MK 312 Marketing Policy & Strategy2011
In a recent article, Leora Halpern Lenz, director of HVS Sales and Marketing services, makes aninteresting comparison on how marketing techniques have changed since the 1990`s .The author
“recalled” how her main responsibilit
y involved arranging advertising and public relations forSheraton Hotels of New York while she also needed to attend meetings. Now, as promotionaltechniques have changed, the author stresses the importance of connecting firms with customersthough Social Media.
“Social media channels are changing the way we do business and forever altering how we attract, engage and retain a loyal community base.”
(Halpern Lenz, 2010).Voting procedures have also been amended due to Social Media. The popular X-factor show is innegotiation on whether they should modify their voting method. Currently, viewers are given theopportunity to cast their vote by phone, which can be a drawback for individuals who are not willingto pay a premium rate for phone calls. With a noticeable increase of the shows population onFacebook, the firm is considering a much easier system that would allow the audience to vote viaFacebook. Along with this easy method, X factor believe that more people would interact with theshow online, which would create a larger target audience. Furthermore, those canvassing for elections,such as for SU President for NUIG, are advertising through Facebook, by means of posting commentson profile pages in order to vote for them. Candidates are also creating YouTube videos and sharingthese clips with their friends on Facebook, in order to publicize their message. This again is anotherexample of how platforms are changing promotional techniques.
INCREASING THE USE OF SOCIAL MEDIA
More and more customers are becoming aware of the valuable information that is dispersedthroughout the Internet. Surveys show that individuals are more inclined to glance at reviews onlineand deem them to be true, rather than asking their peers for advice. A prime example of this trend iswith regards to finding hotel accommodation, which a recent author
believes are “playing the socialmedia game”.
Terrero (2010).In the past, individuals may have chosen a hotel based on previousexperiences. However, it is believed that because blogs enable customers to share opinions andrecommendations on certain brands, customers are now examining such websites who provideadequate information about particular hotels, for example Tripadvisor.com. Based on the reviews,customers make their purchase decision. With this type of market, individuals want to be sure that
they receive the best value for money and that their room is “up to standard”.
Customers are at a hugeadvantage by using blogs such as these, as they can identify hotels that would be suitable and thosethat would not meet their needs. Individuals can assess hotels by means of blogs and from this, theywill determine whether they want to make a purchase or not.On November 2010, Victoria`s secret, a lingerie and clothing company in the U.S. introduced theirnew vintage style wings through Facebook. The idea behind this was to upload photos of theirproducts onto the social network which would in turn, allow viewers to unconsciously give their