Technical and Professional Communication: Marketing- Social Media

This eBook states that marketing professionals should not guess or use their personal feelings to know what customers will buy or how they will buy it. These marketing professionals should use market research to figure out what customers want. For example, Survey Monkey.com, a free service, allows marketing professionals to create a surveys for customers with questions related to marketing. Market research involves asking the right questions, like “who is your customer? Where is your customer? How does your customer buy? What does it do (what is the product being used for”?” “Does a market exist? What is the size of the market?” This eBook also states that customers buy products based on solving solutions, their goals, needs, and injuries, “saving time and energy,” and “the fear of loss.” Marketing professionals must also identify competitors. This eBook also discusses other marketing strategies, like differentiation and segmentation. Differentiation is when marketing professionals discover why their product is different from other products (like discovering competitive advantage on the speed, usability, color, and size of the marketable products). Segmentation is when marketing professionals identify demographics of customers like age, job, the amount of money they make in their jobs, location, and goals. Marketing professionals also use the toll gate niche strategy where they use a product that is needed by everyone in their industry (like a diamond drill bit). In conclusion, there are lots of ways to increase marketing efforts. Marketing professionals can create surveys or analyze what customers need from their products.

This eBook defines marketing as the processes of “creating, communicating, delivering, and exchanging” ideas. This eBook also defines behavior change communication as a system of “using communication” to increase certain behaviors through social media channels. In other words, some behaviors like taking pictures of people, places, events, and food are encouraged on social media channels. Consumers need to relate to the messages through their identities. Social media helps consumers do research on brands to choose the best buy for themselves. For example, a consumer may look at several different companies of tennis shoes’ websites and social media to find the brand that is perfect for them. Marketing professionals need to understand why consumers use social media and how that influences how they buy products. Marketing professionals also need to create relationships with consumers through social media. Additionally, this eBook discusses health communication in detail. In the medical field, social media also makes it possible for users to video chat with physicians and get support from others.

This journal article “examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in the platforms and, subsequently, evaluations of this advertising.” The “evaluations of the advertising” are that the consumers evaluate each product when deciding to buy them. The article talks about a study conducted with regular social media users from the ages of 13 and older who were given a survey about the eight platforms. The platforms were Facebook, YouTube, LinkedIn, Twitter, Instagram, Pinterest, and Snapchat. Participants indicated when they saw an advertisement on their platform and then they were asked to talk about their experience with the advertisement or their evaluation of the advertising. The study found that people have different experiences depending on the platform. Advertising is experienced differently depending on the platform. It was also “shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations.” In other words, social media advertising is different for every platform and is evaluated by customers differently for each platform.

Social media is defined as “platforms on which people build networks and share information and/or sentiments.” In other words, social media websites are ways for users to connect and network with each other. Marketing professionals use this social media to “create, communicate, and deliver value to customers in exchange for accomplishing its specific financial, market, and other objectives.” In other words, marketing professionals create content for users so that they will buy products.