Social Media Advantage

(1) World wide web contains a variety of websites that are created by a certain individual or organization. The domain name (URL) is indicating the location and identity of the website. The website can be hosted on a single server in a single location, but may also be divided across multiple servers around the globe. Websites are formed by pages that contain different amounts of information along with graphics, imagery, colours, audio and video content, etc. Aaker argued that a website may be the most powerful tool for brand building, mostly due to the flexibility to be tailored to the brand requirements and in a good contrast to the customer-brand relationship. Moreover, it can rely on all the internet power to create and reinforce links between

Carlsson defined social media as internet related services that people can use for talking, information sharing, and new relationships forging. As example of social media channels stand blogs, podcasts, chat communities, video websites and other social platforms such as Facebook and WeChat. The main benefit of social media is that it is mainly built on content that is generated by users. This means that it can provide infinite ways and opportunities for developing customer services and support. Social media works as an excellent tool for getting close to consumers and fans, although this is not the main purpose for its development. In marketing, social media is best used when combined with other complementary activities. Lately, social media has become an extremely important tool for every company that thrives for brand development, mainly because the consumers become more and more tech-driven relying on content developed by Facebook, YouTube or Twitter. A social network provides brands with tools for creating stronger dialogues between them and the customers. Using such tools are more efficient and also less and less

Keller’s definition of sales promotion was as a short incentive that encourages consumers to try or use the product or service. Sales promotion channel is mostly used in consumer markets, particularly immediately after launching a new brand or a new product line. Moreover, it is intensively used in the markets that are already mature and where gaining market share is very limited, leaving promotion channels as the core ways to change consumers’ usage behaviours and to improve brand performances. Sales promotions seek to offer consumers an added value so that consumers are lead to an immediate purchase.

Sales promotion may be described as marketing activities that create added value or incentives that the distributors and sales force may use in order to convince consumers to purchase. This channel can be divided into two different major categories: (1) consumer oriented sales promotion and (2) trade oriented sales promotion. The first kind targets the final consumer and usually relies on offering coupons, samples, discounts, contests, raffles or other kinds of activities that will attract consumers. The second aims to promoted products and services to intermediary: distributors, retailers, wholesalers,