CHAPTER ONE: INTRODUCTION
“Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that” words by Mark Zuckerberg the most notorious internet entrepreneur, and philanthropist. He is known for co-founding Facebook, Inc. This chapter introduces the contents of research with definitions, background of social media marketing, statement of the problem, the aims and objectives of the research, research questions and to whom this is going to benefit and finally the structure of the thesis in the following next chapters.
1.1.0 Digital marketing (Kotler and Armstrong, 2009) defined digital marketing as a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications etcetera. It facilitates many-to-many communications due to its high level of connectivity and is usually executed to promote products or services in a timely, relevant, personal and cost-effective manner. Using all the digital marketing channels is not a wise decision and do not have the right impact. The choice of digital media channels depends on your industry, business, and type of audience. Due to this, you often need to test, make changes, retest and measure the outcomes of your digital marketing campaigns to determine which works best for your brand or business. Based on these results, you can drop those digital marketing channels, which fail to provide satisfactory growth or
1.1.1 Social Media Marketing
(Kaplan and Haenlein 2010) defined social media as “a group of Internet based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content”. Without any doubt, social media and user content generators (UCG) have become a reality for millions of individuals and corporations. In a marketing context, social media are considered platforms on which people build networks and share informations and/or sentiments (Kaplan and Henley 2010). With their distinctive nature of being “dynamic, interconnected, egalitarian, and interactive organisms”, social media have generated three fundamental shifts in the marketplace. First, social media enable firms and customers to connect in ways that were not possible in the past. Additionally social media marketing is only one aspect of digital marketing. It implies the use of social media channels such as Facebook, Twitter, Instagram, YouTube, Goggle+, Snapchat, etc. to marketing your products, services, or brand. Typically, it involves engagement with your target audience, followers, seeking industry influencers, posting fresh and unique content, arranging contests and adopting a variety of other means to grab the attention of the audience present on different social media channels.
1.1.3 Difference between digital and social media marketing
It must be clear to you after reading the definition above that social media marketing is just a part of digital marketing. Giving you the following points in the comparison of both side by side
• Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries.
• Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc. while social media marketing may focus on one or more than one social media channel such as Twitter, Facebook, YouTube, etc.
• The success of your social media marketing campaign depends heavily on your content strategy. It means you need to keep posting fresh and unique content on your social media accounts to interact and engage your target audience. While for digital marketing, you can return of investment (ROI). only use the banner advertisements on different digital platforms like TV, the Internet, or billboards to promote your product, services or brand.
1.2 Background of social media marketing
Before the social media blasting all over the world, marketers thought social media marketing was just another trend that would soon likely pass, something in the vein of pyramid and networking scams. But when Facebook started attracting attention from the year 2004, more and more social media marketing strategies were developed. Today, this marketing tool has allowed start-ups and established companies to gain attention without having to spend millions of dollars on advertisements. Between 1970 and the era of 1980s people spent most of their time on social networks like dating sites and online forums. Six Degrees, Live journal, and Friendster were the earliest form of social medias. Then between 1995 and 2002; it was a critical event that allowed the internet to become a viable marketing tool. It began with search marketing, prompting brands to create websites to establish an online presence. As Google, Yahoo and MSN’s search engines evolved, companies turned to SEO strategies to remain at the top of search results. When web 2.0 sites – blogs in particular – increased in popularity, marketers began to recognize the potential of content marketing. Inbound marketing, where more value is added for the customer and business is earned, starts replacing age-old “buy, beg or bug” outbound marketing strategies
Then in 2003 - 2004 it was the arrival of social media sites such as Facebook, LinkedIn and My Space initiates the shift of internet users from multiplayer online games into social networking sites. Eventually, businesses picked up on the positive effects of a social media site presence on e-commerce and started creating their own profiles on the popular networking sites. In the years that followed, customer’s favorable attitude towards social media marketing slowly changed business marketing preference from the more aggressively-proactive outbound marketing to the more reactive inbound marketing. Nowadays, over 90% of marketing executives utilize social media as part of their marketing strategies, and successful businesses utilize social media marketing for branding, lead generation,
1.3 Problem Statement The world has been shaken
by COVID-19 and sent economies spinning. It was late in 2019, it only affected China initially, but its consequences are now being felt across the globe, with many countries on locked down and small businesses had been shut their operations. So they turned to the online platforms but they faced some problems on social marketing marketing such as: Firstly growing your reach/audience as a small business owner, you just started creating content on social media. There are millions of companies around the globe invested in millions of social media accounts and most of these companies say the same thing that you are probably think of it. You can not really be original? Secondly how to beat the algorithm and Experiencing huge declines in organic reach. In fact most of social media platforms have been squeezing organic access in favour of paid advertisements for several years now; as example apparently ever changing Facebook algorithms mean that Facebook posts will naturally continue to target less and less users in order to attract advertisers to spend money behind a website.
1.4. Research objectives
The goal is to help entrepreneur and small businesses owners to launch and enhance their social media marketing strategies during this crisis and get through it even stronger after life's back to normal.
1.4.1 General objectives T
he general objective of the research to undertake assessment of social media marketing and practices within digital marketing platforms. 1.4.2 Specific objectives
•To choose the right efficient digital platform.
•To use the Internet to reach consumers.
•To know what say and post to get a genuine engagement and connection.
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