BU354 Chapter Notes - Chapter 16: Microblogging, Earned Media, Sentiment Analysis
Document Summary
Social media is an integral part of any integrated marketing communications strategy. Includes mobile applications and games to get customers excited about an idea, product, brand, or company. An ofer must be relevant to its targeted customer. Can be achieved by providing personalized ofers. When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate ofered beneits. All about reminding people about what they already know. Constitutes a method to develop a sustainable competitive advantage. Youtube and other sites can come really close to simulating real experiences. Online chats with other users of the product. With engagement, comes action, the potential for a relationship, and possibly even loyalty and commitment. Customers actively engage with irms and their own social networks. Marketers rely on the 3 types of social media: social network sites, media-sharing sites, and thought-sharing sites. First members promote themselves to gain more friends.
