The Impact of Social Media in Marketing

 Essay for the Impact of Social Media on Marketing

THE IMPACT OF SOCIAL MEDIA

IN MARKETING STRATEGY

Rich Fullerton

Dissertation submitted to Oxford Brookes University to get the

partial fulfilment from the requirement for the degree of

MASTER OF SCIENCE IN E-MARKETING.

Feb . 2011

DECLARATION

This texte is a product of my work and is also the result of nothing at all done in effort.

I consent to the University's free use including on the web reproduction, which includes electronically, and including variation for educating and educational actions of virtually any whole or perhaps part item of this feuille.

……………………………….

RICH FULLERTON

Page length: 100

Word count number: 29, 265

ii

ACKNOWLEDGEMENTS

I would like to thank the following people to make this Feuille possible: Debbie Quinton (Supervisor)

Benjamin Braun, British Gas (Interviewee)

Kerry Bridge, Dell (Interviewee)

Dan Cohen, Moneysupermarket. com (Interviewee)

Sam Grimley, First Direct (Interviewee)

Paul Say, Initial Direct (Interviewee)

Mark Squires, Nokia (Interviewee)

Sienne Veit, Marks & Spencer (Interviewee)

iii

You will discover no secrets. The networked market knows more than businesses do of the own products. And whether the media is good or perhaps bad, they tell everybody.

The Cluetrain Manifesto, Thesis 12.

iv

ABSTRACT

The effect of Social networking on Marketing Strategy

Richard Fullerton

February 2011

The business has customarily been in control over its manufacturer and has become able to dictate to the customer the terms of most ventures that occur. However , the growth of social networking has energized consumers, and perhaps they are now not simply having interactions online with other consumers but are demanding to acquire conversations and interactions with all the brand. The goal of this examine is to build the impact that social media are experiencing on efficiency marketing strategy. A thorough examination of the extant literary works shows that advertising is being challenged, experiencing trouble value creation, a loss of influence, press fragmentation, and commoditisation with the marketing blend. However , the literature also suggests that social networking may help in overcoming these types of challenges, facilitating the creation of the worth and creativity needed for progress and competitive advantage. The resulting conceptual framework produced the basis of primary research involving an exploratory and explanatory examine of eight well-known buyer brands. Semi-structured interviews were held with key individuals in these firms. The key findings were that in certain areas just like branding and customer proposal, practitioners will be aligned with marketing theory. However , they reject the proposition that marketing is decline or perhaps has dropped its ‘seat at the table'. They get a role for social media but it really is trickery at present, rather than the strategic part suggested by literature.

The conclusion of the analyze is that scholars see social media as possessing a bigger influence on marketing strategy than marketers perform. However , the writer suggests this impact is evolutionary rather than revolutionary and their mere ownership does not assure competitive advantage, which organisations must still seek by simply developing outstanding, core competencies.

v

MATERIAL

Chapter

Name

Page

DECLARATION…………………………………………..

ii

ACKNOWLEDGEMENTS……………………………….

iii

QUOTATION……………………………………………...

iv

SUMMARY ……………………………………………....

v

TABLE OF CONTENTS………………………………….

vi-xii

LIST OF TABLES…………………………………………

xiii

LIST OF FIGURES………………………………………..

xiv

ABBREVIATIONS…………………………………………

xv

Section My spouse and i: Introduction

one particular

INTRODUCTION…………………………………………

you

BACKGROUND TOWARDS THE STUDY………………………

one particular

1 . 1 ) 1

Introduction………………………………………………..

1

1 ) 1 . 2

Importance of the Study………………………………....

you

1 . 1 ) 3

Potential benefits of the Study…………………………..

2

RESEARCH ISSUE, OBJECTIVES AND

STRUCTURE……………………………………………..

three or more

1 . 2 . 1

Your research Problem…………………………………..

several

1 . 2 . 2 ...

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A Functionalist Approach to Marketing Theory, Richard G

Anderson, Eugene, Claes, Fornell, and Sanal K. Mazvancheryl (2004)

‘Customer Satisfaction and Shareholder Value', Journal of promoting, Vol

Antorini, Y. Meters. (2007) Company Community Innovation – An Intrinsic Research of the

Mature Fan of LEGO Community

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Appiah-Adu, Kwaku and Singh, Satyendra. (1999) ‘Marketing Tradition and

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