Social media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. Through these connections, marketers and customers share information of all forms-from personal assessments and thoughts about products or images, to uploaded personal pictures, music, and videos. Since their infancy in the late 1990s, social media have now entered the entrepreneurial era. Now, companies work to find ways to earn profits from the ways that consumers use and enjoy social media. In the quickly changing realms of social, mobile, and online technologies, firms have been forced to change how they communicate with their customers. Marketers are becoming increasingly aware of the importance of using these technologies effectively to be successful in their marketing efforts. The following activity explores the different types of social media and their uses. This activity is important because the use of social media, especially via mobile devices, is significant and growing. Mobile marketing is especially useful to generate excitement among users at the time of sale through mobile applications (i.e.. apps). This goal of this activity is to understand business users' motivations for choosing various forms of social media. Read the hint for each person to determine the most appropriate form of social or mobile media that will best meet his or her needs. Drag that person's name to the appropriate space on the chart. Facebook Dylan Brian LinkedIn Jorge Rita YouTube Corporate Blog Lakeisha Mobile apps Jonas Dylan Gamified app

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:The image displays a series of interactive statements that suggest different business objectives for various individuals, along with corresponding digital platforms that might be used to achieve these goals. Each section presents a scenario and potential online tools. 1. **Top Left (First Image)**: - **Objective**: Dylan wants to build a consistent brand image and gather customer feedback. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. 2. **Middle Left (Second Image)**: - **Objective**: Rita aims to create excitement with company updates, photos, and videos for fans. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. 3. **Bottom Left (Third Image)**: - **Objective**: Brian wants to establish a two-way conversation with customers to educate and solicit ideas. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. 4. **Top Right (Fourth Image)**: - **Objective**: Jorge owns a coffee shop chain and seeks new ways to enhance customer engagement at points of sale. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. 5. **Middle Right (Fifth Image)**: - **Objective**: Jonas, a small business owner, wants to network with industry professionals. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. 6. **Bottom Right (Sixth Image)**: - **Objective**: Lakeisha wants customers to create videos on her products and upload them to their own channels. - **Platforms Suggested**: Facebook, LinkedIn, YouTube, Corporate Blog, Mobile Apps, Gamified App. Each scenario is designed to guide entrepreneurs on how to leverage various social media and digital platforms effectively for different marketing and engagement goals.