Social Media Marketing, SMM, social networks, marketing strategies, digital marketing, content marketing, social media manager, online marketing, brand management
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Abstract
This document discusses the opportunities and limitations of marketing in the era of social networks, highlighting the evolution of marketing strategies and the importance of social media marketing.
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[...] (2018). Chapter 5. Relationship Marketing, Loyalty and Social Networks. In: I. Frochot & P. Legohérel Marketing of Tourism: Building an Effective Strategy (pp. 123-147). Paris : Dunod." , " Hossler, M., Murat, O., & Jouanne, A. (2014). Doing Social Media Marketing: 12 Modules to Build Your Social Media Strategy. Eyrolles Hrefadmin, & Hrefadmin. [...]
[...] The challenges of marketing in the era of social networks A. Definition of social networks B. The changes in usage induced by social networks C. The impact on marketing strategies of companies and their brands II. The opportunities and limitations of marketing in the era of social networks A. A new era of communication and marketing for businesses thanks to social networks B. The Era of Social Media Marketing or SMM", " C. The Limits of Social Media Marketing for Businesses III. [...]
[...] First, we will focus on the new challenges faced by marketing in the era of social media. We will examine the upheavals caused by social media and their impact on marketing. Second, we will study the new opportunities offered by social media for marketing. Finally, in a third part, we will be interested in the new marketing strategies implemented by brands and companies in this new context. (translation in English) Marketing is defined as « a process, a set of management decisions and actions, based on the methodical study of consumers and, more broadly, the market. [...]
[...] & Gastaud, P. (2018). Tool 7. The paid/owned/earned media articulation. In : S. Truphème & P. Gastaud La box of tools of the Inbound marketing and the Growth hacking (pp. 30-31). Paris : Dunod. Van Laethem, N. & Durand-Mégret, B. [...]
[...] Once these benefits are identified, it is necessary to identify the social media integration objectives. It can act to increase the visibility and notoriety of the brand, generate web traffic to the company's website, create a community, stimulate sales, or create a privileged customer relationship. It is also necessary to define the potential targets of the marketing strategy. This requires having a vision of the users of the different platforms that we will recall briefly here as well as the features offered by some of the most well-known platforms. [...]
