The integrated marketing communication plans for personal, small business, corporate that are using social media marketing is popular today. The social media was defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” by Andreas Kaplan and Michael Haenlein. Target markets could be connected to the integrated marketing communications such as a multifaceted orchestrated marketing and advertising practice organizations.
There are many features: advertising, personal selling, public relations, publicity, direct marketing and sales promotion can be promoted by the ways of integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms. Anyways the way organizations communicate has been impacted by the growth of social media. The internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online with the emergence of we2.0.
To attract attention and encourages readers to share the content with their social networks, the social media marketing programs is playing an important role upon the internet. When the user views a message that appears to come from a trusted, third-party source, as opposed to the brand or company itself, the content may be driven by mouth-of-mouth.
Today it is very easy to access to others online via social media. Increased communication for organizations fosters brand awareness and often, improved customer service. What’s more, to implement marketing campaigns social media serves as a relatively inexpensive platform for organizations. The barrier to entry in social media is greatly reduced with emergence of channels such as Twitter.
Companies can promote their products on an individual level via Twitter. The followers read the short messages that explain the product and when they are interested in the message they will visit the product via the short link attached with the message. The links can be linked not only to the product’s website, but also facebook profile, photos, videos, and so on. The companies can create loyal connection between product and individual which could lead to a large advertising opportunity with the interaction.
Compared to Twitter, you will find the profiles are more detailed in Facebook. They can display their products via videos, photos and long descriptions, etc. By videos people can show how to use the product, which can include testimonials as other followers can comment on the product pages.
Companies can provide longer descriptions of products or services with blogs. It can introduce the reasoning and uses of the products with long description. Also Facebook and Twitter pages can be linked back to blogs. The product’s Twitter page also can be linked back to facebook as event reminders being sent. It is easy to update a blog when it is necessary.