At the extent that the use of social

At the present time, millions of people around the
world use social media daily as a vital survival tool. Social media has made it conceivable for individuals to
communicate with hundreds or even thousands of people around the globe,
resulting in online discussions where people create content, share ideas,
network, and bookmarks that have exploded at a tremendous rate.

 

This literature review will analyse
the impact of social media on marketing and advertising campaigns using a
diverse range of sources. The following three themes will be the focus of the
analysis: importance and link that social media has on marketing and
advertising, how to obtain an effective social media marketing and advertising
campaign, and the most important advantages and disadvantages of social media
on marketing and advertising.

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By reviewing the sources using these
themes, this literature review will provide a clear understanding of the
importance of social media as a tool on marketing and advertising campaigns.

 

Firstly, it is important to
comprehend the importance and link that social media has on marketing and
advertising. As Ward (2010) established, to find out more about what customers
are thinking and have a flawless marketing strategy, it is crucial to obtain
real and current information about the shopper’s preferences, with the
objective to sell their products or services. Also, according to Swedowsky
(2009), social media is a necessity for both businesses and the consumer, to
the extent that the use of social media can increase the number of options before
making significant purchases. Further, all varieties of social media provide a
possibility to exhibit products and services to active communities and
individuals that might be intrigued (Roberts & Kraynak 2008).

 

Likewise, in terms of the connection
between social media and advertising, it is valuable to accept that social
media represents an increasingly important role in global advertising strategy
as it penetrates peoples daily lives and business practices (Okazaky and
Taylor, 2013). In the same way, Xia (2009) highlights a specific example of the
connection between social media and advertising that is the presence of
Facebook in the world. Xia states how advertisers take advantage of Facebook
group application as a vital tool as viral messages are sent to persuade
consumers. For instance, it is easier for new brands to become popular through
“Fan Pages” on Facebook instead of radio or television, as people are becoming
obsessed with technological devices and information obtained through social
media sources. Moreover, social media users are highly motivated web consumers.
As revealed by Nielsen (2011), 70% of social media users are engaged in online
shopping.

 

Secondly, it is important to
emphasise that to conceive an effective social media marketing and advertising
campaign, it is essential for the marketer and advertiser to study the company
they are working for and the customers they are dealing with. It should be
noted that in order to develop a proper advertising campaign, it is a necessity
to make sure that the social media strategy is being used in accordance with
the law (Falls, 2009). In addition, an excellent article by Falls states that
there are key questions that must be asked before starting to create an
appropriate campaign, such as which the audience is, the audience location, how
to earn the trust of the audience, and the value provided in term of knowledge.

 

However, Belcher (2009) emphasises
that the most important aspect at the moment of creating an advertising and
marketing campaign in social media is about the “audience emotions”. The author
says the purpose must be to satisfy the needs and wants of its consumers. For
example, in India most of the population is vegetarian as they practise
Hinduism. Therefore, if McDonald’s promoted “Big Macs” (consisting of two beef patties)
it would have an unfavourable effect due to religious beliefs and may produce
adverse emotions.

 

Lastly, it is essential to know the
most significant advantages and disadvantages of social media on marketing and
advertising. One the one hand, according to Hensel et al (2010), advantages
would include the fast, real and effective accessibility of data input from
media users via social media applications with the purposes to create campaigns
by the marketers and advertisers. Data obtained may include characteristics as nationality,
age, gender, purchasing power and other relevant details required for the
campaign. Furthermore, Das (2009) states that using social media by marketers
and advertisers generate low costs, expanded network and build the brand’s
credibility. For example, an Italian furniture brand using a Facebook Fan Page
will know how many followers it has around the world and their characteristics,
as well as their preferences and critics.

 

Nonetheless, according to Hart
(2000) social media conceives not only opportunities but also obstacles and
challenges. There are two key disadvantages such as “time intensive” and “negative
feedbacks” that would need to be addressed regarding the impact of social media
on marketing and advertising campaigns.

 

Constant interactivity in social
media is a priority that can be described as time intensive. The marketers and
advertisers focus is to establish a sustainable relationship between the
consumers and the brands. Therefore, an active and dedicated responsible
individual in charge it is a necessity (Barefoot & Szabo, 2010). An example
of this is a recognized airline needing at least a team responsible for their
social media campaign in each city they offer their services.

 

On the other hand, negative
feedbacks are a concern for the companies. Consumers become judges in the
interactions between supply and demand. Thus, consumers construct negative or
positive pressure for the companies and its products and services, depending on
the perception of the quality of products and services provided. As a matter of
fact, some reviews do not transmit veracity, as there are made by the
competitors or by people who want to destroy the brand image as a consequence
of an isolated bad experience (Roberts & Kraynak 2008). For example, a
dissatisfied customer who writes several online negative reviews against a tour
company might cause fear for some readers when hiring the service.

 

In conclusion, the above literature
review has highlighted the importance of social media as a tool on marketing
and advertising campaigns as social media is a necessity for both businesses
and the consumer, due the fast ways of communication and the amount of sources
provided. Moreover, marketers and advertisers need to follow certain legal and
strategic guidelines in order to develop a proper advertising and marketing
campaign. Failure to follow the steps mentioned above could generate adverse
effects for the companies and for consumers as well, as they will not have an
adequate offer. Additionally, the online environment conceives not only
opportunities but also obstacles and challenges that would need to be addressed
regarding the impact of social media on marketing and advertising campaigns.