Social networks as marketing channels

In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a wide place for businesses such as online marketing. Marketing which occurs via social media is known as social media marketing. Social media marketing has made possible for companies to reach targeted consumers easily, effectively and instantly. Besides that, social media marketing also faces several challenges in the field. This article argues on social media marketing"s advantages and disadvantages in present era.

Information Technology's advancements are revolutionizing every business and firms. Social media marketing is the process of gaining awareness, driving traffic and engaging your customers and prospects using social media channels. Despite the current boom of Social networking sites for marketing, this study reveals that effectiveness of advertising through social networking sites. However, a Social networking site provides the ideal platform for direct communication between organizations and customers. Marketing on social network sites has to follow new rules and principles and each organization has to clearly determine if social media marketing is appropriate for them or not. Communication through internet is more specified, with effective interactive strategy among its users. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, television and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Different strategies of communication are followed in various social networking sites like Facebook, Twitter, LinkedIn and Orkut etc., they not only create effect over the users but also make them interact with the marketing statistics created. People get attached to brand communication in social networking sites than usual banner and pop up ads. The study finds that social media marketing effectiveness is highly influenced by its messages/contents quality, the company's involvement, and its association with the other marketing platforms. In addition, a complex and detailed analysis of the strategy is needed in order to accurately measure the return on investment of the social media marketing. The study also finds that generation Y might be the main users of social media sites, but they are not the main target audience of the social media marketing.

“Where people interact freely, sharing and discussing information about their lives.” Social media has become a platform that is easily accessible to anyone with internet access. It is growing at an explosive rate with millions of people all over the world generating and sharing content on a scale hardly imaginable a few years ago. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.The success and recognition of the business brand are the most crucial points which must be kept in mind while making a business plan. Today no one can deny the role of social media marketing to set and market throughout the globe. Social media is getting popular these days to promote various brands. The World is full of new media and digital communication technologies. There are many ways to promote the brand with the help of social media. The impact of promotion through social media is immense and gives a combination of speed and relevance. Brand awareness is one of the important factors which boost up the sales ratio of the product of the company. The present paper is an attempt to find out the purpose and benefits of using social media in present seconiro . The paper also highlights some important social media networks and gives a glimpse of the hindrances of the same

International Journal of Research in Marketing Management and Sales

In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure-bricks business model will thrive well in current market scenario. It is practically impossible to design a marketing strategy without considering social networks. Social media had become really important gradient in today's marketing mix in general and in promotion mix in particular. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. The paper carries out empirical research to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. In addition strategies have been suggested for maximizing the effectiveness. Various statistical tests have been applied to support the research hypothesis.

2015

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine. Perhaps the greatest value of social media marketing is the ability to foster and engage with a community of other people. That engagement is at the heart of social media.

Since its first appearance, social media has gained a remarkable popularity in our life. As general, it has improved the ways of communication by providing more interactivity and effective approaches in sharing information. Today, social media oriented environments are widely used in almost every place all over the world. Thanks towide application spectrum of social media, it has been usedby people in even working life. We can see that especially popular social media environments are used by many companies in order to improve effectiveness and efficiency in their works. At this point, one of the most popular employment types of social media in work life is marketing and social media marketing has currently a vital role on success of companies in their marketing processes. Based on these explanations, objective of this work is to focus on social media and its employment in marketing. In this sense, the work has examined some remarkable, successful social media marketing campaigns and...

2014

"Social Media has been in the limelight in the recent past. There has been a whopping increase in the number of users on social media and more and more people joining day after day. With the spread of internet facilities across the world, more and more people got the facility to get into the World Wide Web. In 1995 there were about 16 million internet users worldwide which was merely 0.4% of the total population in the world. In the year 2012 internet were accessible to 2405 millions of people which is 34.3% of the total world population. There has been an increase of over 566% growth in the number of users between 2000 and 2012 as per the internet world statistics. The growth in the number of internet users and the growth of social media and its users have made it really attractive for the marketers to look at it as a better marketing tool there by making present in the various social media sites to market their product. Many a times the marketer goes live in the online space, but they do not follow up or keep themselves updated in the online space through the social media which brings negative results to them. Social media is a live medium which is updated every second. Are these participations worth? Or is social media marketing a myth or a reality? Is it going to help the marketers? This paper examines the effectiveness, opportunities, the threats and other aspects of social media marketing"

Social media marketing involves the use of online social media tools-such as Facebook, Twitter, and LinkedIn-to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social media applications, companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools. Therefore, this thesis presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy.

European Journal of Business and Management www.iiste.org, 2014

Online social media is now the greatest interaction platform all over the world, connecting millions of people. A report in 2010 shows that on a daily basis, about 65 million tweets were recorded which translate to 750 tweets sent in a second. These large volumes of online traffic now present a new opportunity for marketers to reach consumers. To take good advantage of the opportunity, advertisers must make effort to understand customers' attitude online and place adverts that are exciting and impactful. There are however some challenges with online advertisement. Some companies have made some regrets, so prospective online advertiser must be circumspective with what information is placed online in their official capacity or private capacity for notable stake holders.

International Journal of Contemporary Commerce, 2016

Social Media, today, is among the most effective opportunities available to a brand for connecting with prospective consumers. Social media marketing is the new mantra for several brands. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media marketing and the businesses that utilize it have become more sophisticated. One cannot afford to have no presence on the social channels if the competitor is making waves with its products and services. The explosion of social media phenomenon is as mind boggling as that and the pace at which it is growing is maddening. Keywords: Prospective, mantra, sophisticated, phenomenon, boggling, maddening.

The Journal of Internet Banking and Commerce, 2014

The aims of this paper is to reinforce the literature on the digital social networks and their influences on the marketing Having presented and categorized the digital social, networks, we highlighted, the opportunities which brings Web2.0 to the marketing. The advent of Web2.0 imposed fundamental changes Which required the revalorization of the role of the consumer in the marketing approach. Indeed, this one is not passive any more, but it becomes a co-value-creating for the company

Social media is a continually evolving realm with an amazing potential for attracting and engaging customers which is very vital for any business. The social media mix consists of social networks, network feeds and social networking websites. Social media integrates technology, social interaction and content creation to collaboratively connect online information. Through social media, people or groups can create, edit, organize, comment on, combine and share content which help organizations to better achieve their mission and goals. The most commonly used social media by marketers are blogs, micro blogs, social networks, podcasts, discussion forums and RSS feeds. Marketers can use social media to promote the brand and business, tell customers about their goods and services find out what customers think of their business, attract and engage new customers and build stronger relationship with existing customers. Currently, marketers are trying to attract new customer base on the social media platform by deploying measures like search engine optimization, hosting online competition, providing surprise gifts on clicks and competitive pricing. Social media marketing has many advantages like broad reach, ability to target particular groups, free or low cost, fast easy and personal communication with individual customers and groups. Today, customers expect top level top level content and profile of the companies while clicking on the links of renowned social networking websites like Facebook, LinkedIn, Twitter, Google Plus+, Tagged, MySpace and Ning. The customers’ ‘likes’ on the social media also provide a good mileage for the marketers. Customers expect surprises and innovative content on social media websites. The growth in the social media has overwhelmed many marketers as things are moving so fast in this arena, that they must stay busy keeping abreast of the latest developments and trends by using the proper social media mix to capture the target market. In this study, the author attempts to understand the emerging roles and trends of social media and internet marketing. This paper highlights the significance of social media and internet marketing in business. This paper analyzes the online consumer behavior, customer expectations and strategies deployed by marketers for attracting and retaining new customer base though social media by conducting a market survey.

International Journal of Social Science and Human Research, 2021

In a fast-changing world, trade proprietors, as well as marketers for both small scale businesses and enormous organization are attempting to overhaul their trade strategies in other not to become out of date in this progressing trade world. Days are long past when trade owners strive without the use of social media platforms. In these days of Facebook, WhatsApp, Twitter, and Instagram, social marketing has advanced as an indispensably portion of promoting business methodology. Therefore, in this advanced world, Social media platforms has recently become a well-known medium of creating awareness and is highly in use by both small and large business organizations. It is almost inconceivable to think of showcasing business and services without considering the significance of social media. However, embracing a few frames of online advanced social media platforms has ended up been fundamental for all trade houses. In an industry where patterns are changing in succession, selection of so...

After introductory presentation of the problem and research in the field of interest (using social media in marketing management) this paper is focused on two important objectives for the company's marketing management in the internet environment. The first one is an application of social media in the marketing management; so that company will be able to record interaction user's services in relation to marketing activities of the company. The second one is the introduction of interactions that occur across social media and the use of this phenomenon in the management of marketing activities. Based on our own research, we propose a default mix of social media, suitable for (global) companies focused on the end customer. The initial mix together with the linking and integration of social media into content of websites gives basic platform for monitoring the usersínteractions in various services in light of the current marketing activities of the company. In conclusion, we dis...