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1 Introduction The Internet is increasing its role in the consumer’s daily life. People are using the Internet for their information search, which has also become a vital part of their purchasing pro- cess. In terms of marketing and advertising, this has created many possibilities for com- panies to communicate with their customers. Being present in social media has become an important part of the whole customer communication process for all companies. The new technologies and social media network have enabled companies to market its prod- ucts and brand in a totally new way. However there are some challenges too. What makes social marketing different from traditional marketing is that the role of the consumers is getting more and more significant. Companies cannot only create the kind of content they want but they must take into consideration what their followers want to see. Also, users can freely express both their negative and positive experiences on social media platforms. This forces companies to actively interact with its costumers. (Trong 2015.) Social media is fundamentally about connecting with people and companies. Over the past few years, more and more companies have joined social networking and people have become overwhelmed with the content. This in turn has lead to increased competition to gain the user’s attention. People are trying to find new ways to filter the feed and receive only the content and information they truly want. For marketers this means that they have to be more strategic about creating interesting content that people really want. Otherwise they will not be noticed. (Neher 2013, 1-2.) Images are playing an important role in social media marketing and especially on Insta- gram. Images and visual content are increasingly what people want online. The phrase a picture is worth a thousand words relates to the fact that our brains can consume, process and understand more information way faster through images than text. In terms of market- ing this means that the consumers’ attention is easier to get by using images or videos as opposed to using other types of content. Furthermore, it is visual content that is most con- sumed, viewed and clicked on by social consumers today. (Neher 2013, 1-3.) Instagram is one just of the many social media platforms that exist. It is a mobile applica- tion that allows users to take and share photos from their mobile devices (Neher 2013, 64). Instagram has increased its popularity faster than any other social media platform, and this is what makes Instagram so special (Klie 2015). In addition, Instagram is the first significant social network built specifically for mobile usage (Miles 2014, 4.) On Instagram there are 100 million active monthly users worldwide to be reached and this is what makes Instagram such an effective marketing tool for companies (Wood 2015). 1PDF Image | Successful social media marketing on Instagram Minoshoes
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