Reply to the below post with a minimum of 300 words using at least two scholarly articles.
Your replies must do the following:
a. Answer the question posed by the classmate. b. Respond to the practical example in the classmate’s post with a practical example that differs from the one in the classmate’s post. c. Reference at least 1 scholarly source in addition to the course textbook. Note about Responses: Seek to understand your classmates’ posts (including the marketing management theory, the facts presented in their posts, their points of view, and their real-world examples). Aim to communicate your own understanding of relevant facts, your values, and your perspective of the topic.
Defending the practice of social media marketing
Concept – In today’s world, social media marketing is essential to a firm’s success and the best way to communicate your value offering that engages, informs and persuades your customers with your latest and greatest promotion is on social media. Digital and social media marketing promotes through interactive advertising that enables customers to connect directly with a company using their smart devices like smartphones, tablets, and laptops (Marshall & Johnston, 2019). We live in a very technological nation where having a smart device is the norm and is expected even in elementary school.
As technology keeps evolving into a more instantly gratified lifestyle, social media marketing a great way to reach a larger target market, improve brand awareness and create an interactive brand identity. Since this method of marketing is so impactful and has the potential to reach many more customers than it would if a company opted to just send out mailers, in many marketing planning situations the promotional budget is the largest share of the overall marketing budget, typically surpassing other marketing elements by a wide margin (Marshall & Johnston, 2019). Think about the impact that social media has when you see a trending topic or the new trending product. As a society, we rely on our devices to keep us informed, conduct research, pay bills, and stay in touch with our families. Our devices are always at our fingertips and social media apps are great marketing tools for businesses.
Integrating social media into a company’s strategy is a great promotional vehicle for all businesses. When social media is not integrated with the firm’s strategy, the effectiveness and efficiency of social media will suffer (Moorman, 2011). But, while social media marketing is a great channel, Duboff (2010) points out that “everyone needs to monitor brand reputation in social media and be ready to respond as needed.” Negative engagement can be a deterrent to many companies when they start social media campaigns. I’ve seen startup companies on Instagram make attempts to advertise a new product and get completely derailed. If companies are not quick at responding to their customer’s inquiries, feedback or comments, they can risk their brand reputation. There is a balance that needs to be mastered, but social media marketing is the wave of the future.
Application/Example – Companies like Coca Cola have capitalized on social media marketing over the years. They’ve created a strategy for each social media vehicle as a way to reach and address the different promotional mix elements, that collectively provide a great deal of information and have a great level of influence to their customers. Pratap (2021) shares that Coca-Cola is not just one of the best-selling brands in the world but also the most popular and highest selling soft drink in history. They know their target audience and share fun, high energy, happy, feel-good videos on YouTube to attract the millennials. Their YouTube marketing strategy places emphasis on the cool, hip, artsy videos that are ethnically diverse and forms emotional attachments to their customers. This is a smart focus strategy to target millennials. As a millennial myself, I can attest that we like to interact on social media and watch a lot of video content on our devices.
The Twitter strategy is a little different. Although all their marketing has the same end goal, Twitter focuses on influencing customer behavior and provides some tactical benefits in terms of brand marketing (Pratap, 2021). The Twitter posts influences behavior with suggestive campaigns and hashtags that create an experience for their customers. This type of engagement is seen more frequently and is welcomed by their target audience.
The Facebook social media strategy increases the brand localization in every nation and deepens the connections with their audience by teaming up with local celebrities (Pratap, 2021). Coca-Cola doesn’t have store fronts to push their customers to, so all their social media strategies are focused on boosting and maintaining their brand by raising awareness with their campaigns. This is powerful and they’ve managed to dominate in this area.
Question for classmates – Given what you’ve just read about Coca Cola and what you’ve personally experienced, can you share one of the best social media promotional campaigns that you’ve seen lately?
Greg W. Marshall & Mark W. Johnston. (2019). Marketing Management (3e). McGraw-Hill Education
Abhijeet Pratap. (2021). Coca Cola Social Media Marketing. Coca Cola Social Media Marketing – notesmatic (Links to an external site.)
Moorman, C. (2011). Integrating Social Media. Marketing Management, 20(4), 16. http://ezproxy.liberty.edu/login?qurl=https%3A%2F%2Fwww.proquest.com%2Fscholarly-journals%2Fintegrating-social-media%2Fdocview%2F916559607%2Fse-2%3Faccountid%3D12085
By Robert Duboff, Scott Wilkerson. (Winter 2010). Social MediaROi; Marketers are seeking to answer the “greatest question.”. Marketing Management. https://advance-lexis-com.ezproxy.liberty.edu/api/document?collection=news&id=urn:contentItem:520M-3851-DYRW-V27J-00000-00&context=1516831
Exemplary Academic Writing Service
At TheQuizlet.com, you are guaranteed of quality service from our professional writers. We maintain consistent communication with customers after placing an order to avoid missing anything that may compromise the quality of delivered work.
Our hiring process is rigorous to maintain the desired quality that has become the core of our business. We expose potential writers to an uncompromising selection process that enables TheQuizlet to pick the best out of the rest. TheQuizlet boasts of a competent team of writers, editors, and professors who work towards accomplishing your goals.
TheQuizlet has an in-house plagiarism software that lowers the probability of delivering plagiarized papers to our clients. Referencing is guided by the format specified by a customer when placing an order. Our writers are conversant with all referencing formats that include APA, MLA, Chicago, Harvard, and Vancouver among others.
24/7 Customer Support
We understand the importance of effective communication and as such, TheQuizlet has a dedicated customer support department that responds to all client needs. You can easily contact our team through a chat window at the bottom left corner. Additionally, clients can reach us through support’s email or a telephone number available on our contact page. Feel free to contact us at any time and our team of experts will solve all your problems.
Swift Delivery and 100% Money-back Guarantee
When placing an order, ensure that you specify the correct deadline to help our writers work around the provided timeline. At TheQuizlet, we deliver our tasks before the projected deadline to give time for the customer to proofread the work before submission. In the event we cannot deliver a paper on time, we initiate contact with the client to renegotiate a new deadline.
Unlimited and Free Revisions
We urge all our customers to request for a revision whenever they identify a need to amend the paper. Since we understand your concerns, TheQuizlet.com does not charge for revisions. Nonetheless, we encourage customers to be genuine when requesting for revisions.
Try it now!
How it works?
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
TheQuizlet is a one-stop shop for all your writing needs. We tackle each customer’s needs differently to improve the quality of outcomes and meet your expectations.
TheQuizlet is committed to delivering quality work on time to ensure our clients get the value for their money.
Admission Essays and Professional Writing
Admission essays are personal, as opposed to other papers. For this reason, our team will request for any information that will enable them to deliver quality work, which allows you to convince the admissions board on why you should be granted the application.
Editing and Proofreading
Our team comprises of qualified researchers, writers, and editors who go through the different papers before delivering them to our clients. Whether your paper is being written from scratch or you want it to be edited, you can trust TheQuizlet for all your needs.
After receiving the final draft, you can request for a revision to incorporate various changes that are aligned with your expectations. All our papers are written in line with the latest writing standards.