Question.3013 - Length: 5 pages, minimum, and a works-cited page Number of sources: five, minimum Percentage of final grade: 300 points (30%) Final draft due: Assignment Write a coherent, unified, and thesis-driven essay in which you use sources to answer a question at issue to you, your instructor, and your classmates. You are free to choose your issue, but it needs to be something that is debatable, something that two intelligent people would argue about. Organization In the opening paragraph of your essay, introduce your question or problem, explaining its significance. Then present your thesis (governing idea), which should provide an overview or framework for what follows. In the body of your paper, introduce and discuss the sources you consulted, comparing and contrasting their contributions, this is the synthesizing aspect of your assignment. Sequence your material logically. The organization of the body of your essay will be determined to a great extent by your thesis. Conclude your essay by encapsulating the ideas in the body of your paper and discussing the implications of your thesis. Reference List Include a page listing all the sources you cited in your paper.
Answer Below:
TITLE: HAS SOCIAL MEDIA CHANGED THE WAY OF MARKETING INTRODUCTION: People started using phone instead of letter; mobiles instead of landline; emails instead of telegrams and letters. All this marked a change in our life and lifestyle. The new communication tools have given our lives new opportunities and scope. The same is true for marketing as the new trends in this field cannot be denied. New communication tools have given avenues to what we today call as social media. Social media as a weapon is today harnessed by the marketing gurus too to enhance the market share and boost sales. Our social lives are endowed with the social media so much that today even the ways of marketing has undergone a massive change. Facebook, Twitter, LinkedIn, Instagram all have revolutionized today’s world so much that the marketing techniques and tools have changed significantly and have impacted the traditional ways of marketing too. Marketing tools and techniques are changing so quickly that the marketing team needs to function partially as a research department. Now a days one cannot afford to attend a marketing conference once a year and expect to be updated of the instant changes surging in the marketing environment. Today we stand at the era where new ideas of marketing through the social media’s are emerging. These changing tools have dictated the initiatives too. Video is one such example. Videos have been widely used to introduce website, answer customers queries and communicate one to one. Today the marketing mediums have shifted from words to visuals and experience. Previously marketing involved creating punchy lines and little messages to produce contents that move people over a period of time. There was a budgetary allocation too. Marketing team used to design the budget and allocate according to the important heads. But today things have changed. A Facebook business page is free. Even a twitter profile is free. The marketing through the agencies today need more attention. Extra cost is directed towards spending on services, apps and design. It’s no more a decision to buy time and space. Instead of spending the money, rather it is a decision to leverage the social media to its maximum. The four P’s has also changed. It’s more about Experience, Everyplace, Exchange and evangelism as quoted by Brian Fethrstonhaugh of Oglivly One. But one thing that has not changed over the ears is the importance of Unique Selling Proposition. The consumer today is very different from the customers of fifty years ago. The social media has provided everyone a scope to be heard irrespective of being a corporate executive to a small clerk. Today anyone can become a powerful source of influence. Social media have allowed the organizations to establish a more direct connection with the customers. As the people have moved from passive consumers to active customers, consumer-business relationship has also undergone a massive change. Its no more a one sided game rather is a two sided interaction. Competitions thus have intensified. Organizations can now no longer make a small mistake. It shall cost them few loyal customers who would start experimenting with other brands. Today the internet and developed communication lines have completely broken the traditional linear path of purchases and sales. Today it is a rather ore vast, complex, interconnected web of wants, desires, interest, brand awareness and user engagement. The growth in brand’s use of social media has meant that brand personality has become more prominent. The main cause behind this being that today firms and brands are more accessible as a person or people and are open to one to one communication. Previously, one could communicate with thousands of people with just one visual ad or print ad. However today with the advent of the digital mediums, the ads have been tailored according to the individual customers. In such a case the term “specific” has got a new dimension altogether. Today being specific can come down to a single individual. The traditional mode was word of mouth. It was said that a positive word of mouth shall go to one person but a negative word of mouth shall go across ten. The simple mode of sharing and liking sends across the good and worst experience with a brand to all on the list in a matter of few seconds. Sharing something online entails another side of marketing too. By clicking a “share”, “like” and “re-tweet” button the marketing world has become viral. Sharing becomes instant and powerful. If social media be used properly by any company it is bound to spread the product without the need of any costly TV, print, direct or any traditional mediums. As per the brand management, the traditional marketing models: ? Anchored around awareness ? Focused on procuring paid media ? Emphasis on being in control of media messaging ? Fixed, turn on/ turn off and long lead times However social media: ? Anchored around participation and activating fans ? Focused on integrating paid, earned, owned and shared media ? Emphasis on conversation and relationship value ? Brand mangers are” universal soldiers” with digital expertise ? Dynamic, always on and iterative. The traditional modes of marketing involved the analysis of 4 P’s. today the social media has forced the marketers to look to the following areas to: ? Listening: this involves understanding what fans in the community are saying, identifying hot topics, what fans are doing and sharing. In short creating a two way feedback loop that drives consumer insights. ? Curating: overseeing the experiences, stimulating more thoughtful and meaningful discussion and brainstorming, making the content more interesting ensuring that the brand and its presence becomes more coherent and authentic. ? Responding: providing service to community, creating emotional connections with fans. ? Measuring: analyzing fans activities and community behaviors, tracking effectiveness of campaigns, assessing community vibrancy, sentiment and growth. ? Innovating: anticipating in advance the next for a brand’s fan base in new content, tools and social or digital media experiences. The recent example would be Burberry group. It had a rich heritage for 156 years of luxury apparels endowed with creativity ensuring that the designs are timeless yet contemporary. Once elite, exclusive and effectively off limits to the brand’s many fans, Burberry re-imagined its fashion shows. In 2011 the firm streamed a live video feed of its spring/summer and fall/winter shows distributing its content directly to Facebook fans and viewers of Google and You Tube. It also organized a “Tweetwalk”, an innovative real time social media experience where every show element was tweeted before the models hit the runway. This made the shows being reinvented as content rich social experiences that engaged and involved millions of fans and interested consumers rather than just few loyal customers. This example proves that how the marketing has changed in the recent past because of the growing prevalence of social media in our lives. With the advent of social media and our growing social presence, the social platforms have started shaping new structures of marketing. Today, Facebook, twitter, YouTube and the like are growing in number and the consumer behavior and tendencies are changing too. The emerging communication tools have influenced the marketing trends too. Today consumers make more informed choice and decision based on the information available in the internet. In such a case with the lack of time and increasingly being personalized, marketers need to channelize their marketing efforts in the social platforms. Thus, lots of changes have been undergone and many are yet to come. But the changes till today are sufficient to believe and say that social media has changed the way of marketing. References: Vollmer C, Premo K, 2012, “From Campaigns to Capabilities: The Impact Of Social Media on Marketing and Beyond.” Cahill M, 2008, “To what extent have Online Social Networks Changed Business to Consumer Marketing”, p 1-81. Kotler, Philip and Lee, Nancy, 2008, Social marketing: influencing behaviors for good, 3rd ed, xii, 441. Evans, Dave, 2010, Social media marketing: the next generation of business engagement Kotler, Philip; Roberto, Ned; Lee, Nancy, 2002, Social marketing: improving the quality of life, 2 nd ed, xvi, 438.More Articles From English
.ico)
.ico)
.ico)
.ico)
