Trends and Challenges of Internet Marketing
Social media marketing (SMM) can be defined as an interaction with a set of online social media conversations from marketing perspective, based on converged media (since conversations can span both technologies and the media) .
The advent of web 2.0 helped the improving of the marketing activities. Taking benefit of social networks and micro-blogging websites, they can offer even better insights than monitoring online searches, as one could correlate information coming from particular individuals (whether they are opinions or facts) in the light of what else could be known about these individuals from their social networking profile.
Social media and luxury fashion brands in China: the case of Coach
Almost all major brands have specialized webpages across different social media.These pages provide profiles of the company, its brands and its products, with advertisements and information, and act as a platform for the company to interact with current and potential customers.
Sina started as a news platform and launched its Weibo services in August 2009. Tencent Holdings operates the popular instant-messaging software QQ and has recruited Weibo users from QQ since April 2010. Both Weibo platforms had more than 230 million registered accounts by the end of 2012 and most users had more than one. Users only registered with one social network accou nt in Sina, Tencent, and Sohu Weibo were 48.78 million, 63.25 million, and 4.70 million, respectively (Figure 1), and 57% of registered Sina and Tencent Weibo users overlapped.
In all, 56% of Chinese Weibo users were male and 44% were female. More than 50% of them were in their 20s o r 30s, with the most active in their 20s. M ost Weibo users did not possess tertiary education (75%). Over 44% of them e arned more than US $320 per month (the average monthly salary of urban Chinese is about US$200). Most lived in the Eastern district (52.2%) and first-tier (12.3%) and second-tier cities (37.9%);
With a high penetration rate, young user groups and wealthy urban users, Weibo has become a major social media t ool for luxury brands to connect with Chinese customers.
Shopping and Word-of-Mouth Intentions on Social Media
Social media has managed to revolutionize the way Internet users communicate and interact with each other within a very short period. Users have adopted in masses many such websites, taking advantage of the free services that they offer, enabling them to stay connected with their friends, meet new acquaintances, share user-generated content such as photos, videos and text, and get informed about news and trends. Latest studies indicate that US users spend more than 22% of their online time on social networking websites; while according to Indian users spend more time on social media sites than on any other activity on the Internet. In addition to the increasing time spent on social media, user adoption has multiplied, with some prominent examples being Facebook (900 million users), Twitter (500 million users) and QZone (480 million users) . The spectrum of social media however does not consist solely of social networking sites (SNS), but also encompasses a wide range of applications, such as media sharing (YouTube, Flickr, Jamendo), business and academia networking (LinkedIn, Academia), virtual worlds (Second Life), blogs (Blogspot), and many other platforms. The means by which social media has managed to attract and maintain users on their websites for extended periods of time has allured researchers in demarcating the facilitating factors of their success.
The attention that social media has received however has not been limited to research purposes only. Increasing emphasis now shifted to the business value that they may offer. Over the past years business executives and marketers have realized the business potential that these platforms may have for gaining a competitive edge. The richness of media supported by social media, in combination with the vast user base, enables them to be used as a unique tool for attracting new customers and gaining direct customer feedback. These aspects of social media combined with promising reports from early business adopters which state that 61% of companies are somewhat to very satisfied with the returns of their investment, have put pressure on companies to formulate strategies with the aim of harvesting this potential.
Despite the rosy prospects of social media as a strategic tool for gaining a competitive advantage, a number of studies have revealed that in many occasions companies that have rushed into such websites without formulating a clear plan have not only failed to realize any gains, but have in some cases even had a damaging effect on their image. The prime facilitating factors that have led to the engagement of companies in social media websites are the ease of use, and their low cost compared to conventional methods of marketing. These aspects have created a wave of companies developing pages and profiles on the web, disregarding empirically validated practices that are proven to be successful. A large percentage of firms have perceived social media as the panacea to advertising on the internet not realizing that these platforms were designed for users, and therefore any attempt to market on them is out of their locus of control. Users are the core of social media and are involved in media generation, circulation, and commenting on any content that is entered into the web, even that which is consumer-oriented. To some extent we can contend that the failure to see any return on their investments is due to the lack of a well-defined social media strategy, which places emphasis on the particular aspects that users perceive as important. This friction between deployed approaches by firms and actual customer needs is apparent in many
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英文文献及翻译
Trends and Challenges of Internet Marketing
Social media marketing (SMM) can be defined as an interaction with a set of online social media conversations from marketing perspective, based on converged media (since conversations can span both technologies and the media) .
The advent of web 2.0 helped the improving of the marketing activities. Taking benefit of social networks and micro-blogging websites, they can offer even better insights than monitoring online searches, as one could correlate information coming from particular individuals (whether they are opinions or facts) in the light of what else could be known about these individuals from their social networking profile.
Social media and luxury fashion brands in China: the case of Coach
Almost all major brands have specialized webpages across different social media.These pages provide profiles of the company, its brands and its products, with advertisements and information, and act as a platform for the company to interact with current and potential customers.
Sina started as a news platform and launched its Weibo services in August 2009. Tencent Holdings operates the popular instant-messaging software QQ and has recruited Weibo users from QQ since April 2010. Both Weibo platforms had more than 230 million registered accounts by the end of 2012 and most users had more than one. Users only registered with one social network accou nt in Sina, Tencent, and Sohu Weibo were 48.78 million, 63.25 million, and 4.70 million, respectively (Figure 1), and 57% of registered Sina and Tencent Weibo users overlapped.
In all, 56% of Chinese Weibo users were male and 44% were female. More than 50% of them were in their 20s o r 30s, with the most active in their 20s. M ost Weibo users did not possess tertiary education (75%). Over 44% of them e arned more than US $320 per month (the average monthly salary of urban Chinese is about US$200). Most lived in the Eastern district (52.2%) and first-tier (12.3%) and second-tier cities (37.9%);
With a high penetration rate, young user groups and wealthy urban users, Weibo has become a major social media t ool for luxury brands to connect with Chinese customers.
Shopping and Word-of-Mouth Intentions on Social Media
Social media has managed to revolutionize the way Internet users communicate and interact with each other within a very short period. Users have adopted in masses many such websites, taking advantage of the free services that they offer, enabling them to stay connected with their friends, meet new acquaintances, share user-generated content such as photos, videos and text, and get informed about news and trends. Latest studies indicate that US users spend more than 22% of their online time on social networking websites; while according to Indian users spend more time on social media sites than on any other activity on the Internet. In addition to the increasing time spent on social media, user adoption has multiplied, with some prominent examples being Facebook (900 million users), Twitter (500 million users) and QZone (480 million users) . The spectrum of social media however does not consist solely of social networking sites (SNS), but also encompasses a wide range of applications, such as media sharing (YouTube, Flickr, Jamendo), business and academia networking (LinkedIn, Academia), virtual worlds (Second Life), blogs (Blogspot), and many other platforms. The means by which social media has managed to attract and maintain users on their websites for extended periods of time has allured researchers in demarcating the facilitating factors of their success.
The attention that social media has received however has not been limited to research purposes only. Increasing emphasis now shifted to the business value that they may offer. Over the past years business executives and marketers have realized the business potential that these platforms may have for gaining a competitive edge. The richness of media supported by social media, in combination with the vast user base, enables them to be used as a unique tool for attracting new customers and gaining direct customer feedback. These aspects of social media combined with promising reports from early business adopters which state that 61% of companies are somewhat to very satisfied with the returns of their investment, have put pressure on companies to formulate strategies with the aim of harvesting this potential.
Despite the rosy prospects of social media as a strategic tool for gaining a competitive advantage, a number of studies have revealed that in many occasions companies that have rushed into such websites without formulating a clear plan have not only failed to realize any gains, but have in some cases even had a damaging effect on their image. The prime facilitating factors that have led to the engagement of companies in social media websites are the ease of use, and their low cost compared to conventional methods of marketing. These aspects have created a wave of companies developing pages and profiles on the web, disregarding empirically validated practices that are proven to be successful. A large percentage of firms have perceived social media as the panacea to advertising on the internet not realizing that these platforms were designed for users, and therefore any attempt to market on them is out of their locus of control. Users are the core of social media and are involved in media generation, circulation, and commenting on any content that is entered into the web, even that which is consumer-oriented. To some extent we can contend that the failure to see any return on their investments is due to the lack of a well-defined social media strategy, which places emphasis on the particular aspects that users perceive as important. This friction between deployed approaches by firms and actual cust
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