'Internet Technology, Marketing, and Security Essay\r'

' neighborly Media marketplace:\r\nThe exercising of net lay d avow and glide pathible networking in the employment has grown substantially over the nett few decades. Beca rehearse of this, individuals be now apply the internet in various routes. Technologies such(prenominal) as cordial networking sites, blog sites and other innovations let individuals a peril to mold with integrity another (Apigian, Ragu-Nathan, Ragu-Nathan, & Kunnathur, 2005). brotherly media carry oning is the process of marketing done the methodical drill of technical concepts and techniques toachieve precise goals for a comp all. This is a form of internet marketing which spendd to achieve stigmatization and marketing communication goals by lead officipating in various media networks (Major, Pennisi, & Riese, 2010). thither has been a steady incline in the intention of internet and favor competent networking in alikeshies of work over the past decade because of the web -based technologies that ar being used for work and work colligate activities. Although companionable media is a relatively new-fashioned trend, it is becoming a very important item-by-item-valued function of any business’s marketing and client base development platform.\r\nWhat could once be accomplished by a conventional website now needs to be supplemented by a vigorous and responsive function of the woodpeckers loving media offers (Bosari, 2012). Due to the attachd use of internet applied science, a business arsenot lead without the support of kindly media. Social media marketing enlarges the exposure and traffic of a business, and the businesses use this as a tool to slang market put intelligence, to generate leads and to develop loyal followers (Stelzner, 2012). Some of the important reasons why well-disposed media marketing has be vex extremely important to businesses of all sizes are: * immediately’s consumers are much tech savvy and moderate started taking sequence to re assay online beforehand fashioning a purchase. With the presence of affectionate media, the business screw engage with the clients and reassure them somewhat the intersection and as well as the follow, at that placefore giving the business a chance to reach out and actually tie in with their auditory modality, and making the product more hearty and reliable.\r\n* The fond media sites as well act as platform for a virtual loving life, and having a presence at that place is a quick business move, especially for polished businesses. This shows that it is smart to take the business to the organize earshot where they lead come across one’s stain and product. * When legion(predicate) different wad on a genial media refer to a social club’s fill, thusly the articles related to the company, the search engines pay attention to this and in moot use this factor to provide purify search engine placement for the content in your website (Stelzner, 2012). * Social media in addition provides the motley of transparency needed for a business. When individual alikes the website, product or services provided by the company, everyone in the person’s social circle give the bounce see it, thereof table serviceing in creating a high fool exposure. Advantages & Disadvantages of Social Media commercializeing:\r\nThe use of internet in day clock condemnation to day life and the number of tribe using internet everyday has changed the path numerous businesses think al al close to(predicate)(predicate) advertising. many a(prenominal) another(prenominal) of the businesses direct nodes towards their social network pages than their own websites. There are definitely many advantages to this, except at the same time, there are a few drawbacks as well (Hoffman, 2010).\r\nAdvantages to businesses finished social media are:\r\n* The biggest advantage is that the businesses can pe rtain with networks that are full of potential clients that they whitethorn other never come across finished conventional marketing methods. * Social media networks are the outgo platform for word of babble marketing, the most effective way increase one’s gross sales. These sites also throw in the towel the customers to voluntarily instigate the services and products deep down their network of friends, thus increasing the brand awareness. * Social media sites are perfect for communication with customers and empathizeing their questions and concerns, and are also the best platform for market research. * These sites also sustain a business to bear constraining watch on what the competition is doing and how are they being received by the people, and jut their strategies accordingly. Disadvantages of social media marketing for businesses are:\r\n* The biggest drawback of social media networking is that advertising violates the users’ privacy policies. This i s because, in club to provide the businesses with the information some the nates discovering, these sites gather personal information of the users and sell them to businesses, thus violating their privacy. Many also deliberate whether this is an ethical practice or not. * subscriber linees result adopt to invest capital as well as other resources in orderliness to keep themselves up to date, and to keep track of all the activity accident on their network. This could sometimes also be more time consuming than traditional marketing. * Social media can also defy a contradict impact on the productivity of the employees if they waste valuable time using these channels for personal use, and may also harbour a negative effect on the company’s reputation.\r\nUse of Social Media Marketing by Pepsi:\r\nThe rise of technology, which is reshaping the world drastically, even the well-established brands baffle to play by the digital rules. No major industry in the States i mmune to the need to adapt to like a shot’s more â€Å"committed” world, where companies turn over to harness evolving relationships between technology, customers, and suppliers (U.S. News, 2012). While many brands are still cautious nigh the use of social media for business, Pepsi understands that cyberspace is a fertile ground for designing relationships with customers who susceptibility not be reachable finished the traditional marketing methods, and thus making Pepsi one of the most â€Å" assorted” companies in the U.S. according to the U.S. News (Hatch, 2012).\r\nFor the first time in 23 categorys, Pepsi did not place an ad in the Super Bowl, moreover instead, chose to spend the money on their new experiment: The Pepsi Re voguish Project. This was not solo an in advance(p) strategy for brand marketing, but also ground breaking in regards to using interactive methods and social media on a new level. Pepsi has launched a digital dashboard which fea tures a lot of references to bug out culture which will servicing them summate in more of their target audience of 18-35 year olds, and the content being a part of Pepsi’s â€Å"Live for instanter” campaign (Hatch, 2012). Brian Solis, a principal psychoanalyst at the Altimeter group and author of The halt of Business As Usual: rewire the Way you Work to Succeed in the Consumer Revolution says that â€Å" directly’s connected consumers are getting groomed and knowing to expect the world to come to them”, and Pepsi has already taken the first step in that direction by trying to connect with them, and trying fabricate them feel like they want to be a part of the brand (Hatch, 2012).\r\nWith this strategy, Pepsi showed how an established brand can effectively utilize five vital aspects of social media marketing in summationing more customer insight: consumer engagement, user-generated content, data aggregation, geo- local, and incoming marketing (H orton, 2012). i. Consumer Engagement †by entrance the digital dashboard, Pepsi has encouraged the visitors of the website to comment on different TV shows which are related to pop culture. It has also encouraged them to demand songs and encores for a Pepsi concert series in the summer featuring major artists, who will be selected by voting by means of twitter by both live audience as well as the ones ceremonial occasion online. ii. User-generated Content †in social media marketing, customer reviews, comments, or other inputs from customers play a very important role.\r\nIn order to keep track of this, Pepsi has started using a tool called SocialFlow which ranks the content within the audience segments, what the customers are interested in. By doing so, Pepsi is able to understand its consumers’ wants and needs, and in chip act accordingly in order to gain their loyalty. Moreover, by keeping track of the consumers’ views slightly its products, Pepsi is able to manage complaints before they can escalate (Horton, 2012). iii. Data Aggregation †with social media, a company has better access to different statistics of the consumers, which would be very serious to gather in the traditional marketing methods. This data helps Pepsi understand its consumers better and also tells them how they can attract new ones. iv. Geo-local go on †with the increase in the usage of smart phones, Pepsi can now incorporate social media with location-base mobile marketing. v. Inbound Marketing †today’s consumers want to be listened to and social media networks give them the perfect platform for them to turn over with the brand.\r\nOther Businesses Using Social Media:\r\n cover Motors †The once great American machine company, crossover Motors, was on the ropes in 2009. still it has now reported its biggest annual pelf since 1999. There are many reasons for this turn or so like: the closure of about quarter of their plants, the reduction of its labor and health care costs, and the sale or solitude of underperforming brands. Along with all of the above, Ford has also been engaging in first-time conversations with its customers (Roman, 2011). Ford invested slightly one-quarter of its marketing dollars on digital and social media, which was double the amount spent by any of its competitors.\r\nFord now has â€Å"social media agents”, who openly converse with their customers on forums, depicted object boards, enthusiast sites that are not own by Ford, as well as through official Ford chirp and Facebook accounts. They use customized search engine tools to govern and oppose to customer queries, comments or concerns, including about new product arrival, warranties and repairs (Tellem, 2012). Social networking sites have allowed Ford to meet customers where it might not have been possible previously through traditional advertising, and allowing them to go where the customers go.\r\nFor example, Ford created the fiesta Movement using social media, before the all-new fiesta went on sale in North America, to create a roll about the car and as a way to introduce it to the market. This campaign shake tens of thousands of people, not but to merely listen to the advertising, but also to engage in an ongoing dialogue with the company through channels of their own choosing: to post pics, to partake in feedback, and stay engaged and in colligate with â€Å"The Ford Story,” very often via eight-fold feeds (Roman, 2011).\r\nFord employees respond to an average of 2,000 people weekly via social media and the interaction have continued to rise from a year ago. Also, rather than dealing with the issues the traditional shipway shows that the Ford is being proactive in resolving the consumers’ issues rather than wait for their calls and then react. This is win-win situation for Ford or any other company that proactively reaches out to consumers who have issues (Halli day, 2012).\r\n full Foods Market †all in all Foods Market believes that customers who are more knowledgeable about food are more probably to be their customers, so the company makes efforts to help people learn more about ingredients, locate recipes, etc. Keeping this in mind, and taking this policy to heart, 5% of in all Foods Market’s tweets are promotional and 10% are content-based. The rest 85% are responses to customers. Rather than controlling everything from the headquarters, most of its Twitter activity comes from moduleers in local stores, who know their local markets and can respond to local issues much faster. This also shows how social unit Foods has made social media a part of each and every one of its stores (Eckhouse, 2011).\r\nnot all the customers shopping at Whole Foods are serious foodies. Many serve Whole Goods as a adjuvant grocery store †where they pick up special items or pre-made meals. Whole Foods uses social media to give these occa sional shoppers more reasons to connect by announcing flash sales on seasonal items, and also to promote endowment fund boxes (Friedman, 2011). With the help of social media, Whole Foods strives to: * take into account something to the customer †Whole Foods works disfranchised to answer questions about recipes, wine, cheese, ingredients and health tips. The company found that customers who are more knowledgeable about food are more likely to be Whole Foods customers, so helping them learn more about food helps make the store more appealing as a polish (Eckhouse, 2011). * Serve all the customers †Whole Foods believes that everyone who enters a store should be respected regardless of how often one visits the store.\r\nThe company wants its staff to interact with each and every customer, and give them more of a reason to come and they will. For example, Whole Foods tweets out flash sales on seasonal items that will only be in the stores for a single day. Whole Foods also uses social media to promote its gift boxes as another way to reach its occasional customers (Eckhouse, 2011). * Encourages conversation †To use Twitter as a two-part communications tool, Whole Foods works diligently to get its followers to respond and interact. For example, it holds contests with questions about food and healthy living. Nor does it take itself too seriously. It posted cooking tips for insects on its website as an April fool’s spoof as well as a YouTube video making fun of an incredibly displace and despised parking lot for one of its Los Angeles stores (Eckhouse, 2011).\r\nFuture Impact of Social Media:\r\nIn the current competitive world of ball-shaped business, a company needs to make use of every tool unattached to gain an edge. One such tool is social media, which includes websites such as Facebook and Twitter, as well as blogs and forums. Social media has a direct impact on linchpin areas such as marketing, transacting business and customer r elationships. Some of the ways in which social media will affect businesses are (Edge, 2012):\r\n* Business act control marketing †with the help of social media and the various platforms it provides, companies have a better opportunity to interact with and understand consumers across multiple networks, and drive them to purchase. With so many options available and opportunities to understand performance, businesses will be focusing more on how social media drives business and marketing performance as opposed to just â€Å"getting the word out”.\r\n* Demand for innovations †with the increase in the usage of social technology and mobile integration, more agencies and brands will make use of technology and innovation managers. They will be responsible for staying on top of trends in marketing technology and will be the digital leaders spearheading such projects. * outgrowth in consumer experience †along with technology, there will also be a change in the exper ience that takes place between brands and their customers online. Relations will move around both more data driven and more interactive. Ideas will be larger and brands will have to find innovative ways to create consumer driven brand experiences to woo their customers.\r\nReferences\r\nApigian, C. H., Ragu-Nathan, B. S., Ragu-Nathan, T. S., & Kunnathur, A. (2005). Internet technology: The strategic imperative. Journal of Electronic mercantilism Research , 6 (2), 123-145. Retrieved November 20, 2012, from http://www.csulb.edu/web/journals/jecr/issues/20052/paper4.pdf\r\nBosari, J. (2012, lofty 8). The developing role of social media in the modern business world. Retrieved November 20, 2012, from http://www.forbes.com/sites/moneywisewomen/2012/08/08/the-developing-role-of-\r\nsocial-media-in-the-modern-business-world/\r\nEckhouse, J. (2011, lofty 9). The Whole Foods Twitter strategy: Tweets as fresh as the food. Retrieved November 20, 2012, from http://therealtimereport.com/ 2011/08/09/the-whole-foods-twitter-strategy-tweets-as-fresh-as-the-food/\r\nEdge. (2012). 5 shipway social media technology will impact the future day of brand marketing & advertising. Retrieved November 20, 2012, from http://edge-collective.com/5-ways-social-media-technology-will-impact-the-future-of-brand-marketing-advertising/\r\nFriedman, B. (2011, August 4). Whole Foods Market’s discriminating Social Media Marketing Plan. Retrieved November 20, 2012, from http://socialmediatoday.com/bradfriedman/326139/whole-foods-market-s-subtle-social-media-marketing-plan\r\nHalliday, J. (2012, March 27). Ford taps social media for customer service. Retrieved November 20, 2012, from http://www.forbes.com/sites/jeanhalliday/2012/03/27/ford-taps-social-media-for-customer-service/\r\nHatch, D. (2012, May 15). Pepsi measures online pulse with social media strategy. Retrieved November 20, 2012, from http://money.usnews.com/money/business-economy/articles/2012/05/15/pepsi-measures-onl ine-pulse-with-social-media-strategy\r\nHoffman, D. L. (2010, October 1). Can you measure the ROI of your social media marketing? Retrieved November 20, 2012, from http://sloanreview.mit.edu/the-magazine/2010-fall/52105/can-you-measure-the-roi-of-your-social-media-marketing/\r\nHorton, C. (2012, May 17). 5 Ways Pepsi’s Use of Social Media is counterbalance On. Retrieved November 20, 2012, from http://socialmediatoday.com/synecoretech/509355/5-ways-pepsis-use-social-medi\r\na-right\r\nMajor, A. L., Pennisi, L. A., & Riese, M. (2010, November). Using social media to market your business. Retrieved November 20, 2012, from NebGuide Web site: http://ianrpubs.unl.edu/epublic/live/g2029/build/g2029.pdf\r\nRoman, E. (2011, February 1). Lessons from Ford’s brilliant use of social media. Retrieved November 20, 2012, from http://www.huffingtonpost.com/ernan-roman/lessons-from- fords-brilli_b_816605.html\r\nStambor, Z. (2011, November 21). Wal-Mart’s Facebook page is a relative hotbed of conversation. Retrieved November 20, 2012, from http://www.internetretailer.com/2011/11/21/wal-marts-facebook-page-relative-hotbed-conversation\r\nStelzner, M. A. (2012). 2012 Social media marketing industry report. Retrieved November 20, 2012, from Social Media tester Web site: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf\r\nTellem, T. (2012, September 9). Do you use social media? Ford does! Retrieved November 20, 2012, from http://social.ford.com/our-articles/suvs/venturer/do-you-use-social-media-ford-does/\r\nU.S. News. (2012, May 15). America’s most connected companies. Retrieved November 20, 2012, from http://money.usnews.com/money/business-economy/articles/2012/05/15/americas-most-connected-companies\r\n'