Internet Technology, Marketing, and Security Essay
Social internet marketing: The use of net and social networking in the workplace has grown substantially over the last few decades. For that reason, individuals are now using the internet in a variety of ways. Solutions such as online communities, blog sites and other innovations give individuals a chance to interact with one another (Apigian, Ragu-Nathan, Ragu-Nathan, & Kunnathur, 2005).
Social media marketing may be the process of advertising through the methodical use of technical concepts and techniques toachieve specific desired goals for a business. This is a kind of internet marketing which will used to attain branding and marketing interaction goals simply by participating in numerous media networks (Major, Pennisi, & Riese, 2010). There have been a steady incline in the usage of internet and social networking in places of work within the last decade due to web-based technology that are being intended for work and work related activities. Though social media is a relatively new trend, it is learning to be a very important component to any business’s marketing and client base development program.
What could when be accomplished by a traditional site now should be supplemented by a vigorous and responsive usage of the tools social networking offers (Bosari, 2012). As a result of increased usage of internet technology, a business are not able to survive with no support of social media. Social internet marketing increases the publicity and visitors of a organization, and the businesses use this being a tool to get marketplace brains, to generate qualified prospects and to develop loyal enthusiasts (Stelzner, 2012).
Some of the crucial reasons why social media marketing has become extremely important to businesses of all sizes are: * Today’s individuals are more technical savvy and still have started currently taking time to research online before making a purchase. With the presence of social media, the company can engage with the clientele and reassure them regarding the product and as well as the company, thus giving the organization a chance to touch base and actually connect with their target audience, and producing the product even more real and reliable. 2. The networking communities also act as platform to get a virtual interpersonal life, and having a existence there is a intelligent business approach, especially for small companies.
This demonstrates that it is wise to take the organization to the audience where they will come across one’s brand and product. 2. When many different people over a social media label a company’s content, then your articles related to the company, the various search engines pay attention to this kind of and in turn employ this factor to provide better internet search engine placement pertaining to the content in the website (Stelzner, 2012). * Social media also provides the sort of transparency necessary for a business. When ever someone likes the website, product or services provided by the business, everyone inside the person’s social circle can see this, thus helping in making a higher brand exposure.
Positive aspects & Down sides of Social Media Marketing: The use of internet in daily life plus the number of people applying internet each day has changed the way in which many businesses think about advertising. Many of the businesses direct customers toward their online social network pages than their own websites. There are absolutely many advantages to this, yet at the same time, there are many drawbacks too (Hoffman, 2010). Advantages to businesses through social media are: * The most important advantage is usually that the businesses can easily connect with networks that are filled with potential customers that they may normally never run into through classic marketing methods.
5. Social media networks are the most effective platform intended for word of mouth marketing, the most effective way increase one’s sales. These websites also permit the customers to voluntarily promote the services and products inside their network of friends, therefore increasing the brand name awareness. * Social media sites are great for communicating with clients and understanding their questions and worries, and are also the best platform intended for market research. 5. These sites also help a company to keep close watch upon what the competition is doing and just how are they staying received by the people, and plan all their strategies consequently.
Disadvantages of social media marketing for businesses are: * The biggest problem with social media networking is that marketing violates the users’ privacy policies. The reason is , in order to provide the businesses with the information about the target audience, these sites gather private information of the users and sell these to businesses, hence violating all their privacy. A large number of also controversy whether this is certainly an honest practice or perhaps not. * Businesses will need to invest money and also other resources to remain themselves up to date, and to keep track of all the activity happening issues network. This might sometimes also be more time consuming than traditional marketing.
5. Social media also can have a bad impact on the productivity from the employees in the event that they squander valuable period using these kinds of channels for personal use, and could also have a bad effect on the company’s popularity. Use of Social media by Pepsi: The surge of technology, which is reshaping the world considerably, even the well-established brands need to play by digital guidelines. No key industry in the us immune for the need to adapt to today’s even more connected world, where corporations have to funnel evolving human relationships between technology, customers, and suppliers (U. S. Media, 2012).
Although many brands continue to be cautious about the usage of social media for business, Pepsi understands that cyberspace is a fertile floor for building relationships with customers who have might not be obtainable through the classic marketing methods, and so making Soft drink one of the most connected companies in the U. S. according to the U. S. Information (Hatch, 2012). For the first time in 23 years, Pepsi did not place an ad in the Very Bowl, yet instead, made a decision to spend the cash on their fresh experiment: The Pepsi Refresh Project. This was not only a modern strategy for manufacturer marketing, although also ground breaking in regards to employing interactive methods and social networking on a fresh level.
Pepsi has created a digital dash which features a lot of sources to appear culture which supports them generate more of their target audience of 18-35 year olds, plus the content becoming a part of Pepsi’s Live pertaining to Now plan (Hatch, 2012). Brian Solis, a main analyst at the Altimeter group and publisher of The End of Organization As Usual: Rewire the Way you Job to Succeed in the customer Revolution says that today’s connected people are getting mown and conditioned to expect the world to come to them, and Soft drink has already used the first step in that direction by trying to match them, and trying make them feel just like they want to take part in the brand (Hatch, 2012).
With this strategy, Pepsi showed how an established company can successfully utilize five critical facets of social media marketing in gaining even more customer understanding: consumer involvement, user-generated articles, data assimilation, geo-local, and inbound promoting (Horton, 2012). i. Client Engagement by introducing the digital dashboard, Pepsi has urged the guests of the web page to discuss different TV shows which are linked to pop lifestyle. It has as well encouraged them to select tracks and aussis for a Pepsi concert series in the summer showcasing major designers, who will become selected simply by voting through Twitter simply by both live audience in addition to the ones viewing online.
2. User-generated Content in social media marketing, client reviews, feedback, or different inputs via customers perform a very important part. In order to keep a record of this, Soft drink has started by using a tool called SocialFlow which in turn ranks this content within the target audience segments, what the customers are curious about. By doing so, Pepsi is able to appreciate its consumers’ wants and wishes, and in turn take action accordingly to achieve their devotion. Moreover, keeping track of the consumers’ opinions about its products, Pepsi has the capacity to manage complaints before they will escalate (Horton, 2012).
3. Data Aggregation with social media, a business has better access to several statistics from the consumers, which usually would be very difficult to gather in the traditional marketing techniques. This info helps Soft drink understand their consumers better and also tells them how to attract fresh ones. iv. Geo-local Reach with the increase in using smart phones, Pepsi can now integrate social media with location-base mobile phone marketing. sixth is v. Inbound Promoting today’s consumers desire to be listened to and social media networks let them have the perfect program for them to communicate with the brand. Additional Businesses Employing Social Media: Ford Motors The when great American automobile firm, Ford Motor, was for the ropes last season.
But it has reported the biggest annual profit as 1999. There are plenty of reasons for this turn regarding like: the closure of about quarter with their plants, the reduction of its labor and health care costs, plus the sale or perhaps retirement of underperforming brands. Along with all the above, Kia has also been engaging in first-time interactions with its buyers (Roman, 2011). Ford put in around one quarter of it is marketing us dollars on digital and social media, which was twice the amount put in by any kind of its competitors.
Ford has social press agents, who also openly talk to their customers on forums, message boards, enthusiast sites that are not owned by Kia, as well as through official Kia Twitter and Facebook accounts. They use customized search engine equipment to find and respond to buyer queries, remarks or issues, including regarding new product entrance, warranties and repairs (Tellem, 2012). Online communities have allowed Ford to satisfy customers where it might not have been feasible previously through traditional advertising and marketing, and allowing them to go where the customers go.
For example , Honda created the Vacacion Movement employing social media, prior to all-new vacacion went on sales in United states, to create a excitement about the automobile and as a way to introduce that to the market. This plan inspired thousands of people, not just in merely listen to the marketing, but as well to engage within an ongoing conversation with the business through stations of their own choosing: to post movies, to share reviews, and stay engaged and touch with The Kia Story, very often by way of multiple rss feeds (Roman, 2011). Ford employees respond to an average of 2, 000 people regular via social media and the conversation have ongoing to rise coming from a year ago.
Also, rather than working with the issues the standard ways shows that the Honda is being aggressive in fixing the consumers’ issues rather than wait for all their calls and then react. This is win-win condition for Honda or any additional company that proactively reaches out to consumers who have problems (Halliday, 2012). Whole Foods Market Whole Foods Market thinks that clients who will be more knowledgeable about food are more likely to become their customers, hence the company makes efforts to help people learn more about materials, locate quality recipes, etc . Keeping this at heart, and acquiring this policy to cardiovascular system, 5% of Whole Food Market’s tweets are advertising and 10% are content-based. The rest 85% are responses to clients.
Rather than controlling everything from the headquarters, the majority of its Tweets activity comes from staffers in local shops, who understand their regional markets and may respond to neighborhood issues much faster. This as well shows just how Whole Foods has made social websites a part of each and every one of the stores (Eckhouse, 2011). Only some the customers buying at Whole Foods are serious foodies. A large number of treat Complete Goods like a supplemental supermarket exactly where they pick-up special items or pre-made meals. Whole Foods uses social media to give these irregular shoppers more reasons to connect simply by announcing display sales in seasonal items, and also to showcase gift packing containers (Friedman, 2011).
With the help of social media, Whole Foods strives to: * Provide something to the customer Whole Foods functions hard to answer questions about recipes, wine beverages, cheese, ingredients and health tips. The company identified that clients who are usually more knowledgeable about meals are more likely to become Whole Foods customers, so it helps them find out about food helps make the store more pleasing as a destination (Eckhouse, 2011). * Serve all the customers Whole Foods feels that everybody who goes in a store should be respected no matter how often one visits a store. The company desires its personnel to interact with each and every consumer, and give these people more of a explanation to arrive and they will.
For example , Whole Food tweets out flash product sales on periodic items that will simply be in the stores for a single day. Whole Food also uses social media in promoting its gift boxes an additional way to reach its irregular customers (Eckhouse, 2011). 5. Encourages chat To use Twitter as being a two-way sales and marketing communications tool, Whole Foods functions diligently to get its followers to respond and interact. For example , it holds contests with questions about food and healthy living.
Nor does it take by itself too seriously. It posted cooking techniques for insects in its web page as a great April fool’s spoof and a YouTube video making fun of your incredibly congested and despised parking lot for starters of the Los Angeles stores (Eckhouse, 2011). Future Influence of Social networking: In the current competitive world of global business, an organization needs to use every application available to gain an edge. The type of tool can be social media, which includes websites such as Facebook and Twitter, and also blogs and forums. Social networking has a direct impact on key areas such as marketing, transacting business and customer relationships.
Some of the ways that social media will affect companies are (Edge, 2012): * Business performance influenced marketing with the help of social media and the several platforms it provides, companies include a better possibility to interact with and understand consumers across multiple networks, and drive them to purchase. With the many options offered and for you to understand performance, businesses will probably be focusing even more on how social websites drives business and marketing performance in contrast to just getting the word out. * Demand for innovations with the increase in the usage of sociable technology and mobile incorporation, more organizations and brands will hire technology and innovation managers.
They will be responsible for staying over trends in marketing technology and will be the digital market leaders spearheading such projects. 2. Increase in consumer experience along with technology, people also be an alteration in the knowledge that takes place between brands and their consumers online. Contact will become equally more data driven and even more interactive.
Suggestions will be larger and brands will have to discover innovative ways to create client driven manufacturer experiences to woo consumers. Eckhouse, L. (2011, September 9). The full Foods Facebook strategy: Tweets as new as the meals. Retrieved November 20, 2012, from http://therealtimereport.com/2011/08/09/the-whole-foods-twitter-strategy-tweets-as-fresh-as-the-food/ Edge. (2012). 5 Ways social media technology will effects the future of manufacturer marketing & advertising.
Retrieved November 20, 2012, from http://edge-collective.com/5-ways-social-media-technology-will-impact-the-future-of-brand-marketing-advertising/ Friedman, B. (2011, August 4). Whole Foods Market’s Delicate Social Media Marketing Program. Retrieved The fall of 20, 2012, from http://socialmediatoday.com/bradfriedman/326139/whole-foods-market-s-subtle-social-media-marketing-plan Halliday, M. (2012, 03 27). Kia taps social networking for customer care. Retrieved Nov 20, 2012, from http://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-media-for-customer-service/ Hatch, M. (2012, May possibly 15).
Soft drink measures on the web pulse with social media strategy. Retrieved Nov 20, 2012, from http://money.usnews.com/money/business-economy/articles/2012/05/15/pepsi-measures-online-pulse-with-social-media-strategy Hoffman, M. L. (2010, October 1). Can you gauge the ROI of the social media marketing?
Retrieved November twenty, 2012, from http://sloanreview.mit.edu/the-magazine/2010-fall/52105/can-you-measure-the-roi-of-your-social-media-marketing/ Major, A. T., Pennisi, D. A., & Riese, M. (2010, November). Using social websites to market your business. Retrieved Nov 20, 2012, from NebGuide Web site: http://ianrpubs.unl.edu/epublic/live/g2029/build/g2029.pdf Roman, E. (2011, Feb . 1). Lessons from Ford’s brilliant use of social media.
Gathered November twenty, 2012, coming from http://www.huffingtonpost.com/ernan-roman/lessons-from- fords-brilli_b_816605. html Stambor, Z. (2011, November 21). Wal-Mart’s Facebook or myspace page is a relative hotbed of discussion. Retrieved Nov 20, 2012, from http://www.internetretailer.com/2011/11/21/wal-marts-facebook-page-relative-hotbed-conversation Stelzner, M. A. (2012). 2012 Social media marketing industry report.
Retrieved The fall of 20, 2012, from Social networking Examiner Website: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf Tellem, T. (2012, September 9). Do you use social media? Ford does!
Recovered November 20, 2012, via http://social.ford.com/our-articles/suvs/explorer/do-you-use-social-media-ford-does/ U. S. Information. (2012, May 15). America’s most connected companies. Recovered November twenty, 2012, via http://money.usnews.com/money/business-economy/articles/2012/05/15/americas-most-connected-companies