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Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Social media use by businesses includes a range of applications. Although social media accessed via desktop computers offer a variety of opportunities for companies in a wide range of business sectors, mobile social media, which users can access when they are "on the go" via tablet computers or smartphones, benefit companies because of the location- and time-sensitive awareness of their users.
Organizations that fully adopt the social business model will exhibit four key characteristics: [6] Connected – employees will be able to seamlessly engage one-on-one in real-time with other employees and individuals outside the organization (customers, prospects, partners, media, etc.) using a variety of communications methods including text chat, voice, file sharing, email, and video chat.
Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools, and techniques to social issues.
The PLATO system was launched in 1960 at the University of Illinois and subsequently commercially marketed by Control Data Corporation.It offered early forms of social media features with innovations such as Notes, PLATO's message-forum application; TERM-talk, its instant-messaging feature; Talkomatic, perhaps the first online chat room; News Report, a crowdsourced online newspaper, and blog ...
Marketing strategy: how a business achieves its marketing objectives. The initial step to achieve a marketing strategy is to identify the market target and build up a business plan. [6] Marketing Research does not involve a proven order of steps resulting in an ultimate inference. It is a repeated process that requires a broader outlook.
The benefits of social media are mutual: Apart from sports businesses benefitting from the use of social media in the context of relationship management and marketing, the constant interaction between sport businesses and their customers allows organisations to know and learn about each individual customer on a deeper level.
This includes advertising, sales promotions, public relations, social media marketing, and any other methods used to create awareness and generate interest in the offering. [1] The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
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