Preview

Integrating Social Media Into Marketing Strategy

Satisfactory Essays
Open Document
Open Document
460 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Integrating Social Media Into Marketing Strategy
Abhishek Joshi
6 August 2011
Integrating Social Media into Marketing Strategy

Social media takes various forms, such as internet forums, blogs, microblogging, wikis, podcasts, photographs/pictures, video and more. The most important aspect of Social is that is participative and dynamic. (Evans, 2008) The digital footprint of an individual, and in turn that of the entire world is multiplying, thanks to social media.
With this development, we can see three logical reasons for an enterprise to engage into Social Media Marketing of their products/services. 1. Your consumers are present in the web space and spend significant amount of time on these platforms. They should feel your presence in the area. 2. It is an interactive space. You have an opportunity to narrowcast and talk to your audience personally. 3. Owing to its participative nature, people will talk about your product/service. You should have a chance to express and help channelize the flow of discussions.
Although a direct cause and effect cannot be established, companies that are both deeply and widely engaged in social media are found to have surpassed their peers in terms of both revenue and profit performance by a significant difference. All traditional forms of marketing need to be integrated with email, paid search and social media to maximise impact, rendering centralised consistency and co-ordination. Starbucks, through their presence on social media, were able to develop a mini-Starbucks card based on consumers’ comments (Engagement-db, 2009). This is basically delegation of people throughout the organisation, thereby increasing organisational involvement in the customer. Integration of social media into marketing strategy also makes the promotional activity a 360 degree experience for the target audience as the brand moves with them from physical space into the digital one. Fastrack, the lifestyle brand in india, performed this integration quite successfully. They started by



References: 1. Evans, Dave (2008). Social Media Marketing: an hour a day, John Wiley & Sons. 2. (2009). Engagement-db. 3. (2010). HP IndiaSocial Casebook 1. 4. (2011). How Well Is Social Media Fitting into the Marketing Mix? Retrieved from http://www.emarketer.com/Article.aspx?R=1008251

You May Also Find These Documents Helpful

  • Good Essays

    Unit 9 P4

    • 1171 Words
    • 5 Pages

    Using social media for marketing can help small organisations gather more customers from a wider spectrum. Many customers already interact with other company’s using social media because it is easy to use.…

    • 1171 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Evans, D. and Bratton, S. (2012) Social Media Marketing : An Hour a Day (2nd Edition); John Wiley and Sons Publishing…

    • 2876 Words
    • 9 Pages
    Best Essays
  • Satisfactory Essays

    References: Melissa Barker, Donald Barker, Nicholas Bormann, Krista Neher (2013) Social Media Marketing: A Strategic Approach First Edition…

    • 444 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Throughout the twenty-first century, social marketing has become exceedingly popular among businesses; not matter the size. Marketing and technology have ultimately taken over the world, allowing individuals round the clock access to the Internet, music, emails, televisions, and video uploads all via their cellular device. Social media marketing as become remarkably popular among businesses such as Pepsi refresh project (Boone, L.E. & Kurtz, D.L. pg.354). This viral marketing launch became a year long initiative in which consumers created a short video that would benefit their communities. This particular marketing strategy was popular in the advertisement of Pepsi’s products without it costing anyone anything. When the videos went viral, Pepsi was able to save money on the cost of advertisements, and spend the money they saved elsewhere. Companies that evolve into social medical marketing will be able to increase exposure to their companies, gain additional web traffic, potentially increase sales and gain customers. Social media marketing is the new way of the world for companies interested in expanding their brands; therefore, more companies are investing more of their money in social media.…

    • 1235 Words
    • 5 Pages
    Better Essays
  • Better Essays

    Hoffman and Fodor on the other hand asked the question, “How can you tell whether social media is working?” The authors view is that managers should consider consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands. They explain their reasoning in detail and suggest some guidelines for better integrating social media into the overall marketing strategy.…

    • 1098 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    Social media offers huge benefit, as it enables business to directly communicate to a worldwide audience. Because Harrods’s mission is to be number one Harrods would like to increase brand awareness so it has to set an objective “to increase the uses of social media as a form of internal communication a way of engaging with external environment by 5% in 12 months”.…

    • 281 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    In light of this, this paper will discuss several reasons why social media marketing has become exceedingly popular among businesses of all sizes. It will also examine some benefits and pitfalls regarding business entrepreneurs in the context of social media. Furthermore, it will talk about an innovative strategy utilized by PepsiCo to glean customer insight as well as two other businesses who gained advantage in like manner. Finally, it will speculate the impact social media will have on businesses in the near future, and provide suggestive skills needed to get the most out of the changes surrounding it.…

    • 5061 Words
    • 21 Pages
    Powerful Essays
  • Powerful Essays

    Cited: Kazemi, Colleen. "Can Marketers Do More With Social Media?" Yahoo! News. Yahoo!, 30 Aug. 0000. Web. 08 May 2013.…

    • 3738 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    Senior Paper Guidelines

    • 2907 Words
    • 12 Pages

    Social media will become a substantial source for future research that has the potential to shape, craft, and transform not only sales and marketing strategy, but corporate strategy for years to come.…

    • 2907 Words
    • 12 Pages
    Good Essays
  • Satisfactory Essays

    Tonys essay

    • 574 Words
    • 2 Pages

    In this day and age, social media can be an extremely helpful tool for free advertising and building a customer base. It is tremendously important for companies, especially smaller companies that do not have the biggest budget for big time marketing. With the way society works today, social media is one of the most powerful and influential tools companies have available. Without the use of social media, companies would have a disadvantage in gaining cliental on the internet. Even if people have never heard of the company, if their “friends” on social media sites comment or “like” their page, then they can then be exposed to the company as well.…

    • 574 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Pepsi

    • 2596 Words
    • 11 Pages

    This paper contents five items: 1. Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. 2. Analyze the advantages and disadvantages of Social Media Marketing for business entrepreneurs. 3. Assess how Social Media Marketing is helping Pepsi gain more customer insight than it would have otherwise. 4. Discuss two other businesses that have used Social Media Marketing to their advantage. 5. Speculate what impact Social Media will have business over the next decade and identify what skills you need to improve to take advantage of the changes.…

    • 2596 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Social Media Technology

    • 3427 Words
    • 14 Pages

    Bhanot, S. (2012). Use of Social Media by Companies to Reach their Customer. SIES Journal of Management,Vol. 8 (1) , 47-55.…

    • 3427 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    Social media has become much more than a way to stay connected and to have fun: it is a way to market yourself, your business, your products and services.…

    • 1272 Words
    • 6 Pages
    Good Essays
  • Good Essays

    The fact that many people use social media to discuss their thoughts and views online, has caused business to alter their communications and marketing strategies to better fit the new mean of sending out messages. Social media is presently used in place of the “old-fashioned” marketing tools, such as TV, billboards, radio, etc.…

    • 1240 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Deepika. (2010, July 02). Role Of Social Media In Business. Retrieved July 15, 2011, from SEOServicesGroup.com: http://www.seoservicesgroup.com/blog/2010/07/role-of-social-media-in-business/18047/…

    • 2035 Words
    • 9 Pages
    Best Essays

Related Topics