Media Marketing: A Knowledge based mode for Promotion of Products &
Faculty of Commerce,
Banaras Hindu University, Varanasi, 221005
Media Marketing: A Knowledge based Technological mode for Promotion of Products
Social media has played a key role
in strengthening knowledge sharing and dealings between companies and their
customers. The rate of adoption of social media has forced businesses to passionately
hold this new and imperative networking medium into marketing and promotion strategy.
It has opened new possibilities for communicating with existing as well
potential customers. Social media marketing allows innovative perceptions to
branding, promoting and exact feedback on existing products that could
transform into new products and better services. This article is an attempt to
explore the relevance, potentials and challenges of this knowledge based and
technological media in context to marketing and promotion of product and
Awareness, Customer Services, Micro Blogging, Media Sharing, Viral Promotion
today’s technical market scenario, social media has become a platform that is
easily accessible to anyone with internet contact. Enlarged communication for
organisations promotes brand awareness and regularly improved customer
media, even if a relatively recent phenomenon, is becoming more and more essential
element for marketing of any business and its promotion policy. The perception
of social media marketing has changed rapidly and viewed as an up to the-minute
trend, which has become necessity for any business trying to secure a place in
the traditional and online marketplace as well. Now a day’s industries are very
eager to recognise the implications of social media, to show their presence on
the social web by creating face book fan pages, existence on YouTube, Twitter,
LinkedIn, blogs and other channels to supplement their traditional promotion campaigns
to improve their brand equity and loyalty. Customer talks on social media make
a way of information and knowledge that can complement conventional sources of
information. These talks sort from negative feedback about a product to the opinions
of customers that can helps in new product innovation. This has assisted to advance
service offerings, positive buying behaviour and facilitated careful decisions.
Media Marketing: A Brief Concept
businesses, social media marketing is a medium for effective promotion, market
research, customer responses and a continuous relationship with customers.
question is, what social media marketing stands for? Social Media is an imperative
instrument for networking and staying in touch with present and potential
customers. Many companies check social media profiles of customers and
employees. Social media marketing refers to the procedure of gaining website transaction
and attention customers through media sites. Social media marketing programmes habitually
a hub on the efforts to create comfy services that can attract the attentions
and persuade persons to share it with their social networks like face book,
twitter, Google plus, LinkedIn and many more. Under this commercial messages
broaden from user to user and most probably vibrate because it appears to come
from a trustworthy source. Therefore this type of marketing is determined by
word of mouth advertising.
companies are awakening to the role of social media in a business context.
Social media is a group of internet based applications that build on the
ideological and technological foundations of web 2.0 and that allow the
creation and exchange of user generated content stated by Kaplan and Michael
media marketing distinguishes from traditional promotion media in many features
such as reach, frequency, use, closeness and durability. Internet users persist to give more time with social
media sites than any other type of media of communication said by Nielsen.
Social networking also includes an enormous knowledge and information about
given products and services in which potential customers might be interested.
Media Marketing as a Knowledge based Technological mode for Promotion
are using social media marketing to increase visibility, increase social
contact, developing relationships and building faiths among customers. The
primary advantage of using social media marketing is to create knowledge. One additional
contribution of social media by the companies is to provide customer service in
order to put up and maintain relationships with consumers. The tempo of acceptance of social media has forced
industries to enthusiastically grasp the relatively new but the more important
medium of marketing and promotional strategy. The reliable temperament of this
technical medium is its differentiator, with different perspectives, expectations
social media are being used globally by companies to generate aggressive segmentation
in the most innovative ways. Social media has opened up new opportunities for
communicating with existing and potential customers. Investments required for getting
large customers segment online may be comparatively lower than traditional
Made by Author
media is defined as the media that is posed by
the user and can take many different forms such as forums, message boards,
blogs, wikis and podcasts. Some of the social media applications include
Google, Facebook and YouTube. The reach ability of social media in India is
near about 60 percent, of the total online viewers. This media has immense
potential and in the near future the significance of social media is set to
grow at a very strong pace. Furthermore, the majority of the social media
using population consists of graduates who would be willing to buy product if
educated properly and offered customized services.
media networking, blogging, micro blogging and instant messaging are
facilitating meaningful conversation between individuals and businesses. Consumers
are also posting their experiences on forums, blogs and tweets across a variety
of topics, providing with the opportunity to understand how customers feel and
how to increase customer satisfaction.
are types of social media used by companies in India. Social Networks permits
connecting with other people of similar interests and environment. Generally
they consist of a profile, to interact with other users, and having ability to
setup groups, etc. The most admired forms are Facebook,
twitter, Google plus and LinkedIn. Bookmarking
Sites allow saving, organise and manage links
to various websites and resources around the internet. Most allow customers to tag
links to make them easy to explore and share. The
most popular form of bookmarking sites is
Stumble Upon and Delicious. Social News
allows people to post various news items or links to outside articles and then
allows its users to “vote” on the items. The
well-liked sites are Digs and Reedit. Media
Sharing allows people to upload and share
various media such as photos and videos. The
most popular forms are Flicker YouTube videos and. Micro
blogging - Services that focus on short updates
that are pushed out to anybody subscribe to receive the all updates. The
most popular is form is Twitter and LinkedIn. Blog
Comments and Forums allow members to hold
conversations by posting messages and updates. Blog comments are attached to
blogs and usually the discussion centres on the topic of the blog post.
and Potentials of Social Media Marketing
use of social media allows companies to provide 24 hours continuous services
where customers can create contacts on their own terms. Thus, companies are optimistic
to develop and execute plans and events that recognise the independent
relationships that exist in the various marketing form.
social networking site that allows companies to have conversations with
customers, promote special offers, and many more.
is a micro-blogging site that allows sending and receiving short messages
called tweets from customers and potential customers.
is an online video-hosting service that allows companies to share their
videos regarding promotion of new as well existing products and services.
and Micro Blogging
are the internet sites that include a series of posts about topics of
interest to the author, much like an open online diary.
Location-based marketing sites
are the websites delivering targeted promotion messages to customers in
particular locations, through movable devices such as smart phones, laptops
is a social networking site for people in professional occupation. it
strengthens and extends existing network of trusted contacts. it is a
professional networking tool that helps companies develops inside connections
to a professional body and even with existing customers to provide newer
updates and information etc
Different web materials
of the latent of social media marketing in businesses with special reference to
Indian environment consist of: Brand identification- one of the most
influential ways to use social media is as a brand- building tool. With social
media, companies decide how they want to position their products and services
and what they want from people to know about what they do. Community- when
company’s followers become part of its community, company gain immediate access
to them. That means companies can find out what challenges they are facing and
what they like and don’t like. Repeats Exposure- an obvious advantage of social
media is repeat exposure with company’s network. Companies have the chance to repeat
them again and again about what they have to offer, which can curtail sales sequence
significantly. Growing Influence- As company’s following enhance, its powers
raise. Having a considerable social media audience creates a magnify effect
that can attract prospects, media conferences, joint partnerships, and all
kinds of other opportunities. Competitive Advantage - most of competitors are
not likely doing a very good job with social media, which gives the chance to standout.
Recent Trends of Social Media Marketing in Indian Environment
It is a fact that the importance of social media marketing is
unquestionable. For businesses it stands for an extraordinary and knowledgeable
promotional opportunity that surpasses the traditional promotional strategy by
removing the middlemen and connecting the companies directly with the
to the study carried out by Ernst & Young LLP on Social Media Marketing
India -Trends Study 2013, Insights from social media-savvy organisations in
India, taking a total of 48 participations from professionals who are
responsible for managing the digital outreaches of their respective organisations
or brands “to understand social media purposes, methods, how do organisations
use social media advertisements, social media measurement, and the agency
environment among others. Some of the major findings of the study are as follow:
95.7% of the surveyed social media-savvy
organisations in India use this technological and innovative medium to build
communities and advocate usage while 76.1% use social media as a platform to
highlight brand news.
Around 16% of surveyed organisations use
it for customer service, pilot generation, and market research indicating the high
social development and moving toward getting business meanings out of activities.
Approximately half of the social
media-savvy organisations are using emerging platforms such as Pinterest,
Google plus, face-book, tweeter etc. More than half of the social media-savvy
organisations surveyed are regularly engage with bloggers or online influencers
who have authority and strong following.
Among the surveyed organisations the leading
87.5% believed that they have conducted campaigns where social media was the
leading component. More than half of the surveyed organisations have speeded up
processes or have shown a special favour for their online fans and followers
that they wouldn’t normally do for their offline customers.
83% of the social media-savvy
organizations surveyed said that they have used social media advertisements,
with majority of the advertisements used to promote a product and to create brand
awareness. While 88.6% said that they find social media promotion to be
beneficial in achieving target objectives.
It is found that 81% of the organisations
surveyed said that they measure their social media efforts through
platform-specific parameters such as likes, what people talking about this etc.
On the positive side, some organisations
are already measuring social media efforts through leads, sentiment, brand
visibility and have seen increase in revenue from social media efforts.
media-savvy organisations are very hopeful about the role of social media marketing
in their organisations. Even if the measures like sales and leads are not very apparent
for all organisations, they have realised that it plays a significant role to
create insights and appealing with customers on a continued basis. Social media
has helped organisations to create their own society of fans, customers or
prospects. According to the report, companies hope to focus more on social
media and are looking forward greater adoption within their organisations in
Thus it can be said that Social media normally used by companies
to: promote the name of brand and business; tell customers about goods and
services; find out what customers think of business; attract new customers;
build stronger relationships with existing customers etc.
According to the report
of IMPACT that has took a look at the existing patterns of social media activities
undertaken by different brands and draws out the key challenges and
opportunities to be kept in mind while engaging the medium. Social Media has
become the new frontier for marketers, who are focusing their strategic weapons
on winning consumers hearts’. What is different in this marketing battle is
that the medium itself is evolving - and that too at such a fast pace that by
the time, brands take notice of a certain pattern or trend, it becomes outmoded.
The weapon that every marketer needs to implement in order to tame this medium
is to unlearn current practices.
Media in India
are very active on different social networks and 88% of users share content on
their social profiles and as well are increasingly spending time on various
social networking sites as mentioned below. Before that, check out what I found
is the most browsed social network on social media with a large base of 100
Million users, clearly it is not fading away anytime soon in India. More than
80% of those users access Facebook via their mobile phone.
Twitter users in India are 33 Million and from this base 76% of users access it
via their mobile phone.
has 26 Million India users, of the total 300+ Million users.
the total chunk of 70 Million total users in Pinterest, 5.5 Million comprise
the usage is more dominated by men in comparison to women; ratio being 75/25.
shows only 1/4th of the women population in India are on Instagram, looks like
selfies are more appreciated by men than women.
most shared type of videos is film or movie trailers.
of Social Media Marketing in Indian Context
As a business advertise and promote
company and its brand name with social media, it admit some risks also such as
handing over a part of brand’s administration and reputation to employees customers.
If these people feel that they have been wrongly treated, they can use the
social media profiles to spread their complaints with company in general public.
This can cause a loss of reliability for brand and company. In addition,
consumers can post negative comments on social media that can damage company’s goodwill
with new clients. If company remove the comments, however, users might believe
it is doing act of covering up something. Social media also promoted legal
risks, such as those associated with false advertising or the potential leaking
of confidential information on the networks.
wrong online brand strategy could put customers at a viral social disadvantage
and may even damage corporate reputation. Using social media for marketing and promotion
can be more time consuming than companies suppose. In order to obtain full
effect of social media, companies need to understand about its working, when
and how to employ it and which means to centre, depending on end goal of using
social media. Social media can have a harmful influence on worker efficiency.
Employees can misuse their valuable time using social media such as Face book
and Twitter. When social media is used extremely or in incorrect approach, it can
have severe harmful results on both mental and even physical health of
this article, it is worth to say that, social media marketing has become a new tendency
in the commercial zone. It has developed as a new marketing tune. The marketers
observe the social media as the marketing and promotional opportunity. It
recommends many advantages over the usual marketing strategies. It connects the
online communities to create exposures, prospect and sales for the organisations.
Social media marketing draw all vital watch and provides exposure to the business;
gives platform for direct contact with the consumers; decreases the marketing
and promotion budget; helps in being consumer oriented by solving problems and
queries; quick feedback from the consumers; helps in better segmentation and
targeting the consumers.
social media marketing has immense capacity in Indian markets because of huge
crowd and as well as increasing users of social networking sites. Indian
companies however have not attained to the level of optimum exploitation of the
opportunities available through social media. Lastly it is important to mention
that, marketers must consider social media
marketing very significantly and critically. In order to obtain the advantages
of current trend in the marketing sector, it is necessity for every company to
have social media presence and acceptance. Companies should
develop this successful and advance technological social media marketing
strategies to have promotional superiority.
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