...last few years, Social Media has grown from being a mere digital channel for “socializing” with other media, into one of the most powerful digital marketing tools for brands and businesses. It has proven a very cost-effective way for promotion and advertising in a new, subtle and very personal way that businesses are doubling their Social Media Marketing budgets during the next five years. Many businesses are jumping into the Social Media Marketing (SMM) bandwagon, many of which are not even properly planning or assessing the effectiveness and the impact of SMM for their companies and brands. In truth, there are two sides to the SMM coin. One promises profitable success, particularly if SMM is done properly and effectively. On the other side, SMM may prove detrimental to your brand, bringing in results that maybe opposite from what you expected. So, Digital Marketing Philippines attempts to provide you with this definitive guide that will highlight the Pros and Cons of Social Media Marketing, so you can make intelligent decisions that will be instrumental in setting the fate of your overall digital marketing efforts. The Pros of Social Media Marketing for Business Businesses going gaga over social media? You can’t blame them for Social Media Marketing does have its perks, and the following will tell you why. 1. Social Media Marketing is Low Cost One of the main advantages of SMM over traditional media advertising and other digital marketing channels is the considerably...
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...MARKETERS Trends in Industrial Marketing 2012: How Manufacturers are Marketing Today »»» Industry trends and research rePOrts fOr IndustrIal marketers Contents GlobalSpec Industrial Marketing Trends Survey .................................................................................. 3 Highlights from the Survey Results .................................................................................................... 3 Conclusions ........................................................................................................................................ 4 Recommendations ............................................................................................................................. 5 Marketing Goals and Challenges ....................................................................................................... 7 Marketing Channels and Programs..................................................................................................... 9 Marketing Budgets and Sales Expectations ..................................................................................... 13 The GlobalSpec Advantage .............................................................................................................. 17 About GlobalSpec, Inc. ..................................................................................................................... 18 Graphs What is your primary marketing goal in 2012?........................
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... | |MEDIA MANAGEMENT | | | | Abstract: Media has played a major part in building and managing the country after 1990’s. It has played both a constructive and destructive role in communicating information to its viewers. Organizations have been aware of this might of media for quite some time now. The partnerships between organizations and media channels and the way in which orgs manage media play a huge role in the way it affects their business. Ex. FMCG companies, entertainment companies, e-commerce companies understand that marketing can’t happen and product can’t sell unless media upholds it. Hence the partnership between orgs and media needs to be seen as an art of media management now. Media can both build and destroy the reputation of any entity in this country. Hence it is extremely careful how media is managed and used in the best possible manner in order to derive benefits instead of creating issues. Media targeted by organizations/entities for marketing are basically of three formats. • Print media Marketing – through Newspapers, magazines, books etc. • Audio / Visual Media Marketing – through Television, movies, radio, youtube...
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...Understanding Social Media: White Paper Introduction Adoption of Social Media has erupted significantly, especially in the last one year. However, companies dipping their toes into social media really don’t seem to be getting the ‘social’ part. Social media is not just another broadcast media, although activities in some social media channels are similar but on a different platform. We have to think of social media as a medium to build relationships. Relationships are based on two-way communication and in business we build relationships based on value. Other than those who friend brands for status, consumers will follow a brand because of the value they create for them. Simply posting out links to purchase is not creating value for those who have taken the time to follow you. Yes, you make these people feel special by offering them ‘social discounts’ or ‘social offers’ but think about how you can create value and expertise in your area of industry. It all comes down to designing a robust social strategy that will create value to customers who are interested in your products or services. Let’s step back a little for a moment and see how we could define Social Media: Any form of media which satisfies the following three parameters could be termed as social media and any activity around them are social media activities: Basic Definition: * Web 2.0 platform allowing people to have one to many real time interaction * Two way street giving users the ability to present...
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...Perez Campaign II Oct. 14th, 2014 The impact of media on marketing campaigns Abstract: Today, the rise of various online media channels has greatly enriched the channels in media than before. How to properly use a variety of media , and how to take advantages of the media are most important issues for companies. This paper analyzes the impact of both offline and online media on marketing campaigns based on “TopShop” case study. Key Words: media, marketing campaign I. Media Category Now the media can be divided into two parts, offline media and online media. In offline media category, there are TV, print media, radio and OOH. While in online media, there are online digital, and social. Offline media has developed for long time, and is kind of mature media. However, online media a only just emerged in recent years, is still developing. A. Offline Media 1. TV. Such as network, cable, market or spot. 2. Print media includes Newspaper, magazines and direct mail. 3. Radio and OOH include billboards, video screens, in-store ads, and cinema. B. Online Media 4. Online digital includes email, tablets, mobile, and video. 5. Social includes blogs and social channels like Facebook, Twitter, and Instagram. II. General overview of the media impact Advertising and marketing campaign of companies definitely work, but exactly how different media channels contribute to the brand is worthy to explore more....
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...Social Media Services Proposal for: [Client Business Name] Agility Marketing LLC is pleased to provide Client with the following social media proposal. The intent of the proposal is to deliver a complete social media marketing solution designed to address the following business goals: 1) Increasing the number of on-site customers 2) Gaining recognition as a fitness industry expert with an emphasis on the strength and conditioning field Recognizing that the stated business goals require different strategies and different metrics, this proposal is broken down into two distinct, non-concurrent phases. Agility Marketing LLC will provide strategy, development, consulting and execution to bring all aspects of Client’s social media marketing efforts into alignment with unified goals and purpose. Phase I – Increasing the number of on-site customers In support of Phase 1, Agility Marketing LLC will provide social media consulting and execution services in the following areas: 1) General analysis of current customers and local competitors. a. Define target customer(s) with Client either before or in conjunction with the analysis 2) Analysis of Client’s online presence on the following platforms: Platform Twitter Facebook Blog YouTube Email Marketing Website Examples of Analysis Tools (but not limited to) Google Analytics; SocialBro; Bit.ly Facebook’s Insights; EdgeRank Google Analytics YouTube Insights Email Marketing Provider’s reports Google Analytics, Alexa 3) Through consulting...
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...Studies of Social Media Marketing – An e-guide by Roderick Low of Expeditus Media What is Social Media? Social media is best understood as a group of new kind of online media which share the following characteristics: Participation Social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness Most social media services are open to feedback and participation. They encourage voting, comments and sharing infomation. There are rarely any barriers to accessing and making use of content – password protecting content is frowned on. Conversation whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show. Connectedness Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people. Need Inspiration? Now that you know what social media is, do you need any inspiration in getting your social media campaign under way? One of the best way to get inspiration for your organization can use social media is to check out what others are doing. This ebook is intended for anyone who wish wants to start a social media campaign, but will be most useful to people working in media, marketing...
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...Identify the business you chose and describe the business and its industry “Social Media touches nearly every facet of our personal and business lives. In business it isn’t just for the marketing and public relations department. Rather, it is imperative for social media to be an integral part of a company’s overall strategy” (Qualman, 2013, pp. ix). Whether a business choses to utilize websites, Facebook, Twitter, etc., the opportunities are endless to improve growth, production and sales; businesses utilize the many channels of media in order to market their products. “Businesses don’t have a choice on whether to do social media; the choice is how well they do it” (Qualman, 2013, pp. xviii). With today’s people-driven economy and new social media addiction it is important to generate products that customer’s love which will enable them to boast about on their preferred social media site. Mars Inc. and Hersey have been the leading chocolate competitors since the beginning of the chocolate industry; it is interesting to view how each company effectively utilizes the resources around them to promote their products. Assess the company’s current use of the Internet and social media Mars has developed with the time, ensuring that they are able to reach a wide variety of audiences. The company has taken full advantage of today’s culture, and has fully utilized all media sources available to today’s society. "Marketing is becoming more interactive, for example by encouraging consumers to...
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...Custom Audience Integrated Marketing Communications 15 Facebook Custom Audience Integrated Marketing Communications Executive Summary Project Purpose Facebook’s Custom Audience is one of today’s fastest growing marketing solutions. Ideasaurus’ goal is to increase the awareness and consideration of Facebook’s Custom Audiences with B2C (Business to Consumer) marketing decision makers as well as increase the awareness of the Custom Audience product and encourage B2C marketers to consider utilizing Custom Audiences at their company.The underlying value of Facebook’s Custom Audiences is that it allows marketers the ability to conduct ethical advertising using their own databases while maximizing ROI on their social media advertising budget. With many small to mid size companies, social media advertising was never a real option with very little reliable data to understand if the investments in Facebook’s advertising features capture the consumers and move them from the consideration phase to the buying phase. Businesses can reach their current consumers on a larger scale and understand them at a deeper level by being able to build consumer profiles to better market to them, and turn generating more exponential growth for the company. Researching the most beneficial Integrated Marketing Communication channels was critical for Ideasaurus’ plan to execute the a marketing plan for either a small to midmarket business. Ideasaurus’ IMC channels include direct mail, email...
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...AND ALTIMETER GROUP SOCIAL MARKETING ANALYTICS A NEW FRAMEWORK FOR MEASURING RESULTS IN SOCIAL MEDIA JOHN LOVETT AND JEREMIAH OWYANG WITH ERIC T. PETERSON, CHARLENE LI AND CHRISTINE TRAN EXECUTIVE SUMMARY Business Must Adopt A Measurement Framework For Success. The rapid evolution of the web and digital media over the past decade illustrates that we operate in an environment that is constantly in flux. Technologies emerge, communication channels open and consumer behaviors adapt. These changes are apparent in the ways in which consumers interact with marketers and their brands as well as the ways in which consumers empower one another. Yet, as consumer connections, networks and relationships spider to the edges of the globe, marketers take their messages to social media channels with reckless abandon. Organizations that view social marketing as experimental forays jeopardize the relationships they have with their customers because consumers do not regard their actions as frivolous endeavors. They’re making decisions based on the new information they learn from their networks and using that knowledge to take actions and influence others. These actions leave indelible impressions upon brands and the consumers that interact with them. In an effort to help clients better understand the value of these emerging channels on their business, Web Analytics Demystified and Altimeter Group interviewed dozens of companies who are active participants in social media. Through our research...
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...REPORT ON SOCIAL MEDIA FOR THE COMPANY TONY JOSEPH COURSE: ECON210 DATE:.04/25/2015 Executive summary Purpose: Consideration of Social Media to bring about the benefits the company can derive from its use in the marketing of its products. Scope: This report has been designed such that it can be used in implementing the recommended changes. It includes a comprehensive analysis as to how well the social media with the use of Linkedin, Twitter, Facebook and blog can widen the scope of the company in achieving growth and success. How: The methodology implemented in this report involves study of academic journal articles, academic resources, websites linked to social media. Table of Contents Page 1. Introduction 4 2. Social Media – The Buzzword 4 3. Benefits of Social Media 4 4. Social Media – Costs 5 5. Downside of Social Media in Marketing & Branding 5 6. Plan for Using Social Media in Marketing 6 7. Conclusion 6 8. References 7 Report on Social Media for the Company Introduction The Report for the company brings about the exploration of social media to market the products. The use of social media in marketing...
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...About Social Media Social media websites and applications allow users create online communities to share content, such as videos, personal messages, pictures, ideas and other information about themselves. Most forms of social media accept individual users as well as organizations, such as businesses and nonprofit groups. A business's social media profile may include links to its website, contact information and pictures of products or services the business offers. Marketing Businesses are constantly finding new ways to implement their marketing strategies through social media. Prior to the development of social media platforms, businesses relied on fliers sent through the mail, television commercials and word of mouth. While these marketing tactics are still useful, businesses can now use social media to instantly inform consumers about sales, the arrival of new products and exclusive promotions. Consumers can connect with their favorite retailers online to stay informed about new developments. Communication Social media also affects the way many retail businesses communicate with their customers. Instead of calling the store, writing a letter or sending an email, many customers prefer to communicate with a business using its social media profile. Customers may send private messages to the business, or they may post information publicly. Customers use social media to provide both positive and negative feedback about products or customer service. If a customer posts this information...
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...22 Social Media Marketing Management Tools By Lee Odden With every online marketing channel and discipline, there must be tools to make the task of marketing more efficient and effective. Social Media Marketing is no different. Over the past 6-9 months, I’ve been researching and reviewing a variety of social media management tools that help with everything from source network connections to campaign & social content management to monitoring & measurement. While there numerous tools that manage single platforms (like Twitter) this list includes services that manage multiple social network accounts, content and measurement. At some point we’ll do more with individual reviews, but in the meantime, here is a list of 22 different social media marketing management tools, platforms and services to help manage and scale your online marketing efforts on the social web: [pic] Shoutlet – Manages social media marketing communications with one platform for building, engaging and measuring social media. Includes multiple account and platform support, social CRM and ecommerce for Facebook, email marketing and mobile features. [pic] Direct Message Lab – Provides consulting, implementation and a platform (REACH) for centralized management of social media promotions & contests, advertising and measurement. [pic] Objective Marketer – Offers social media marketing and analytics with integrated campaign management (Twitter, Blogs, Facebook, YouTube), multi-channel execution, engagement reports...
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...TALLINN UNIVERSITY OF TECHNOLOGY School of Economics and Business Administration Department of International Business Chair of Marketing Jan Lampenius SOCIAL MEDIA AS A MARKETING TOOL MARKETING GOLF IN FINLAND Bachelor’s Thesis Supervisor: Eliis Salm ABSTRACT Golf industry in Finland lives in middle of the hard times. In many courses the money is no longer exist so the new solutions comes in value. This thesis will focus on finding the answers about social media as a marketing tool, what becomes to Finnish golf marketing. Theoretical references have user theory about social media, user-generated content in social media and viral marketing in social media. Theories will give the backup for the research and help to analyze the results the results had achieved thru an online-based survey. The survey was conducted using Facebook as a channel and there was received a satisfied amount of responses. This research concludes the result that social media is a marketing tool marketing golf in Finland and golf courses should put more effort to using it in marketing. Golf courses should also take the users more to account. They should use the social media channels more innovative and focus on more to interactivity among the other players. Keywords: Golf-marketing, Social media, Social networks, user-generated content, Viral marketing INTRODUCTION Golf is in a new situation in Finland. Golf courses shares values are decreasing and part of the courses are in the situation...
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...Social Media Marketing BUS508: Contemporary Business November 30, 2013 What is Social Media Marketing? Why has Social Media Marketing become so popular? Is it now the most effective way to advertise and market? I have chosen to first define both marketing and social media. In my analysis it will allow you to fully grasp the importance and meaning of marketing and social media. My analysis will also allow you to easily determine why Social Media Marketing has become so popular among businesses. I’m a big believer in social media so I will display that throughout my paper. With technology in this day and age people always have the Internet in the palms of their hand and social media is always a button away. What is marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Boone & Kurtz, 2012). Without proper marketing strategies businesses would not be able to sell their goods and services. The most effective rule to consumers is to ensure that they always get what they want and always meet their needs before they ever surface. Marketing has always been part of business, from the earliest village traders to large 21st-century organizations producing and selling complex goods and services (Boone & Kurtz, 2012). How people market has now evolved and is now more on social media than ever. Social media is one of the...
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