Individualizing consumers in large international companies sounds almost impossible. But when you rephrase the word to customization it sounds more familiar. The online presence of companies makes interaction and data extraction more accessible. Extracting individual data from consumers enables you to customize your content and your future interaction. It’s a full circle starting with among other things interaction to gain knowledge/data for the purpose of customizing future interactions. What I want to highlight by this post is the value created by viewing the consumers as individual identities and how this can help you interact using social medias.
Read moreContinued: How luxury brands can use social media for exclusivity Part 2
In part I of this post the characteristics of social media and luxury brands were explored and set into comparison. As a result social media and luxury brands seem incompatible at a first glance. However, taking a closer look social media incorporates several aspects that luxury brands can use to their advantage when promoting their exclusivity online. This second part of the post depicts examples of luxury brands that succeeded in maintaining exclusivity online and also an example that is taking exclusivity too far.
Read moreHow luxury brands can use social media for exclusivity Part 1
Luxury brands are a case of its own when it comes to social media marketing. Most of the well-established brands gained their recognition through traditional media long before the birth of social networking sites. Although quite late, most luxury brands have by now entered the social media sphere. For instance, Chanel, which has been on Twitter since 2011, only last year discovered the power of photo sharing, when creating the Chanel Official Instagram page (Heine, 2014).
Read moreHow has Web 2.0 changed consumers, and how has the fashion retailer, ASOS, met these changes?
It’s no secret that the way the Internet is used has changed a lot in recent years.
The rise of ‘Web 2.0’ as it is known – the infrastructure that has allowed the current social experience of social media and consumer creation – has created a situation where consumers expect a richer context (Berthon, 2012). Instead of simply expecting content to be fed to them, consumers wish to interact, to collaborate and to interject – and brands should be open to this (Berthon, 2012). Web 2.0 means participation and action – there is nothing passive here.
Read moreHow has the internet changed consumers over the past 10 years and how marketers can adapt?
Nowadays, 2.4 billion people around the world have access to the internet and therefore to a variety of social media platforms which enables consumers to connect and communicate with others, share, consume and create content about topics of their personal interest (Blazevic, et al., 2013). The purpose of this article is it to develop a theoretical framework of how the digital revolution, which is characterized by the development of the internet, has changed the roles between consumers and companies regarding to the information provision and procurement over the last years. The analysis will be done by reviewing existing literature and by comparing the communication behavior before the and after the advent of the internet has taken place. Furthermore, this article highlights the major opportunities and challenges that have emerged and provides suggestions of how marketers can adapt this changes to their existing marketing strategy in order reach the company goals by using company examples.
Read moreSocial Media in Youth Tourism – The Creation of Traveller 2.0 Part 1
Social Media – The New Source of Inspiration
Let’s consider two scenarios:
January 1990: “What do you think about summer holidays this year? Let’s go to the travel agency tomorrow and get some brochures for inspiration.”
January 2014: “What do you think about a trip to London next weekend? My friend just posted some great pictures of her shopping at Oxford Street. Also holidayguru posted a deal – Two people, London, only 100 pounds.”
Read moreHow has the Internet changed consumer over the past 10 years and how can marketers best adapt?
With the new media landscape we face a new era of consumer involvement that for the companies needs attention to. The new way of approach is the use of social media such as blogs, Twitter, Facebook, and other Web 2.0 platforms. As said this is where the consumers are, contributing, sharing and accessing constantly on the overall World Wide Web. This new thing is not only for shaping the consumers but also to empower them in the fields of internet marketing. For the marketers this means that if they can through social media influence the consumers’ perception and behavior then marketers can reap the commercial gains as long as companies are willing to adapt to the behavior of their consumers (Akar and Topcu, 2011).
Read moreSustainability Communication in the Social Media Environment
Sustainability can no longer be classified as a passing fad. In fact, its increasing importance results in the formation of new markets and target groups. Each year the “Best Global Green Brands” are announced- 50 companies with an outstanding performance regarding social and ecological principles (Interbrand, 2014). Through an efficient communicational approach, these companies are also perceived as true sustainability brands among consumers. However, the emergence of social media, has strongly affected communication strategies of sustainability brands (Fieseler et. al, 2010), which raises the following issues:
Read moreHow has the Internet changed consumers over the past 10 years and how can marketers best adapt?
During the past 10 years, the importance of the Internet has won increased attention for both consumers and corporations worldwide, where the accelerating business environment allows corporations to reach consumers in total new ways through social platforms like: Facebook, Youtube & Twitter. Companies increasing focus on reaching the consumers through the World Wide Web, puts increasing pressure on the marketers to adapt to the changing circumstances of promoting and connecting with the consumers. With the overall objective to improve sales, revenues and meet the increasing expectations from the consumers. The purpose of this blog post is therefore for the reader to get a deeper understanding on how the internet has changed consumers in the past 10 years and how the marketers within corporations can use the shifting market trends to adapt in the best possible way in the years to come.
Read moreThe Business Commitment to Social Media
Social media was created with the intention of connecting people through dialogue and engagement (Hanna et al. 2011). It is no secret that a great deal of communication takes place through these online social networks; a video is uploaded to YouTube approximately every twenty minutes or so and over 600 posts are tweeted every second (Aaker and Smith, 2010).
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