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How has marketing been influenced with the adoption of social media technologies?

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  1. Introduction
  2. Social media and the customers' behavior online
  3. From traditional marketing to social media marketing
  4. Social media and customer relationship management
    1. Personalize the customer's relationship on the web
    2. Integrate customer returns into the supply construction
    3. Consider the customer as a stakeholder of the company
  5. Social media strategies
  6. Conclusion

The advent of the internet has completely modified our lifestyle. Through social media, we spend more time in front of the screen looking for information, sharing passions and communicating with our family, friends or strangers in communities with similar interests. Thanks to the social networks. Now the consumer has more power therefore he can easily and freely express his interests. The internet has become an important and effective communications platform for every micro and macro- economic player.

The evolution of technology and the reduction of equipment costs have allowed us to use these media extensively. Social media and technology have become a major part of contemporary communications. Twitter became the fastest growing social media in 2009 and Facebook registered 350 million users the same year (800 million today). This makes Facebook the third world "power" after China and India. This social media phenomenon has changed the way of communicating.

Furthermore, in the last three years we have witnessed a massive arrival of the mobile internet: laptops, smartphones and tablets. Today, an internet user must be able to find information immediately. We feel the need to communicate with the world, to share our ideas and creations and to comment on products and services we use. For that reason companies have no choice other than to follow the trend and join the social media.

[...] Conclusion From this analysis, we can conclude that social media has brought a radical and positive change in our lives: opening markets up to the world, improving the access to information, giving more choice of products and services and greater power to the consumer in relation to companies. Social media have transformed communication between people and companies. We have changed from an omnidirectional message by the traditional media to a multidirectional dialogue, where each can express their feelings. Companies can directly communicate with their customers and prospects and can use this to the advantage of their business. [...]


[...] Furthermore, thanks to fans' communities, the company does not need an extensive marketing budget: the majority of social networks are entirely free. It is mainly the creation of content such as videos, that has a cost, but this is still much lower than a television advertising or a display campaign. However, to be successful, the company has to consider several basic rules: to remain authentic, honest, transparent, open-minded and original. The social media can become a dangerous weapon to be used against companies when conflicts arise between a company and unsatisfied customers. [...]


[...] Traditional marketing is based on the seller's dialogue whereas social media marketing is likely to be more of a conversation between the customer and the company. However, both have the same objective: to communicate with consumers. In addition, social media marketing tries to establish a social link with consumers, it builds a long- term relationship centred on negative and positive exchanges. To create a traditional marketing strategy the are necessary, they are the basis of the marketing mix. They represent the decisions taken in relation to the Price, the Product, the Place and the Promotion of the products of a company or a brand. [...]

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