Social media contributes to marketing which advertising has been a big deal on internet. Marketers appear to be curious on the opportunities to post advertisements on the World Wide Web. Internet had more advantage on making easy transactions between the consumers (Wen, 1997). Digital advertising, also called “Online Advertising”, is the use of internet as the media of marketing to gain and attract more customers (Beal, 2015). The popularity of internet brought more ideas on
Offline Marketing By Laura van der Blom & Anne-Lise Artaud The impact that the internet had on marketing is undeniable but there are still companies that prefer to use offline marketing methods. This article talks about targeting offline and why marketers still use offline methods, when online marketing tools, are now so powerful and strategic. To deliver a good explanation we will use a basic tool: comparison: “Offline vs. Online Media”. What is Offline Marketing? Internet is more and more popular and its impact on companies' marketing strategy is every day more important.
LITERATURE REVIEW – Over the past 40 years we have experienced a drastic change in how business is conducted and how people respond to it. Introduction of internet, e-commerce and social media technology has a tremendous impact on how business operates now and how it will operate in the near future. As time passes, different businesses have learnt to use new technologies such as Pinterest, Facebook, LinkedIn, Twitter and Instagram. Social media marketing has become one of the most loved medium for the youths today, so every business owner wants to know how social media can generate value for their business. Looking into the history of social media as a marketing tool, • The dot.com bubble of 1995-2002 was a critical event that allowed the internet to become a viable marketing tool.
They play a much more active and engaging role in searching for information they need online with some agenda in mind, and that goal or agenda can persuade how an individual behave and response to online information and advertisements (Smith, 2002). With the rapid advancement and growth in the technology and computer industry, many companies are choosing the Internet as part of their advertising media mix. It has become essential for companies to do so in order to take advantage of the online technologies and thereby have competitive edge (Calisir, 2003). Marketers have been stressin on how the Internet has become a popular advertising platform because it possess greater flexibility in terms of time and space and control over the advertising materials. The investor can always trace the cost incurred in advertising on internet per customer.
Zenit Raval1, Dushyant Tanna, Dhwani Raval (2014) note that Philip Kotler’s 4Ps (Product, Price Place and Promotion) are applicable to both traditional and online marketing forms but with varying characteristics. They argue that “Internet marketing is often presented as a new theory of marketing but the basics of marketing mix are still applicable and Internet offers new opportunities to adapt them”. There are a number of places where this comes into effect. For example, when it comes to pricing, the online side of marketing is a lot more transparent as products and promotions on social media sites can be accessed at the click of a button by the user and compared to many other brands quickly. With traditional marketing, the public wouldn’t have this luxury and have to make decisions based on what is available to them at the time thus losing out on potential bargain.
Heidi Cohen (marketer for Citibank and The Economists) explains that it is quite difficult to define social media marketing since the social media environment continues its expansion and change. Social media marketing has numerous benefits such as: brand credibility, increase in sales, increased exposure, strong online presence which enhances the company’s reliability, reduced market costs, rapid access to consumer feedback and a strong business-client relationship. At the beginning, online social platforms targeted a young audience (teenagers and young people in their early and mid-twenties), but now they are attracting other demographic groups as well. As a consequence, the online environment is filled with career-based social networks,
Consumer Buying Process In any business, traditional or online, the trading situation is important for planning business and marketing and business objectives. Due to drastic changes in technology, the attitude of consumers towards the Internet has changed drastically too. In an online marketplace, the number of people buying comfortably is increasing (Palmer, 2007). Digital technologies have been enabling consumers to be more informed when making purchasing decisions (Chaffey & Ellis-Chadwick, 2012). According to (Doherty & Ellis-Chadwick, 2010), as the consumers get more informed, the more they become demanding.
They include publications, print media publications, and collateral data from online information sources.These services register 24/7. ‘’Today, media monitoring centers, which become a necessity for companies, organizations or various organizational institutions to follow the rapidly changing agenda and have an idea about how and where they take place on the agenda, follow the printed media as well as the social media because of the internet usage reaching its peak and archives.’’ (Güngör).We can list subcategories of media monitoring as news, social monitoring, broadcast monitoring for TV, radio news, print media monitoring,new advertisement monitoring,foreign media monitoring. Especially; Importance of the social media monitoring has increased based on social media as a result of the mass media. The importance of social media monitoring has increased due to the fact that the social media is affecting the masses. Today, many organizations are preparing campaigns or advertisements through social media.
The tourism industry is significantly affected by these changes. Since information and its distribution constitute the lifeblood of the tourism industry, the use and the dissemination of social media technologies have a noticeable effect on both the demand and the supply side of tourism products and services. Below are presented the most important social media applications, as well as their impact on the tourism industry. 2.2.1 RSS (Really Simple Syndication) RSS feeds, also known as “web feed” or “news feed” is a technology that allows people to subscribe to their favorite websites and then get information from these sites via an RSS reader. This subscription is dynamic, not periodic, with new information delivered to the subscriber every time there’s an update on the subscribed websites.