engleski

Social media marketing as part of integrated marketing communications in creating brand

No matter what field of activity a company belongs to, its task is always to be at the same place where its consumers are. Among other places, consumers can be nowadays found also on social networks. The development of social media marketing has led to new economy trends, new roles in business and new functions of business entities that did not exist until recently. The development of the Internet culture and technologies that created new communication channels using the Web 2.0 technology and tools has led to the evolution of the strategy for communication with buyers. Last statistical measurements shows that average consumer spend more money on the product that they follow on social networks. Social networks are places where clients can interact with brands. By sharing content with consumers and participating in the process of creating and selling brands, business entities develop long-term relationships with clients as they can be contacted by anyone from the organization. The special interest of authors will be focused on exploring the role and potential of using social media marketing as a part of integrated marketing communication. The aim of the paper is to give an overview and potential of using social networks in creating brands that have a great effect on our culture, which will consequently lead to their recognisability on the Internet.

Social media marketing; social networks; Brand; Web 2.0

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