The Impact of Social Media Marketing in Marketing Communication Opportunities: in Context of Dell

Topics: Marketing, Communication, Dell Pages: 12 (3907 words) Published: January 7, 2012
Table of Content
No.| Content| Page Number|
1.| Table of Content| 1|
2.| Abstract| 2|
3.| Introduction| 3|
4.| Literature Review | 4|
5.| Dell Business Model| 7|
6| Impact of Social Media Marketing in Dell Current Communication Process| 8| 7.| Challenges of Social Media Marketing in the Marketing Environment | 11| 8.| Benefits of Social Media Marketing in the Marketing Environment| 13| 9.| Conclusion| 15|

10.| References| 16|

2. Abstract
Social media marketing is no longer a foreign to business marketer nowadays. This paper will examine the impact of social media marketing on the marketing communication opportunities in context of Dell in the United States. Basically, this assignment will be begun with the introduction which generally explains about the emergence of social media. Next, several literature reviews will be provided to explain on the marketing communication process and how social media marketing impacted on the Dell current communication process. Then, several challenges and benefits of social media marketing will be illustrated at the end of this paper. Keywords: [social media marketing, marketing communication process, media vehicle, consumers, message]

3. Introduction
Undeniably, revolution of socio-technological has significantly changed the ways and means of media consumption. From super-fast digitally empower laptops to mobile eBook readers. All of these aspects have affected how business (brands) and consumers communicate and thus influence the way of marketing communications will be functioning. One of the most significant evolutions when people talk about marketing tools or strategies is the emergence of social media marketing. Fundamentally, social media marketing is a way of connecting with consumers by means of the current technology (i.e. The Internet). As of now, there are more than 800 million active users in Facebook, over 3 billion videos are viewed per day and 100 million people use Twitter every single day. Having all social media channel available for consumers, this provides consumers with plenty of choices in products and services in the market. Alongside, social media marketing has impacted on businesses marketing communication opportunities.

4. Literature Review
The emergence of new communication channels via the Internet has tremendously affect businesses way of marketing strategies (Owen and Humphrey, 2009). One of the most significant developments to the marketers is the effects from the Internet evolution from the generation of Web 2.0 or social media as a media vehicle to deliver the message to the target market (Constantinides et al., 2008). Social media marketing in this context is the opportunities provided for business to communicate with the society, with the help of the organizations’ brand, thus resulting in building a positive connection and develop brand influence through the Internet as the medium of communication (Pandey, 2010). Murphy (2010) mentioned that a good marketing strategy occurs when organization or marketer using the right communication channels or media to send the right message and reaching the right market. Therefore, it is vital for marketer to understand the communication process when using social media as the media vehicle in the marketing communication. Kotler (n.d., p.546) mentioned that there are several elements that involved in the communication process in order to determine effective communication. The major two parties in the communication are the sender (marketer) and receiver (market). Another major communication tool is the media vehicle or media channel which carries the message to the receiver. Alongside the communication parties and media vehicle, there are four major communication functions; encoding, decoding, response and feedback. Finally, the element of noise also interferes in the communication process. Dargiewicz (2010) suggested that in order to...
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