Does Social media marketing mean the end of traditional advertising?

The use of social media marketing is increasing rapidly among companies (King. et al., 2014). Much attention is paid to social media’s role in the marketing mix, not least in relation to traditional media (LaPointe, 2011). LaPointe (2011) states that it’s becoming more popular with marketing strategies that rely entirely on online tactics. At the same time, many marketers are still unsure of how to go about this ocean of platforms and opportunities called social media, as pointed out by DeMers (http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/) and Hanna et al. (2011). Let us therefore have a look at what research has to say about social- versus traditional media! Could it be that companies are too quick with planning the funeral of conventional advertising? 

Read More

Social Media Monitoring – 3 reasons why companies should do it Part 2

In the first part I provided three reasons why companies can benefit from Social Media Monitoring. In this part I will present well executed best practices that reinforce these reasons.

Best Practice 1: Old Spice listens to its audience and gets personal

In 2010 P&G’s brand Old Spice launched a campaign, which is a great example of how Social Media Monitoring can serve as a basis for interaction with the customer. It started with a spot called “the man your man could smell like”, which aired a few days before the big Super Bowl game on Youtube and Facebook. It was 30 seconds long and showed an attractive man who talked about how everything is possible with old spice body wash. The spot became a viral hit, capturing 76% of all online conversations about male body wash brands, and reached 10 million views on YouTube in a few months (Effie Awards, 2011).

Read More

Social Media Monitoring – 3 reasons why companies should do it Part 1

With almost three billion users in 2013, the number of people using the internet is enormous (ICC, n.d.). But what are all these people doing while they are online? Of course, the answer to this question depends on demographic characteristics, such as age and gender, but Social Media is certainly among the top online destinations.  A research conducted by wearesocial.net in 2014 showed that in the beginning of that year, European internet user spend on average 40% of their total online time on Social Media, which accounts for up to two hours per day in some countries (Kemp, 2014).

Read More

How is eWOM becoming a part of marketing strategies? And what are the consequences? Part 2

In Part I of this article the eWOM types and their us by marketers has been discussed, meanwhile, laying the ground basis of understanding eWOM and its use for consumer advocacy. The paper identified a research gap in the consumers’ response to eWOMM. In other words, what is the reaction of internet users when marketers initiate advocacy with existing and potential customers through social media publications, blogs or video channels? The article identified a fit of the users’ response to eWOMM with the Cho and Cheon’s model (2004) of advertising avoidance on the internet. Moreover, the article will explore marketers’ implications for managing eWOM without causing marketing/advertising avoidance.

Read More

How is eWOM becoming a part of marketing strategies? And what are the consequences? Part 1

Customer advocacy is defined by marketers’ attempt on building mutual “transparency, dialogue and partnership” (p. 5) and is becoming an essential part of a marketing strategy (Lawer and Knox, 2006). However, the marketers’ presence in the user’s activities online can been seen as avoided or causing irritation (Cho and Cheon, 2004). Therefore, the following paper sets the question of how can marketers influence customer advocacy and word-of-mouth (WOM), without causing irritation or avoidance. As a result, the paper will begin by identifying the problem of advertising avoidance on the internet and the three main reasons for it (Cho and Cheon, 2004), followed by e-word-of-mouth marketing (eWOMM) as a phenomenon and eWOM types. The aim of the paper is to give the ground understanding of who talks online – the marketers, the influencers or the end users. Part II would provide a follow up on the topic, which will explore the notion of avoidance in eWOMM and the theory in practice, meanwhile providing implications for building customer advocacy while minimising the threat negative response.

Read More