Digital marketing and social media: Why bother?

The Marketing Value of Social Media Tools to Business Level Strategy

“…It may involve strengthening with special digital characteristics such as setting internal digital infrastructure, deciding media choices and recruiting staff for the management of websites. However, its advantage is that very low investment is required in digital infrastructure, as compared to traditional promotion methods (Tiago and Veríssimo, 2014). Currently, sales through social media have significantly increased in the world and companies continuing with traditional media have had a dip in sales.…”

“…• The expansion of internet use and smart devices gives adequate opportunity to engage with captive audience and deliver value to customers (Tiago and Veríssimo, 2014).…”

Is there a correlation between organizational features and digital communication usage?

“…Companies have been using the World Wide Web, tools such as email, direct marketing and informational websites, to present the information about themselves and/or their products to a broad audience (Tiago & Verissimo, 2014). The same authors suggest that the main shift in the communication strategy happened with the emergence of social media which enabled companies to interact and develop relations with their customers.…”

Qué entendemos por usuario como centro del servicio. Estrategia y táctica en marketing

“…Todos quieren tener una estrategia en los medios sociales y aquellas organizaciones que cuenten con una estrategia digital bien definida sabrán sacar partido de la innovación digital y serán líderes en sus segmentos de mercado. Aquellas que no presten atención a estos aspectos probablemente verán amenazadas sus fuentes actuales de facturación (Tiago;Veríssimo, 2014). Sin embargo, antes de usar estos medios para oír la voz de los usuarios, hay que hacer un estudio de la percepción de la marca.…”