literary review on social media and digital marketing

8/9/2019 Literary Review on Social Media and Digital Marketing

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Literary

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Marketing andSocialMedia

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CONTENTS

Importance of Digital Marketing and Social Media 2

What is digital marketing? 2

What is Social Media? 2

Key facets of digital environment 3

Important Concepts in Digital marketing 4

Integrative model for Social marketing 5

The SOSTAC Framework 5

Integrative model between digital marketing and customer

loyalty

7

Return on investment analysis of social media 7

Conclusion 8

References 9


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Literary Review on Social media and Digital marketing

Importance of Digital Marketing and Social Media

Digital technology has been becoming increasingly important in most sectors

of global economic activity. Due to high levels of interconnectivity, the

Internet has been likened to as one of the greatest inventions of mankind in

terms of its ability to affect the future development of business and society.

Consequently, the Internet has provided the drive for many companies to

rethink the role of technology, and examples can be drawn indicating the

extent of its global impact.

In future, as global competition intensifies further, an organization’s

performance and strategic positioning will become more and more

dependent upon its ability to successfully exploit information technologies.

Thus digital marketing and social media are important fields of advertising

that needs to be focussed on at this point in time.

What is digital marketing?

Digital marketing is a term which refers to the use of technology (telecom

and Internet based) to achieve marketing objectives and bring customer and

supplier closer together. Nowadays, digital marketing has become popular

thanks to the inclusion of a wider range of digital and network

communication technologies, including mobile phones and digital television.

What is Social Media?

Social media includes websites and applications that enable users to create

and share content across internet. In other words, being part of a social

media network means that individuals and companies share ideas, interact

with one another, work together, learn, enjoy group entertainment and even


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buy and sell. Major social media websites and applications include

Facebook, Twitter, Youtube, Whatsapp etc.

Key facets of digital environment

Digital environment provides a dynamic platform for interaction between

customers (audience) and firms and their communication (marketing)

through technology (the hardware side) and applications (the software side).

Technology

Technology basically refers to the infrastructure which facilitates online

activity. Mobile and satellite technologies are revolutionizing the

communication industry and wireless networks are a growing part of the

Internet and are enabling users to access the Internet remotely.

Applications

Currently, Internet based applications like Facebook, Twitter, Youtube etc

provides business with a highly effective mechanism for broadening target

markets, improving customer communications, extending product lines,


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improving cost efficiency, enhancing customer relationships and delivering

customized offers.

Marketing

Multichannel is becoming common approach to managing online and offline

operations. Many retailers have realized Internet as a critical channel to

provide information, facilitate two-way communication with customers,

collect market research data, promote goods and services and ultimately to

support the online ordering of merchandise, as an extremely rich and

flexible new channel.

Audience

Across the world many shoppers, information searchers, businesses and

community members are now happy to use Internet technology as part of

their daily lives. For marketing managers it is, however, increasingly

important to understand the target audiences, as there are significant

changes taking place resulting from more and more interactions between

organizations and their audiences via digital technology.

Important Concepts in Digital marketing

Affiliate marketing

It is a form of online advertising in which one business rewards another for

placing advertising on their website. Each time a potential customer clicks

on the link through to the originator of the advert website, the third party

earns revenue.

Buzz marketing


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It is defined as the passing of information about products and services by

verbal or electronic means in an informal, person-to-person manner. It is

also about identifying triggers that will prompt new conversations from

target audiences.

Mobile marketing

This is the sending of text messages to mobile phones to promote products

and build relationships with consumers

Micro blogging

This involves the posting of short messages on social media sites like Twitter

and Reddit.

Integrative model for Social marketing

In Journal of Social Marketing, Emerald Article section there is an article

titled ‘An integrative model for social marketing’ by R. Craig Lefebvre which

discusses the concept of integrative social marketing model.


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Here we can see that the audience benefit is at the core and the marketing

mix comes in the periphery. This reiterates the fact that present day

marketing has definitely moved from a firm-centric approach to a customer-

centric approach.

The SOSTAC Framework

As discussed in a thesis presented by Mr. Do Chau from Lahti University of

Applied Sciences, the SOSTAC Framework developed by Mr. Paul Smith is

an important framework and this has been further modified to fit the e-

marketing platform by the author himself.

• Situation – where are we now?

Analyzing e-environment to learn about the external elements such as

competitors, customers insights, market trends, as well as the internal

capabilities, resources, limits of the company.

• Objectives – where do we want to be?


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Deciding the key objectives of the campaign, to acquire and retain

customers, to satisfy customers want and need, to add values to customers,'

to engage them or to gain quantified efficiency.

• Strategy – how do we get there?

Utilizing segmentation, targeting and positioning, together with sequence,

integration and tools.

• Tactics – how exactly do we get there?

Planning the details of the strategy, including marketing mix, contact

strategy details and timeline schedule.

• Actions – what is our plan?

Giving the details of the tactics – who does what and when

• Control – did we get there?

Monitoring the performance of the plan using web analytics, customer

feedback and surveys.

Integrative model between digital marketing and customer loyalty

This model is being discussed in the 2008 journal titled the same in the

Helsinki School of Economics by Mr. Marko Merisavo. This paper discusses


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the interactions between brand communications and customer loyalty in

terms of the means, the moderators and the outcome of these interactions.

This paper also mentions that compared to regular brand communications

more effective ones are personalized brand communications and interactive

brand communications which are new marketing communication avenues

which have opened through the development in technology.

Return on investment analysis of social media

This conceptual framework is discussed in 2012 article titled ‘Return on

Investment For Social Media: A Proposed Framework For Understanding,

Implementing, And Measuring The Return’ published in Journal of business

and economic research in November 2012.

It brings in a concept of 3d unit of analysis with dimensions of different

levels, functions and measures. Levels refer to the external, firm level, SBU

level, department level and individual level whereas functions refer to


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initiatives like sales, customer service, business development, logistics, and

research and development. Finally measures include long term and short

term measures.

Conclusion

From the journals which were reviewed, it is evident that digital marketing is

the most rigorously researched field in marketing communication currently.

There is a plenitude of frameworks being developed in this areas of research

some of which we covered such as Integrative model for Social marketing,

SOSTAC Framework, Integrative model of interaction between digital

marketing and customer loyalty, 3d unit of analysis framework for ROI in

social media etc.

Digital marketing is definitely the future in integrated marketing

communication field and developments in this field are definitely something

which all marketing enthusiasts should look out for.


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References

• Arnold, T. (2011). ROI on Social Media. Arts Marketing, Spring, 1-10

• Berger, P. & Nasr, N. (1998). Customer lifetime value: marketing models and

applications. Journal of Interactive Marketing, 12(1), 17-30

• Smith, W.A. (2006), “Social marketing: an overview of approach and effects”, Injury

Prevention, Vol. 12, Suppl. I, pp. i38-i43.

• Chaffey, D., & Smith, P. 2008. Emarketing Excellence: planning and optimizing your

digital marketing. Routledge.

• Newlands, M. 2011.Online Marketing: A User's Manual. John Wiley & Sons.

• Mr. Marko Merisavo (2008), “Integrative model of interaction between digital

marketing and customer loyalty”, Helsinki School of Economics

http://epub.lib.aalto.fi/pdf/wp/w452.pdf

• Professors Simon Hudson, Martin S. Roth, and Thomas J. Madden (2012),”

Customer Communications Management in the New Digital Era”, Darla Moore

School of Business University of South Carolina

http://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for

%20Marketing%20Studies/Customer%20Communications%20Management%20in

%20the%20New%20Digital%20Era%20January%202012.pdf

• Keller, K. (2009). Building strong brands in a modern marketing communications

environment. Journal of Marketing Communications, 15(2/3), 139-155.

• Mulhern, F. (2009). Integrated marketing communications: from media channels to

digital connectivity. Journal of Marketing Communications, 15(2-3), 85-101.

• Chester, J. and K. C. Montgomery (2008). "Digital marketing to youth: an emerging

threat." Consumer Policy Review 18(6): 8.

• Dr. Hatem El-Gohary (2010), “E-Marketing - A Review from a Small Businesses

perspective”, Cairo University Business School

• Andreini D. (2006). The Evolution of the Theory and Practice of Marketing in Light of

Information Technology, in Krishnamurthy S. Contemporary Research in E-

marketing, Vol. 2, pp. 168-215.

• Borden N.H. (1964). The Concept of the Marketing Mix. Journal of Advertising

Research, 24 (4): 7-12.

• Constantinides E. (2002a). The 4S Web-Marketing Mix model. Electronic Commerce

Research and Applications, 1:57-76.

• Constantinides E. (2002b). From Physical Marketing to Web Marketing: The Web-

Marketing Mix. atti della 35th Hawaii International Conference on System Sciences.

http://epub.lib.aalto.fi/pdf/wp/w452.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://mooreschool.sc.edu/UserFiles/moore/Documents/Marketing/Center%20for%20Marketing%20Studies/Customer%20Communications%20Management%20in%20the%20New%20Digital%20Era%20January%202012.pdfhttp://epub.lib.aalto.fi/pdf/wp/w452.pdf


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