Contemporary marketing issues

Contemporary marketing issues

How has the rise of social media marketing changed the way brands engage with consumers?

Start

INDEX

Advantages & disadvantages

Introduction

What is social media?

Examples

What is social media?

Research

Survey results

Conclusion

Introduction- Social media's affect on marketing

Social media marketing has grown rapidly, changing how brands interact with consumers by moving from traditional ads to real-time, personalized communication on platforms like Facebook, Instagram, and TikTok. This has led to the rise of influencer marketing. Brands are able to track consumer behavior and adjust quickly, they face challenges like adapting to changing algorithms, staying transparent, and handling crises in real time. The shifting impact of social media on consumer engagement makes it a contemporary issue because companies have to find a way to balance personalizing their content, protecting customer privacy, and being genuine. This is challenging as the digital world is constantly changing.

What is social media marketing?

Social media marketing- The use of social media platforms by companies to help promote their products, engage with consumers, and build brand awareness. Here's a great example of how a bigger brand used social media to create awareness: Burger king ran a campaign where the offered a free whooper to facebook users if they agreed to "unfriend" 10 people from their friends list. Although the campaign was unusual, it gained immediate attention as it encouraged people to cut ties with their social media connections for a free burger.

Disadvantages of social media marketing

Advantages of social media marketing

vs

• Increased brand awareness
• Targeted advertisng
• Boosted Customer Engagement
• Cost effective
• Real-time feedback

• Building brand loyalty
• Influencer collaborations

• Time consuming
• Negative publicity
• Privacy worries

• High competition
• Potential miscommunication
• Difficult to measure success rate

Examples of how brands engage with customers through social media:

Waitrose

Spotify

• Waitrose is a UK based supermarket, known for premium quality groceries and wine.
• They use platforms such as Instagram, Facebook, Twitter, and YouTube to promote and engage with consumers.

• Spotify is an app available on a diverse range of platforms where users can stream music.
• They use Facebook, Instagram and Twitter to engage with users.

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Research:

I decided to conduct a short survey to explore how social media advertising influences people as consumers. I chose to run a survey because it allows for quick, direct insights from a wide range of people, providing a clear understanding to the questions asked.

Survey results:

To conclude...

• In conclusion, social media has changed how brands interact with consumers.

• Brands are now able to easily communicate with consumers and offer more personalised advertising.

• The rise in influencer marketing increases the exposure, attracting greater attention from consumers.

• Lastly, brands are able to change marketing tactics quickly based on trends and algorithms.

Amber Grimbeek

THANK YOU!

Amber Grimbeek

References:

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• Admin (2024) 'Top 9 Advantages and Disadvantages of Social Media Marketing,' What Is Digital Marketing, 3 June. https://whatdigitalmarketing.com/advantages-and-disadvantages-of-social-media-marketing/.
• Hayes, A. (2024) Social Media Marketing (SMM): what it is, how it works, pros and cons. https://www.investopedia.com/terms/s/social-media-marketing-smm.asp.
• Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life science journal, 9(4), pp.4444-4451.
• Ltd, S.S. (2024) The 17 best brands on Social Media (With Examples). https://thesocialshepherd.com/blog/best-brands-on-social-media.
• Panigrahi, S. (2024) '5 Best Examples of brands using social media for customer service,' Keyhole, 11 November. https://keyhole.co/blog/social-media-customer-service-examples/.
• Spotify Marketing Strategy: How Spotify won the market by vouching for 'music for everyone' (no date). https://buildd.co/marketing/spotify-marketing-strategy.
• Waitrose & Partners (no date). https://www.waitrose.com/ecom/recipes.
• Waitrose Marketing Strategy 2025: A case Study – Latterly.org (no date). https://www.latterly.org/waitrose-marketing-strategy/.
• Microsoft Forms - Free tool to create online surveys, forms, polls, and quizzes (no date). https://forms.microsoft.com/Pages/DesignPageV2.aspx?origin=NeoPortalPage&subpage=design&id=N21R6e_4p0KPzMni5PJYHMR1D2GYYoNJqG-bVvH0mKtUMllZVURTS0xVUTM3WVlUUDJMTURHSVlGRi4u&analysis=true.

Spotify

On Spotifys Twitter page they have a link in their bio which directs users to their community page if they have any issues or enquiries. For example, a user asked how the 'smart shuffle' feature works, the support team quickly explained how it worked in detail which provided the user a helpful solution.

Waitrose

Waitrose understands how important social media is for connecting with consumers. In the past, they've shared content like recipe inspiration using their ingredients to gain more attention.