and to get their message out. The fundamental goal is to reach a wide audience to generate more business. The popularity of these social network sites such as Facebook is due largely to their viral nature; self-promoting. The users of these social networking sites, the consumer, spread the word for the merchant (Burdge, 2011).
Cookies also allow web servers to collect and add specific data about a consumer and their browsing habits. Some use that data to send marketing information to consumers. It is this practice that raises privacy concerns. The Internet Alliance believes that consumers should be able to set the level of privacy they want when surfing the Web. If they want to be anonymous, they should have that right. Only technology can make that possible. Only an educated consumer, armed with technology can establish real online privacy protection.
With the advancement in technology, everyone and everywhere is using social media or social networking sites to interact with other people. In this technological world, communication has grown very fast due to this social media. Nowadays, there is no issue of long distance; they can communicate with people across the world. There are so many social networking sites which can be used like Twitter, Facebook, WhatsApp, Instagram, Skype etc., not only to keep in touch with family members or relatives, but for business purposes. I disagree with this statement that ‘Social Media is just an excitement or publicity’ Edosomwan (2011, p.85). I know ‘Social Media’ does have negative impacts, but in spite of the negatives, it has direct and positive impacts
Although this practice benefits the user as well, unrestricted profiling can become an alarming catastrophe. Unless the threat to internet users privacy are shown to exceed the benefits, we should not regulate the internet, rather we should educate the public how to be more responsible about their identities. Various web-based companies have developed techniques to document their customer’s data, enabling them to provide a more enhanced web experience. One such method called “cookies,” employs Microsoft’s web browser, Internet Explorer. It traces the user’s habits.
I read the case study titled “Target Is Trying to Overcome the Problem of “Showrooming”. In the case study of “Target Is Trying to Overcome the Problem of “Showrooming” the Target Corporation was basically tired of being used due to showrooming (Levinthal, 2012). According to (What is Showrooming. n.d.), “Showrooming is when a shopper visits a store to check out a product but then purchases the product online from home”. Showrooming occurs because many people prefer seeing and touching the merchandise they buy and many of the items are available at lower prices through online vendors (What is Showrooming, n.d.).
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.[2] When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,[3] this form of marketing results in ‘earned media’ rather than ‘paid media’.[4]
Online retail and shopping sales has been growing consistently every year, not just in the US but worldwide. Not only does online shopping give customers more convenience, more variety, and more discreetness but it also gives customers better prices. While it is quite true that Wal-Mart has product variety and cheap prices – things customers want – the physical stores do not really give the convenience and discreteness that online retail and shopping does.
The nature of the business of retailing puts retailers at a assumed risk of incurring costs because products are bought with the assumption that consumers will purchase. Additionally there are external factors that may also pose risks such as natural disasters, theft, spoilage and fire. In other circumstances retailers also extends financial credit to customers in the form of credit sales which facilitates the smooth transition from retailers to the marketplace. Retailers are in constant contact with customers which gives them the opportunity to research and study buyer’s behaviour. This involves collecting information about changes in customer preferences, perception and shifts in the demand curve. Through advertising within their stores retailers are able to exhibit and introduce existing and new products to the marketplace. Ultimately retailers are in the business of selling products to customers to achieve their goals of generating
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
Communication is now instantaneous. Electronic communication has come a long way in the past century. It started with person to person communication via the telegraph, eventually evolving with devices like the telephone. Communication became quicker and the ability to mass communicate became available to a select few. In recent years further development of the internet has made it possible for an individual or a business to mass communicate on its own. Started as a way for individuals to communicate and connect with one another over the internet, social media has evolved into a valuable tool for business. Social media is not only beneficial to modern business, but necessary.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...