Effective Social Media Marketing Planning - How to Develop a Digital Marketing Plan

被引:1
|
作者
Opresnik, Marc Oliver [1 ]
机构
[1] Luebeck Univ Appl Sci, Public Corp, Monkhofer Weg 239, D-23562 Lubeck, Germany
来源
SOCIAL COMPUTING AND SOCIAL MEDIA: USER EXPERIENCE AND BEHAVIOR, SCSM 2018, PT I | 2018年 / 10913卷
关键词
Social media marketing; Marketing planning; Marketing management; Web; 2.0; Marketing; 4.0; Integrated marketing communication; Social computing; Social media;
D O I
10.1007/978-3-319-91521-0_24
中图分类号
TP18 [人工智能理论];
学科分类号
081104 ; 0812 ; 0835 ; 1405 ;
摘要
Marketing planning is also undergoing rapid development as the way of marketing communicating has changed forever. The increasing popularity of blogging, podcasting, and social networks enable customers to broadcast their views about a product or service to a potential audience of millions, and the proliferation of Internet access gives everyone who wants to the tools to address issues with products and companies. The traditional communications paradigm, which relied on the classic promotional mix to craft Integrated marketing communications (IMC) strategies, must give way to an effective digital marketing planning framework which includes all forms of social media as potential tools in designing and implementing IMC strategies. Consequently, there needs to be a sophisticated process to develop and implement a digital marketing plan in the social media environment.
引用
收藏
页码:333 / 341
页数:9
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