Social media marketing

Textbook (chapter)


Sassenberg, Anne-Marie. 2021. "Social media marketing." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 269-292
Chapter Title

Social media marketing

Book Chapter CategoryTextbook (chapter)
ERA Publisher ID1464
Book TitleIntegrated Marketing Communications
Authors
AuthorSassenberg, Anne-Marie
EditorsLuck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A.
Edition6th Asia-Pacific ed.
Page Range269-292
Chapter Number10
Number of Pages24
Year2021
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationAustralia
ISBN9780170443005
Web Address (URL)https://au.cengage.com/c/isbn/9780170443005/
Abstract

Social media marketing is one of the biggest opportunities in marketing today! Social media marketing focuses on how to use social media networks to promote engagement as part of an inbound communication. Thus there is a difference between digital marketing and social marketing relating to the objectives they aim to reach. The digital marketer aims to put the brand message in front of as many potential consumers as possible, while the social media marketer aims to encourage consumers to engage with the brand, in particular, enticing consumers to become fans of a brand and share the message with friends and family and, ultimately, build an online community. These social media marketing opportunities have resulted from an increased use in mobile technologies since 2015. Consumers normally carry their mobile devices with them, allowing marketers to access them 24/7. This always-on advantage can further result in the biggest challenge facing marketers today. That is, when consumers are socialising or working they do not necessarily want to receive advertisements through social media, nor do they want to amplify the content. Indeed, in the outbreak of the COVID-19 pandemic in 2020 communication using new technology, such as digital and social media, was up 9.3 per cent to an average of three hours per day.10 In the US and the UK, 80 per cent of consumers were accessing more content on social media during this pandemic.11 It is thus possible that communication through new types of technology is increasing during times of uncertainty. It is therefore becoming even more important to develop a brand message that is compelling and relevant to the chosen target audience. The following definition explains social media marketing: Social media marketing is the utilisation of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for an organisation’s stakeholders. In particular, scholars note social media offers some specific advantages and disadvantages to marketers and consumers alike.

KeywordsSocial media marketing, social media campaign, personas, objectives, social media platforms, content
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
350601. Consumer behaviour
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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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https://research.usq.edu.au/item/q75v2/social-media-marketing

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