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Social Communication In Retail Communication

886 Words4 Pages

A STUDY ON SOCIAL COMMERCE AS A CHANGE AGENT IN RETAIL COMMUNICATION
-with special reference to Social and On-line Word- of- Mouth

1. Introduction: Retailing is a high-tech global growth industry that plays a very vital economic role in the society. As it continues to evolve and change, it is essential to look back when many experts, 15 years ago thought that internet would make the consumers abandon Malls and Shops and shopping would be through the internet and also the traditional retailers would be replaced with techno-savy entrepreneurs. But to the contrary internet is not replacing the traditional retailing culture instead, it is rather enhancing the activities undertaken by traditional retailers. Retailing is the set of business activities …show more content…

It is designed to achieve a variety of objectives for the retailer, such as building a brand image of the retailer in the customer's mind, increasing sales and store traffic, providing information about the retailer's location and offering, and announcing special activities.
2.3 Marketing Communication/ …show more content…

According to Lorrie Thomas, author of Online Marketing,Lorrie Thomas, Online Marketing (New York: McGraw-Hill, 2011), 157. online advertising “can rocket your web marketing into the stratosphere” if it is done correctly. If not done correctly, however, it will “blast a giant crater in your budget.” Online advertising includes the following entities: banner ads (image ads that range in size and technical capability); e-mail advertising (ads in newsletters, an ad in another company’s e-mail, e-mailing a list with a dedicated message, or a company advertising to its own customers with its own e-mail list); news site advertising (placing ads on news, opinion, entertainment, and other sites that the audience frequents); blog advertising (buying ads directly on popular blogs); social media advertising (advertising on sites such as Twitter, Facebook, and LinkedIn); and affiliate marketing (company A places an ad for its product on the site of company B; company A then pays company B an agreed-on fee when a customer clicks on the ad and buys something.)Lorrie Thomas, Online Marketing (New York: McGraw-Hill, 2011), 159–61. Another possibility is Google AdWords. A small business can promote itself alongside relevant Google search results and on Google’s advertising network. This allows a business to reach people who are already looking online for information

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