The role of social media for marketing--留学生Essay作业代写范文

留学生市场营销学作业essay代写范文:“The role of social media for marketing”，这篇论文主要描述的是社交媒体在现代的市场营销中的作用变得越来越突出，通过社交媒体将目标客户群体进行细分，在通过这些客户来开拓潜在的市场，其中就涉及到了对数据的收集和分析这一复杂的过程，使用社交媒体来进行收集的优点就在于能够加快收集的进程。

The benefit in marketing segmentation with social media."a market segment is a customer group within the market that has special characteristics which are significant for marketing strategy."  (Doyle and Stern, 2006)

Marketing segmentation is essentially defined as the process of splitting a market into smaller groups with specific product needs, for the purpose of selecting appropriate target markets. identifying these customer groups, which involves a complicated process of data analysis and data collection. The social media can help the process in two ways.

开拓潜在市场 Explore and expand potential market

First, it provides a large and valuable asset of market segmentation capabilities to a firm. We don't have to mention the enormous number of active user in social media again. Another advantage to social media is that potential customers can be explored in a greater extent. The survey of social media is happening every minutes. Whenever people use their mouse clicking on some link,  they are voting to information which may reveal their preference explicitly or implicitly and more importantly, expanding the whole market and creating or exploring new customer needs. What a market professional need to do is to figure out what the preference and need are. This is so called social media mining. We must admit, social media makes the whole market as a rich gold mine, whoever with a sharp sight wins.

了解市场更有效 Understand the market more effectively

Second, social media provides various much more effective methods to learn the knowledge of market. A marketer can analyze the contents of posts, tweets, comments, and messages to learn about the individuals who share them. They can read psychographic, demographic about the users to segment a market. Social networks, in contrast to traditional media, helps marketers can glean extremely fine grained information about large numbers of individuals in a vast population but relatively less intrusively. Marketers don't have to spam questionnaires to mailbox but only to receive low single digit response rates with many useless submissions. Instead, they can scan social networks and use social data mining techniques to explore segmentation databases.

Example : Topic Data on Facebook

One example is the "Topic Data" posted by Facebook, a new tool designed to provide its marketing partners more marketing information on March 10, 2015. For a marketer who use the tool, it provides many options to help marketer understand and identify the market they are in.  He can check the favorite food or fashion related to race, age, and gender, then make a picture in his mind that how the market looks like.

The tool is a special sign to marketers who are currently working on the "gold mines" that the way to understand market also enter a new stage. We are holding a rifle instead a blunt spear, driving a machine instead a shovel.

社会媒体市场定位的利益 The benefit in market targeting with social media

Most benefits of social media are closely related to the understanding of market, which is essentially the understanding of customer's need, that leads to a proper selection in a suitable market segment (or segments) with the intention of focusing the firm’s marketing offers and activities towards this group of related consumers, so called market targeting.

In the old era, like pre-industrialization, customers doesn't have much information about the product and never share the needs with marketer. The marketer doesn't care because customers have few choice, but the situation is changing now. The competitor will flush into a profitable market and make it crowded soon. Meanwhile, the customer can easily find a replacement from different providers who offer better, newer or discount more.

We can learn how social media is benefiting in market targeting by investigating two connections: the connection between customer and market, and the connection between customer and marketer, to see how it is improved with application of social media. The first connection is improved by accelerating the update of market information, while the second one help marketer decide on the appropriate market plan.

提供合理、最新的市场信息 Provide reasonable, updated market information

Social media makes the customer need close to fashions because people share their information and preference to each other, also learn the most favorite trend preferred by public, which make customer closely connected to market. The strong connection between customer and market also affects the market by pushing it into a faster running cycle that old, outdated industry or service provider will diminish and downfall quickly, meanwhile new business, which are more suitable to the customer's real need, survive and bloom. By observing a more reasonable structure of market, marketers can improve their marketing strategy without wasting resource and focus on the most urgent need.

进入竞争激烈的市场 Enter a less-competitive market

Social media accelerates the process for customers knowing the fashion and price trend. On the other hand, it can also helps the marketers to figure out which part of market is demand-preferred and with less competitors. The entrepreneurs nowadays tend to enter a fresh market instead a mature ones, which involves enormous analysis to information and a platform to collect them, which makes social media popular and important. With social media monitoring marketer can gain key information on your competitors, therefore improving your market intelligence. This kind of intelligence will allow you to make strategic business decisions in order to stay ahead of your competition

Example: Geo-targeting for business

One example to show how social media helps marketer target audiences and choose market more effectively. Geo-targeting is an popular way to send your message to specific audiences based on their location. Social networks, like Facebook and Twitter, have tools that allow you to communicate the right kind of content to your audience. Customer can target by ‘Location’, ‘Language’, ‘Age’, ‘Gender’, ‘Relationship status’, ‘Interested in’, and ‘Education’ on Facebook, and ‘Country(s)’ on Twitter.

For instance, Twitter allows small businesses to locate their current customers or seek out potential customers. If a new grocery is opened in the neighborhood, the owner can create a geo search to locate anyone tweeting about needing something like vacuum, and start to think about providing new product at shop for housewives.

So it is not surprising that small business blooms in social media. Even the old, reluctant business empires add more departments to their structure in order to face the increasing various customers' need which has never been so deeply excavated. Reported by Facebook (2015), 16 Million local business pages have been created as of May 2013 that is a 100 percent increase from 8 million in June 2012.

The benefit in market positioning with social media

"Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products." (Doyle and Stern, 2006)

降低市场分析成本 Reduce the cost in market analyzing

It was a long term process for market professionals to position properly, which involves a repeated analysis to market data, and a close observation to the change of market. However, all of them become a less important issue with the application of social media. Even the business is shutting down, social media still automatically does the job of data collection and analysis every seconds

立即听到反馈 Hear the feedback instantly

Feedback, as an important way to help marketer to adjust their strategy quickly, is improved greatly in social media, even in a totally different form. Nowadays, the marketer can hear the customer clearly than ever. The internet allows them to receive instant feedback from customers’ perspective, so that they can know what matters to the audience just one minute after they sell the product. They can gain customer perspective with social media by learning how they use products; "brands often base new products or services on their customers’ original ideas. " (Cisnero, 2014)

Example: The application of Topic Data

Social media provide instant information which helps marketer to understand market by building a direct, effective connections between customers and market. Back to the application of Topic data of Facebook, Facebook comments that the tool is for data analysis which makes advertisers see what their customers really need in “events, brands, subjects, and activities.” then the smart marketer can use that information to “make better decisions about how they market on Facebook and other channels, and build product roadmaps.”

How Topic Data can help marketing professionals? For example, it could help a company that sells a hair de-frizzing product see the demographics of customers discussing how humidity affects their hair. Similarly, brands can measure brand sentiment by understanding what people are saying about their company or their industry. (Terdiman, 2015)

简短的总结 A brief summary

How social media benefit in a STP process? It helps to expand the potential market and clarify the special need to even individual customers. It helps marketer to target a fresh market more effectively, cheaply and meet the specific customer need in a finer, more flexible form. It helps marketer to hear from their customer instantly and adjust their strategy appropriately.

社交媒体带来的其他好处 More other benefits with social media

Besides the benefits above, social media also benefit the whole business and helps the marketers in many other aspects. For example. it can establish trust between customer and providers, and on the other hand, also provide customer's credibility to market observers. It will enhance the brand image and also create a new customer's loyalty. It can influence the purchase decision and meet the real need of customer so that the whole market becomes more lively and flourish. It can boost customer's engagement to the evaluation of product. In short, social media changes market in all respects.

结论 Conclusion

The truth is that social media does make our world smaller, but also makes our market larger and diverse. The current challenge is how to make a proper market strategy by taking advantage of social media. Psoshul (2013) provided 10 very convincing successful marketing examples on social media and measure their effectiveness by checking their return on investment (ROI). A Texas-based established called Coffee Groundz, for example, used Twitter as a direct ordering channel, and sales and market share increased 25%. The story can strongly support the fact that smart market professionals should study and take advantage of the influence of social media in modern society and always consider it as an option or even a key to enlighten our marketing strategy.

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