MAR030-3: Specialist Project Assignment Sample
Introduction
Social media marketing has been one of most emerging topics for organisations in recent times as entrepreneurs are trying to promote their businesses on social media platforms like Facebook, Twitter, Instagram and many more. Active users in social media are comparatively much higher which gives businesses an app and open exposure to a large customer base. Social media has also helped organisations to internationalise their brand and target global audiences through mostly used platforms like TikTok, Facebook, Twitter, Instagram and YouTube. Additionally, social media is time effective and is cost officiant which gives an entrepreneur an additional benefit of utilising this as a main source of marketing. These platforms help in connecting the world through IOT devices and therefore organisations operating from one specific location can easily reach their target audience in one go. No separate effort needs to be given for a separate customer base and therefore posting one single ad can be easily reached to a large number of people within seconds. Businesses try to utilise these opportunities to improve their branding and make sure that their products and services get a better exposure in the market. Following it, social media have also undergone several changes with time especially with introduction of SEO, big data, data analytics, AI and Information Technology. Customers’ every day activities and regular updates are constantly scrutinised by large entrepreneurs in order to track down their activity trends and how often they are exposed to social media. This has benefited organisations in understanding market patterns but at same time have also endangered the privacy and security of customers. When customers realise that every activity is monitored by large conglomerates, a threat of data security arises. Many instances have been established throughout study where social media marketing have endangered customers’ privacy and have caused security threats in terms of personal and financial data of individuals. Emphasising on this aspect, owners of social media handles and governments of different countries have taken an approach in limiting usage of social media by organisations and ensuring that privacy and security acts are well maintained. Digital marketing has taken the shape of social media marketing where major digital platforms are operated through social media handles by organisations to reach customers. Many times, social media influencers, celebrities, sports persons and other public figures are used to reach larger audiences and utilise the fan base by commercialising any specific product. Global trends have been changing with time on social media platforms and therefore organisations are constantly trying to improve their innovative content and make their social media marketing approach more customer centric. On emphasising the overall concept, this study has significantly conducted a literature review based on secondary academic sources with three separate themes having been developed. These three separate themes have helped in analysing growth and impact of social media platforms on consumer behaviour along with changing trends with time. Challenges encountered by organisations in implementing social media are also highlighted in study followed by a critical reflection of this overall study.
Literature Review
Theme 1: Digital Marketing and Impact on Consumer Behaviour
Internet marketing can be defined as a form of marketing enabling in usage of internet towards delivering promotional messages to customers being targeted through digital platforms like search engines and emails. Internet marketing can be defined as usage of a website towards promotional techniques like banner advertising, search engines and emails for easy acquisition of new customers. As commented by Bala and Verma (2018), during rapid stage of globalization Internet can be considered as an important tool enabling targeted customers to be easily reached. Some examples of rapid digitalization which can be cited is World’s largest biggest bank Bit coins having no presence of cash with themselves and Uber largest taxi company having no vehicles of its own. Internet marketing helps in defining e-marketing objectives and developing strategies in a way making sure resources present are utilized in an innovative way. As opined by Veleva and Tsvetanova (2020), though online form of marketing helps small businesses to engage with customers present online but it is highly cost effective in nature. This often reduces earning capacities as a huge amount of money gets lost towards implementation of advanced technologies in digital marketing.
Search Engine Optimization can be defined as a medium enabling an easy link with websites so that products being offered for sale easily get highlighted in search results of Google. Google has a presence of capacity by which it can devise proper algorithms and make sure relevant results are highlighted to targeted customers. In views of Alghizzawi (2019), digital marketing helps in ensuring customers are highly satisfied with products being offered to them. Targeting can be considered as an important form of digital marketing enabling in making sure customers are highly motivated towards products being offered to them for sale. As opined by Omar and Atteya (2020), on a recent survey conducted it was found mobile as a digital marketing channel tends to act as a negative impact on purchasing decisions of customers being targeted. Email can be considered as an important tool enabling in making sure having a positive impact on targeted customers both during post purchase and research of information. Most significant stage being identified impacting customers to a significant level includes the evaluation stage and it falls important on part of digital practitioners towards ensuring customers are highly attracted during evaluation stage.
There is a challenge faced by companies towards understanding buying process of consumers and often digital marketing practitioners fail to address constantly arising challenges. As commented by Bizhanova et al. (2019), need recognition falls important on part of digital marketing practitioners and often there is a change in needs and wants of consumers being observed. There is presence of huge competitors present in markets utilizing digital marketing strategies towards attracting customers. This high form of competitions is creating a huge challenge on part of firms present in markets and as a result of which the needs and wants of consumers are constantly changing. As opined by Dwivedi et al. (2020), with onset of Covid 10 offline forms of marketing have become difficult and as a result of which digital forms of marketing towards analyzing needs of consumers have become important. Digital marketing has a presence of capability by which consumers can be communicated regarding easy availability of a product or service and make sure they are motivated towards opting for that product or service. There is a high form of rapid evolution in technology being observed and it can be easily being stated digital marketing plays an important role towards an analyzing behaviours of customers being targeted.
Artificial intelligence can be considered as an important tool in digital marketing not only helping in analyzing needs of customers but also has capability of creating algorithms. These algorithms are not only capable of increasing satisfying needs of customers but also making sure revenue generation capacities are maximized. As commented by Gkikas and Theodoridis (2019), though artificial intelligence has a capability towards understanding needs of customers, it often fails to analyze needs of customers. This results in huge losses of revenues and as a result of which it lacks behind brands competitive in markets. As commented by Pillai et al. (2021), artificial intelligence has presence of capability because it can initiate personalization in products being offered to targeted customers through digital platforms and make sure customers feel motivated towards opting for that product or service. Artificial intelligence also has a presence of capability by which it can make sure steps making sure there is presence of higher conversion rates and Return on Investments being generated is maximized. Information technology has also has capacities by which it can be made sure medium and small sector enterprises are capable of implementation of digital marketing strategies. These strategies are quite capable of making sure customers being targeted are easily opting for product or service being offered for sale.
Small and Medium enterprises fall under high priority for Governments as they tend to contribute towards economy in a significant way. Digital marketing is quite capable of addressing changes in environment of business and making sure behaviours of consumers are impacted in a positive way. In views of De Pelsmacker et al. (2018), digital marketing is quite capable of initiating a close link with digital marketing and small and medium enterprises present in society. Presence of social media can be considered as an important factor enabling in increasing equity of brand and being highly creative towards delivering contents in relation to products to targeted customers. As opined by Makrides et al. (2020), a limited number of consumers are present in social media platforms and as a result targeting mass numbers of customers is difficult. Biggest obstacle which can be identified in social media marketing includes lack of availability of resources and having a great impact on maximization of revenue generation capacities. Ownership of digital marketing and capabilities tend to have a great impact on level of performance on small and medium enterprises present in society. It is also noticed quite often that right time posting of promotions becomes a challenge and also regarding identifying regarding presence of targeted customers.
Theme 2: Growing Usage of Social Media Platforms and Digital Marketing
Management of landscape of a brand has changed due to initiation of digital media platforms and helping in interaction based on real time and high dynamism. Emergence of social media platforms has left a remarkable impact on procedures adopted by companies towards maintaining a healthy form of relationship with customers being targeted. As commented by Ibrahim and Ganeshbabu (2018), social media has enabled advertisements in digital platforms in a way making sure there is a direct influence on sustainability of entire brand. With an expansion in channels of social media influencers of digital marketing can easily communicate and hold a significant position towards creation of a perception in relation to presence of a brand. In views of Idrysheva et al. (2019), social media marketing often fails to predict trends prevailing in markets and as a result of which digital marketing practitioners fail to address needs of customers. Marketers often fail to utilize social media platforms for development of marketing strategies and these results in a huge drop in figures of revenues being generated. Social media often fails to detect trends in digital marketing and as a result of which necessary steps vital for keeping targeted customers often drops to a significant level.
Influencer community present in digital marketing practitioners is capable of integrating with traditional audiences and social media platforms making sure brand equity is optimized in eyes of targeted customers. Brand presentation can be easily highlighted through Face book and Twitter making sure enough revenues are generated. In views of Bizhanova et al. (2019), it can further be stated social media has also capability by which it can not only help in improving brand equity but also would make sure profit margins are getting maximized. Social media networks have a presence of multiple users and these acts as a positive factor for practitioners for digital marketing towards making sure a large number of customers are attracted. According to Desai (2019), there are multiple brands present in markets focusing on utilisation of digital marketing strategies in social media platforms. This acts as a barrier on part of firms present in markets and they continuously need to implement innovative technologies towards targeting customers. In views of Darma and Noviana (2020), social media marketing has enabled in initiation of digital marketing strategies in a positive way and making sure there is presence of healthy competition in markets being targeted. Social media marketing helps in delivering messages in a way by which a positive image can be easily highlighted in minds of customers being targeted.
Social media platforms are capable of creating a platform by which entrepreneurs can focus on easily delivering contents based on conveniences and choices of targeted customers. Customers tend to be highly influenced whenever a product is being marketed through social media platforms as they can directly interact with digital marketers. In views of Idrysheva et al. (2019), it can be further be inferred social media is quite capable of ensuring information is available to customers with a single click. It helps in making sure there is a presence of clear and transparent information about products and services being marketed and also ensuring customers are highly satisfied. Due to a constant up gradation in technology digital marketing practitioners can make use of social media towards highlighting regarding availability of a product or service and be ahead of competitors in these high forms of competitive markets. I n views of Makrides et al. (2020), though digital marketing helps in utilising opportunities and be a leader in competitive markets but often it is observed small firms suffer as a result of which they suffer. Small firms present in markets fail to make their presence in social media platforms as it often becomes high cost effective. This results in huge losses and they fail to maximize their revenue generation capacities and often leads to on verge of closure.
Social media marketing with rapid globalization can help in providing a separate identity to products being offered for sale and making sure unique features are highlighted. Large firms present in markets can make use of social media platforms towards easy advertisement on social media platforms and ensuring revenue generation capacities be maximized. As commented by Miklosik et al. (2019), it can also be further stated digital marketing through social media platforms is capable of highlighting uniqueness within products and services being offered and making sure revenue generation capacities be maximized further. Social media marketing can help in generating significant opportunities on part of a firm and helping it to be a leader in targeted markets. In views of Bharucha (2018), social media is quite capable of motivating young consumers towards products and services being offered and also making sure they remain highly motivated towards new products being offered for sale. Artificial intelligence also has a presence of capability by which it can be made sure the number of customers being targeted in social media platforms is getting increased. Information technology has also has capacities by which it can be made sure medium and small sector enterprises are capable of implementation of digital marketing strategies. These strategies are quite capable of making sure customers being targeted are easily opt for a product or service being offered for sale (Bizhanova et al. 2019). Small firms present in markets can also make use of digital marketing strategies to make their presence in social media platforms. This results in maximization of revenue generation capacities and being a leader in markets being targeted. Social media marketing with initiation of further globalization can help in providing a separate identity to products being offered for sale and making sure unique features are highlighted. It would not only increase figures of sales but in future would make sure customers are highly loyal towards new products and services being offered for sale. Thus, it can be stated social media platforms have a presence of enough capabilities by which it can be ensured that firms can easily reach targeted customers but there are certain issues and this needs to be considered.
Theme 3 Challenges organisations encounter while implementing social media marketing
Organisations in the 21st-century are making an attempt in undergoing social media marketing as one of the most effective strategies for promoting their brand and products. Most organisations try to uplift the image of their brand through social media marketing as it gives a great exposure to the global consumer base. Based on views of Wibowo et al. (2020), with social media marketing, organisations have liberty of uplifting any content related to their products and services and see global customers from different parts of world which is cost and time effective. However there have been many situations where it has been evident that organisations in order to be trendy have incorporated forced content on social media so as to attract more customers. Especially in the case of retail and luxury brands, it has been evident that social media has helped in building a strong market area when knowledge and information helps in dealing with competitive challenges in the market.
Many times, organisations come up with fake content for being relevant to social media trends. Through attractive content on social media, organisations often try to sell off their low quality products at affordable prices thereby improving their visibility. In this account, Helal et al. (2018) stated that social media has benefited organisations by getting customers of all ranges and therefore most organisations have emphasised on lowering price for attracting customers. In the same aspect, customers with an urge of getting low price products on social media do not do a thorough quality check of products and services and therefore often get cheated. Social media has been a platform where any person running an enterprise, big or small, can come up with content and make its own customer base without being verified. On this note, chances of cheating customers are also high on such platforms. As influenced by Zollo et al. (2020), social media marketing has made buyers with celebrity endorsement where brands use their celebrities to attract customers. Every celebrity having their own fan base has the power of controlling a certain percentage of people and therefore organisations try to use fandom to make more potential customers.
When customers see their favourite celebrity using a certain product, they rely on brand image without being confirmed about quality. Celebrity endorsements have also brought about dissatisfaction among customers who blindly followed their idols using products and started self-consuming (Obi-Ani et al. 2020). Many scams related to this have been evident on social media that at same time brought down fame and reputation of celebrities. In social media, social media influencers for money come up with product advertisements for its followers without knowing the ultimate use and impact of those products on customers. These aspects have been greatly nurtured by advertising critics who stated that social media marketing has caused a great negative impact on people especially when it is advertised under the name of any celebrity or influencer. Security and privacy concerns have also been one of major challenges that both organisations and customers experience in implementing social media marketing.
On undergoing social media marketing, organisations target a certain customer base and their data is thoroughly used by customers that are available on social media. Authors like Laksamana (2018) mentioned that personal information of these customers like location, age, gender, search preferences and searching history are utilised by organisations in social media marketing strategies. These basic personal and public information have chances to be misused by organisations or by any third party who gets access to this information thereby reducing the level of privacy and security. Social media is a public platform that gets exposed to a global customer base and therefore any misinterpretation of customers’ information on such platforms in social media marketing campaigns can cause immense harm to consumer groups or to organisations. At same time, organisations also undergo challenges related to security and privacy under social media. Cheung et al. (2020) highlighted that while operating on social media, most companies get very much vulnerable to external information and therefore threats of cyber-attack, misinterpretation of advertisements and usage of improper content are more prominent.
In social media marketing, organisation information is mostly displayed on public platforms so as to help customers get to know more about the company and their products and services. However, the algorithm of social media is not very secure and therefore any person having proper knowledge of coding and decoding of computer algorithms can get easy access to companies’ confidential information that they use for creating content for social media platforms. Especially on Twitter, it has been evident that organisations had come up with posts which were later found to be done by someone else who had a profile. These incidents have been very much common in recent times thereby creating a threat to brand image and security concerns of the company (Seo and Park, 2018).
Along with security concerns, organisations are also encountering issues in relation to maintaining their brand image as most of social media. Any negative comment or rumour about a brand or its products and services can bring down overall limitations of social media therefore always need to have a constant track of information they put up on social media. Social media marketing is fine and cost-effective but at same time also brings a threat of open interpretation of information to customers. Any feedback on the content marketing plan course of the company and brand and therefore impact of this marketing strategy can be witnessed (Iankova et al. 2019).
Many times, content used for social media marketing can hurt sentiments of any minority or sensitive groups and therefore can lead to severe protests against the company. This not only brings down popularity of products or services but at same time puts up a threat to the overall brand image of the company. In a competitive market, organisations often try to pull down the reputation of their competitors so that they can be the sole provider of any specific products and services. On this note, organisations with their competitors get into a constant conflict and competition of bringing down reputation based on content they use on social media.
Conclusion
This study concludes with the importance of social media and digital marketing for organisations and how these have been impacting on consumer’s behaviour. Further, growing usage of social media platforms has brought across many challenges for both customers and organisations which has been evidently highlighted in this study. This study has been conducted using secondary academic journals and bad information has been specifically focused on according to themes developed in literature review. In the 21st century, organisations think social media marketing to be one of the most necessary aspect in channelizing their products and services to market. With the emergence of technologies and AI, social media marketing has been highly beneficial in terms of better analysis of global trends and exceptional needs of customers. Social media marketing has a health organisation in putting forward a transparent communication with their customers when they can easily mould customer purchasing behaviour. In order to modify and influence customers’ buying process, organisations have been mainly using celebrity endorsement to make sure that customers are well influenced and motivated to a specific product or service. It is very important for organisations to make sure that they easily motivate customers to purchase a specific product so as to improve their sales revenue and profit margin. In doing so, social media marketing has been one of the best aspects in order to improve market cycles. Social media platforms help organisations to track down their day today activities so that it becomes easier for them to track down overall usage and use information for modifying their products and services. This to some extent endangers privacy and security concerns of customers but on other hand helps organisations to put a customer centric approach. Social media helps in establishing a bow communication between customers and organisation so as to understand needs and expectations and bring up strategic approaches accordingly. In many cases, it has been witnessed that organisations, especially the retail sector, have been using social media marketing greatly to put forward their fashion items and luxury brands. Luxury brands mainly use social media marketing in order to make their approach more attractive and customer centric. However, there have been certain issues that both organisation and customers have been experiencing on getting indulge into social media marketing and digital marketing. Social media and digital marketing are online sources of marketing where organisations put forward their information to customers and utilise customers information online to create contacts related to their products and services. On this note, it has been evident that both brand and customers experience challenges like security concerns, privacy threats and adverse impacts of rumours and negative comments. In recent times, most brands have fear of getting defamed on social media that would harm their online reputation and brand image. Similarly, security threats like online banking, purchasing and ordering of products and services along with privacy concerns of personal information of customers are major focus in this study. These challenges are greatly taken into consideration by governments and organisations so as to give customers a better experience of buying and have enough reliability and trust on organisations to create a better bond through social media marketing.
Part 2: Critical Reflection
Currently, I am pursuing a BSC in marketing and therefore I have come across different marketing initiatives and approaches that organisations normally take in promoting their brand and products. In this context, I have come across several marketing strategies that organisations use and have realised that currently, social media is one of most effective strategic approaches that organisations take in order to increase their customer exposure. In most cases I have found that organisations of all sectors, sizes and structures try to improve their brand image through marketing and social media as people are highly active on such platforms (Liu et al. 2021). Among these platforms, Facebook, Instagram and Twitter have been the most profiled one with maximum number of active users and potential customers. These platforms are highly used by company owners to strategically place their brand in the market and therefore gain advantage from it. Therefore I have chosen digital and social media marketing as the core topic of this project so that I can effectively evaluate the emergence of social media marketing as one of the most important tools in recent times.
In the 21st century, globalisation and digitalisation along with technological advancement have been one of major factors that have compelled companies to adopt digital and social media marketing. Being influenced by Ahmad et al. (2018), social media marketing in my opinion is a process where companies try to market and promote their brand image, products and services using different social media handles like Facebook, Twitter, Instagram, YouTube, WhatsApp, Pinterest, LinkedIn and Recently TikTok. In the literature review section, I have derived three things based on different secondary academic sources that are related to digital marketing, social media marketing and consumer behaviour. Social media marketing has helped in utilising search engine optimisation by organisation so as to understand search patterns and ongoing trends on the internet. Based on the views of Arrigo (2018), social media and internet marketing are to some extent related and therefore has proven to be an innovative approach for organisations to improve their learning capabilities. On doing a critical analysis of all journals that I have considered in this literature review. I realise that consumers’ behaviour greatly depends on what they see and what products and services they are exposed to on a regular basis.
Keeping a constant track of customers’ everyday activities on social media have been a great threat to privacy and security of these customers (Chen and Lin, 2019). I have come across several cases where customers have complained of being tracked regularly by specific organisations as they get notifications on related things they search on other social media platforms. It was evident to me that customers using social media for getting to know more about specific brands and products or services are overloaded with notifications, pop-ups and direct emails that affect their internet surfing. However, this also improves brands visibility and constantly tries to imbibe in the heads of customers about the latest products that organisations bring through for their customers. Focusing on benefits of social and digital marketing for organisations, I have conducted a critical research on how rapid evolution in technology has been evident in social media. Implementation of AI technologies and big data in saving information of customers on a large scale have been possible (Yue et al. 2019). It has been much easier for organisations to come up with innovative content for social media marketing in order to maximise their revenue and attract a large customer base. Digital platforms are highly used for promotional activities as it gives customers a reliability and sense of trustworthiness. Despite benefits, there have been many other challenges that organisations are recently experiencing in implementing social media marketing strategies. In social media marketing strategies, most organisations encounter negative sentiments. On doing a detailed research on this issue, I have found that organisations face challenges on any negative review, unfavourable comments or rumours that spread around on social media. Social media platforms are highly accessible to customers globally and the rate of daily active users is much higher.
Any rumour that gets posted or published on social media spreads like fire among the whole customer base and therefore organisations can experience an adverse impact of the social media marketing strategy they adopted. Instead of earning profit and improving brand visibility among target audience, negative comments, trolls and rumours bring down overall reputation of brand, product or services along with celebrities that are endorsed in advertising campaigns (Banerjee et al. 2020). In most cases, I have found that negative comments not only bring down image but also prevent them from utilising opportunities in a competitive market. Artificial intelligence in digital marketing has been one of the most important aspects that I have found while undergoing research papers. Many authors have stated in favour of artificial intelligence as it improves capability of an organisation in motivating customers over social media platforms. Information Technology has also helped in improving market analysis and saving of market trends so as to benefit organisations (Tajudeen et al. 2018). With help of these aspects, organisations can easily understand market trends that are ongoing on social media platforms, improve their visibility and seek better customer coverage with a transparent communication between them. I have also undergone a detailed study on how small firms have been using social media handles to sustain competition in the market.
Revenue generation, enlarging customer base and internationalisation have been major aspects that social media marketing have benefited organisations. However, concerns in relation to security and privacy were also highlighted. In this study, I have realised that the most important issue that customers experience in getting into social media marketing is security and privacy concerns. Privacy concerns have been increasing with time and therefore have started affecting organisations as well (Ipsen et al. 2021). In secondary sources, I have come across several instances where wrong information or posts have been put up by organisations on their official websites on social media platforms. Later, it was investigated that such activities were done from accounts that were hacked and therefore reputational damage that the organisation faced was much higher. In order to overcome such issues, most companies along with owners of social media platforms need to strengthen their security concerns so that information of companies as well as customers are not tampered without consent.
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