Benefits And Drawbacks Of Social Media Marketing Essay

Benefits And Drawbacks Of Social Media Marketing EssayThis topic introduces mesh 2.0 societal media in virtual worlds, networking sites, and video sharing sites, and entices students to explore the opportunities and risks they are confronted for injurys. The case allows students to fight with the strategic and tactical decisions that accompany market communications strategy and to merge information on consumer behaviour with an understanding of brand objectives, in baseball club to assess and evaluate new cordial media options. Foley, brand manager, is facing a to a greater extent and much complex media environment in which her conventional media plan which is focussed on goggle box, print, and radio advertising, has become little popular due largely to declining audiences and a surge in advertising clutter, plus consumers tuning out. She is exploring emerging entanglement 2.0 amicable media options to determine if they female genitalia better achieve her branding and ad vertising objectives. Her challenge is to curtail the entire buzz surrounding Web 2.0 and to analyze the social medias possible for her brand by delving into the consumer dire needs and behaviours support Web 2.0 technologiesCase issueI think UnMe Jeans is a suitable brand for social media and the Web 2.0. Their target market is women between 12-24 years old, and this segment is consuming less traditional media, and increasing their consumption in the Web 2.0. With new technologies and platforms they shadow regulate the ads or somehow avoid them and still enjoy their favourite TV shows or any type of entertainment. I think its evident Web 2.0 is the right path for UnMe Jeans, the question is how to do it.The benefits social media offer to UnME Jeans areThe social media attracts more people than traditional media so they can pass around more possible substance abusers as customers.They can target their audience with more accuracy and in a more efficient way. The idea is to make the costumers part of the social media community, to get them involved and get a deeper engagement with the brand.The drawbacks social media offer to UnME Jeans areLack of control of the contentFoley, Brand Manager of UnME Jeans, is faced with a challenge as she reconsiders her advertising media plan due to the increase of social media options on the emerging Web 2.0. These options become even more intriguing with the calm price increases of television advertising despite the growth of several unfavourable conditions. Working with her advertising agency, Foley must effectively use her brand management skills to ingest which social media channel, if any that she should incorporate into her current advertising media plan. The advertising agency suggested three viable options, Zwinktopia, Facebook, and You tobacco pipe. Zwinktopia is a virtual world targeted to girls ages 13 to 24 with a focus on fashion and music, Facebook is a social networking, profile page site, and YouTube is a use r-generated video-sharing meshingsite. I suggest that Foley pursue the Zwinktopia social media channel as a starting point to take returns of the emerging Web 2.0 and also make a minor investment in the other options to develop their web 2.0 presence.Key issue of unme jeansLooking ahead Foley the brand manager of unme jeans realise that the trends were driving the radical change in media market that had potential to reduce the authority of her current media plan.The consumer media habit were rapidly changing because the peoples are more attracted towards the internetDriven by the proliferation of new technology equivalent the personal computer videodisk players and ipods these all new electronic devices are main reasons of changing consumer behaviourFoley the brand manager of unme jeans was confuse in between advertise in television and advertise in internet which is better for marketing.Foley advertising agency had provided her with a plan to bring her plan to three social med ia outlet. Zwinktopia, facebook , youtube. She knew that she wanted to do less talking at and more talking with her consumer and she wanted to use media outlet where consumer is more receptive offer brand story and which would foster the most constrictive dialogue about her brandShe also wanted to use computer programme that would seamlessly integrate with and support her exiting media plan. But most of all she wanted to social media programme to make on impact on her sell.Swot analysisStrengthUnme jeans was one of the most successful junior denim brand in stock(predicate) in marketThe unme brand story revolved around celebrating the individuality of teenage girls and encouraging teens to speak out against peer pressure and conformityUnme jeans are available in upscale department store and especially retailer across the united state and sold at a slight premium to like the brandWeaknessThe changing of consumer media habit and proliferation of new technology like a personal comp uter dvd player and ipods consumer were tuning out traditional media like television magazines news paper and radio and tuning into new media optionsOpportunityThe opportunity for the unme jeans is web 2.0 applications are those that make the most intrinsic advantage of that platformDelivering software essay continually update service that get better and more people use it.The web 2.0 is also called consumer co-creation because that gave consumers the ability to impart contribute to the online conversation and contain that was available on the web.Three web 2.0 advertise opportunity mainly are Zwinktopia facebook and you tubeThreatsRemember that new things ever get better and to advertise brand web 2.0 the company need to invest more on advertising which is not possible for every company. psychoanalysis of the caseJust like any business problem, Foley is faced with several issues in making her decision to change her advertising media plan. With a full experience of the issues, Fo ley can better analyze her options in the process of making a justified decision.Rapidly changing consumer trends There is a clear indication that consumers media habits engender evolved due to the proliferation of new technology. There are more outlets available that resulted in the change of how their market consumes media. Much of these changes were geared towards online outlets, especially among the younger audience. In mold to remain successful, the company must ensure they can quickly respond to the rapidly changing.Formulation and evaluation of alternativeBenefits and Drawbacks of social mediaYoutubeBenefitsPromotes high involvement and confederationLarge demographic availability, it allows marketers to target the audience appropriate for their productSome forms of experiments have shown optimistic results have given marketers an option to choose layout and position of their ads. For eg democratic video ads, in-video advertising .Proven successful when used as the right channel and not solely an alternative for Television ads.DrawbacksHigh cost of marketing and additional cost on developing competently made videos.Lack of control over the content Still in research and test correspond and it may back fire if not blended well. For eg pre-roll ads.Language and location restrictionZwinktopiaBenefitsPromotes the ideals UnME stands for i.e celebrate individuality, non-confirming attitude. A new way of expression.Have the right demographics for UnME i.e teenage girls, the website are focused on fashion and music. Marketers can promote relevant ads in the virtual world.Can be linked to other social media like facebookand Myspace.DrawbacksMay not influence real world sales for the company.There are over 200,000 virtual products which increase competition and fight for market consider that may not give return for the company.FacebookBenefitsHighest demographic segment among the target audience. Also has the highest average time spent on the website and hi ghest frequent return of the user to the page.Easy access to information on the users, hence the target market can be served with relevant ads based on their profile page.Acts like a discussion forum where users interact with the brand and discuss their interests.Videos can be promoted on the website as well.DrawbacksSince users may view over 500 pages of content the call back value may drop significantly.Lack of measurement tools to measure success.High cluttering on the network may make the users indifferent to the ads.May lead to over advertising and hijackthe very purposeRecommendationBesides the fact that there are more people today than any other website that cut Facebook, On Facebook it is all about the interactions and discussions that occur between its users. So seeing the attractiveness of the platform as mentioned above Facebook can be used for advertisements to reach a more targeted audience in fewer costs.Another great feature of Facebook is the fan page. This feature allows a company or a brand or a product to create a Facebook page solely dedicated to it. There, users are enabled and boost to share opinions, information, criticism, or whatever else. When these kinds of conversations happen, it creates an atmosphere for submit discussion and a buzz about that fan page. All these aforementioned features are just some of the countless great tools available on Facebook for marketers such(prenominal) as Foley to promote their brand.Social media provide sales professionals with the opportunity to listen and influence through their participation. Not using Facebook would simply result in a significantly missed opportunity for Foley. In addition to that, her brand will look inferior to the other brands that seize the opportunity of social media.Overall, using Facebook provides more impacts in terms of reach, frequency, receptivity and presence. In addition, page views, unique visitors and the time spent on the site in Facebook is larger than others. Therefore I cheer Facebook rather than Zwinktopia and YouTube. Of course, if the budget allows, the company uses other media platforms and have to make synergy effect based on Web 2.0 concept. It requires additional efforts, but it must be a good approach.As mentioned before, I recommend that Facebook is the best choice among three suggested plans. One of the reasons is the openness of Facebook. With the development of the information technologies, Facebook has evolved. Currently Facebook is not only a simple social website, but a big platform. The company uploads and maintains various types of contents, people can access Facebook via many different ways, and the contents of Facebook can flow through the Web. Therefore, if the company has an appropriate plan, it is possible to make big synergy effects.Implementation PlanImplementation ComponentManaging ChangeX instructional PracticesCurriculaAn Assessment SystemX Professional LearningCommunications ResourcesPurpose To create a br and valuegh of unme jeans and advertise using facebook as a social media. effect StepsWhat Will Be Done?ResponsibilitiesWho Will Do It?TimelineBy When? (Day/Month)ResourcesResources AvailableResources Needed (financial, human, political other)Potential BarriersWhat individuals or entities might resist?How do we address this resistance?Communications PlanWho is involved?What methods?How often?Step 1To use facebook to create ads related to the product.Advertising AgencyMay 2013A. FacebookB. gentleman resourceTimeDeploy more people to create and upload the adsEveryoneStep 2To create fan page on facebook because of that users are enabled and encouraged to share opinions, information, criticism, or whatever else.Advertising AgencyJune 2013A. Page maker in facebookB. Human resourse- creative teamThe tool of making pages might be difficult to use.Training and developing creative teamEveryoneStep 3Social should be use and not neglectedAdvertising AgencyN.AA. FacebookB. You TubeC. Zwinktop iaA. lack of tech savvy people.B. create awareness about social media platform.EveryoneStep 4Advertising AgencyBegin in August and relate throughout 2012-2013A. Current TextbooksB. InternetC. ParentsD. TimeE. ManipulativesF. TrainingA. TimeAll teachersStep 5 Implement ELA Shifts 2, 3, and 5All TeachersBegin August 2013A. schedule Cameras for SmartboardsB. 6-Trait RubricsC. TrainingA.TimeB.All TeachersEvidence Of Success (How will you know that you are making progress? What are your benchmarks?)Evaluation Process (How will you determine that your aim has been reached? What are your measures?)