Exploring the Impact of Social Media on Marketing Strategies

This assignment content provides a collection of scholarly articles and books that explore the intersection of online social networks, marketing, and management. The articles discuss various aspects of social networking, including its potential as an emergent recruiter tool for attracting and screening talent, the role of Facebook in hotel marketing, and the impact of social media on crisis management. Additionally, the content includes studies on the effects of digital marketing on audience involvement and attitude towards advertisements, as well as discussions on the strategic use of social networking sites. Overall, this collection of resources provides insights into the evolving landscape of online social networks and their implications for businesses.

CRITICAL ANALYSIS OF DIGITAL MARKETING
CAMPAIGN

EXECUTIVE SUMMARY
Digital marketing is the electronic platform which gives opportunity to the firm with
regard to get connected with the number of customers globally. In digital marketing campaign of
the products is done through the means such as Facebook, Twitter and You Tube etc. The given
means is also used by three different companies such as Cocal Cola, Samsung and Nike etc. In
this regard, it has been found out that open happiness campaign delivering a visual and emotional
treat to people during the time of economic recession in the market. The theme of the video was
to inspire people to continue to enjoy small pleasures of life. In addition to this, it has also being
examined that Nike uses sources that are related, used and familiar with the set group of
customers. In that case, it has been noted that the individuals between the age of 15 to 25 years
are highly concentrated on the social media applications like Facebook, Instagram, Twitter, etc.
In the similar way, Samsung has also gained success in market through digital marketing
campaign.

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................2
SOCIAL MEDIA MARKETING OVERVIEW..............................................................................2
IMAGE MARKETING ..................................................................................................................3
VIDEO MARKETING ...................................................................................................................5
CONCLUSION................................................................................................................................6
RECOMMENDATION ..................................................................................................................6
REFERENCES ...............................................................................................................................8
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Illustration Index
Illustration 1: Nike's Instagram advertising ....................................................................................7
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INTRODUCTION
Digital marketing consists of electronic promotional tools which are used with an aim to
spread the information about the firm's products and services among the large number of buyers
(Digital marketing, 2016). In today's scenario, the given method has gained significant
importance. This is because, it enables firm with regard to make the promotion of the produced
product among global buyers in an effective manner. Hence, the given mean has helped in
establishing the global presence of brand. In the present report, critical analysis will be carried
out regarding the digital marketing campaign which is being launched by three different brands
such as Coca Cola, Samsung and Nike. Here, in the present report social media marketing
technique as being used by these companies will be critically analysed. In addition to this, the
report will also give reflection regarding the way to judge the technique and campaign success.
SOCIAL MEDIA MARKETING OVERVIEW
A significant development in the information and communication technology has opened
new ways among companies with regard to market their goods and services among buyers.
Earlier, it becomes very difficult for the firm with regard to give information about the produced
product among global buyers. This is because of the firm compliance with different traditional
marketing means such as newspaper and television. But, because of the availability of different
modern promotional mean such as social networking site, the respective problem is resolved by
the firm (Liebowitz, 2007). In accordance with the given context, as per the view point of
Lüsted (2011) social media marketing tools enables firms with regard to establish the contact or
relationship with the buyers on regular basis. The view as being given by the respective author is
perfectly correct. This is because, all the social media websites such as Facebook, Twitter and
you tube etc provide the place wherein customers of respective firm can place their suggestions
and feedback regarding the products which is being purchased by them (Mansour, 2012).
Here, on the basis of customer suggestions and feedbacks manager of enterprise can
perform several changes within its existing product. Furthermore, it is with the help of given
media only, organization can gather the information about the specific needs and demands of
their buyers. Here, on the basis of assessed needs organization can perform significant changes in
the products. Thereby, it can increase their chance of earning the high profits and sales in an
effectual way. However, Ollington, Gibb and Harcourt (2013) have argued that although the
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social media tools are effective but there are many instances happen in the given sites which turn
profit making organization into loss making.
It is not necessary that all the customers will post the positive comment upon the
company's social networking website. This is because, there are some buyers which lead to post
some negative comment about the firm's product (Partridge, 2011). The given thing will lead to
have the direct impact the brand image of company. Furthermore, this thing will also hamper the
profits of firm in a negative manner. Thus, it is required by the firm that it should use its social
marketing tool very carefully. In this regard, it is required by the firm that it should develop such
team which can monitor the negative review of the buyers. Here, on the basis of negative
comment firm should make changes in its services. Here, by complying with the given type of
activity cited firm can maintain the satisfaction level of its buyers.
In addition to this, according to the view point of Phelan, Chen and Haney (2013) there
are around 71% of adults all over the world uses Facebook, 23% uses Twitter, 26% Instagram
and 28% Pinterest. The given thing indicates that the Facebook is more popular website among
the global people (Social networking fact sheet, 2015). In addition to this, Lüsted, (2011) has
also explored that Facebook is more popular among the young buyers. Herein, the social
networking website fact-sheets dictates that the majority of individual who make use of social
networking sites which includes snapshot, pinterest and facebook etc are young and ages
between 18-29 years. The given thing will lead to provide convenience to those firms that aims
to target the young buyers (Pollard and Hotho, 2006). This is because, with the help of given
mean organization can get connected with the respective customers within a short period of time.
Furthermore, it is by complying with the given type of activity only overall benefits can be
gained by corporation in the form of increased profits and sales in an effectual way.
Further with this, as per the view point of Charan and Dahiya (2015) the effectiveness of
social media marketing rely on the concept that how effectively firm update the content as being
placed by it in the social networking site. For the organization it is very essential that it should
make measures in terms of updating the content which is being placed by it in the social sites.
This lead to depict the activeness of the firm. Furthermore, the given thing also helps in
establishing the long term connection with the buyers. In this regard, two different ways are
assessed that is image and video marketing which many firm uses in order to boost the awareness
among the target customers along with boosting of sales.
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IMAGE MARKETING
Considering the current market conditions and strategically development, it has been
ascertained that the image marketing method is referred as a process which defines and
represents every characteristics of the product. It includes the methods of marketing the products
with the medium of some image that help in attracting the attention of huge public (Correia and
et.al., 2015). The image marketing is highly used in social media and is resulted beneficial also,
for the company. It can be customer centric where it has a defined set of customers to attract or
undifferentiated where it can pull attention of every individual. This type of marketing is based
on promoting the brand value and increasing the brand loyalty via advertising an image in the
social media. It plays a significant role in stating a brand commitment to the customers. It helps
in building a high level of awareness among individuals who are recently engaged and adopted
with a social media medium (Stone, 2014). This encourages the popularity of the product among
such persons who highly attracts to the product. It is examined that such marketing is advertising
the product on the basis of an image that regulates with some graphics and tag-line to indicate
the message. The content of the marketed image depicts a lot to the customers but focuses on
some basic objective like attracting the viewers, relating it with the regular activities, providing
them the information of benefits.
Nike is producing a wide range of products for teenagers and youngsters between the age
of 15 years to 30 years. It produces different fitness products, like shoes, t-shirts, shorts etc., for
the stated customer group. It considers the products which are highly useful for the users who are
fitness freak and engaged in some athletics or sports activities. Hence, the company directs its
attention on attracting such customers and increase the brand awareness among them. Nike uses
sources that are related, used and familiar with the set group of customers. In that case, it has
been noted that the individuals between the age of 15 to 25 years are highly concentrated on the
social media applications like Facebook, Instagram, Twitter, etc. (Tiago and Veríssimo, 2014).
All such medium is extremely beneficial for the company for attracting interest and attention of
all the members of such media.
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Their recent post on Instagram has shown an unexpected form of seeing a real woman
with wild and sporty poses that resulted in a huge reaction shots by other women on Instagram.
This post reported that 27,000 photos which were shared on Instagram with the similar poses and
hashtag of #BetterForIt. It termed as beneficial for the company because it directs hits the
customer's mind, specially the female to stay fit and good. Nike uses image marketing as a type
of advertising its products on social media where it can spread its brand value and image to every
individual to increase the level of brand awareness. It helps in creating a brand identity among
the teenagers and youngsters. It is termed as image marketing consistently use professional
branding while advertising their product on social media (Yeh, 2015). It increases the aspects of
audiences over the product and company because they generally look for that has resources that
help them to succeed their required level of physical fitness. Their expectation increases with an
increase in their buying capacity. In relation to this, it conveys the benefits of the product the
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Illustration 1: Nike's Instagram advertising

company is marketing for, it develops the futuristic approach for the individual which they are
likely to achieve. It creates a brand image and expresses its stability among the targeted audience
by providing them an imaginary example of athletics using their products.
In addition to this, image marketing social media can develop a good brand recognition which
last long in the market as images remain in the minds of the viewers. It builds up brand loyalty
and trust among all the individuals that are likely to buy the product. It helps in building and
maintaining an emotional connection with customers that eventually attracts their mind to share
the same values with others (Leeflang and et.al., 2014).
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VIDEO MARKETING
Video marketing is an emerging concept for product and companies promotion in the
global economy. It focuses on developing close consumer relation by promoting products
through widely used communication channel and digital media (Video marketing, 2016). Ryan
(2014) defined Video marketing as a promotional mix where business units incorporate video for
their product promotion and attain vast consumer followers within the market. This method has
been used widely within the economy due to its easy accessibility and emotional outcomes
associated with it. This revolutionary means of technological implementation has helped the
business units in developing high emotional bond with the consumers (Tiago and Veríssimo,
2014).
Coca-Cola is a renowned business unit which has made the optimum utilization of
technological resources in order to manage effective consumer relations in the market. This has
helped the business in creating high growth measures and attaining brand loyalty as well
(Zarrella and Zarrella, 2010). The happiness campaign of the company was a huge success as it
created wide promotion in the market. The campaign was launched in the year 2009 and was
promoted by coke side of life. It helps the business unit in boosting sales and created
revolutionary impact on consumer perception .
Open happiness campaign delivering a visual and emotional treat to people during the
time of economic recession in the market. The theme of the video was to inspire people to
continue to enjoy small pleasures of life. Launch of campaign helped the company in linking and
people emotionally through cost effective measure of video marketing (Ryan, 2011). In addition
to this it helped in enhancing the brand image of the firm widely within the market. The success
of the campaign is attributed to a well-developed theme, effective timing, consumer convenience
and easy accessibility. (Romero, 2012) suggested that this can help a business in enhancing
organizational growth on the global basis.
Besides this, another company which also perform video marketing is of Samsung.
Samsung generally adopts this medium of marketing which provides them various advancement
and advantageous factors to promote their brand value and image among the targeted individuals.
It uses this as a visual form of marketing and advertising their product or brand on all the
medium of social media (Zhuang and et.al., 2013.). It helps them in attracting the customers that
are active on social media websites. It is a type of undifferentiated marketing where the company
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is promoting its products to different individuals. A video marketing is a type of marketing
which advertise the product benefits and features with a sense of reality. It is beneficial for the
Samsung who are engaged in the business which produces products like smart phones, tablets,
computers, smart watches, etc. (Scale, 2008). All the products that are newly launched by the
company have latest and innovative technologies. These features are highly attractive to the
teenagers, youngsters and elder people that force their interest and attention on using such
technologies. Samsung main motive is to every time develop the latest product for its targeted
customers because most of the teenagers and youngsters like to be updated as per the current
market trend and be different from others (Ryan, 2011).
On the other side, the targeted customers are generally the youngsters that likely to
remain up-to-date with all the latest gadgets and techniques. In this case, the company like
Samsung should transfer all the information indicating the in style and modified features of its
new product through a video which is marketed and advertised in all the social media like
YouTube, Facebook, Instagram, etc. because the number of internet users in higher than any
other media. This video advertises all the attracting information about the products which is
offered by Samsung (Zarrella and Zarrella, 2010). This video message is developed under High
Definition (HD) quality that provides a brief knowledge and information about the products.
Similar to such marketing, it was recently examined that Samsung current video of it’s achieved
a total of 7.3 million shares. This is 2.3 million more shares than second-placed GEICO
According to the latest update and news, it was found that Samsung achieved a 201% gain from
the previous year position when it finished on eighth place (Simkin, 2000).
CONCLUSION
Articulating all the facts from the whole report, it can be concluded that the in today's
scenario social networking website is gaining immense popularity. Furthermore, nowadays many
companies are using the given means with an aim to launch the campaign about their brand.
Hence, through this way many firms are gaining the attentions of many buyers and this leads to
achieving the higher profits and sales. In addition to this, different famous brands such as Nike,
Samsung and Coca Cola have also used the given means and have remarked success in the
market. The campaign which these firms have launched via social media website such as
Facebook, Twitter and You Tube has attracted many buyers. Furthermore, these firms have also
identified significant improvement in their sales and profits. They take help of social media in
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order to attract the internet users, which are mainly the teenagers and youngsters. Their aim is to
directly impact the mind of their targeted customers. The image marketing method of
advertisement facilitate Nike to direct the attention of all the social media users.
For example, Coca Cola happiness rolls out campaign is being viewed by more than
60000 people in You Tube. This indicates the success of any firm. Moreover, it takes a minute
for a thing to get viral in the social networking sites. Hence, in this context it can be said that
social media website has both positive and negative aspect. At one of time it attracts many
buyers towards the firm at the same time it may cause negative impact upon the brand image of
company. Here, the brand image of the company is impacted when customers of firm post any
negative review about the firm in social platform. Hence, it is right to say that digital marketing
campaign have both positive and negative aspect.
RECOMMENDATION
 The selected organisations are confined to the use of digital platform in limited number of
websites such as Facebook and twitter. Along with these informal socializing websites,
there are some sites which can be utilised to enhance corporate relations with other
trading partners and suppliers such as LinkedIn.
 International Organisations such as coca cola, Samsung and Nike can use social media
website with an aim to perform changes in their existing product. Here, with the help of
given website organisation can take feedback from the buyers and according firm can
make changes in the products and services which is being given by them.
 It is imperative on the part of organisations to comply with the laws and regulations
related to the privacy and confidentiality of data of consumers. At these websites there
are huge amount of personal and professional data available. Which using these platforms
organisations are supposed to use the data carefully and not make it in utility for any
benefits.
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REFERENCES
Books and Journals
Charan, A. and Dahiya, R., 2015. Digital Marketing and Consumer Behaviour: An Empirical
Study in Indian Car Market with Special Reference to Delhi and NCR. Cluster Analysis
of Young Online Consumers in Indian Context. pp.60.
Correia, A. and et.al., 2015. Digital marketing technologies and new markets: from embryonic
markets to digital marketing. Anatolia. pp.1-3.
Leeflang, P. S. and et.al., 2014. Challenges and solutions for marketing in a digital era. European
management journal. 32(1). pp.1-12.
Liebowitz, J., 2007. Social Networking: The Essence of Innovation. Scarecrow Press.
Lüsted, A. M., 2011. Social Networking: MySpace, Facebook, and Twitter. ABDO.
Mansour, E., 2012. The role of social networking sites (SNSs) in the January 25th Revolution in
Egypt. Library Review. 61(2). pp.128 – 159.
Ollington, N., Gibb, J. and Harcourt, M., 2013. Online social networks: an emergent recruiter
tool for attracting and screening. Personnel Review. 42(3). pp.248 – 265.
Partridge, K., 2011. Social Networking. Hw Wilson Company.
Phelan, V. K., Chen, T. and Haney, M., 2013. "“Like” and “Check-in”: how hotels utilize
Facebook as an effective marketing tool. Journal of Hospitality and Tourism Technology.
4(2). pp.134 – 154.
Plant, T. R., 2000. Ecommerce: Formulation of Strategy. Prentice Hall Professional.
Pollard, D. and Hotho, S., 2006. Crises, scenarios and the strategic management process.
Management Decision. 44(6). pp.721 – 736.
Porter, E. M., 2004. The Competitive Strategy: Techniques for Analysing Industries and
Competitors. Simon & Schuster.
Romero, N., 2012. Social reading and the creation of customer loyalty clubs or communities to
improve communication with our users and reduce costs in marketing and advertising.
Bottom Line: Managing Library Finances. 25(2). pp.63 – 67.
Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Ryan, K. P., 2011. Social Networking: Digital and Information Literacy Series. The Rosen
Publishing Group.
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Scale, S., 2008. Facebook as a social search engine and the implications for libraries in the
twenty-first century. Library Hi Tech. 26(4). pp.540 – 556.
Simkin, L., 2000. Marketing is marketing – maybe. Marketing Intelligence & Planning. 18(3).
pp.154 – 158.
Stone, M., 2014. The new (and ever-evolving) direct and digital marketing ecosystem. Direct,
Data and Digital Marketing Practice. 16(2). pp.71-74.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Wilson, D. and Quinton, S., 2012. Let's talk about wine: does Twitter have value? International
Journal of Wine Business Research. 24(4). pp.271 – 286.
Yeh, S. Y., 2015. The Effect of Digital Marketing of Movies on the Audiences’ Involvement and
Attitude toward the Advertisement.
Zarrella, D. and Zarrella, A., 2010. The Facebook Marketing Book. O'Reilly Media, Inc.
Zhuang, W. and et.al., 2013. Paradoxes of social networking sites: an empirical analysis.
Management Research Review. 36(1). pp.33 – 49.
Online
Social networking fact sheet. 2015. [Online]. Available through:
<http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/>. [Accessed on 9th
April 2016].
Video marketing. 2016. [Online]. Available through:
<http://blog.hubspot.com/marketing/lovable-video-marketing-campaigns>. [Accessed on
9th April 2016].
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