Marketing

Introduction – Changing media environment

• Keep up with the times

• Exposure does not equate to effectiveness

• Stats about new media use

• “Medium is the message”

• Gen y vs X and Baby Boomers

o Tech savvy

o Market Mavens

o Huge Potential

0 - 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prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. It is practically impossible to design a marketing strategy without considering social networks. 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 (p. 88). 24% of social media use is for exchanging views about product and service, second largest next to connecting with friends and third playing games, other activities 2% (p.92).

2 - The online environment furnishes travellers with endless knowledge; providing a broadcasted platform for forwarding information and experiences to countless individuals who travel (p.134). It is evident that social media has become a vital marketing channel for reaching potential customers and changed the way in which people learn about and ultimately choose products and services.. As of 2012, over 40,000 businesses have registered Facebook pages for their organisation, opening their potential marketing efforts to over 800 million Facebook users (p.135). Social networking sites have become an expected medium by consumers. In order to meet the demands of customers, ever growing numbers of firms have established social networking sites to remain accessible to target markets (p. 138).

5- The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago. Technology and the Internet are fundamentally changing the way the world interacts and communicates. Traditional approaches to branding that put emphasis on mass media techniques seem questionable. New perspectives are need to understand branding guidelines in this rapidly changing communication context p.139)

Para 1 – IMC and Social Media

• IMC Definition – linked to company performance

• Social Media Definition

• Virtual word of mouth

• Types of social media

1 – There is a common misconception that social media and social networking sites (SNS) are two synonymous terms. Social media are tools for sharing and discussing information. It can be described as a kind of online media which encourages every member for feedback and contribution. It is a social instrument of two way communication facilitating the sharing of information between users within a defined network via web 2.0 facilitating the sharing of information between users within a defined network via web 2.0. It involves online activities in which the user contributes to content creation. Social media can be described as a broad term inclusive of activities where people create content, share it, bookmark it and network at a phenomenal rate. Social networking sites utilise social media technology to connect with people and build relationships. Social networking sites are a form of social media (p.89).

Para 2 – Product to Customer Focus/Consumer Power

• Social Media Hybrid – companies to customer and customer-customer and customer to company

• Customers have more power

• Push Vs Pull

• Social media – no control but can influence

o Methods

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