Social Networking Marketing Essay Example | Topics and Well Written Essays - 3750 words

Social Networking Marketing - Essay recitationMarketing on mixer networking or social media platforms has its own advantages because of the uniqueness offered by the internet (Keller and Berry, 2003). It is a great deal easier to judge the effectiveness of a trade campaign as advantageously as ensure its equal to a very high population. Hence, selling through the social media and social networks has become very important. However, as this method of marketing is becoming increasingly popular, various scholars and researchers have had concerns around estimable implications. Many marketers withal feel very sceptical about the way in which it is difficult to preserve ethics followed in conventional form of marketing, when it comes to social networking marketing (Li, 2008). In this research, the attempt is to find out what argon the ethical implications of social networking marketing and how it impacts the 4Ps product price, promotion and place of marketing. The study would expl ore how this new age marketing has ethical implications on the traditional methods of marketing. Marketing and its Changing DimensionsMany scholars have tried to understand and shape marketing as well as its changing connotations in the light of technology driven approach. American Marketing Association has defined marketing as a key set of process that is demand for creating, delivering and communicating value to customers as well as maintaining and growing relationships with the aim of growing the organization, its user sottish as well as its stockholders. (American Marketing Association, n.d). Here, the tenets of marketing centre on the concept of value. This exposition provides a good overview because it also talks about customer and organizational growth. With social networking marketing, there are high chances that the meaning of value may undergo a change because of the high scope of strategies akin bulk marketing and privacy violation. According to Kotler, marketing can be defined as a social process through which individuals and groups can get what they want and need by creating as well as exchanging the products and value with the others (Kotler, 1997). The important aspect to note here is how marketing is considered to be a social process. However, in recent times, marketing has a more business related approach, rather than exchanging. In fact, the activities of a marketer are centred on how to improve brand image as well as positiveness with the help of value creation. This definition becomes very narrow in todays sense because marketing is no longer about exchanging products or services, but in fact it has a higher decoct on customers as well as profitableness. However, this high way on brand image and profitability has often resulted in compromises in terms of ethics in social media. According to the definition provided by the Chartered Institute of Marketing, marketing is the management process that is crucial in identifying, anticipati ng as well as satisfying the requirements of the customers in a manner that is profitable for the organization (The Chartered Institute of Marketing, n.d). In this definition, this focus is given on customers and the agenda of marketing revolves around the needs and the satisfaction of the customers. In addition, while this is a good approach to adopt, presently, focus is much higher on the profitability of the company, which can be illustrated by the increasing violation of ethics in social networking marketing. Hence, it is clear that the definition of marketing, its operations and the way in which it is perceived has undergone a considerable amount of change over the years. The