Login Signup
Verified Document

Advantages And Challenges Of Social Media Marketing Research Paper

Related Topics:
Social Control Theory Media Twitter Social Aspects
Open Document Cite Document

Marketing Social Media Marketing - Good or Bad?

Advertising on social media has been growing at an astounding rate. It was estimated that in 2014 there would be more than U.S. $4 billion spent on social marketing advertising (Goyal, 2014). In 2013 Facebook alone had advertising income of $3.17 billion, with revenues expected to increase exponentially (Marvin, 2013). The growth is accounted for by both the increasing audience, with more and more users adopting the use of social media, and the belief by advertisers that social media offers a great deal of potential to the marketer (Okazaki & Taylor, 2013). In 2014 research indicated that 92% of marketers believed that social media was important to their businesses (Stelzner, 2014). There are many advantages to social media marketing, that when used effectively can create a great deal of value, but while there are advantages there are also some challenges, and in some situations advertising...

Chaney (2009) argues that traditional advertising is based on an interruption and disruption model, with the advertisement interrupting the audiences' attention and disrupting thought patterns in order to gain the audiences attention. For example, interrupting television or radio programs with advertisements, or interrupting attention paid to driving or reading with print adverts (Chaney, 2009). These interruptions were generally accepted, perceived as a necessary part of the many mediums, helping to pay for other content, for example television, magazines and newspapers (Chaney, 2009). The interruption and disruption model can prove problematic, as advertisers have to overcome environmental noise and other distractions in order to…

Continue Reading...
Sources used in this document:
Social media marketing may be argued as good, as it is believed it come be more effective than traditional advertising, impacting many on the promotional aspect of the 4 P's model. Chaney (2009) argues that traditional advertising is based on an interruption and disruption model, with the advertisement interrupting the audiences' attention and disrupting thought patterns in order to gain the audiences attention. For example, interrupting television or radio programs with advertisements, or interrupting attention paid to driving or reading with print adverts (Chaney, 2009). These interruptions were generally accepted, perceived as a necessary part of the many mediums, helping to pay for other content, for example television, magazines and newspapers (Chaney, 2009). The interruption and disruption model can prove problematic, as advertisers have to overcome environmental noise and other distractions in order to gain the audiences attention (Chaney, 2009).

The movement towards social media has facilitated a different type of advertising model, where there is less interruption, and a higher level of integrated permissive interaction. The advertising which takes place on social media does not interrupt, as most of the audience have already indicated an interest in the company, for example liking the companies or brands Facebook page, following them twitter etc. (Praise & Guinan, 2008). This gives consumers a much higher level of control over advertising, shifting the power to the consumers, and can choose the type of messages they want to see (Diamond, 2010). The process also facilitates a higher level of interaction, consumers are not only viewers of messages, they can interact with companies, telling them what they think, and actively create content themselves (Moe & Schweidel, 2012; Evans & McKee, 2010). The engagement of the audience through these interactions increases the value of the messages and content, is no longer are they passive viewers, they are involved, which makes messages more memorable, and helps to create a more meaningful perceived relationship with brands (Moe & Schweidel, 2012). With users creating content there is also the benefit of more credible marketing message, as those who are not linked directly to the company have a greater potential level of credibility, so content faces less barriers in terms of belief and acceptance (Moe & Schweidel, 2012). Even the interruption model seen on You Tube allows users to skip the advert after a few seconds empowering the, to see what they want (You Tube, 2014).

The advantages of social media marketing has been demonstrated by Dholakia & Durham (2010), who undertook practice research and demonstrated that a local business would
Cite this Document:
Copy Bibliography Citation

Related Documents

Essay
Social Media Marketing Strategy
Words: 2317 Length: 9 Document Type: Term Paper

Marketing in the Age of Digital Media: The Advantages and Disadvantages of Social Media as a Marketing Tool Introduction Digital media has revolutionized the way in which marketing is conducted. New media has transformed the landscape of advertising and displaced old media as the means of reaching an increasingly fragmented culture (Webster & Ksiazek, 2012) and targeting specific audiences and individuals. One aspect of digital media that has come under increasing focus

Read More
Essay
Social Media in the Business Environment in
Words: 2879 Length: 7 Document Type: Essay

Social Media in the Business Environment In the past few years, there has been a tremendous and dramatic increase in the use of social networking sites and social media such as Facebook and Twitter. This is particularly because of the low-cost, user-oriented, and highly collaborative means of communication that continues to evolve through its own impetus. Consequently, social networking sites or social media are based on certain principles that the corporate

Read More
Essay
Social Media Reforms the SMES Management in the GCC
Words: 3827 Length: 12 Document Type: Research Paper

Razak, (2012) point out that internet has assisted SMEs to integrate social media in SMEs marketing strategies globally. Typically, internet has become accessible to billion of people globally, and the phenomenon has revolutionized the use of social media for business advantages. Razak, (2012) point out that 75% of internet users use social media to carry out various activities such as linking to shopping site, and since 2007, social network has

Read More
Essay
Marketing Strategy: Sendoutcards
Words: 1503 Length: 6 Document Type: Essay

Cards Alternatives for Growth SendOutCards has a number of different options for growth. The company utilizes what it terms a "network marketing" model, wherein its distributors are responsible for selling the cards, and bringing in new potential distributors as well, for which they receive a payment. This is the company's growth model and therefore an integral part of its strategy. For each individual distributor, however, there are different alternatives for growth.

Read More
Essay
Viral Marketing Social Media
Words: 2410 Length: 8 Document Type: Term Paper

Popularity of Social Media Marketing Among Businesses Viral Marketing (social media) Social Media Marketing Social media are a shift in the way people read, share and discover information and related contents. This is taking place through the internet in the form of social networks (example Myspace, Facebook), blogs, music and video portals (example YouTube), micro blogging (example Pluk, Twitter) and news aggregators. The possibility brought through Web 2.0 is an evolutionary convergence allowing

Read More
Essay
Consumers and Social Media
Words: 10594 Length: 35 Document Type: Dissertation

social media of hotel industry influence consumer purchasing behavior 24/09/2015 Prominent examples of social media Business Use of Social Media Social media and consumer purchasing Role of Social media in Advertising and Marketing Social Media Marketing Evidence of importance of Social Media Marketing Impact of Social Media Marketing on Consumer Purchasing Behavior The Herding Effect Theory of Social Impact Social Media Influence Factors on Consumers Social Media in the Hotel Industry Social media and Thailand Hotels Approaches to Methodology Outline of research Method Sample

Read More

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now