Social Media Marketing

A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations

Scientific Essay , 2011 , 53 Pages , Grade: A

Communications - Multimedia, Internet, New Technologies

This paper aims to present a critical and evaluative analysis on the emergence and principles of social media marketing and its true potential to enhance an organisation's marketing efforts. In particular, it outlines the shift in consumer power, influence and behaviour over the last few decades, the development and contemporary notions of relationship-oriented marketing and the contribution of social media in all these processes. Furthermore, the paper deals with the concept of customer relationship management, applicable online marketing techniques and the way social media can be integrated in an organisation’s marketing activities in terms of customer acquisition, retention and extension. Notions of the potential of social media marketing in the hotel industry are set in context with online marketing best practice and theoretical assumptions to identify possible contradictions and knowledge gaps.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Shifts in consumer power, influence and behaviour
• Towards a relationship-oriented approach in marketing
  • The 4Cs in the adapted customer-centric marketing mix.
  • The driving forces of customer relations.
  • The importance of customer loyalty and advocacy in the digital age
• Customer relationship management
  • Customer acquisition
  • Customer retention and extension
• Summary

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper analyzes the evolution of social media marketing and its potential to enhance an organization's marketing endeavors. It examines the shift in consumer power, the development of relationship-oriented marketing, and the role of social media in these processes. The paper also explores customer relationship management, online marketing techniques, and social media integration in customer acquisition, retention, and extension. The paper uses the hotel industry as a case study, examining online marketing best practices and theoretical assumptions to identify potential contradictions and knowledge gaps.

• The changing landscape of consumer power and influence in the digital age
• The emergence and importance of relationship-oriented marketing
• The role of social media in customer relationship management
• The significance of customer loyalty and advocacy in the digital age
• The application of social media marketing in the hotel industry

Zusammenfassung der Kapitel (Chapter Summaries)

Introduction

The introduction sets the stage for the paper, outlining its objectives and scope. It discusses the evolution of social media marketing and its potential to enhance an organization's marketing efforts. The introduction also highlights the shift in consumer power, the development of relationship-oriented marketing, and the role of social media in these processes.

Shifts in consumer power, influence and behaviour

This chapter delves into the impact of the internet and social media on consumer power, influence, and behavior. It examines the historical shift from push marketing to a more relationship-oriented approach, emphasizing the role of consumer empowerment and active participation in the digital age. The chapter also discusses the concept of “prosumerism” and the increasing importance of word-of-mouth marketing in the online environment.

Towards a relationship-oriented approach in marketing

This chapter focuses on the transition to a customer-centric marketing approach. It explores the concept of the 4Cs (Customer, Cost, Convenience, and Communication) as a framework for adapting the marketing mix to the needs of the digital age. It also discusses the driving forces of customer relations, emphasizing the importance of building strong customer relationships in the online environment.

Customer relationship management

This chapter explores the concept of customer relationship management (CRM) in the context of social media marketing. It examines strategies for customer acquisition, retention, and extension, focusing on the role of social media in building and maintaining customer relationships. The chapter provides practical insights and examples of how businesses can leverage social media to effectively manage customer interactions.

Summary

The summary chapter provides a concise overview of the key findings and arguments presented in the paper. It highlights the significance of social media marketing in shaping the contemporary marketing landscape and its potential to enhance organizational success.

Schlüsselwörter (Keywords)

This paper examines the critical role of social media marketing in contemporary marketing practices. It explores key themes such as consumer power, influence and behavior, relationship-oriented marketing, customer relationship management, customer acquisition, retention and extension, and the application of social media marketing in the hotel industry. The paper incorporates important concepts like the 4Cs of marketing, prosumerism, and the shift from push marketing to pull marketing. It also emphasizes the importance of building and maintaining customer relationships, fostering loyalty and advocacy in the digital age.

• College: The University of Surrey
• Grade: A
• Author: BA MSc Christoph Müller (Author)
• Publication Year: 2011
• Pages: 53
• Catalog Number: V200590
• ISBN (eBook): 9783656266969
• ISBN (Book): 9783656267843
• Language: English
• Tags: social media marketing;, social media;, online marketing;, hotel industry;, hotels;, hotel;, email marketing;, viral marketing;, crm;, customer relationship management;, relationship-oriented marketing;, relationship marketing;, social media optimization;