E-Marketing Report: Social Media, Theories, and eBay

This report provides an in-depth analysis of e-marketing, focusing on the advantages and disadvantages of social media within a marketing context, using eBay as a case study. It explores key marketing theories such as communication and network theory, and examines current trends like digitalization. The report differentiates between paid, owned, and earned media strategies employed by eBay, providing examples and highlighting benefits and challenges for each. Various marketing theories, including digital marketing and social media marketing, are discussed in the context of promoting products and services. The conclusion emphasizes the positive and negative impacts of social media, the importance of integrated marketing strategies, and the use of different marketing theories to maximize brand recognition and profitability. The report references various books and journals to support the analysis.

E-Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
TASK 2............................................................................................................................................2
REFERENCES................................................................................................................................5

INTRODUCTION
E-Marketing refers to marketing efforts and adverting by using main or web for direct
sale via electronic media (E-Marketing Advantages and Disadvantages of E-Marketing, 2014).
eBay is a type of public company which was founded in 1995. It provide service of online
shopping. In this report, advantage and disadvantage of social media with marketing theories are
discuss. Apart from this, relevant of modern marketing concept is discuss.
TASK1
Social Media
Social media is a technology that assist to share information and ideas and build a
communities and network (Anche, Hozouri and Mehdizadeh, 2014). It is an electronic
communication based on different content such as photos and videos and personal information.
Advantage and Disadvantage of Social Media
Now a days there are many people have started to deactivate their Facebook account due
to different reasons. It can be understood by analyse the features and limitations of social media.
These are as follows:-
Advantages Disadvantages
Main advantage of social media is to connect
people all over the world. Facebook is the best
way to connecting with friends.
One of the most important cons of social media
is privacy issues. It share too much data and
information and create trouble.
Social media make communication easy and
fast.
When people are highly engaged with social
media then it affects their lifestyle.
It helps to discover news and updates very fast.
It also helps to update knowledge with current
happenings (Dahnil and et. al., 2014).
When a person is using social media and then
constantly switch to other task then the ability
of concentration is impaired.
Social media is a great opportunity to business
owner to increase sales by connecting with
more customers and social media advertising.
There are a lots of people on social media who
share photos and videos by which information
is irresistible on internet.
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Social media is not a fad whether it is a permanent feature of modern social life because
it helps to share information and connect people with all over the world. Some business owners
advertise their products and services on social media which helps to increase awareness to
potential customers. People are using social media like media to get knowledge about current
situation in the world and marketers are using it to connect with their customers to improve
brand loyalty.
Theories of Marketing
To justify above argument, some theories of marketing are discuss which are as follows:-
Communication Theory- This theory is based on two way activity where the
communication between two or more parties (Kuboye and Ogunjobi, 2016). It helps to get
opportunity to connect with more audience and feedback from customers about their products
and services.
Network Theory- Network theory is a relationships of all categories, whether it is people
or things. It analyse the learning patterns which develop social network and determine behaviour
of people.
Current Trends in Marketing Communication
Digitalisation- In current market trends digitalisation is very popular form of
communication. It is a process of converting information into digital form. By which people get
communication on digital media.
Online- Online communication is used to share ideas and information through social
media.
Offline- People are communicate by face to face with each other which reduce conflicts.
TASK 2
Paid Media
Paid media provide various technique for promoting driving exposure and content. Its
refers that an organisation can use paid advertisement via TV, Radio, Social media etc. In this
chosen company is E-bay which is provide facility of business to consumer and consumer to
consumer sales via its websites. They adopt various methods of advertising and one of those is
paid advertisement. E-bay use paid digital marketing for selling its products and services. For
paid advertisement, they pay leverage to third party for advertisement and sponsorship of their
product and services through TV, Radio and various social sites.
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Owned Media
Owned media refers that an organisation leverage a channel in which they control and
create. In this E-bay company purchase and create their own website and blog (Strauss and Frost,
2016). They also use You-tube channels, Facebook page for advertisement and selling their
products and services. They can control them and no need to pay for you tube channel and
Facebook page.
Earned Media
Earned media refers that when the public, customers and the press share and advertise the
company's content and speak about company's brand. E-bay company can also achieve earn
media by acquiring positive reviews, recommendation, reposts, press mentions etc. They can also
take help from content writers and journalists for publishing and advertising their contents for
increasing the sales of goods and services.
Paid Media Owned Media Earned Media
Definition It refers that an
organisation pay
money to third party
for promotion of their
goods and services.
In this, an organisation
leverage a channel to
for promotion of their
products and services.
This is refers that
when the public,
customers etc. are
share the content and
speak about brand
name of the company.
Examples Sponsorship, display
ads and paid search.
Mobile sites, twitter
account, web site, blog
etc.
Buzz, WOM, Viral.
Benefits Control, in demand,
scale and immediacy.
Cost efficiency, niche
audience, control,
longevity and
versatility.
Important duty in most
sales, most credible,
transparent and lives
on.
Challenges Declining response
rate, clutter and poor
credibility.
Organization
communication not
trusted, no guarantees
and takes time to
Can be negative, hard
to measure, no control
and scale.
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scale.
Different marketing theory:
This company use many types of theories and methods to promote their products and
services. There are some theories are as follows:
Digital marketing: This type of technology allows the company to promote and advertise
their products and services in market. And consumers also use this technology to access
company. In his include many channels such as internet, digital television and mobile phones
etc.
Social media marketing: Social media refers a channel in which company use websites
and social media platform like twitter, link-din, you-tube channel etc. to advertise their products
and services. Social media marketing is popular for both researchers and practitioners (Tiago and
Veríssimo, 2014). Through social media, company address a range of stakeholders such as
potential and current employees, general public, bloggers, potential and current customers and
journalist.
CONCLUSION
From the above given report, it has concluded that social media affect both positively and
negatively to the company. And social media is a permanent feature of modern social life
because it is very useful to an organisation for easily promoting their goods and services. In this
also consist that company can adopt impactful strategies such as paid, owned and earned digital
media for increase their sales of products and goods. Company should use different marketing
theories to increase their brand name and maximisation of profit.
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REFERENCES
Books and Journals:
Anche, F., Hozouri, S. and Mehdizadeh, A., 2014. An exploration investigation on important
factors influencing e-marketing: Evidence from banking industry. Uncertain Supply
Chain Management. 2(1). pp.49-54.
Dahnil, M. I. and et. al., 2014. Factors influencing SMEs adoption of social media marketing.
Procedia-social and behavioral sciences. 148. pp.119-126.
Kuboye, B. M. and Ogunjobi, S. B., 2016. E-Marketing for Nigeria Agricultural Products.
Journal of Innovative Research in Engineering and Sciences. 4(1).
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
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.
Online
E-Marketing Advantages and Disadvantages of E-Marketing. 2014. [Online]. Available through:
<http://www.studylecturenotes.com/mba-marketing/e-marketing-advantages-and-disadvantages-
of-e-marketing>.
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