Storytelling and Narrative Marketing in the Era of Social Media

2018 ◽  
pp. 206-220
Author(s):  
Sonia Ferrari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Low Cost ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Information And Communication ◽  
Image Building ◽  
Modern Era

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

Storytelling and Narrative Marketing in the Era of Social Media

2016 ◽  
pp. 1-15 ◽  
Author(s):  
Sonia Ferrari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Low Cost ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Information And Communication ◽  
Image Building ◽  
Modern Era

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

Library collections promotion for preadolescents using social media marketing strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ko-Chiu Wu ◽  
Tsung-Ying Yang
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Specific Reference ◽  
Content Type ◽  
Event Marketing ◽  
Buzz Marketing ◽  
Library Collections

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

Impact of 2.0 on Contemporary Marketing

2014 ◽  
pp. 367-388
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

Impact of 2.0 on Contemporary Marketing

2015 ◽  
pp. 767-788
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

Curating for engagement: Identifying the nature and impact of organizational marketing strategies on Pinterest

First Monday ◽  
2016 ◽  
Author(s):  
Gregory D. Saxton ◽  
Amanda Ghosh
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Cosmetic Surgery ◽  
Word Of Mouth ◽  
Information Source ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Social Media Site ◽  
Primary Measure ◽  
Potential Customers

In an increasingly overloaded information environment sparked by the explosion of digital media, the ability to curate content has taken on greater importance. This study begins with the supposition that businesses that are able to adopt a content curation role and help consumers sort through the daily influx of information may be more successful in attracting, engaging, and retaining customers while fostering brand awareness and word of mouth. Accordingly, this study investigates organizational marketing strategies on Pinterest, the fifth most popular U.S. social media site and the largest social curation platform. Pinterest effectively offers a unique opportunity for businesses to engage customers through social curation strategies, and in this paper we set out to address two related questions. First, how are organizations communicating with current and potential customers on Pinterest? And second, how effective are these strategies? We address these questions by inductively analyzing 1,095 “pins” sent by 18 cosmetic surgery businesses. Undertaking analyses at the pin, board, and account levels, we ultimately identify three distinct pinning strategies: Lifestyle, Information Source, and Market Creator. These strategies are then related to the effectiveness of brand awareness and word of mouth, using the number of repins as the primary measure of “reach” of a marketing campaign. The Lifestyle strategy had the biggest impact, generating the largest number of repins. The implications of these social curation strategies for social media marketing are explored.

scholarly journals The Integration Paradigm of Social CRM

2018 ◽  
Author(s):  
Sumitro Sarkum
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Company Performance ◽  
New Paradigm ◽  
Customer Involvement ◽  
Social Crm ◽  
New Generation

The emergence of social media changing the map of central power with the creation of a customer centric as a new generation of powerful, sophisticated, difficult to influence, induced and maintained. To deal with these changes, Customer Relationship Management assessment metrics to integrate social media and turned into a Social CRM (Customer Relationship Management) as a new paradigm in marketing. To achieve goals and improve company performance required customer involvement in implementing marketing strategies in social media.

scholarly journals The Lasting Effects Of Social Media Trends On Advertising

2016 ◽  
Vol 14 (3) ◽  
pp. 75-82
Author(s):  
Elizabeth Wright ◽  
Nile M. Khanfar ◽  
Catherine Harrington ◽  
Lee E. Kizer
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Mobile Marketing ◽  
Customer Relationship Marketing

Americans are exposed to an astounding number of advertising messages every day.  The result of this bombardment of advertising on society is that consumers have become increasingly resistant to traditional forms of advertising.  After spending millions of dollars on mass advertising that consumers tend to block out and ignore, marketers have re-evaluated their advertising methods and are following holistic marketing concepts that focus on customer relationship marketing and more creative, understated ads instead of in-your-face billboards and loud television segments.  This paper explores social media trends, including social media opportunities and mobile marketing, and the potentially lasting effects that these trends have on advertising.

Sign in / Sign up

Export Citation Format

Share Document