Social media has changed the marketing landscape and enabled consumers to be more interactive – what can marketers do to better adapt to this new landscape?

With the emergence of social media the marketing landscape have changed, and marketers have to develop a new approach to there marketing strategy. Traditional media such as TV, radio and newspapers are now challenged by social media platforms such as Facebook, Twitter and Instagram and YouTube. Social media has also enabled consumers to be more interactive through different platforms, where they create and share information, opinions, thoughts and experiences about a specific brand or in a consumer community with other consumers. This paper will highlight how consumers now have more power to influence marketing activities and what marketers should do to better adapt to this new marketing landscape.

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The Rise of Social Media - A Double Sided Coin for Marketers

The development of Web. 2.0 technologies and rise of social media have taken most of us by surprise, marketers included, with the unexpected power shift and empowerment of consumers. The rise of social media and resulting power shift has turned the world upside down for marketers, requiring immediate adjustment to their mindsets, alteration of their strategies, and rethinking of their business approach to marketing.With the new interconnected era comes a new set of opportunities and challenges for marketers, which are to be examined shortly along with the areas in which marketers have experienced empowerment or disempowerment. 

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Power is shifting through social media, consumers are taking the driver’s seat

Power is shifting through social media, consumers are taking the driver’s seat, brands may find them self´s demoted to passengers. Social media has altered the power balance between consumers and brands. Consumers are no longer passive bystanders, they have the power to create content and affect brands in a way that before social media was if not impossible, at least extremely challenging.  However now consumers has a myriad of social media tool at their disposal, through which they can enforce power over brands and affect them in numerous ways. In other words social media is shifting the power, from brans to consumers. Thus the aim of this paper aims to investigate how consumers enforce their power is enforced on social media. 

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