Marketing Mix – Meaning and its Elements
Neil Borden in the year 1953 introduced the term Marketing mix, an extension of the work done by one of his associates James Culliton in 1948. Marketing Mix – A mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand is called marketing mix. Several concepts and […]
International Sourcing is the Backbone of International Retailing
In the current times International Retailing industry is largely characterised by international sourcing. Though one might argue that for centuries countries have been engaged in sourcing materials from different countries, international sourcing as in the retail trade has grown and changed over a period of time. In the initial stages, the impetus for retailing of […]
Porters Five Forces Analysis of Virgin Atlantic
Introduction To introduce the article, it would suffice to say that each of the five forces that are discussed subsequently differ in their impact on Virgin Atlantic as the dynamics underlying them vary and the strategy employed by the airline is subject to the fluid and the changing external environment. Virgin Atlantic is a pioneer […]
Environmental Scanning – Internal & External Analysis of Environment
Organizational environment consists of both external and internal factors. Environment must be scanned so as to determine development and forecasts of factors that will influence organizational success. Environmental scanning refers to possession and utilization of information about occasions, patterns, trends, and relationships within an organization’s internal and external environment. It helps the managers to decide […]
Internal Relationship Marketing
As the world has moved towards globalization, businesses and Organisations have had to keep pace with the external environment. We have seen the emergence of large Business Organisations and Multi National Companies who have business presence in multiple sectors and are present in markets across the globe. Such Organisations are structured differently and promote de-centralised […]
Marketing has always been relying on traditional print and visual media for advertising their products and services. The basis of the mass media both in print as well as in visual form is to release one common advertisement to the entire mass in general. Such advertising is controlled by the marketers who have control over the release of the advertisement and the audience or the readers and viewers have very little control viewing or watching such advertisements. It is a very well known fact that most people do not enjoy the interruptions on the TV shows and the commercial breaks that beam advertisements.
The fact is that the audience does not have a say in the matter. The only choice people have and which they often exercise is to take a break, skip the commercial break and resume watching TV when their show starts back.
With the arrival of internet and social web, the concept of advertising online and through the social networks has taken a different turn.
In the beginning when marketers discovered that they could send emails and messages to the mass at fraction of cost, there began a boom with everyone sending unwanted messages to all the email IDs that they could get hold of. This has tapered off to a large extent due to the hit back from the recipients who find the messages irrelevant and an invasion into their privacy. With the next wave came the advertisements in the form of banners and sponsored links and displays on web pages. One can click on these banners and flashers and get directed to the relevant page of the Company.
Advertising on Social Network is a different ball game. The network consists of communities of people who are discussing, sharing and conversing with one another and building opinions in the process. Therefore the advertisers and marketers do not have control. The advertising on the social network functions like traditional channels as well as in the form of non-interruptive advertising. Advertisements that pop up on web pages, the banners work like traditional channels and are interruptive, whereas the new kind of advertising and marketing known as Embedded Marketing Application has introduced non-interruptive as well as interactive advertising.
The best example that one can see in terms of Embedded Marketing Application is the application called Product Pulse on Facebook. The application engages the audience with new products and services by inviting them to rate the product as per their opinion and invites them to join some of the easy to win contests too. This aspect makes a lot of sense for marketers as it gives a lot of information about the consumer behavior as well as the pulse of the consumer.
Understanding and viewing the social networks as well as business networks on the internet can give one an idea of what is the effective way of communicating with people on the networks and how to manage the expectations as well as to engage the customer from advertising and selling point of view.
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Understanding Social Media Holds Key to Building Online Reputation
February 12, 2025
