A Critical Review of Social Media Marke
A Critical Review of Social Media Marketing
With the rapid development of internet, it is pretty obvious that social networking has entered a new era. Traditional marketing methods can not satisfy the great demand of consumers. A new round of marketing revolution is exploding not only with opportunities, but also with challenges. This essay aims at reviewing the current state of social media marketing concept critically and exploring two case studies of the hospitality industry embedding in the social media marketing. A further social media marketing strategies will be proposed through the analysis of two different case studies. Finally, a series of recommendations will be offered after the value critique of social media marketing.
Critical review of the current state of Social Media Marketing in the literature
Marketing, different from other business functions, is to deal with customers (Armstrong and Kotle, 2013). Marketing is understood not in the old meaning which is a sale to tell, advertise and make customers to buy ,actually in the new meaning that marketing is to satisfied the needs of customers. It is stated by Armstrong and Kotle(2013) that marketing is the process built by companies to create value for the customers and capture value from customers. Solomon et al (2013) point out that definition of marketing is all about delivering value to everyone who is affected by a transaction. A consumer is the ultimate user of a good or service. Consumers can be individuals or organisations, whether a company, government,student association or charity.As a consequence, the most basic part which need to be prioritized of marketing is to understand the customer needs. A need is the difference between a consumer’s actual state and some ideal or desired state. When the difference is big enough, the consumer is motivated to take action to satisfy the need (Solomon et al ,2013). It is suggested by Armstrong and Kotle(2013) that demands of customers come from wants -
With the rapid development of internet, it is pretty obvious that social networking has entered a new era. Traditional marketing methods can not satisfy the great demand of consumers. A new round of marketing revolution is exploding not only with opportunities, but also with challenges. This essay aims at reviewing the current state of social media marketing concept critically and exploring two case studies of the hospitality industry embedding in the social media marketing. A further social media marketing strategies will be proposed through the analysis of two different case studies. Finally, a series of recommendations will be offered after the value critique of social media marketing.
Critical review of the current state of Social Media Marketing in the literature
Marketing, different from other business functions, is to deal with customers (Armstrong and Kotle, 2013). Marketing is understood not in the old meaning which is a sale to tell, advertise and make customers to buy ,actually in the new meaning that marketing is to satisfied the needs of customers. It is stated by Armstrong and Kotle(2013) that marketing is the process built by companies to create value for the customers and capture value from customers. Solomon et al (2013) point out that definition of marketing is all about delivering value to everyone who is affected by a transaction. A consumer is the ultimate user of a good or service. Consumers can be individuals or organisations, whether a company, government,student association or charity.As a consequence, the most basic part which need to be prioritized of marketing is to understand the customer needs. A need is the difference between a consumer’s actual state and some ideal or desired state. When the difference is big enough, the consumer is motivated to take action to satisfy the need (Solomon et al ,2013). It is suggested by Armstrong and Kotle(2013) that demands of customers come from wants -