The Evolution of Marketing in Social Commerce by Contemporary Social Media

Topics: Marketing, Marketing strategy, Present Pages: 6 (1201 words) Published: December 17, 2014
The Evolution of Marketing in Social Commerce by Contemporary Social Media

With the ever-increasing development of science and technology, there arise diverse marketing strategies in social commerce which is a new business model nowadays. At present time, marketing is becoming more widespread and beneficial. Therefore, marketing strategies are required to be creative and suitable. Among those various marketing approaches, it is a necessity to search for the most effective way to suit different commercial demands specifically; this one might be social media, an appropriate way to satisfy the need of modern commerce. Obviously, there is a tight link between marketing and social media since they have interactive impacts. Social media could supply the efficient and effective platform to marketing operation; while via marketing, social media could get wider developing scope and space. However, with different media, previous marketing and nowadays have certain differences, so this essay will argue that marketing strategies have changed dramatically in social commerce via the modern platform of social media, such as Facebook and YouTube. Firstly, the explanation of social commerce will be given. Secondly, the significance of marketing in social commerce will be discussed. Finally, the comparison between the traditional form and the present form of marketing will be illustrated.

•What is social commerce?
Social commerce is shopping-oriented on the internet, and it is the evolution and maturation of social media when it comes to meet shopping (Heidi Cohen, 2013). It is of importance towards the contemporary commercial trades. In terms of social commerce, Cohen, an actionable marketing expert, gives 19 definitions by a variety of social media and ecommerce experts in her recent article. According to Beranbom (2011), Qualman (2011) and Wikipedia (2005), social commerce is a subset of e-commerce which can enhance the online shopping experience and makes online shopping much easier and more convenient by integrating social media; while other experts define it as an act of customers to communicate with those who have the similar interests, passions and needs, share their shopping experiences and recommend to the other potential consumers, especially for shopaholics. (Barile, Carton, Danielson et al., 2011). From these definitions, in my perspective, it can be concluded that social commerce is an activity of e-commerce, which facilitates the online shopping and realizes the communication between various consumers with similar buying interests through social media platform.

Social commerce not only changes the traditional way of purchasing goods, but also brings forth tremendous convenience and creates profitable conversations. This can be exemplified by the fact that a shopping website named Etsy has achieved a significant development in a very short period due to its peer-to-peer selling pattern. Many Etsy sellers have succeeded dramatically through online conversations with buyers without any outside advertising (Totka, 2013). Owing to the necessity and importance of social commerce, it is the mainstream for commercial trades at present. We should first well understand it, and second get familiar with it to keep pace with this trend.

•The significance of marketing in social commerce
As we know social commerce is the mainstream, and to get the maximum profit from social commerce, it is necessary to be aware of the conception and significance of the indispensable strategy of marketing. First, “marketing is the set of activities businesses engage in to sell their goods and services.” (Walker, 2013). More specific, marketing is a commercial process which includes advertising, shipping, storing, and selling products or services ( In terms of marketing strategy, it is the basic factor of a marketing plan because it has an overall view on the whole process and supplies the proper approach to reach the prospective...

References: ▪Cohen H., 2011. What is social commerce? Available at: [Accessed 20 August 2013]
▪Lavinsky D., 2013. Is traditional marketing still alive? Available at: [Accessed 25 August 2013]
▪Macdermott J., 2011. Modern marketing methods. Available at: [Accessed 26 August 2013]
▪ Smith A., Fischer E. & Chen Yongjian, 2012. How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing. 26, 102–113.
▪ Walker L., 2013. What is marketing? Available at: [Accessed 23 August 2013]
▪Totka M., 2013. Social Commerce: What Is It? Available at: [Accessed 23 August 2013]
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