Social Media Marketing East Ham:

Social media has changed every aspect of our lives dramatically. In fact, it has become “the method of statement in the 21’t century, enabling us to express our belief, ideas, and the manner in an absolutely new way “. Beyond changing our way of conducting social life, social media provides a world of marketing with unprecedented opportunities and “also have a huge impact on corporation, where they have to realize that without a correct plan and social media strategy they have no chance to stand out in the rapidly changing digital freedom”.

Evolution of Social Media East Ham:

Early pioneers of social media were

  • User net (1979).
  • Bulletin Board System (1979)
  • Online Service (early to mid-1980 ‟s)
  • CompuServe (1980)
  • AOL (1983)
  • Genie (1985)
  • Internet Relay Chat (1988)
  • ICQ (mid-1990)

Social Media Marketing East Ham, thus, has become increasingly a priority without taking which into consideration marketing cannot realize its objectives. Social media especially is promising for small businesses because increases their competitive edge. This new rewarding type of marketing, social media marketing, can be easily defined as” a term used to describe the process of boosting website traffic, or brand awareness, through the use of social media networking sites…most social media marketing programs usually revolve around creating unique content that attracts attention and encourages the viewer to share it with their friends and contacts on social networks. Your business message spreads from one user to another and impacts with the user in a stronger way because it appears to originate from a trusted source, as opposed to the brand, business or company itself”.

Top 10 Social Networking Sites In the world

 

Serial No. Social Networking Site Number  of  Visitors  Per

Month

 

1 Facebook 550,000,000
2 Twitter 95,800,000
3 MySpace 80,500,000
4 Linkedin 50,000,000
5 Ning 42,000,000
6 Tagged 30,000,000
7 Classmates 29,000,000
8 Hi5 27,000,000
9 Myyearbook 12,000,000
10 Meetup 8,000,000

 

As is apparent from the above citation the key element of social media marketing is involving the use of social networks. If users/readers come across a right and relevant content the likelihood of sharing it with other people in their social networks increases. So if a marketing body succeeds in making social media users share its promotional content with people in their network it that means that it has gained support from a trusted source and possibly will be regarded highly by the recipient. Clearly, promotional content shared by a close friend has much more impact than content directed from the part of a marketing party. The impact of contents shared by social network members is high due to the fact they are originally kind of a “word of mouth” circulating on the online environment. With respect to pillars of social media, it should be noted that the “social media comes in many forms … [such as] blogs, microblogs (Twitter), social networks (Facebook, Link), media-sharing sites (YouTube, Flickr), social bookmarking and voting sites (Digg, Reddit), review sites (Yelp), forums, and virtual worlds (Second Life)”.

  • Social Media Marketing East Ham Viral Marketing:

Another method of conducting online marketing which overlaps remarkably with Social Media Marketing East Ham, due to centrality of “word of mouth” to it, is called Viral Marketing. Viral marketing, in fact, is “a form of word of mouth marketing which aims to result in a message spreading exponentially. It takes its name from a virus, because of the similarities that marketers aim to emulate: It is easily passed on. The number of people who have been ―infected‖ grows exponentially”. Viral marketing is a new concept that has been developed with the advent of the Internet. Viral marketing spreads through social networks and it is a virtual version of word of mouth. It is a very cheap mode of marketing and if you use it there is no need to spent massive amounts of money on traditional expensive marketing campaigns. Viral marketing works through encouraging people to share, pass along, and forward a marketing message; it is based on a high rate of pas-along form a user to another user. It is clear that harnessing such a powerful instrument, word of mouth, and having others share your products and sell it, guarantees success, even compared with launching a classical marketing campaign.
Among other means of promotion and building brand awareness such as images, jokes, e-carts, etc, viral marketing campaigns employ creative digital videos as well. Digital videos are most useful according to Kirby (3006) due to the following reasons:

  • They are small enough to be passed from peer to peer via email after downloaded from multiple distribution websites, encouraging greater user-driven spread.
  • They trackable after downloaded, as they are passed from user to user via email, so they provide brands with greater campaign accountability.
  • There is less risk of user interference with the agent.
  • Video is a familiar, ad-like/film-like format to users, with the added advantage of interactivity (digital video files can include hotspots that enable users to link through the file to a web page).
  • Social Media Marketing East Ham Advantages of Marketing:

One of the advantages of online marketing is related to its enabling effect especially on small businesses since “the internet can extend market reach and operational efficiency of small and medium enterprises (SMEs). In fact, the internet creates a kind of democratized environment in which marketing has been restructured in such a way that even small businesses are given a good chance to promote and brand their products on a much more larger scale. It should be, therefore, stressed that “the internet has created unprecedented opportunities for small businesses to engage in national and international marketing campaigns which could have been unaffordable due to the huge amount of resources required”. Email marketing, bogging, launching websites, etc are among easily affordable inter-fostered channels than can provide small businesses with the ability to survive and compete.

  • Social Media Marketing East Ham Elimination of Geographic Barriers

One of the key advantages of online marketing is that it removes all geographical limitations from the practice of buying and selling. So the internet allows an unlimited global reach at on outstandingly lower cost. Due to the massive cost of traditional media, global reach was once the exclusionary realm of the huge multinational corporation, but the advent of cost-effective internet technologies has enabled smaller businesses to enjoy this kind of reach. Overcoming the geographic barriers, marketers are now able to present products and services to different groups of costumers across the universe with the simple condition that they have access to the internet.

  • 24 hours / seven days availability

The Internet now can provide customers with timely information due to its availability 24 hours a day, 7 days a week. So, due to the establishment of online shops, customers are now able to acquire information and shop online any time of day or night they wish and prefer. So there remain no time limitations in this regard because online businesses have no special closing and opening times. People may visit physical markets after searching the internet or the other way round they can surf the internet for competitive prices after visiting physical stores. Besides that there is no doubt that online purchase is more convenient since there is no need to go out of home, visiting different stores and take the burden of comparing different products and prices. The buyers can do their shopping much more effectively from the comfort of their homes. Needless to say, a lot of time and energy are saved this way.

  • Cost-effectivity.

It goes without saying that, compared with traditional advertising media channels, which are very resource consuming, online marketing via the internet is clearly cost-effective and can accomplish its objectives at a fraction of the cost. For instance, it is obvious that the cost of launching an ad online is far less than placing an ad in a magazine or on a billboard. The cost of establishing one’s virtual presence, networking with other institutions and communication with consumers is significantly low. Consequentially internet marketing enables companies to save their resources, an aspect which is highly appreciated by companies since the online marketing campaigns don‘t require massive investment.

  • Social Media Marketing East Ham Trackability

Another aspect of online marketing is its possibility of tracking. In fact “the track-ability of Internet Marketing is one of its greatest assets”. The Internet enables the measurement of everything taking place on it. So, the number of clicks that a particular promotional piece receives and the amount of website traffic is easily measured. In this way, the marketer is enabled to track the visitors to her/his website and understand their behavior. The Internet also allows the companies to find out whether their campaigns are working or not, what kind of customers are interested in their products, from where? The ability to track online customers increases dramatically due to the fact that “internet constitutes the most accountable media ever. Web site log software and real-time profiling track the number of users who view each page, location of previously visited pages, date of view, time of view, duration of viewing, links followed.

  • Social Media Marketing East Ham

Social Media Marketing East Ham Personalization which comes with customization is another important aspect peculiar to marketing online through the internet. So online marketing is personalized marketing which is also called marketing to the Segment of One or “one-to-one marketing”. But what is personalization? Personalization refers to tailoring products and services to customers’ preferences based on their online, registered purchase history. In fact “since electronic interaction with customers allows the gathering of detailed information on the needs of each individual customer, firms can automatically tailor products and services to those individual needs”. This process results in offering customized products to customers. In this way, customers are sending personalized messages which produce much greater impact compared with impersonalized, generic messages sent indiscriminately to the mailbox of customers.  Personalization results in the formation of a sustainable relationship with customers; as Riecken (2000) puts it “personalization is about building customer loyalty by building a meaningful one-to-one relationship; by understanding the needs of each individual and helping satisfy a goal that efficiently and knowledgeably addresses each individual‘s need in a given context”. Based on metrics internet helps a marketer to gather, customers, for instance, can be greeted with targeted offers whenever they visit the website. So with the aid of gathered data of customers’ preferences, the sites can be customized for the target audience which brings about an increasing interaction and builds up a “sense of intimacy” between marketer and audience. This is especially important due to the fact that traditional modes of marketing such as Mass media, TV, and newspapers cannot be shaped by their users’ needs, demands, inclinations, and preferences. So personalization and customization are obviously considered a major advantage or opportunity of online marketing via the internet.

  • Social Media Marketing East Ham Challenges of Media Marketing.
  • Problem of integrity

Integrated marketing has been a central theme of the profession. On the other hand, one of the major problems with marketing campaigns is that they employ several offline and online promotions channels such as press, brochure, catalog, TV, cell phone, e-mail, internet, social media, etc, while lack a comprehensive, harmonizing marketing framework. Each item is used in isolation and accomplished as a different task, not as a component of an integrated campaign aimed at the realization of specified and particular objectives. This deficiency can be compensated for by taking a holistic approach that synchronizes different traditional and internet age modes of marketing communication as moments of an integrated structure. With respect to the virtual, online component of integrated marketing what is “also worth noting (or reminding) is that like offline marketing, all aspects of online marketing are inextricably linked- and in many cases interdependent. Therefore none of the element marketing should stand in isolation. The website will never be visited if there are no links to it, viral marketing requires an email or social media websites to communicate the message and search engines are useless without websites to link to it. So it is that in any internet marketing strategy all components must dovetail together.

 

  • Social Media Marketing East Ham Lack of face-to-face contact:

Lack of personal contact is another deficiency of online marketing which has been addressed in online marketing research and literature. Internet transactions involve no embodied, personal interaction and that is why some customers consider electronic modes of providing customer service impersonal and enjoy the experience of shopping in a bricks and mortar, physical store. They prefer to talk to store personnel in a face to face manner, touch the related product with their hands, and socialize with other customers. The virtual marketplace cannot provide for this function of offline shopping and lacks personal interaction. To be more specific “for the types of products that rely heavily on building a personal relationship between buyers and sellers such as the selling of life insurance,  and the type of products that requires a physical examination, Internet marketing may be less appropriate”.

Face to face contacts is not important just in the case of special types of products; here culture is also a relevant variable.  For example, Rotchanakitumnuai & Speece can be referred who have highlighted the lack of personal contact in online transactions. Among other things, they refer to Asian cultures in which personal relationships are of a prominent value and that this, together with the transaction context, is often plays a crucial role in ensuring the success of financial deals.

  • Social Media Marketing East Ham Security and Privacy.

Information privacy is among major topics to be taken into consideration in today‘s evolving electronic world. It is clear enough that nowadays customers’ data can easily be shared with other companies without asking for their permission. Moreover, their more crucial personal data such as usernames and passwords are not immune to hackers. Another related problem is spas and pop-up adds which considered by the majority of online customers an instance of intrusion of privacy. These security and privacy issues are among challenges in the way of online marketing. Effective internet marketing, therefore, depends on resolving the related problems in this regard. James W. Peltier et al. point to the role that can be played by the marketing curriculum and suggest “that students should be exposed to this topic in varied courses and in varying degrees of coverage”. The major dimension with respect to privacy is the choice or consent. This dimension has its roots in this belief that consumers whose data have been collected by the respective company should have control over the ways in which their information is used. Especially they also should be granted the right to have control “over how their personal information is used beyond the purpose for which it was collected”.

  • Lack of Trust.

Closely related to the problem of security and privacy is the issue of lack of trust on the part of customers which has been recognized as a great challenge on the way of online marketing growth. And it is the reason why “online trust is growing in importance as a topic of study and its influence on internet marketing strategies is increasing”. Bart et al define trust in a virtual environment as follows: “online trust includes consumer perceptions of how the site would deliver on expectations, how believable the site’s information is, and how much confidence the site commands”. Today despite the rapid growth of online transactions several people still mistrust electronic methods of paying and still have doubt whether the purchased items will be delivered or not. On the other hand prevalence of online fraught has made customers hold negative or doubtful attitudes towards online transactions. So much more clearly remains to be done to build up the trust and convince the customers that interactions which take place in the virtual world are as real and honest as those happen in the real, offline world. No doubt, it is an ongoing, long process and needs more time to realize. It should be stressed that unless this trust has not been built, internet marketing cannot be taken advantage of to its fullest potential. So it is imperative for those in charge of online marketing to understand the reality of the new virtual world. One of the prominent realities of this new world is that “today trust and customer power have partnered to revolutionalize marketing. Marketers and IT managers are challenged with the task of changing the online climate in order to gain retain online consumers. This has generated tremendous interest in learning about online trust and in developing new site designs to respond to the increased power of customers”.

  • Conclusion

The Internet has revolutionized every aspect of life including the economy and marketing. Introducing major techniques and methods of online marketing, this study has shed light on the opportunities and challenges of the Internet. The major advantages the internet has are its Empowering effect, Elimination of geographic barriers, 24 hours / seven days availability, Cost-effectivity, Trackability, and Personalization. However, the implementation of the Internet in the field of marketing involves special disadvantages such as the Problem of integrity, lack of face-to-face contact, Security and Privacy, Lack of trust. Unless these dual characteristics of the Internet have not been taken into consideration, it cannot be deployed to its full advantage. An online marketing framework informed by insights from such consideration would guarantee its financial objectives.

  • Social Media Marketing East Ham Glossary:
  • Ajax (Asynchronous JavaScript and XML):

A method of building interactive applications for the Web.  It is used to process user requests immediately. Ajax allows content on Web pages to update immediately when a user performs an action.

  • Avatar:

Graphic representation of a person online. It can be an icon or photo, but it seems to be mainly used for cartoon/computer-animated persons. You can create an avatar for yourself at various places online, like  http://avatars.yahoo.com (you will need a yahoo account). Some people try to make their avatars look like themselves, and others go for idealized/stylized visions.

  • Backlinks:

Incoming links to a web-site or web page.

  • Blog (Weblog):

A place online where you can easily insert words or photos. You type into a box and submit the entry immediately to the website URL. Other people can find your blog by that URL. Each individual “post” usually has its own URL. You can comment on other people’s blog posts, and they can comment on yours.

  • Blogger:

One who blogs.

  • Blogging:

The act of posting your content or graphics to your blog.

  • Creative Commons Licenses:

Enable copyright holders to grant some or all of their rights to the public while retaining others through a variety of licensing and contract schemes, including dedication to the public domain or open content licensing terms. Essentially, these licenses allow creators to easily communicate which rights they reserve, and which rights they waive for the benefit of other creators. The intention is to avoid the problems current copyright laws create for the sharing of information.

  • Eclipse:

An ongoing project in support of an open-source integrated development environment. Eclipse provides a framework and a basic platform (called the Eclipse Platform) that allows a company to build an integrated development environment from plug-in software components provided by Eclipse members.

  • Internet bookmarks:

Web page locations that a website user has stored so that they can be accessed easily at a later time.

  • Podcasting:

Like blogging, but with audio clips. You record yourself talking, or an interview or a reading of a book, and put it in a place where others can access the sound file.

  • RSS (Really Simple Syndication):

A technology that distributes a website’s information (whatever it might be, e.g.. articles, special offers, product reviews, resource announcements) by syndicating it across the Internet  (also see Web Syndication).

  • Screen casting:

A video of your screen activity (e.g. to show people in real-time where to click, what to type) that can be posted for others to use.

  • Social Bookmarking:

It allows you to put your bookmarks online (through a social bookmarking website)  and share the bookmarks with others. Web users can also tag bookmarks to classify them. They can rate or comment on bookmarks and share this information with others.

  • Social Networking:

A broad term for a many-to-many approach to online interactions. Social networking makes for greater collaborative work online. In social networking, users can have an effect on their online environment, shaping it to fit their needs and sharing their ideas with others.

  • Social Tagging:

When you “tag” something, you assign keywords to it to help you find it again. You can tag a photo or text it with some keywords. Later, you can search through your tags to find what you want.  Other users of a social media site can find what you have tagged by using the same keywords.

  • Tags:

Keywords or terms that categorize website content and enable you to find all the links related to the same tag in the future. A collection of tags is referred to as a folksonomy

  • Vlogging:

Video blogging.

  • Web Syndication:

A form of syndication in which website material is made available to multiple other sites via a web feed (a data format used for providing users with frequently updated content).