Abstract: today, we are in 21st century and people do not find time to come & interact with each other. Socialmedia helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Facebook create a loyal connection between product and individual which leads to large advertising opportunities. Similarly, other socialmedia like Blogs create a platform to post comment on any event which needs to be publicized also can be utilized as a promotional technique for customer’s adoption as well as for promotions. Now users are acquiring followers & subscribers and directing them to your social networking page. These media has an competitive edge over other popular public media like Television because there is a time gap between social event occurrence and the time it is being broadcasted. Companies not engaging in socialmedia as part of their online marketing strategy are missing an opportunity to reach consumers.
4. Awareness: Mass media is able to reach only to 57% of the rural population. Creating awareness then, means utilizing targeted, unconventional media including ambient media .For generating awareness, events like fairs and festivals, Haats, etc., are used as occasions for brand communication. Cinema vans, shop-fronts, walls and wells are other media vehicles that have been utilized to increase brand and pack visibility. Innovative media used by personal wash like Lux and Lifebuoy and fabric wash items like Rin and Wheel. Idea was to advertise not only at the point of purchase but also at the time of consumption. With large parts of rural India inaccessible to conventional advertising media - only 41 per cent rural households have access to TV - building awareness is another challenge. Hindustan Lever relies heavily on its own company-organised media. These are promotional events organised by stockists. Godrej Consumer Products, which is trying to push its soap brands into the interior areas, uses radio to reach the local people in their language.Coca-Cola uses a combination of TV, cinema and radio to reach 53.6 per cent of rural households. Since price is a key issue in the rural areas, Coca-Cola advertising stressed its `magical' price point of Rs 5 per bottle in all media.LG Electronics uses vans and road shows to reach rural customers. The company uses local language advertising.
Available online: https://edupediapublications.org/journals/index.php/IJR/ P a g e | 4017 and have to face competition both from domestic and foreign brands in the changing environment of marketing. Technology is changing fastly which results in increasing the quantity and best quality products are available at lower prices but at the same time it is reducing the life cycle of the existing products. Because of rapidly change in technology new products are available with new features and old products are getting obsolete before their useful life. Indian market is heterogeneous in nature where different people have different needs so it is necessary for marketers to do market segmentation which means dividing the market into sub- markets having common characteristics. This is not an easy task as there are many demographic and geographic factors that affect it and in rural market also, consumers behaviour is changing due to increase in education, purchasing power. Because of all these changing patterns, companies are adoping aggressive advertising, product diversification and new marketing techniques. Now, marketers are not only responsible to the consumers but also to the society. They adopt the different marketing mix strategies for urban and rural markets. Different marketing mix is adopted for different market segments on the basis of their needs and characteristics. Marketing mix consists of product, price, place and promotion variables. Advertising is not only done through the newspaper, TV, magazine, radio but also through the Internet, Mobile, blogs etc.
How the song Why this Kolaveri Di became a Overnight sensation on YouTube? How did “Tag a Holi Friend” campaign on Facebook help Asian Paints? How Anna Hazare Used SocialMedia for Anti-Corruption Campaign in India? Why Volkswagen India Campaign Inspires 2,700 Recommendations in 4 Weeks on LinkedIn? How HDFC Bank listen to customers on Twitter?  All these questions have only one answer – unleashing the power of SocialMediaMarketing. The list is long and equally varied when it comes to mention campaigns conducted by different corporate houses. Therefore is a need to analyse the impact of socialmedia in Marketing 3.0. Role of socialmedia can’t be underestimated irrespective of industry and sector. Socialmedia has its role in each kind of business whether it is a small business to a MNC company or govt dept to private firms.
Socialmedia has risen to a great level in India since last few years. Marketers in the west have already taken advantage of SocialMedia. Marketers are taking note of many different socialmedia opportunities and beginning to implement new social initiatives at a higher rate than ever before. Socialmedia helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Facebook create a loyal connection between product and individual which leads to large advertising opportunities. Similarly, other socialmedia like Blogs create a platform to post comment on any event which needs to be publicized also can be utilized as a promotional technique for customer’s adoption as well as for promotions. Now users are acquiring followers & subscribers and directing them to your social networking page. This paper discusses about role of socialmediamarketing in India as an innovative strategy.
Relationship marketing is a marketing approach that acknowledges the importance of both the buyer and the seller in the marketing process. The core concept is to build long-term relationships with customers. Relationship marketing views marketing as an exchange where both buyers and sellers help shape the direction and outcome of the product that will be offered to the market. Instead of treating marketing as merely selling a product to passive potential buyers, relationship marketing argues that you need to encompass many more activities and parties in the marketing process, including consumers. Marketing doesn't end after the customer purchases the product; rather, attempt to obtain important feedback from your customers and build a continuous relationship through related products and services. Socialmediamarketing (SMM) is a form of internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. The interactive parts of socialmedia give customers the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of SMM is called social customer relationship management .with the increased popularity of websites such as twitter, face book, MySpace, LinkedIn, and YouTube. Advertising agency provides a blogger or other online commenter with free products or other incentives to generate positive buzz for a product‘s-relationship marketing tools are adopted in today era for building relationship with existing and prospective buyers.
Socialmedia coupled with electronic word-of-mouth (eWOM) communication is very e ﬀ ective and e ﬃ cient in changing consumers’ attitude and behavior towards a product and/or brand (Zhang, Craciun, & Shin, 2010). As compared to word-of-mouth communication(WOM) communication, electronic word-of-mouth (eWOM) adver- tising is faster, swifter and has a global reach (Gil de Zúñiga, Jung, & Valenzuela, 2012). In view of its significance from marketing per- spective, it is important to investigate the determinants that a ﬀ ect electronic word- of-mouth (eWOM) communication (Aiello et al., 2012) (M. Y. Cheung, Luo, Sia, & Chen, 2009). Thus the aim of this study is to mea- sure the e ﬀ ect of amophily, social capital, in- terpersonal influence and trust on electron- ic word-of-mouth communication (eWOM) by extending the conceptual framework developed by Chu (2009) in a non-western environment like Pakistan.
As it has been derived that the Digital Usage has been increasing at a tremendous rate, research in this related field has therefore been growing at a pace too. This field of study has many aspects which are practically relevant and are theoretically important too. As the digital world is continuously changing, therefore constant need of studies and experiments must be conducted for better usage of the advantages these platforms provide with keeping in mind their disadvantages. A deeper study into the topic as to how consumers actually use the information that is available to them is demanding insistent attention. Another topic in a direction to be considered is the impact of how with the presence of several kinds of platforms, it affects the different groups of networked consumers including the psychological and economical constructs. With research growing into the advertising field, relevant studies into how digital environments negatively affects the population of people using these platforms is also required. With reference to the information stated above in the article, it has been observed that people using these platforms at a high frequency have low self control. It has also been observed that users experience a feeling of endowment when they use touch based application interfaces. These small issues taken together can leave a large impact on the future generations and therefore these topics require more attention. Other important topics demanding attention are those of privacy and security concerns. Enhanced mechanisms and study is required to control the misuse of socialmedia and internet platforms. Study in the topics like how the consumer thinks about personal privacy, the concerns individual consumers take to protect their privacy and the current necessity of digital security and privacy enhancement is required for better outcomes of the digital world. If all strategies constructed will be properly planned and executed using thorough research and experiments, better leverage can be taken of the ongoing trend of digital market. With advanced research and studies further in the field, development is assured.
to set up a Twitter profile, less than any other platform. Secondly, research has shown that patrons engage with libraries more on Twitter than on other networks; they seem to prefer interacting via this medium. And thirdly, Twitter users are much more influential than those on other networks, so can help build your brand. A report from Exact Target (2011) found that regular Twitter users are generally more active and participatory on the web: they blog, they comment on other blogs, they review things online and so on. They are, in fact, three times more likely to amplify (draw attention to) a brand than a regular Facebook user. This makes them a great asset to have word of mouth is, after all, a hugely powerful marketing
The term socialmedia is very common these days. Internet based websites and mobile based applications are used to create and share content or to participate in social networking or it can be defined as the collective online communications channels dedicated to community based input, interaction, content sharing and collaboration. Websites and applications dedicated to forums, micro blogging, social networking, social bookmarking and wikis are among different types of socialmedia. In simple words any website which allows users to share their contents, opinions, views and encourage communication is termed socialmedia. Some popular socialmedia sites are Facebook, YouTube, Twitter, Digg, MySpace, Pinterest, Reddit, LinkedIn, Google+, Stumble Upon, Delicious, Scribd, Flickr etc.
Online marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. It uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, socialmediamarketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. Online marketing is one form of direct marketing which helps in communicating directly with customers, often on a one to one, interactive basis. More and more companies are now using this mode of marketing either as a primary mode or as a supplement to other modes of marketing. It helps in reaching customers more efficiently and also builds stronger, more personal, one to one relationship with them.
Deloitte is a professional services firm which provides audit, consulting, financial advisory, risk management and tax services to clients and under the brand Deloitte nearly 200,000 professionals in independent firms throughout the world collaborate (Deloitte, 2013a). The case study focuses on the corporate brand and not on its members. Deloitte actively uses, besides their corporate website, social networking sites, such as LinkedIn, Facebook and Twitter. The organization posts almost each day a new update on their Facebook page and tweets several times during the day. Deloitte shares these messages in order to inform their stakeholders and to distribute the corporate knowledge to others. In addition, it is also possible to stay connected to Deloitte via RSS, E-mail subscriptions and Google+. Deloitte Perspectives is the webpage for the global blogs of Deloitte and it is a kind of forum where issues that affect the global business community can be discussed (Deloitte, 2013b). Furthermore, Deloitte publishes press releases and these are shared at the corporate website but not explicitly via socialmedia. Deloitte even has an online shop which offers high quality classroom and e-learning guidance to individuals and organizations (Deloitte, 2013c). The organization acknowledges the importance of open innovation and crowdsourcing and it also gives clients advice about this, however Deloitte itself does not use these innovation techniques (Deloitte, 2013d). The communication and collaboration between the organization and its clients is facilitated by the client-focused website Deloitte Online, at this kind of virtual portal online (after sales) services are provided and clients can ask questions or give feedback (Deloitte, 2013e). In addition, Deloitte has created a special webpage where people directly can give feedback to the organization and where the employees of Deloitte can share valuable knowledge through intranet. The recruitment practices of Deloitte are mainly focused on online recruiting by several social networking sites and via the webpage http://mycareer.deloitte.com which shows for example all vacancies for experienced people as well as for students, further information about a career at Deloitte and the experiences of some employees of Deloitte are described (Deloitte, 2013f; PRNewswire, 2013). It can be concluded that the organization Deloitte makes extensively use of socialmedia in different business processes as described above.
The prevalent social advertising mechanism is a centralized system in which advertisers submit ads to socialmedia platforms (publishers) who then decide how to distribute the ads. Two drawbacks of this system are that advertisers have no direct control over the selection of endorsers (e.g., users who share/retweet an ad on Facebook/Twitter) and that endorsers are not incentivized to get engaged. Paid endorsement, in contrast, is a decentralized mechanism that allows advertisers to bypass publishers and recruit individual endorsers of their own choice at pre- specified prices. Specifically, advertisers post tasks on a paid endorsement platform (a broker website similar to Amazon Mechanical Turk) and microbloggers registered on the platform can take on the tasks requiring them to post or retweet some ad for monetary rewards. Paid endorsement has gained particular popularity in China, with many websites acting as platforms for paid endorsement. Weibo.com, the largest Chinese microblog site with more than 500 million users, launched its official paid endorsement platform in 2012.
Lastly, in the case of socialmedia, it is a little more complicated. Usually, socialmedia will be considered as the place of word-of-mouth communication. Therefore, it is considered that it is difficult to control and/or management the socialmedia by companies. However, a direct marketing approach through the socialmedia is possible. In some case (for example, flash marketing), the coupon will be distributed. These are the marketing activities to be carried out through the official Twitter and Facebook companies. On the other hand, it is also possible to reach out to customers of Twitter and Facebook account. Companies can find the customer's account by performing ego- searching. Thus, it is possible to talk directly to the customer’s account. Such interactivity is characteristic of socialmedia.
Today, traditional media is still a significant part of advertising strategies, but they cannot reach out to all members of the target audience on their own. This study has therefore endeavoured to fill the gap in marketing strategies, by examining the impact of User Generated Communication and Firm Generated Communication on Facebook in regards to brand awareness in the FMCG industry in Sri Lanka. The study sample was made of 200 people, both male and female, who reside in the Colombo district, use Facebook and have already liked at least one fast moving consumer goods brand. A standardized online survey was conducted via Google Docs to collect the data. This data was then analysed by using regression analysis via SPSS statistical software. The results found that User Generated Communication and Firm Generated Communication have a positive correlation with brand awareness. Therefore, it can be concluded that socialmedia efforts positively influence brand awareness. therefore, researcher recommends to create socialmedia platforms which encourage user generated communication on it, create brand-related and unrelated communication, combine their existing traditional media with socialmedia, and also reach out to the company‘s target audience through a mixture of content, advertisements, and apps.
It may be noted the growing power of socialmedia like Facebook globally. Worldwide, there are over 2.20 billion monthly active Facebook users for Q1 2018. Further, Five new profiles are created every second on Facebook globally. On average, the Like and Share Buttons are viewed across almost 10 million websites daily. Photo uploads total 300 million per day on Facebook. Average time spent per Facebook visit is 20 minutes in USA. Many mobile users used mobile phones for purchasing the products and services via the Internet in all over the world. Also, there is an increase in the trend of mobile marketing through socialmedia sites. Kim YH, Kim J & Wachter (2013), suggested that marketing can be integrated with mobile marketing which led to positive effects on the businesses and profit margin. Through mobile marketing, SMEs and Neighborhood stores can efficiently provide customers with timely and vital information with the use of socialmedia platforms. On Facebook, YouTube, Twitter, and company websites, customers also get different choices for selecting the right product with brand and price comparisons and relative benefits of each purchase. Ström R, Vendel M &Bredican J (2014 ) in their study mentioned that during pre purchase stage and information gathering on intended products and services, customers analyzed the previous customer reviews on a particular product or service of SMEs and Neighborhood stores . This would help quickly to make a purchase decision on those brands.
The need to adapt, adopt and incorporate digital marketing mix strategies is supported by empirical statistics the world over. Online shopping has taken over the buying sphere by storm as more and more people now spend a greater part of their daily time on the internet. The world over, 3.5 billion people used the internet in 2016 as compared to only 400 million in the year 2000 representing a 875% growth rate ( Istvanic, Milic & Krpic, 2017). In America and Europe marketing spending on digital marketing platforms has dramatically increased eclipsing the traditional marketing forms. Digital marketing platforms that have witnessed growth rate averaging 55% in spending include email marketing, socialmediamarketing, online display advertising and mobile marketing (Taimo, 2017). The traditional marketing strategies that have witnessed a decline averaging 20% include direct mail, tradeshows and events, print advertising, radio and television advertising (Taimo, 2017).These statistics show that digital marketing is both the present and the future given the continuous information and communication technological advancements that are taking place on a daily basis. Internet use among college and university educated and higher income adults is almost 100%. This trend is also similar among the young people, the next generation of consumers, who spend most of their time online and mostly on socialmedia (Stephen, 2015).Socialmedia especially Facebook has fuelled digital marketing with over two billion people being active users of socialmedia on a daily basis. Facebook alone has over one billion daily active users. This huge number of online internet users gives the full justification for tourism firms to invest in digital marketing. Incorporating digital marketing mix strategies by hotels and lodges in Zimbabwe and particularly in Masvingo is no longer a choice but a real business imperative for achievement of sustainable growth and development of the tourism industry. The digital marketing mix strategies of hotels and lodges in Masvingo is not known as there is a dearth of empirical studies on digital marketing in the tourism industry in Masvingo. This study attempt to address that gap in literature and practice.
blogs and micro blogs, content sharing websites (images and videos), wikis, forums, social bookmarking etc. (Baruah, 2012). There exists a rich and diverse ecology of socialmedia sites, which vary in terms of their scope and functionality. The average socialmedia user spends 2 hours and 25 minutes per day using socialmedia. Facebook continues to dominate the global socialmedia landscape with about 1.366 billion active users followed by youtube (Mander, 2015). Facebook is the most preferred socialmedia platform, out of all the people who use internet 71% socialize through Facebook (Pew Research, 2014). Emergence of socialmedia platforms (e.g., Twitter, Facebook) have fundamentally altered the marketing landscape. It has provided ample space for business organizations to maintain a successful, long lasting and value added relationship with their customers. It also allows consumers to create and exchange user generated content (UGC), enabling them to connect with the firm as well as other consumers. Socialmediamarketing makes use of socialmedia applications as an extension to fulfill the traditional marketing. Marketing activities via online applications that allow the production of information and are being collaborated among users (Kaplan & Haenlein, 2010). While most marketing plans include the now mandatory elements of YouTube, Facebook, and Twitter, few of today’s marketers operate within a systematic approach to understanding and managing their company’s socialmedia strategy.
Socialmedia has become an integral part of modern society. There are general social networks with user bases larger than the population of most countries. There are niche sites for virtually every special interest out there. There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends. It seems there are social solutions to just about every need. The major advances on the socialmedia in early 2000s like Friendster, Hi5, LinkedIn, and Myspace brought some huge developments in social networking and socialmedia. Face- book which was conceived in 2004 became the most popu- lar social networking site allowing users to post photos, vid- eos and otherwise customize their profile content, if not the design. Now, we have many other social networking sites with similar features to the Facebook like Flickr, YouTube, Two and so forth.
Numerous clients are regularly worried with their security with regards to social sign-in's with Twitter, Facebook, Google+, LinkedIn, and different systems which is the reason it is vital to A/B test two forms of your join page with and without the utilization of the social sign-into decide the best transformation rate additional time. To see a case of social sign in real life look to sites like Klout, Pinterest, Fancy, or Fab.If done effectively the incorporation of online networking over the whole experience of an internet business store can improve the probability others will follow in the strides of your present clients from the activities they see distributed via web-based networking media. It is imperative not to disturb clients crosswise over online networking by over distributing the activities happening on your site. Concentrate on achieving a solid adjust of sharing the fascinating exercises of your web guests and offering some incentive to clients that may see that substance on one of their social nourishes.