Evaluating the Impact of Social Media on Traditional Marketing
Nekatibeb, Tesfaye (2012)
Nekatibeb, Tesfaye
Metropolia Ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061212557
https://urn.fi/URN:NBN:fi:amk-2012061212557
Tiivistelmä
Social media is an emerging phenomenon in business marketing and public relations (PR). Even though the speed of adaptability of social media as a marketing and PR tool by businesses is relatively low the trend is constantly growing. Tech savvy marketers are incorporating social media in their marketing strategies to connect with their customers and prospects. Social media can be utilized to perform different tasks of marketing and communication such as marketing intelligence, sentiment research, PR, marketing communications, customer management etc.
Despite all of the supposed benefits, embarking on the social media band wagon has been a daunting task for corporate marketers and executives, partly because of its fairly recent introduction to business world and skepticism surrounding its usefulness. Most experts and authors in the area of social media marketing and PR are former online markers who have been working in the field since its inception. Accordingly, this research focuses on theories and concepts formulated by social media scholars and tries to evaluate their applicability for corporate marketing and PR purposes based on fundamental principles of branding, marketing and PR.
In addition to the above mentioned theories and concepts the research will evaluate the performance of some of the early adopters of social media by using a number of case studies and try to deduce what others could learn from their experience. An exploratory technique will be implemented as a basis to analyse the importance of social media as a marketing and communication tool in the sample case studies. Moreover, the research will take an in-depth look on the similarities and differences between social media marketing practices and traditional marketing practices.
Despite all of the supposed benefits, embarking on the social media band wagon has been a daunting task for corporate marketers and executives, partly because of its fairly recent introduction to business world and skepticism surrounding its usefulness. Most experts and authors in the area of social media marketing and PR are former online markers who have been working in the field since its inception. Accordingly, this research focuses on theories and concepts formulated by social media scholars and tries to evaluate their applicability for corporate marketing and PR purposes based on fundamental principles of branding, marketing and PR.
In addition to the above mentioned theories and concepts the research will evaluate the performance of some of the early adopters of social media by using a number of case studies and try to deduce what others could learn from their experience. An exploratory technique will be implemented as a basis to analyse the importance of social media as a marketing and communication tool in the sample case studies. Moreover, the research will take an in-depth look on the similarities and differences between social media marketing practices and traditional marketing practices.