BU352 Chapter Notes - Chapter 16: Snapchat, Earned Media, Image Sharing
Document Summary
Social media has become an integral component of any integrated marketing communications strategy. Social media: content distributed through online and mobile technologies. Excite customers: communicate personalized deals, create games. Educate: on value proposition and benefits, get them in store or purchasing. Experience: provide videos and other services, get them to see what it is like to use. Engage with network: with engagement comes action. Creating engagement over social media can create higher amounts of converted sales. 76% of social media usage is on phones. Half of people make purchases on smartphones. Fitbit, myfitness, etc: need to prepare: need to keep organized and make quick decisions. Google drive, access from anywhere: need to discover: need for information, know what is going on around us, need to self-express: need apps tailored to hobbies and passions. Ad-supported: free to download, ads on screen. Freemium (currently most effective): free to download, pay for features (micro purchases, i. e. candy crush.
