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Marketing Communications of Facebook - Essay Example

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Marketing Communications of Facebook

However, in many cases marketing initiatives fail in achieving the goals set. The reasons are many; failures in planning and monitoring the relevant processes have been found to negatively influence marketing plans worldwide. On the other hand, when a firm operates in a highly competitive industry, the challenges for marketers are increased. Firms that are already well known in the market are more capable of preparing effective marketing schemes. Such case is Facebook. The particular social networking site has become quite popular within a short period of time. In this case it was not only the fact that the site was the first of such kind that entered the global market. Indeed, through the years other sites, with similar features appeared; still, Facebook remained the key competitor of its sector. Its marketing practices had a key role in this success. The marketing communications of Facebook are analyzed below using appropriate theoretical models and theories. Table of contents Introduction 4 1. Consumer Buying Process for Facebook 1a. What is the Facebook customer experience throughout the 6 stages of the Consumer Buying Process. 4 1b. What 4 internal and 4 external factors can influence Facebook customers during this process 5 1c. The 3 roles that customer can play throughout this process 6 2. Promotional Mix Tools for Facebook 2.1 Conduct a report to critically evaluate the characteristics, features and effectiveness of any 3 marketing communications tools 2.1.1 Advertising 6 2.1.2 Public relations 7 2.1.3 Direct marketing 7 3. Facebook Communications Process 3.1 How all the 9 elements of Communication Process specifically apply to global social networks such as Facebook. 7 3.2 What 4 limitations, and 3 Barriers Facebook marketing department should be aware of before planning their global marketing campaign. 8 4. Market Research prior Facebook Campaign 4.1 Comparison of the characteristics and benefits of Qualitative and Quantitative research methods 9 4.2 Why Facebook marketing department can still benefit from both research methods 9 4.3 Diagram of the Continuum of Research Techniques 10 5. AIDA at Facebook 5.1 How the AIDA model can still be utilised by Facebook to organise the Promotional Mix message into 4 phases 10 References Introduction The development of effective marketing strategies can be a challenging task, especially when referring to highly competitive industries. Social networking is a rather recent activity, compared to other market sectors. The services of firms operating in this industry could be effectively promoted using traditional marketing methods, which are appropriately customized for meeting current market trends. Moreover, qualitative and quantitative research techniques can be employed for identifying the changing customers’ preferences in regard to this sector’s activities and features. Facebook has become the key competitor in the specific industry. The effective use of marketing for promoting the site’s features can be considered as the key advantage of Facebook compared to its rivals, in the context discussed below. 1. Consumer Buying Process for Facebook 1a. What is the Facebook customer experience throughout the 6 stages of the Consumer Buying Process. The 6 stages of the Consumer Buying Process can be described as follows: a) Problem recognition; at this phase, the needs of the customer in regard to a product/ service are identified; in terms of Facebook, the customer realizes that he needs to communicate with other people and share his experiences/ knowledge, b) Internal and External research; after identifying his needs, a customer proceeds to the research required ...Show more
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The development of effective marketing strategies can be a challenging task, especially when referring to highly competitive industries. Social networking is a rather recent activity, compared to other market sectors…
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