The social media are internet platforms that allows individual to share and create ideas and information as well as multimedia files majorly pictures and videos. Marketing basically entails taking your goods to prospective buyers and trying to sell to them. Having the ability to broadcast your products to a wide range of people allows more prospective buyers to have knowledge of your products and how they can buy it. You can reach out to a lot more people with your products on social media than other mass media platforms and other marketing means such as one on one advertisement and crowdsourcing amongst others.
To market your products on social media networks for free, all you would need to do is to write a good quality article about your product and paste on popular social media networks.
Paying for online marketing however could be as cheap as less than a dollar to thousands of dollars depending on how much you are willing to spend on the advertisements.
The social media marketing platform is therefore one that you could benefit from as it is very easy to reach over 500 million people with information about your products for free. It is fair to say that there is much confusion as to the exact definition of social marketing.
What I have done today is pulled together some of the current definitions that have been developed over the last 50 years. It is the design, implementation and control of programmes calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Social marketing is concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends.
Social marketing is the answer to a particular question: why and how are exchanges created and resolved in social relationships?
It is the application of marketing principles to promoting and facilitating the exchange of values, non-economic, and nonprofit social organizations. Social marketing, in general, is the application of marketing principles to the promotion of socially beneficial goods.
Social marketing is designed  to improve individual welfare and society, not to benefit the organization doing the social marketing; this is what distinguishes social marketing from other forms of marketing. Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject,  modify or abandon a behaviour for the benefit of individuals, groups, or society as a whole. The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programmes designed to influence the voluntary or involuntary behaviour of target audiences in order to improve the welfare of individuals and society.
Social marketing provides a framework for behaviour change and borrows techniques from the commercial sector to apply to the resolution of health and social problems. Social marketing has been defined as model for behavior change; social marketing is a process that applies traditional marketing principles and techniques to influence target audience behaviors that benefit society as well as the individual. The underlying theme from all these definitions is “the use or marketing to drive behavioural changes that benefit the individual or society”.  If you keep this in mind then you cannot go wrong. An Introduction to Digital Marketing Using the Extended Marketing Mix: Place, Process, People and Physical Evidence. The definition of social media can be formulated as “websites and applications that enable users to create and share content or to participate in social networking” (Oxford Dictionaries, online, 2012). Social media is perceived to be the primary platform for distribution of viral marketing messages. Fourthly, social media is an effective platform for sharing information within a small niche. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Definition of mobile marketing, mobile social media, ambient awareness Definition of mobile marketing: “Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 131 Table 1. With the penetration of the Internet into every country of the world and even rural communities, a lot of social media platforms have been able to spring up and continue to grow.
To achieve this however, you first of all need to know where the people are (especially the people who would be interested in the particular product you want to sell).
The major way of reaching a wide population of people before the advent of the Internet and the social media was through the mass media. Advertising your products in a radio or television station which for example is another type of strategy would require you to first of all pay for the production of the jingles or clips which would be played.
It would cost prospective buyers just their internet subscription which in most cases would be less than 100kb to send you a message about their interest in your product and their questions.
You could also appeal to your friends to like the article so that their friends can also see it. For less than 10 dollars however, you can reach out to millions of people with information about your product.
It is a growing concept and is now generating a great deal of interest from academics and practitioners alike.


It is also concerned with analysis of the social consequence of marketing policies, decisions and activities. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application. Social Networking Sites (SNS), on the other hand, can be defined as “sites built around the needs of like-minded individuals, and are built by those individuals” (Wertime and Fenwick, 2012, p.12).
Increase in the numbers and types of social media can be interpreted as an indication of increasing significance of viral marketing in scope and depth. The numbers of users is considered to be one of the main indicators of popularity, and consequently the success of social media. According to its type and purpose, the database is regularly enriched by its members by the addition of texts, articles, video, pictures etc. Increasing levels of accessibility and usability though mobile phones, tablets, and other devices have positive implications on the potentials of viral marketing on the platform of social media. Each segment within various types of social media is usually built and maintained around the interest of specific group of individuals. In other words, members of social media can spread marketing messages about products and services through social networking sites motivated by various reasons. 132) Location-sensitivity No Yes Space-timers Quick-timers (Exchange of messages with (Transfer of traditional social relevance for one specific media applications to mobile Yes devices to increase immediacy, location at one specific point-in time, e.g. 135): Success factors of mobile social media marekting INDIVIDUALIZE your activities to take INVOLVE the user account of user through engaging preferences and conversations interests 4 I’s of mobile social media INTEGRATE your INITIATE the creation activities into your of user-generated users life to avoid content being a nuisanceKaplan Andreas M. Kaplanmobile marketing–—was the Palm VII, a PDA intro- as any marketing activity conducted through a ubiq-duced by Palm Computing in May 1999. In order for you to see this page as it is meant to appear, we ask that you please re-enable your Javascript!
Social media platforms are classified into forums, online communities, social networks and social gaming amongst others. The next step would then be trying to persuade them by giving them reasons why your product is good for them as well as why your particular product is better than that of the other competitors. While digital media is also a part of mass media which includes the Internet and mobile mass communication, mass media in this article is limited to other forms of mass media apart from the digital media. Furthermore, you have to pay for airtime which is expensive depending on the popularity of the radio or television station. With just 5 initial likes on your article on facebook, about 5,000 people would already be seeing it, depending on the number of friends your 5 friends have. Unfortunately the conflict between what practitioners want to do and what academics say they should do is not helping the cause. Implicit in the concept of social marketing is the assumption that an exchange process between the producer and the consumer is facilitated by the provision of knowledge and product availability. Accordingly, engaging in viral marketing through the types of social media that has large numbers of participants can be considered as an effective approach to viral marketing. Specific marketing messages are usually integrated with these elements with the intention for these messages to go viral. This creates an effective marketing opportunity for firms targeting the representatives of this group. Shows how to successful use mobile social media such as Foursquare, Twitter, Facebook Places, etc.
130) Definition of mobile social media: Mobile social media is defined “as a group of mobile marketing applications that allow the creation and exchange of user generated content”. It allowed uitous network to which consumers are constantlyusers to obtain zip code based weather and traf?c connected using a personal mobile device. Regard- they’re dealing, such as current geographical posi-ing the trigger of communication, we differentiate tion in time or space. Some examples of social media platforms include facebook, twitter, whatsapp, blogspot and wordpress amongst others. These include television stations, radio stations, magazines, books, movies, music and newspaper. In other forms of advertising however, either you are there physically with the person who might have incurred transportation costs, or the person would have to call you on phone. Now imagine if about 100 of the other 5,000 people decides to also like the article on your friends page. Applications that only reflect one of these two dimensions are referred to as either space-locators (location-sensitive but not time-sensitive) or quick-timers (time-sensitive but not location sensitive).Kaplan Andreas M. Mobilereports, and Web browsing for an impressive $300 per marketing therefore requires three conditions. Additionally, these users willbetween push communication, which is initiated by nearly always agree to receiving information fromthe company, and pull communication, which is the company, for example by ‘checking-in’ at certaininitiated by the consumer (Table 1).
However, the numbers of people you can reach on social media platforms are much than the numbers of people you can reach through any other platform in the world.


It is thus easier to receive feedback and to respond to them on social media platform marketing than other platforms. You would already be reaching out to 100s of thousands of people out of which some others would still like and you are already reaching millions of people. Most of the social media platforms however also have paid advertisements which allow you to reach out to a wider range of people. Two years later, in December ?rst of these is a ‘ubiquitous network,’ a term ?rst2001, NTT DoCoMo launched the ?rst commercial coined by Mark D. The amount you would however pay for this is much cheaper than what you would pay on other marketing platforms. We present four pieces of advice for mobile social media usage, which we refer to as the ‘Four I’s’ of mobile social media. Weiser (1991), chief scientist atlocation-based service on GPS with features such Xerox PARC in Palo Alto, California.
Finally, we conclude by providing some thoughts on the future evolution of this new and exciting type of application.
Contrary toas a friend ?nder, a restaurant guide, and a mapping common belief, a ubiquitous network is not neces-tool. Given that the ?rm cannot know we differentiate between four types of mobile socialwhich customers have ultimately been reached by media applications, depending on whether the mes-the message, we refer to this group as strangers.
But it is probably safe to say that the mobile sarily one single network, but rather a combinationmarketing revolution only truly came to pass with the of different networks. The company therefore delay (time-sensitivity) (Table 2).does not know which speci?c clients it is dealing with Location-sensitivity in a broader sense is not newexactly, which is why we call this cohort groupies. Mobile marketing and mobile social become such an essential part of our lives that it ismedia: The new revolution hard to imagine functioning without them. The important factor is not theallow them to read books (Kindle app), to research network itself, but that the switch or ‘handshake’information (Wikipedia app), to make restaurant between different networks happens in a smoothreservations (Open Table app), and to keep in touch and invisible way. When was the phone to arrange meeting times and places withlast time you met someone who did not have a friends. Today, however, technologies suchactively give permission to be contacted and provide as GPS, GSM, Bluetooth, and RFID make it possiblepersonal information about themselves. And how would you feel if you had ancient as dinosaurs and black and white television.to exchange your Blackberry or Android for, let’s say, Indeed, 90% of Americans own a mobile phone, witha Nokia 3310–—one of the most popular 2G phones, one-third of these being a smartphone; that is, asuitable only for making calls and sending text hand-held computer capable of multiple functionsmessages? For a After the iPhone exploded onto the scene, com- mobile phone this stipulation is almost trivial, sincepanies such as Gowalla (founded in 2007) and many people rely so heavily on their phones thatFoursquare (founded in 2009) appeared on the land- they wouldn’t dare leave home without them. This allows to identify the exact location of a speci?c mobilefor one-to-one communication without running the device at a particular moment.
Forscape, specializing in a new form of mobile marketing other devices–—such as tablet computers–—constantcalled mobile social media. Similarly, time-risk of annoying your clients, and we refer to this sensitivity allows the creation and transmission ofgroup as patrons. In this environment, itsuch as cellular phones and tablet computers have should come as no surprise that three out of four U.S. Soon thereafter, these access depends more on the user than on the tech-were followed by specialized applications of leading nology itself, as it requires a conscious decision toInternet companies, including Google Latitude (2009) not switch off the device but instead keep it con-and Facebook Places (2010). The last condition involves use of aFoursquare is generally considered to be the market personal mobile device. Mobile social media: De?nition and decide to launch a sales promotion that is only validtypology for 1-2 hours and broadcast this information to all mobile devices within a certain range. A mobile device is any toolleader in the area of mobile social media, with nearly that allows access to a ubiquitous network beyond10 million registered users and a growth rate of one speci?c access gate. We refer toBuilding on this de?nition of mobile marketing, as applications that are neither location- nor time-well as our previously-published de?nition of tradi- sensitive as slow-timers, and to applications thattional social media (Kaplan Haenlein, 2010), we take account of time and place simultaneously asnow de?ne mobile social media as a group of mobile space-timers. Applications that only re?ect one ofmarketing applications that allow the creation and these two dimensions are referred to as either space-exchange of user-generated content. In essence, Foursquare allows one of a mobile device is a mobile phone, but a netbookuser to notify others about his or her location by also counts if it can access different types of wire-‘checking-in’ at a certain place. Companies en- locators (location-sensitive but not time-sensitive)gaging in mobile social media will often have some or quick-timers (time-sensitive but not location-sort of knowledge about the consumers with whom sensitive). Regarding the Four pieces of advice on mobile social media degree of consumer knowledge, the use of a per- usage (Section 3); and sonal device allows companies to customize their messages to each individual user, similar to the idea A discussion of future–—and not so future–—trends of one-to-one marketing (Peppers, Rogers, Dorf, and challenges (Section 4). It is, however, important to realize that this technical ability for personalization does not imply1.1.
Mobile marketing: What it is, and that all mobile marketing needs to be–—or evenwhat it’s not should be–—on a one-to-one basis.



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