Marketing management case study
With the fast developing of high technology makes people’s life more diversification. Especially, in the Web 2. 0 era, the traditional marketing theory UP has already quietly changed. (Emery, 2012) In such an era, customers could be connected together from all over the world by Just a simple message. Much enterprise is trend to a new marketing revolution. At that time, as more and more individuals of young generation are willing to communicate with friends by social media, such as Faceable, Twitter, and Youths fans, brands also come into view from these media.
Under analysis, it loud be seen that media might be aligned to target segments (McDonald & Wilson, 2011), after brands increasingly rush into media today. This essay also would analysis that three parts of the research positive opinions and one negative opinion for the brands with social media, and give the relevant explanation. This article of the uninvited brand gives the negatives opinions of brands rush into social media. Under the research (Keller, 2007), digital age, web 2. 0, and mobile Internet create the new marketing ecological which the traditional marketing tool could not compare with.
There are some advantages for enterprises of brands take part in social media. Firstly, It can help enterprises to enhance brand loyalty and awareness, and this is the obverse value that social media could bring to brands. During social network era, some young-generation opinion leaders have an important impact the speed and scope of brand spreading (Lovelace, & Write, 2007). Whether brands could promote products quickly and efficiently, it can depend on the success of delineating important opinion leaders, and guiding opinion leaders to discuss. It is very crucial factor to brand shaping.
These opinion leaders could drive the influential group in the social media, and their communication will be more effective and timely resonate with Internet users. So, it can help enterprises to enhance brand loyalty. Secondly, this is very helpful for enterprise to spread the brand information. For instance, social media provide people quiet convenient ways to follow favorite brands, such as Ferrier’s Neutral brand got 4. 9 million fans on faceable page (Wassermann, 2009) and Coca-Cola’s brand got 14 million fans (Slacken. 2009) on Faceable. So, it might help some unknown brands become more popular.
Thirdly, it will help enterprise save their cost. For example, company might spend so much less on advertisement through brands walk into social media. Most online communication software are free for everybody, it Just need to register an account to use. Under the research (Keller, 2007), during the impact of social media, the traditional up marketing theory has quietly changed. The method of social marketing might change to depending on c marketing idea, namely the Context, Content, Contact, and Community. At that moment, brands take part in social media also benefits customers or users.
In the first place, it could give customers more choices after compare several brands from diverse social media (Lang, 2010). For example, users not only could access to information about the unknown brands through the various social networks, but also can be use as a source of consumption, distribution information and sharing the common experience with more friends. (Lovelace, Patterson, & Write, 2007) So, individuals could find the comments from search network to get more choices. In the second place, brands rush into social media could benefits customer to get better service.
In other words, social marketing means people announce a large number of relevant information after filtering and integration. The users could establish the community through the content with their favorite people, product and brand. This community is a spontaneous social communicate circle, and most of their friends will know this brand by this social communicate circle (Merrill, 2008). That research express that the companies become more competitive and it could push companies to do better customer services. So, it also could benefits customer to get better service. Lastly, it could help customer to save their cost.
For instance, as the more and more competitive brands appear in social media, it might cause markets compete on price. So, that could benefits customer to save their cost (Roy, & Psychotherapy, 2010). In addition, brands take part in social media could benefits market as well. There are two mean advantages for market about brands rush into social media. First, it could increase the market dynamics. A lot of brands use the new way to promotion and advertisement. From the results of the degree of catering to the new market, it could e seen that brands rush into social media brought vitality to the market (Cravens, & Pierce, 2008).
Second, it could increase the market creativity. After most of brands come into social media, customer might be dazzled by variable brands. So, if brands want to catch customer’s view, the innovation might helpful. Last, it could drive traditional market coming into a new revolution. In other word, market might become more diversity. While, before some new brands come into social network, the social media, and in special user-generated media, is claimed to offer a large numbers of capabilities for engaging target audiences, enhancing new product adoption (McDonald & Wilson, 2011).
And the brands might be target segments. For example, a householder aligning communications media to target segments for five different age groups, such as single and young couples without kids, young families with kids, mature families, empty nesters and retired (McDonald & Wilson, 2011). Nevertheless, it could seen that brands participate in social media may cause severe consequences if excessively consume them. In the era of social network, the traditional marketing communication method need to be innovation.
However, like any marketing innovation mode, social media marketing innovation model have some difficulty for a lot of enterprises (Cravens, & Pierce, 2008). Social media marketing itself has three mean disadvantages. Firstly, it is not easy to control brands. Once a virus come into the social media, it is difficult to artificially control the brands developing direction, speed, and results. Secondly, it is hard to test whether the new brands is the one that customers are looming for. Almost every advertising or public relations come into market, which need to have a result data to provide to the customers (Lovelace, & Write, 2007).
While, the social media data often show as reproduced quantity, amount of comments, and searches. It is hard to test and monitor the quality, the results and the reputation. Lastly, it is easy to make fake. For example, in order to get more fans follow new brands, some brands might buy fans. Sometimes, it is quite easy to buy Webb or Faceable fans (Heavenliest, 2007). In conclusion, brands rush into social media could bring the advantages for enterprises, such as help enterprises to enhance brand loyalty and awareness, help enterprise to spread the brand information and help enterprise save their cost.
While it also could give the clients more benefits, such as give customers more choices, help customers get better service and save their costs. In addition, it also could benefits market, such as increase the market dynamics and increase the market creativity. On the other hand, brands take part in social media could also bring some drawbacks, such as it is not easy to control brands, it is hard to test whether the new brands is the one that customers are looming for and it is easy to make fake.
After comparing with the advantages and disadvantages of brands rush into social media, this analysis get the results that although it might cause some consequences if excessively consume them, using the social media, video sharing and view social networks have been become an important part of today’s branding activity. Reference List: Cravens, D. W. & Pierce, N. F. (2008). Strategic marketing. 9th edition. New York: McGraw-Hill. Emery, B. (2012). Sustainable Marketing. Harrow: Pearson. Heavenliest, H. (2007, August 24). Faceable users resisting Wall-Mart’s latest Web 2. 0 endeavor.
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