E-Marketing Report: Impact of Social Media on Modern Marketing

This report examines the application of social media platforms in the context of e-marketing and modern marketing concepts. The report begins by defining social media and its significance in today's world, highlighting platforms like Facebook and their role in advertising and sales. It explores the advantages of direct customer interaction and the impact of online reviews. The report then transitions to modern marketing concepts, emphasizing the importance of understanding consumer needs. It analyzes how social media enhances brand awareness and supports marketing mix elements. The relevance of social media in reducing marketing costs and its impact on customer perception and loyalty are also discussed. The report uses examples of Netflix promoting its products and services, and concludes by justifying the use of social media platforms for increasing brand awareness, targeting customers, and driving sales. The report cites various academic sources to support its arguments.

E-MARKETING

Table of Contents
Task 1 ..............................................................................................................................................3
Use of social media platform for marketing product and services .............................................3
Task 2...............................................................................................................................................4
Social media platform to the modern marketing concepts...........................................................4
REFERENCES................................................................................................................................6

Task 1
Use of social media platform for marketing product and services
Social media
Social Media is the collective of online communication channel which is dedicated to
community based and used for content sharing and collaborations
Social media is introducing every day life
Social media is one of the largest platform which is used by over one million people
daily. People used it for chatting person for gathering knowledge related to different product and
it is used for many other purpose daily.
Social media platform:
There are different social media platform such as facebook, twitter, google +, wikidedia
etc. on which company can advertise their product and sale for increasing awareness and sale
among people. There are many social websites like Facebook, Twitter, etc. in which firm can
deliver information but when these social sites are not being used, then firm fails to develop
positive perception within mind of customers. Inversini and Masiero, (2014) stated that social
media provides the opportunity to have direct interaction with customers.
Social media platform play significant role for marketing product and services of Netflix.
Kumar, Bhaskaran and Shah, (2013) debate the effectiveness of social medial platform for

marketing the product and services is depended on the way of advertising the product with the
use of different social networking sites such as Facebook etc. It is suggested that Facebook, help
company in identifying its potential customer. Then company can target those customers and
encourage them to buy products (Aral, Dellarocas and Godes, 2013). Facebook help in
identifying how man customer give positive and negative review for its product and their taste
and preferences. Then firm can easily modify its product and services on the basis of consumer
taste and preferences.
Facebook influence Netflix
It is assumed that use of Facebook, influence Netflix for promoting the product and
services lead to increase in sale of company. However, it is necessary to choose right channel for
promoting the product and services with appropriate content. Research suggested that
information provided on Facebook sites related to product and services which help customer to
gather information they need at the moment they are finding for assistance (Ashley and Tuten,
2015). This can be consider the best way for providing information related to products and its
discount offers. Thus, customer can effectively compare one company product to other firm, in
order to make decision of buying. Furthermore, company Netflix company promote its product
on Facebook by creating a content which can grab the attention of large number of customer. It
allows the company the advantage of increase in sale of its product and services this highly
influence Netflix to use facebook for promoting the products.. However, Whiting and Williams,
(2013) argued that improper way of promoting the product on social networking sites may
become threat for the organization. This mean that company need to use creative content at the
time of promoting product and services so that customer encourage to buy it. Further online
review and ratings impact various metrics such as consumer purchase conversion rates, purchase
intention, firm performance etc. however it also has some negative impact that if any consumer
give negative review of its product then it may negatively impact other consumer buying
decisions. It may switch to other company product due to negative review. Further, it helps in
identifying its potential customer and target them by sending them promotional offer on their
email or on mobile. As per view of Tuten and Solomon, (2014) company effectively promotes its
product on social media marketing, then it easily increased the Brand recognition. Use of media
platform help in identifying company potential customer and also help in targeting them through

sending promotional offer. This encourage customer to suggest company product to their friends
and family.
Task 2
Social media platform to the modern marketing concept
Modern marketing concept. And social media platform
Modern marketing concept is way to finding the consumer and develop product and services
according to their needs and wants instead of selling them what they made for customer. There
are different types of modern marketing concept that are helpful for the organization to market
their products and services to customers.
Social media can be determined as an effective source that make sure people get to know the
services that are provided by the companies. Social media enables to raise brand awareness.
When a customer make up their mind to purchase any type of services, then there are many
alternative that are being developed by his/her mind due to number of firms that deliver similar
type of products or services. However, with the help of social media, customers prefer to make
purchased which has high presence. This is helpful enough to develop strong customers base and
an effective way to raise profitability.
Marketing mix theory support organization to sale product and services with the help of
marketing mix elements. According to this theory company can set price and promote its product
using social media platform.
How relevant is social media and how relevant are marketing concepts...the relevance between
them is as follows
According to Hays, Page and Buhalis, (2013) the rate of cost that is generally incurred by
organization for marketing their products is low when management make use of social media.
However, it is important to consider the most effective sources of social media in which they can
show up their presence. There are many social websites like Facebook, Twitter, etc. in which
firm can deliver information but when these social sites are not being used, then firm fails to
develop positive perception within mind of customers. Inversini and Masiero, (2014) stated that
social media provides the opportunity to have direct interaction with customers. Perception of
customers can be determined over the type of services that are being provided by the firm. As per
the issues or problems faced by services users, management can make changes in these services
or products. Further, when more and more customers make use of the services provided by

Netflix, then it enables to improve search engine ranking. As per Whiting and Williams, (2013)
changes and taste and preference of customers should be determined, this will enable to deliver
services as per the perception of service users. Moreover, when there is one to one interaction,
then the rate of services that customers previously were using will increase and frequent use of
services make them loyal towards the organization. Cited firm get wider coverage with the help
of social media as in this modern world the rate of internet users are increasing drastically. This
way when the marketing that is made by Netflix is effective, then people will get to know more
about the services that are delivered by them. This way, it will be helpful enough to raise the rate
of profitability and an effective way through which competitive advantage can be attained.
Justification
It is justified that social media platform is best of the organization in order to increase awareness
of product among customer and for increasing sale. Further it show that through using facebook
company can easily target its potential customer and earn profit.

REFERENCES
Books and Journals
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research. 24(1).
pp.3-13.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing.
32(1). pp.15-27.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Inversini, A. and Masiero, L., 2014. Selling rooms online: the use of social media and online
travel agents. International Journal of Contemporary Hospitality Management. 26(2).
pp.272-292.
Kumar, V., Bhaskaran, V. and Shah, M., 2013. Practice prize winner—creating a measurable
social media marketing strategy: increasing the value and ROI of intangibles and tangibles
for hokey pokey. Marketing Science. 32(2). pp.194-212.
Tuten, T. L. and Solomon, M. R., 2014. Social media marketing. Sage.
Whiting, A. and Williams, D., 2013. Why people use social media: a uses and gratifications
approach. Qualitative Market Research: An International Journal. 16(4). pp.362-369.