The Influence Of Peer-To-Peer Marketing: Social Media

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Peer-To-Peer Marketing: Social Media “Given that teens now spend so many hours surfing the Web, and far fewer hours watching television than previous generations, it’s not surprising that intense peer-to-peer promoting has emerged and flowered online” (Quart 39). These words of Alissa Quart from Branded: The Buying and Selling of Teenagers perfectly describe the evolution of marketing, which is now known as social media marketing. Social media is an electronic communication system in which people create online communities to share information, personal messages, and other content. Even though social media enables the spread of unreliable and false information., social media is beneficial to today 's society, because sites such as, Twitter,…show more content…
Sharon Hurley Hall begins her article, “The Increasing Power of Peer Influence: Millennials and Your Business” by explaining the meaning of Millennial—people born after 1980. These individuals are now the prime target of advertising, especially because these are the people who are more connected to the internet. According to eMarketer’s research, “Almost 70% of Millennials are influenced by friends’ posts on social media when deciding whether to purchase products and services” (Hall). In addition to companies using peer-to-peer marketing now commonly known as, social media marketing, they also use a more specific method called, youth marketing. Youth marketing is a group of people broken down into small segments depending on their age, which includes tweens, teenagers, college students, and young adults typically around the age of twenty-four. By using this method of adverting, companies create advertisement campaigns and products specifically targeted to the age group, which then helps them determine their next targets and business partners on social media. As stated before, “young people are key to numerous markets, from mobile, fashion and technology to alcohol, snack foods and entertainment… This audience spends money” (Mitchell). Imagine shopping centers in the area…show more content…
This offers instant feedback and marketers automatically know that they are doing something right as responses are positive. Alternatively, modifications can be done if responses are negative. (Dzhingarov) This is beneficial for companies, because now and days consumers want a great experience, and expect speed, meaning everything must happen fast, especially having to deal with problems. A McKinsey Global Institute study projects that, “the communication and collaboration from social media could add $900 billion to $1.3 trillion to the economy through added productivity and improved customer service”
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