Academic literature on the topic 'BRAND, SOCIAL MEDIA, MARKETING STRATEGY, ADVERTISING CAMPAIGN'

The global reach of social media provides opportunities for e-Retailers. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information acquisition provides e-Retailers with knowledge about their target audience, while information dissemination spreads awareness about the brand to the target audience. As a result, e-Retailers leveraging user content on social media enable the development of strategic global engagement to reduce cultural complexities. The REALLY framework develops a foundation to leverage user-generated content using standardization for multilayered social media campaigns for e-Retailers. Roxy's global social media campaign is used as a case example to analyze global social media strategy and internationalization.

The Internet has revolutionized almost every facet of business and personal life. We are facing a far-reaching revolution, driven by Social Networking Sites (SNSs) where people talk about their life, purchases, and experiences. Mobile devices and tablets are replacing computers as the main access point to the Internet. Customer expectations are rising constantly with the development of new technologies. Social Media comes in many forms: blogs, media sharing sites, forums, review sites, virtual worlds, social networking sites, etc. Social Networking Sites (SNSs), the focus of this chapter, are the most disruptive social media and a key opportunity for business. Most industries recognized in that shift the potential for a more intimate and productive relationship with customers. Nowadays, retailers have no choice in whether they do social media: they only have the choice of how well they do it. Retailers need to convert browsers to buyers, and one-time customers to loyal sharing fans, so that they become advocates in the real and virtual worlds. The shift is deep: from one-way communication to conversation, and from advertising as an interruption to the interactivity in all locations. The originality of the chapter consists on its introduction of the concept of Social Networking Sites (SNSs) as an integration of the retailing marketing mix, defining its role in a marketing strategy, and providing some managerial implications for practitioners. After an introductive overview of the trend adopting a retailer point of view, four are the chapter's cornerstones: opportunities belonging from geolocation; how to plan a social media strategy; a new channel of interaction between customers and retailers: the social customer service; how to face a crisis in a Web 2.0 context. These are four brand new ways to engage consumers. This topic is relatively new and in continuous becoming, and much of interest remains to be said about it. The chapter's approach is to present what the authors believe to be the most relevant for a retailer facing a social networking challenge.

The Internet has revolutionized almost every facet of business and personal life. We are facing a far-reaching revolution, driven by Social Networking Sites (SNSs) where people talk about their life, purchases, and experiences. Mobile devices and tablets are replacing computers as the main access point to the Internet. Customer expectations are rising constantly with the development of new technologies. Social Media comes in many forms: blogs, media sharing sites, forums, review sites, virtual worlds, social networking sites, etc. Social Networking Sites (SNSs), the focus of this chapter, are the most disruptive social media and a key opportunity for business. Most industries recognized in that shift the potential for a more intimate and productive relationship with customers. Nowadays, retailers have no choice in whether they do social media: they only have the choice of how well they do it. Retailers need to convert browsers to buyers, and one-time customers to loyal sharing fans, so that they become advocates in the real and virtual worlds. The shift is deep: from one-way communication to conversation, and from advertising as an interruption to the interactivity in all locations. The originality of the chapter consists on its introduction of the concept of Social Networking Sites (SNSs) as an integration of the retailing marketing mix, defining its role in a marketing strategy, and providing some managerial implications for practitioners. After an introductive overview of the trend adopting a retailer point of view, four are the chapter's cornerstones: opportunities belonging from geolocation; how to plan a social media strategy; a new channel of interaction between customers and retailers: the social customer service; how to face a crisis in a Web 2.0 context. These are four brand new ways to engage consumers. This topic is relatively new and in continuous becoming, and much of interest remains to be said about it. The chapter's approach is to present what the authors believe to be the most relevant for a retailer facing a social networking challenge.

This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.

Brands are communication-based strategies where consumer expectations confront with company values, goals and promises. Developing successful branding strategies enables strengthened personal bonds with target groups. Stories have always captivated people and a company can tell its own story to reflect the brand value and the company vision. In the current social media era, narrative advertising has become a favorite tool of communication in reaching the target groups as a persuasion technique by making the audience feel involved and be part of the stories. In this context, collective tendencies are adapted to be the hosting medium for the slogan of the brand or any related information regarding the branding strategies. On the other hand, collective inertia, which develops as a side effect of these cultural tendencies, allows the new approaches as a source of interest if and only if they pass the high threshold. In these circumstances, narrative advertising is one of the most appropriate methods that can be used for a successful marketing strategy to overcome the inertia resistance.

The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand awareness and companies improve their focus on that. Due to the internet censorship of the Chinese government, the social media landscape in China differs from the Western world. Therefore, companies need cultural and linguistic know how to be successful on Chinese platforms like Sina Weibo. The chapter compares how Adidas uses Twitter and Sina Weibo for their marketing purpose. Cultural differences and the local adaption of their social media appearance will be presented.

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.