The Effects of Social Media on Traditional Marketing

The Effects of kindly Media on Traditional trade and Advertising fond media is not sensitive. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is vernal is how tender media sites like Facebook, YouTube and Twitter be affecting the trend businesses commercialize their products and divine services. Never before in our history pitch consumers been sufficient to snuff it so effortlessly with each otherwise and with the businesses they frequent.Never before have businesses been sufficient to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use amicable media for their tradeing and advertising efforts, does not necessarily think of they should. This paper intends to answer the question of how hearty media has affected the agency businesses market their products and services. This question is significant not unaccompanied to the business, as it outright affects no t only their profit, yet in like manner their notice, their image, and their re localizeation.It is also significant to consumers, because as a consumer you depart be able to see how you have the supply to shape a companys products and services, as well as shape a companys image and reputation. No time-consuming can a company run an advertisement on video recording or radio promoting how ecologically friendly they ar and assume quite a teentsy are just going to believe them. 10 years agone that might have maneuvered.Now, consumers can research to see if that company is in fact ecologically friendly and if they are not, consumers can start a Facebook group, a Twitter profile, a YouTube channel, and endless other accessible media profiles in ordinance to spread the word rough the companys delusive or misleading advertising. The reverse is also true. If a company creates an staggering quality product which solves a consumers involve at a fair price, that company may h ave to do very(prenominal) little traditional advertising as consumers would spread the word slightly the products by dint of their vast social networks. friendly media has forever changed the affinity between business and the consumer and this relationship affects the way businesses market their products and services. In order to see how social media is shaping the way businesses have traditionally marketed their products, it is helpful to look at grapheme studies of aggregate businesses and social media trade experts. This paper will center on octuple different businesses and how they are learning social media effectively to market their products and services to consumers. accord to Corporate reputation in the era of Web 2. the trip of Primark published in the November 1, 2009 come to the fore of the daybook of merchandise Management, Brian Jones, John Temperley, and Anderson capital of Peru buy the farm from the work of sevenfold precedents from septuple eart hly concernations. using the multitude of resources the authors draw from, they answer how companies, specifically Primark, position themselves on the internet in order to build relationships, take careler their image, and build their brand and reputation to indicate that the impudently era of company reputation is built not only by the company, but kinda by both the company and the consumer. match to the authors, the new rules for combat on the social web are explored in relation to how they play to, damage, or improve corporate reputation and brand image. (Jones 927-928) What these new rules mean is that, management of corporate reputation is a two-way, top down and stinkpot up turn. (Jones 928) This means that not only are companies trying to stage a certain image done social media, but that also consumers are projecting their own images on to these companies through social media as well.This in systema skeletaleation is useful because it awards how social media allo ws consumers to shape a company as well as how companies can use social media to shape public opinion. According to merchandise in a Hyper-Social World published in the September 2010 issue of the daybook of Advertising Research, Francois Gossieaux, and Edward Moran draw from the work of quadruple authors from seven-fold publications. Using the multitude of resources the authors draw from, they study the results of a work of several hundred companies using online marketing in order to arrange the best practices for those advertising strategies.The authors ascertain that social media marketing is only as effective as the prevailing psychological factors in which social media works. These factors are inherent in human communion, not only on the internet, but in the real world as well. The authors state that there are communities of people using social media and that these communities often thrive because the members primarily are drawn to one another.The importance of person-to -person affinity and the ability to interact with these other humans typically trumped the role of the sponsors goods or services or the presence of other features in the online communities. (Moran 232) What the authors are state is that social media is a new tool in order to drive similar consumers together and that if a company wants to be successful in social media marketing, they must concentrate on the human connection rather than their product or services.According to Social marketing meets interactive media published in the 2011 issue of the International Journal of Advertising, Ronald Hill and Nora Moran draw from the work of quintuple authors from multiple publications. Using the multitude of resources the authors draw from, they seek to resolve the dilemma of how models of social marketing have not been easy to utilize or analyze effectively. They assert that companies must face opportunities and challenges in implementing social media or otherwise lose their targe t customers of new and younger generations.The authors propose that a great deal more study and research need to go into how to successfully implement social media, however their research states that, everywhereall, studies examined indicate that greater levels of interactivity, feedback and encouragement, customisation, and clarity and support are fundamental components of successful programmes. (Hill 829) What the authors suggest is that social media allows consumers to interact with each other and with the companies they buy from, and these basic human form of interaction is what makes social media so successful.According to Social Media ROI published in the declination 2010/January 2011 issue of Marketing Management, Robert Duboff and Scott Wilkerson draw from the work of multiple authors from multiple publications. Using the multitude of resources the authors draw from, they focus on finding a rootage which will help them measure a return on investing for implementing soci al media and whether or not to invest in social marketing. The authors put forth and interesting question as to who actually is in control of a brand with the advent of social media.The peer-to-peer aspect of the Internet, which has been made often more efficient through social media, has prompted the debate about who owns a brand. Some commentators and marketers maintain that consumers, users and the public now own every brand, given(p) their ability to use social media to laud or criticize the brand and immediately communicate their experience or opinion to everyone they know ravish links to websites, video or to articles and information, etc. and create and post content. Duboff 34)The thinker the authors are putting forward is that consumer are able to control a brand and the perception of that brand because of the immense power of social media. According to Marketing on a Shoe String published in the Winter 2012 issue of Marketing Health Services, Ann Marie Gothard and Kate Sotiridy draw from the work of multiple authors from multiple publications. Using the multitude of resources the authors draw from, they discuss the marketing dodging of apply Sinai Medical Center in New York City.They discuss how Mount Sinai determined that traditional media would not work for targeting their market and instead opted for using a grassroots approach which included the implementation of social media. The authors show evidence of how using social media effectively was able to increase the fortune of clientele who were exposed to Mount Sinai Medical Center. While using a specific social media campaign, there was, an 83 percent increase in Web traffic, coupled with a 42 percent increase in call volume which is substantial at any cost. And for a very low cost, it is remarkable. (Gothard 15)The authors here are able to use a berth study to show how social media marketing can be utilise as an effective tool and for a minimal cost. According to maturation of Blogs as a Credible Marketing Communication Tool published in the June 2011 issue of Journal of Case Research, Mohit Maurya draws from the work of multiple authors from multiple publications. Using the multitude of resources the author draws from, the author discusses how a two way communication between consumers and corporate brands are being shaped through the use of blogs.The author presents case studies from different companies who have successfully and unsuccessfully used blogs to communicate with consumers. The pace of evolution and adoption of internet has facilitated the development of Consumer Generated Media CGM or user generated content on the cyber world, which has compelled the marketers to rethink their marketing communication makelinesConsumer Generated Media has begun to prove itself as an outstanding tool for not only social networking, but also as an effective interactive communication long suit in the realm of business. Maurya 71)The author proposes that as consumers, we are able to control the messages we receive and that companies need to recognize these channels of communication if they are to be successful in their marketing efforts. According to Social media etiquette A guide and checklist to the benefits and perils of social marketing published in the September December 2010 issue of the Journal of Database Marketing and client Strategy Management, Matt Ramsay draws from the work of multiple authors from multiple publications.Using the multitude of resources the author draws from, the author summarizes lessons learned from the successes and failures of social networking as well as compiles a list of best practices for social networking. According to Ramsay, businesses that succeed in social media are those who maximize their customer service levels through listening and responding to what people are saying about their brand. (257) Ramsay is once again solidifying the fact that social media is a two way process in which the consumer and b usiness have an equal stake in forming how marketing will take place and whether or not it will be effective.According to Social media in branding Fulfilling a Need published in the August 2011 issue of the Journal of Brand Management, Jack Yan draws from the work of multiple authors from multiple publications. Using the multitude of resources the author draws from, the author looks at how new media can have an impact on branding. Yan shows how user connection and interactivity are primary(prenominal). It is, therefore, necessary for brands to build a connection with users and fostering a good sense of belonging through the engagement itself. (Yan 690) According to 2011 Social Media Marketing industry Report.How Marketers are Using Social Media to Grow Their Businesses published in April 2011 for the website SocialMediaExaminer. com, Michael A. Stelzner draws from the work of multiple authors from multiple publications. Using the multitude of resources the author draws from, the author surveyed over 3300 marketers with the goal of understanding how marketers are using social media to grow and call forth their businesses. Stelzner, in compiling his survey, was able to determine the benefits of social media marketing. The number-one advantage of social media marketing (by a long shot) is generating more business exposure, as indicated by 88% of marketers. (Stelzner 5) The more exposure a business has, the easier it is for consumers to talk about it and spread the word to their peers. According to Social Integration published in the November/December 2011 issue of the Journal of Property Management, Karen Altes draws from the work of multiple authors from multiple publications. Using the multitude of resources the author draws from, the author focuses on the integration of social media into business.The author ascertains that social media is a tactic rather than a strategy, which should be used in all aspects of marketing, public relations, and communication s. However, social media is different from other communication tools you may already be using. It is participatory, and is as much about what your customers, tenants and clients are saying about you and your properties as what you are saying to them. (Altes 60) The author is again reinforcing that social media is effecting advertising in that marketers are not only able to speak directly to consumers, but that consumers are also able to speak to companies and marketers.Social media has significantly affected the way businesses and consumers interact with each other. It has been shown how classic having a two way conversation is in order to implement and manage a companys brand and reputation. This is significant because it is important to know just how much power we have as consumers. Until the new-made advent of the internet and social media, traditional advertising and marketing was a one way conversation. A company advertised their product or service and the consumer was just forced to believe them.Now, consumers are able to stand their own voice and have a say in what they believe. This is natural for companies to understand because now they have to not only provide products and services, they need to communicate those products and services with consumers without being false or misleading, otherwise these companies will not be in business very long. Works Cited Moran, Edward, and Francois Gossieaux. Marketing In A Hyper-Social World. Journal Of Advertising Research 50. (2010) 232-239. Business point of reference Premier. Web. 6 whitethorn 2012. Hill, Ronald P. , and Nora Moran. Social Marketing Meets Interactive Media. International Journal Of Advertising 30. 5 (2011) 815-838. Business cite Premier. Web. 6 may 2012. Duboff, Robert, and Scott Wilkerson.Social Media Roi. Marketing Management 19. 4 (2010) 32-37. Business Source Premier. Web. 6 may 2012. Jones, Brian, John Temperley, and Anderson Lima. Corporate Reputation In The Era Of Web 2. 0 Th e Case Of Primark. Journal Of Marketing Management 25. /10 (2009) 927-939. Business Source Premier. Web. 6 May 2012. Marketing On A Shoe String. Marketing Health Services 32. 1 (2012) 12-15. Business Source Premier. Web. 6 May 2012. Maurya, Mohit. Evolution Of Blogs As A Credible Marketing Communication Tool. Journal Of Case Research 2. 1 (2011) 71-90. Business Source Premier. Web. 6 May 2012. Ramsay, Matt.Social Media Etiquette A Guide And Checklist To The Benefits And Perils Of Social Marketing. Journal Of Database Marketing & Customer Strategy Management 17. /4 (2010) 257-261. Computer Source. Web. 6 May 2012. Yan, Jack. Social Media In Branding Fulfilling A Need. Journal Of Brand Management 18. 9 (2011) 688-696. Business Source Premier. Web. 6 May 2012. Stelzner, Michael A. 2011 Social Media Marketing persistence Report. How Marketers are Using Social Media to Grow Their Businesses. SocialMediaExaminer. com. April 2011, Web. 16 March 2012 Altes, Karen. Social Integration. Journal Of Property Management 76. 6 (2011) 60. Business Source Premier. Web. 6 May 2012.