In recent years become increasingly popular non-standard methods of marketing communications, including marketing occupies an important place in social networks. However, the interpretation of the essence of this method researchers and practitioners have significant differences. In particular, it is treated as a method of promoting a brand online, but information about the company to voluntarily distribute the customers themselves.
Social Media Marketing - one of the most effective means of advertising. Too broad interpretation is presented, where this type of marketing assigned video advertising from word-of-mouth promotion of "natural conditions and non-standard sampling.
We believe that the main characteristic of this method of marketing communications is the use of a specific technology, the essence of which is to create interest among the target audience, capturing their own suggestion, the main idea (which may be presented, in particular, and in commercials), followed by the transfer of information familiar , colleagues, friends, and so on.
Much of the scientific media marketing associates only with Internet technology, which really created a very different scale of use of this method in modern business. Marketers, before you start your message to ensure that the site of their company will be able to withstand a sudden influx of visitors. We must remember that optimization - an individual process , so to take all measures to ensure that no one is interested in the message the user is not passed by the web site of the company.
To understand the nature of social media marketing and its relationship with other elements of non-standard marketing communications is essential to identify a starting point for the dissemination of informational messages to classify the sources of its occurrence.
The most important sources of information starting virus can be:
- Non-standard, shocking advertising;
- Interesting information on the Internet (forums, blogs, websites);
- Event event marketing, that is interesting, specially organized events that trigger the need for discussion.
Information message from these sources must be passed to target audiences through certain channels, the most powerful of which is the Internet, which combines the performance of the functions possible source of information, starting with the function of efficient fast channel transmission of this information.
It is important that the transmission channels of information attended by the leaders of public opinion, which can be divided into two main groups. The first is the public people recognized movie stars, singers, sports and politics. Involving them in the process of spreading messages usually occurs with a specific stimulation by the manufacturer for use by these people its products. The second group of editors of publications, university professors, journalists, DJs, leaders of informal associations. If they are convinced of the advantages of a new product, an information message will be distributed at conferences, seminars, articles, lectures, websites, blogs, and so on.
Today, created a database of such leaders in selected product categories.
Differently interpreted the essence of the scientific literature buzz-marketing, which some authors consider as a separate element of non-standard marketing communications. Its essence is to create a certain "babbling" around a brand or product. Bearers of such information are the people who are spreading rumors and gossip.
This method is popular with political consultants who prepare the election campaign as well as the stars of the movie, which are the most adventure before the release of the new movie, as many writes "yellow press" and transfer of "word-of-mouth." We consider it inappropriate to allocate buzz-marketing as a separate non-standard method of communication, because in essence a form of viral marketing.
