The development of Internet- has made it possible for one man to communicate with hundreds or even thousands of others about products and the businesses that supply them. Hence, the impact of consumer-to-consumer communications has been considerably magnified in the marketplace. This post asserts that social media is a hybrid vehicle element of the promotion mix because in a traditional sense it enables firms to talk to their customers, while in a sense that is nontraditional it empowers customers to talk to one another.
The content, timing, and the frequency of the social media-based discussion happening between consumers are outside managers' direct control. This stands in contrast to the conventional integrated marketing communications paradigm whereby a high level of control is present. Hence, managers must learn to shape consumer discussions in a fashion that's consistent with the mission and performance targets of the organization. Processes by which this can be achieved are delineated herein. They include using sites, social media tools, and promotional tools to engage customers, and providing consumers with networking platforms.
Social Media The New Hybrid Element of the Promotion Mix case study solution
PUBLICATION DATE: July 15, 2009 PRODUCT #: BH338-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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