Social Media Marketing
Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion to produce a customer focused message.3] Social media marketing programs usually center on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks.Organizations can receive direct feedback from their customers and targeted markets.The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.
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.Social media marketing is a recent component of organizations’ integrated marketing communications plans. However, the growth of social media has impacted the way organizations communicate with their customers.
In the emergence of Web 0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Integrated marketing communications is a principle organizations follow to connect with their targeted markets.Social media has become a platform that is easily accessible to anyone with internet access, opening doors for organizations to increase their brand awareness and facilitate conversations with the customer.