Synopses & Reviews
The internet and digital media have changed the fundamentals of marketing. The digital age has empowered consumers when making purchasing decisions, forcing firms to adopt a more customer-centric approach. In the digital world, marketing communication is concerned with creating relationships and promoting mutual value.
This introductory guide is aimed at business people for whom implementation is a key issue. The text outlines the fundamental concepts and principles that govern marketing communications in the digital and interactive age, with particular emphasis on the key area of social networking. It gives insights into how certain theories and tools work in actual business scenarios. It also shows how to use social networking, and other digital marketing communication tools, to improve customer satisfaction.
Synopsis
This introductory guide is aimed at business people for whom implementation is a key issue. The text outlines the fundamental concepts and principles that govern marketing communications in the digital and interactive age, with particular emphasis on the key area of social networking. It gives insights into how certain theories and tools work in actual business scenarios. It also shows how to use social networking, and other digital marketing communication tools, to improve customer satisfaction.
Synopsis
A Quick Start Guide to Social Media Marketing shows how using social networks as a key marketing tool can lead to improved customer satisfaction, better professional relationships and increased effectiveness. It covers: the benefits of social media marketing; how to apply advertising, PR and sales promotion; ethical behavior; how to add value for customers; how to use social networking sites to acquire, retain and satisfy customers; the implications for managing communications; the future of social network marketing.
For anybody who wants to learn about high-impact, low-cost social media marketing that works, this Quick Start Guide provides an understanding of how theories and tools work in actual business scenarios.
About the Author
Neil Richardson teaches PR and marketing at Leeds Business School in the UK. He has a vast amount of managerial experience in marketing, sales and customer service.Ruth M Gosnay has a vast experience of working for household names in various marketing roles. She has been a Senior Lecturer in Marketing for nine years. She is co-author of Develop Your Marketing Skills (also published by Kogan Page).Angela Carroll is currently a Senior Teaching Fellow at Leeds University Business School where she specializes in teaching media with an emphasis on new media applications.
Table of Contents
Preface
1 A changing landscape
E-marketing - how can it help your business?; So, how does ‘marcomms actually work?; What is ‘noise?; Why is it a process?; Marcomms in the real world; How can we be more sophisticated?; What is an opinion leader and an opinion former?; What about two-way communication?; Issues surrounding control and security; Social network users and your brand; How social network sites create new opportunities; Top tips, questions and activities
2 The environments
The macro environment; The micro environment; Top tips and activities
3 Users and/or customers?
An identity crisis?; The dark side of social network sites; The Decision Making Unit; Buyers and sellers; Community; Affiliates; Multi-taskers; The decision-making process; Social network marketing and SMEs; Top tips, questions and activities
4 Building relationships
Word of mouse (WoM); Do the basic laws of marketing still apply?; E-CRM; Using social network sites to acquire customers; Adding value - myth or reality?; E-loyalty; Advocates; Top tips, questions and activities
5 The marketing communications mix
How do you select which tools to use when communicating on social network sites?; Advertising; Public relations; Search marketing; Sales promotion; Personal selling; Direct marketing; Sponsorship; Top tips, questions and activities
6 Consumer-generated media
Customers aint what they used to be; Consumer generated media: the new frontier?; Who blogs?; Here today gone tomorrow?; Video and picture sharing; Wikis; Citizen journalism and TV; Top tips and activities
7 Implications for managing communications
Regular monitoring and research; Listening; Getting off the pedestal; Getting creative; Internal marketing; Honesty; Top tips, questions and activities
8 Sustainability and social media marketing
Is sustainability a real concern for businesses?; Sustainable marketing; The sustainability continuum; People; Planet; Tops tips, questions and activities
9 Looking to the future
Vital worlds; The new hybrids; Viral campaigns; What about the message?; Regulation; Top tips and activities
10 Questions answered
Glossary