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Use of (new) Social Media in the Marketing Communication Mix.

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Use of (new) Social Media in the Marketing Communication Mix.

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Samenvatting

Based on my research I have been able to come up with a marketing communication strategy (see Chapter 5) in order to get a web shop known to the target group, to have traffic generated to the web shop and generate revenue. The marketing communication strategy includes a broad step-by-step plan of approach which presents the steps that I recommend should be taken during the first 20 weeks in order to make the web shop a success. This marketing communication strategy can also be applied to other companies that want to use (new) social media to their advantage. The (new) social media Facebook, Twitter, and YouTube are being used by nearly all of the brands analyzed as well as the participants of the group interview. Communication techniques such as 'Storytelling', 'Concepting', 'Long tail marketing', and (to a lesser extent due to high costs involved) 'Celebrity endorsement' can all be used in order to develop the content of messages. These messages can be sent to (potential) customers of the web shop through carriers such as the above mentioned (new) social media.

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OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
Datum2010-09-29
TypeBachelorscriptie
TaalEngels

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