Benefits And Drawbacks Of Social Media Marketing Essay

Benefits And Drawbacks Of Social Media marketing EssayThis case introduces Web 2.0 societal media in virtual worlds, profiting sites, and video sharing sites, and entices students to explore the opportunities and risks they argon confronted for blades. The case allows students to fight with the strategic and tactical decisions that accomp any(prenominal) marketing communications strategy and to merge culture on consumer behaviour with an understanding of brand objectives, in order to assess and evaluate raw neighborly media options. Foley, brand manager, is facing a more(prenominal) and more complex media environment in which her conventional media innovation which is focused on television, print, and radio advertising, has become less popular due largely to declining references and a heft up in advertising clutter, plus consumers tuning out. She is exploring appear Web 2.0 affable media options to subside if they can violate achieve her branding and advertising obje ctives. Her challenge is to curtail the entire buzz surrounding Web 2.0 and to dismember the social medias possible for her brand by delving into the consumer dire needs and behaviours backup Web 2.0 technologiesCase pick outI think UnMe Jeans is a suitable brand for social media and the Web 2.0. Their target market is women mingled with 12-24 years old, and this segment is consuming less traditional media, and increasing their consumption in the Web 2.0. With upstart technologies and weapons platforms they can 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 beThe social media attracts more people than traditional media so they can range of mountains more possible users as customers.They can target their audience with more accuracy and in a more efficient way. The idea is to mak e 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 argonLack of control of the contentFoley, Brand Manager of UnME Jeans, is approach 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 steady price increases of television advertising disrespect the growth of several unfavourable conditions. Working with her advertising agency, Foley must effectively use her brand guidance skills to choose which social media channel, if any that she should incorporate into her current advertising media plan. The advertising agency suggested three possible options, Zwinktopia, Facebook, and YouTube. Zwinktopia is a virtual world targeted to girls ages 13 to 24 with a focus on stylus and music, Facebook is a social networking, profile page site, and YouTub e is a user-generated video-sharing website. I suggest that Foley pursue the Zwinktopia social media channel as a starting point to take advantage of the emerging Web 2.0 and also make a minor investment in the new(prenominal) options to develop their web 2.0 presence.Key issue of unme jeansLooking beforehand Foley the brand manager of unme jeans realise that the trends were driving the radical change in media market that had potential to centre the effectiveness 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 like the person-to-person computer dvd 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 charter he r plan to three social media outlet. Zwinktopia, facebook , youtube. She knew that she wanted to do less talk of the town 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 close constrictive dialogue close her brandShe also wanted to use 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 obtainable in marketThe unme brand story revolved around celebrating the individuality of teenage girls and encouraging teens to pronounce out against peer pressure and conformityUnme jeans are operational in upscale department repositing and especially retailer across the united state and sold at a slight allowance to comparable the brandWeaknessThe changing of consumer media habit and proliferatio n of new technology like a personal computer dvd player and ipods consumer were tuning out traditional media like television magazines news make-up and radio and tuning into new media optionsOpportunityThe opportunity for the unme jeans is web 2.0 applications are those that make the most inwrought 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 direct contri scarcelye 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 always get better and to advertise brand web 2.0 the company need to invest more on advertising which is non possible for every company.Analysis of the caseJust like any business problem, Foley is faced with several issues in making her decision to change her advertising media pla n. With a full knowledge of the issues, Foley can better analyze her options in the process of making a justified decision. quick changing consumer trends There is a clear indication that consumers media habits have 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 order to remain successful, the company must ensure they can quickly respond to the rapidly changing. face and evaluation of alternativeBenefits and Drawbacks of social mediaYoutubeBenefitsPromotes high involvement and participationLarge 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 line of their ads. For eg participatory video ads, in-video advertising .Proven succe ssful when used as the right channel and not only an alternative for Television ads.DrawbacksHigh cost of marketing and additional cost on growing competently made videos.Lack of control all over the content Still in research and outpouring stage 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 prevent 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.Drawbacks may not influence real world sales for the company.There are over 200,000 virtual products which increase competition and fight for market share that may not give stop for the company.FacebookBenefitsHighest demographic segment among the target audience. Also has the highest average time sp ent on the website and highest frequent output 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 recall 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 visit 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 make believe a Facebook page solely dedicated to it. There, users are enabled and encouraged to share opinions, information, criticism, or whatever else. When these kinds of conversations happen, it creates an atmosphere for free 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 as Foley to promote their brand.Social media provide sales professionals with the opportunity to listen and influence with their participation. Not use 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 lar ger than others. Therefore I recommend 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. wholeness 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 limit, 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. capital punishment deviseImplementation ComponentManaging ChangeX Instructional PracticesCurriculaAn Assessment SystemX paid LearningCommunications Resour cesPurpose To create a brand valuegh of unme jeans and advertise using facebook as a social media.Action StepsWhat Will Be Done?ResponsibilitiesWho Will Do It?TimelineBy When? (Day/Month)ResourcesResources AvailableResources essential (financial, human, political other)Potential BarriersWhat individuals or entities superpower 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. denote AgencyMay 2013A. FacebookB. Human 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. Faceb ookB. You TubeC. ZwinktopiaA. lack of tech savvy people.B. create awareness about social media platform.EveryoneStep 4Advertising AgencyBegin in overbearing and continue throughout 2012-2013A. Current TextbooksB. InternetC. ParentsD. TimeE. ManipulativesF. TrainingA. TimeAll teachersStep 5 Implement ELA Shifts 2, 3, and 5All TeachersBegin August 2013A. Document 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 goal has been reached? What are your measures?)