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Social Networking and enterprise - Essay Example

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Social Networking and enterprise

With the emergence of social network marketing, agents have been induced to embrace social media marketing to achieve a better understanding of customer needs and build a better relationship with customers (Desai and Raju, 2007). Social marketing pursues in an elaborate manner the online marketing strategy a business can adopt, the opportunities and challenges associated with social marketing (Lake, 2003). Review of Social Marketing Tools and Terms Two distinct terms emerge when discussing online marketing: interactive marketing and internet marketing. Interactive marketing is the adoption of conversational skills and settings in marketing where marketing is a transaction focused process (Jain et al., 2005). It involves addressing the customer in their own language or way of communication and promptly responding to their concerns (Pride and Ferrell, 2011). The Internet in this case acts as a tool for facilitating interactive marketing by recording customers or potential customers’ information and easing the communication process (Wang, 2006). Internet marketing is basically marketing using the Internet. In this case, marketers exploit the fact that the Internet is inherently interactive in eliciting instant responses, and its omnipresence means that it attracts spontaneous responses. Internet marketing combines the innovative and technical sides of the Internet, which include design, development, advertisement and, eventually, making sales (Stewart, 2009). The methods of marketing vary from search engine marketing, displays, email, affiliate marketing to interactive advertisement, blogosphere and viral marketing (Scott, 2010). Affiliate marketing is where a website or online business is promoted through an affiliate or publisher who essentially through his/her site or other online service promotes the website or online business and is paid for every sale, visitor, subscriber, or customer provided via their system or effort. A web banner or a banner advert is a form of online advertising where an advert is embedded into a web page intended to attract traffic to a different website by linking them to the advertiser’s website. Banners are constructed from an image and are forms of gif, jpeg, png, utilising the Java script program or derivatives of Java, Shockwave or Flash technologies. A banner can be made more conspicuous through animation or sound effects and a high aspect ratio (Scott, 2010). Blogs are websites where entries are written in chronological order, usually in reverse order. They provide commentary, debate or news on a particular subject and are interactive with a format that allows visitors to leave comments (Benni, 2001). They provide text, images or links to other blogs or websites. Contextual advertising is where adverts appear on websites or electronic devices like phones, which is served through an automated system and selects recipients through segmentation. The cost per action (CPA) is a system where an ...Show more


Social Networking and Enterprise (Name) (Institution) (Course) (Tutor) (Date) Table of contents Introduction……………………………………………………………………………………3 Review of Social Marketing Tools and Terms…………………………………………………3 Common Online Marketing Tools and Associated Advantages and Challenges……………….5 Targeting…………………………………………………………………………………………
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