BUS 348 Lecture Notes - Lecture 14: Mail Order, Videotelephony, Customer Relationship Management
29 Jun 2018
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BUS 348
Lecture 14: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations
Social Media Marketing
Social Media Marketing
oMarketers no longer are the only ones who talk about their products
Millions of consumers have the ability and desire to spread good (or bad) news
about products
The many-to-many communication model is based on consumers talking to one
another about goods, services, and organizations
The changing communication landscape has been referred to as the
groundswell, "a social trend in which people use technology to get the things they
need from each other, rather than from traditional institutions like corporations"
Social Media
oInternet-based platforms that allow users to create their own content and share it with
others who access these sites
oExamples include Facebook, Twitter, Pinterest, YouTube, Instagram, Yelp, Wikipedia,
and Second Life
oSocial media sites “democratize” messages because they give individual consumers a
seat at the table where organizations shape brand meanings and promote themselves in the
marketplace.
Social Networks
oSocial networks, like Facebook and Twitter, are sites that connect people with other
people
Marketers monitor social networks to learn what consumers are thinking about
the brand and the competition
Marketers reach influential opinion leaders by participating in social media
conversations
Social networks provide an opportunity to create a brand community, a group
of social network users who share an attachment to a product or brand. Members of
the brand community interact with each other, sharing information about the brand
or just expressing their affection for it. As a result, the relationships between the
consumers and the brand grow even stronger.
Product Review Sites
oProduct Review Sites - social media sites that enable people to post stories about their
experiences with goods and services
Popular sites include TripAdvisor, Yelp, and Angie's List
oProduct review sites give users both positive and negative information about companies
Mobile Apps and Location-Based Social Networks
oLocation-based social networks integrate sophisticated GPS technology that enables
users to alert friends of their exact whereabouts via their mobile phone. Examples include
FourSquare, Geospot, and Foodspotting
Foursquare was one of the most popular of these sites with over 50 million
users, but in May 2014, the Foursquare folks announced they were splitting the app in
two: Foursquare for discovering new places and Swarm for checking in at places you
visit.
Businesses can ride this wave by offering discounts or free services to people
who check in to their locations. For example, Boloco, a burrito chain in Boston, used a
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feature from the LevelUp app, which offered customers $5 off of a food and drink
purchase of $10. To “level up,” customers returned to the restaurant for $10 off for a
$25 purchase and then $14 off for a $45 purchase. Boloco saw 26 percent of its
customers return for the Level 3 reward.
oEveryone is scrambling to “monetize” the mobile market. A few to watch include the
following:
ShopSavvy finds the lowest prices online and at nearby bricks-and-mortar
retailers. Users can like products to get price alerts or follow their favorite stores to
get alerts about when items go on sale.
Hot5 Fitness is a fitness app that offers hundreds of five-minute video workouts
that you can add on to the end of your current fitness routine or mix together to
create a longer workout. The high-quality videos feature custom music synced to the
workout for maximum intensity.
The Internet of Things
oThe Internet of Things refers to the network of physical things, vehicles, buildings,
devices which have embedded sensors, electronics, and network connectivity that can
collect data and communicate it to each other - the many-to-many of things.
o
Key Forms of Direct Marketing
oDirect marketing - direct communication to a customer designed to generate a
response
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Lecture 14: social media marketing, direct/database marketing, personal selling, and public relations. Social media marketing: marketers no longer are the only ones who talk about their products. Millions of consumers have the ability and desire to spread good (or bad) news about products. The many-to-many communication model is based on consumers talking to one another about goods, services, and organizations. The changing communication landscape has been referred to as the groundswell, "a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations" Internet-based platforms that allow users to create their own content and share it with others who access these sites o. Examples include facebook, twitter, pinterest, youtube, instagram, yelp, wikipedia, and second life o. Social media sites democratize messages because they give individual consumers a seat at the table where organizations shape brand meanings and promote themselves in the marketplace.
