Benefits and Drawbacks of Social Media Marketing : Essay
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Added on 2020-02-24
Benefits and Drawbacks of Social Media Marketing : Essay
Added on 2020-02-24
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Running head: ONLINE MARKETING 0Benefits and Drawbacks ofSocial Media Marketing
ONLINE MARKETING1Introduction In modern times, social media sites have changed the method of communication between peoples. It is a necessary part of people’s everyday life, specifically for the younger age groups. Due to its popularity, companies are using social media platforms to market their products and services. Social media sites provide them an international platform to market and connect with their worldwide audience. This essay will be focusing on critically analysing the advantages that a company has while using social media marketing. Further, the essay will take an example from different companies to understand how they have adopted social media strategy in their organisations and what benefits did they get from thisstrategy.
ONLINE MARKETING2Advantages and Disadvantages of Social Media MarketingThe primary advantage of social media marketing is the exposure of company’s product to a large number of audiences. The number of social media users in 2017 is 2.46 billion peoples worldwide. According to Gaber and Wright (2014), this strategy allows organisations to reach a large number of customers which benefits the company in many ways such as exposure to a larger audience, a collection of feedback from customers, assessing market demand and increase in sales. According to their research on fast food industry of Egypt, popular companies such as KFC, McDonald's, Domino’s and Burger King use Facebook to advertise their products to a large number of audiences. The research concluded that generally, customers have positive attitude rewards online advertising and that prefer it better than other marketing sources. For example, a student said in the research that he prefers when he sees a Facebook ad for the fast food chain in the side bar since it did not harm him in any way and he has the option to click on the advertisement. There are several factors that affect customer's attitude towards online advertising such as Brand image, Incentive, the significance of the advertisement, and the value of the advertisement. According to Bija and Balas (2014), using social media sites can enhance the brand awareness of an organisation. In African poor and underdeveloped countries there are morethan 100 million active Facebook users. This proves that social media marketing is a necessity for modern organisations. The research concluded that it is necessary for a company to interact with their audience in order to enhance their brand image. Social media help customers to post their quarries and feedback, which are necessary for companies in product development process. According to the research, social media marketing does allow the organisation to reach a large audience than comparing to establishing a billboard, but it does not happen just by starting a Facebook page or a blog. The companies are required to set goals and prepare strategies in order to achieve their goals. The organisations should not just focus on their business instead they should care about doing something good for peoples. Minazzi (2015) provided that, Social media marketing has positively impacted on the tourism industry. Travellers constantly use the internet on different devices such as phones and laptops, while traveling. They use the same devices for activities such as restaurant booking, hotel booking and much more. The research provided that for travel agencies it is agolden opportunity to expand their business improves the traveling experience for peoples and satisfies a large number of customers. For example, many airline companies allow their users to book a flight through their phone use phone as a boarding pass and complete another task as well by using their phones. Minazzi (2015) also provided in his research that augmented virtual reality is a new improvement in social media marketing process. The augmented reality allows users to see 3D models, which are the replicas of original products. It allows users to interact with different products before buying them. According to Whiting and Deshpande (2014), social media marketing is a significantly usefultool for organisations to enhance their brand image and increase their sales as well. The research provided that effective implementation of social media marketing strategy is necessary in order to acquire its benefits. The research provides example of Starbucks since it has been significantly successful in implementing a successful social media strategy in their business. They use Twitter to interact with their customers to raise awareness regarding their new products, start new campaigns and provide an open conversation to
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