Social Media Marketing Dissertation Example

Social Media Marketing

Introduction

The contemporary world remains highly dynamic, and marketing departments are expected to understand the needs as well as trends in their target market to be able to provide products and services that will fully satisfy customers. Recognizing the trend in the market makes it possible for the marketers and organization as a whole to predict the future, which is essential in formulating strategic direction (Kotler & Keller, 2014). For instance, there has been a continued increase social media that has been facilitated by the advancement of technology. Social media, as well as the general use of the internet for communication, has become a highly marketable tool in the contemporary marketing industry. For instance, nearly every organization, both small and large, are currently using digital marketing strategy through social media platform.

Cheboni Company and Social Media Marketing

A company such as Chobani, which is a Greek yogurt producer, has become trendy brand due to its active cultures. The companies have learned the art of having effective marketing and social media strategy, and out of such, it has been able to rise to its top industry (Greengard, 2012). An active culture in the social media platform makes a brand a social component as it becomes part of the social interaction in the social media. The company has benefited through its creative handling of social media and by ensuring a highly interactive social media. For instance, the company has five monitors who are responsible for responding to every single inquiry from the client. Marketing is essential as it helps the organization to inform and educate the target market about the products being sold and how they best fulfill their needs (Greengard, 2012). However, the traditional marketing techniques that were less interactive, which makes it less attractive in the contemporary world where consumers are more involved in the social media.

Cheboni has used the rising trend in the use of social media as a marketing tool by creating a site where it posts recipes and photos of the products they offer in the market. It has been able to establish a connection with the actual consumers in what would be considered actionable way. The actionable part involves taking part in community activities and the company is known to give 10 percent of its annual post-tax profit to the community to help in charity works (Greengard, 2012). However, the company does all these through social platforms, and this continues to promote its activities in the eyes of the public.

The majority of the people who use technology such as Smartphone, tablets, and laptops with internet are the youthful population within the age of 18 years through to 50 years. Consequently, Cheboni has been appealing to the majority of social media users who happen to be the youthful population (Greengard, 2012). Besides the age demographic, the company is equally appealing to working class who are more likely to go for prepared food and drinks. It is through the internet that the company can reach the office workers and inform them of the various joints where its products can be found. This digital and social platform marketing remains a profoundly large market that keeps on growing on a daily basis based on the advancement of technology and the increased level of innovation.

Conclusion

In conclusion, the trend in the use of social media and the continued growth in technology continue to shape the way companies market their products. The future of marketing depends on the effective use of social media and the internet as a whole in promoting an interactive conversation with consumers. It is through social media that Chebnoni has been able to register significant growth in revenue as well as online followings on various social media platforms.

References

• Greengard, S. (2012). How Chobani Yogurt Used Social Media to Boost Sales. Entrepreneur. Retrieved 10 March 2018, from https://www.entrepreneur.com/article/223999
  Kotler, P., & Keller, K. L. (2014). Marketing management. Prentice Hall.