IMPACTS OF SOCIAL MEDIA MARKETING
Impacts of Social Media Marketing
24 January 2013
With the emergence of internet-based social media it has made it possible for people to communicate with thousands of other people around the world about products and the companies that provide these goods and services to them. Accordingly, the impact of consumer to consumer communications has been tremendously heightened within the marketplace. Many people would argue that social media is a hybrid element for promoting a company and its products, considering that in the traditional sense it allows companies to speak directly to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The information, timing, and volume of social media-based conversations that occur between consumers are outside of a managers’ direct control. This goes against any traditional integrated marketing communications where there is a high sense of control from the manager. Thus, it is the managers’ responsibility to learn how to shape a consumers discussion in a manner that is consistent with their organizations mission statement and performance goals (Kerin, Hartley & Rudelius, 2009).
Traditional marketing techniques involve direct mail, trade shows, television, radio broadcasting and social events which are still very prevalent and are still heavily used by many companies around the world to market products and the services offered by their companies. Marketing through television provides companies mass exposure to a wide array of individuals with a mass message. Many businesses don't realize that television can often be one of the most cost-effective forms of advertising. The advantages of television are that it has everything needed to catch the attention of your projected audience: audio and visual. Community based television stations which are often looking for advertisers and are more willing...
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