COMMERCE 2MA3 Lecture Notes - Lecture 16: Microblogging, Sentiment Analysis, Conversion Marketing
30 Jan 2018
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Document Summary
Refers to content distributed through online and mobile technologies to facilitate interpersonal interaction. 2006: mobile phone users have a smartphone. Social media has gotten more serious and professional. Today, entrepreneurial era, companies work to find ways to earn profits form the ways that consumers use and enjoy social media. Technology evolution over life of the social web. The evolution force firm to change how they communicate with their customers. Help them experience products, whether directly or indirectly. Give them an opportunity to engage with their social network. Social media is an integral component of any imc strategy. Marketers use many kinds of social media related offers to excite customers, including mobile applications and games to get customers excited about an idea, product, brand or company. Relevancy can be achieved by providing personalized offers which are determined through insights and information obtained from customer relationship management and loyalty programs.
