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The Emergence of Social Media Marketing

Several years ago, the advertising business is the giant business group with the huge
power in the markets, since it has strong influence over the consumer purchasing (Schultz,
and Peltier, 2013). In that era, it can be called as the major tool for any types of product
marketing. When the information technology (IT) begins to shift the world in the marketing
direction by forming the one way perception, the advertisement then is strongly affected
(Anderson, 2010). The communication through World Wide Web system that took place and
it has been slowly distributed to the consumers worldwide since the mid of 90s and lead to
the new human behavior that is "experience sharing" to other via computer screen (Baird, and
Parasnis, 2011). This phenomenal gradually become more powerful until it presents the
power as never been seen in the Social media era at the recent, the voice power of online
consumers seems to dictate the purchasing of people instead of the advertisement already.
This essay aimed to analyze the emergence of social media marketing which is one of
marketing tools that is applying in many businesses recently.
According to Bernhardt, Mays and Hall (2012), social network is the source of
knowledge and information exchange and to form the relationship with each other via the
online world. Social network presently takes part to influence on the daily life not only for
the individual people including the business sector, and other sectors that pay importance for
the social network as the tool to search and communicate with other users to motivate them to
become the customer, forming confident in the products and services, as well as improve the
brand quality together. In addition, it was stated by Luo, Wang, and Han, (2013) that for
Social media marketing, it is the marketing strategy done through a form of communication
with the target group by relying on the advertising, publicizing, sale, and other principles
through the social media providers like Facebook, Twitter, Youtube, Flickrs and others. It is

supported by Baird and Parasnis (2011) that the business can search, connect, and planning
the campaign for these users to expand their businesses. Thus, social media can be an
effective tool for business to apply in its operations

According to Anderson (2010), today, social media becomes part of our life from
dawn until we go to bed; we have to update ourselves first in Facebook or Twitter. Thus,
unsurprisingly that the business owners will see the power of social network and use this as
the tool to enlarge the target group, forming the reputation of their brands, and manage on the
relationship with customers. Evans (2010) indicated that if they can complete on this, they
will gain the worthy outcomes on the aspect of organizational marketing in digital era.
However, it was argued by Schultz and Peltier (2013) that there are so many organizations
that though having their own Fan Page or Twitter Account, but they cannot communicate or
forming the relationship with the customers. Therefore,

using the social media as the

marketing tool, the businesses should set the goal to adopt it first, like in other forms of
marketing, which business must search for the success formula for suitable marketing
strategy to reach the business goal. The objectives must be set clear on what we want in order
to design the effective communication tool and to confirm that we have worked toward the
same goal for the future success.
It can be concluded that the social media popularity in a few year later has formed the
new opportunity to contact with customers no matter, to form the better brand perception,
reputation online, or finding the place for business contact and the future communication
between consumers. Therefore, social media is a good tool that support for the strategic
market, however, it better be mixed with other market forms that used by other organization
such as, offline media.

Anderson, E. (2010). Social Media Marketing: Game Theory and the Emergence of
Collaboration. Springer, USA.
Baird, C.H. and Parasnis, G. (2011). From social media to social customer relationship
management, Strategy & Leadership, 39(5): 30 37.
Bernhardt, J.M., Mays, D. and Hall, A.K. (2012). Social marketing at the right place and right
time with new media, Journal of Social Marketing, 2(2): 130 137.
Evans, D. (2010). Social Media Marketing: The Next Generation of Business Engagement.
John Wiley & Sons, USA.
Luo, L., Wang, Y. and Han, L. (2013). Marketing via social media: a case study, Library Hi
Tech, 31(3): 455 466.

Schultz, D.E. and Peltier, J. (2013). Social media's slippery slope: challenges, opportunities
and future research directions, Journal of Research in Interactive Marketing, 7(2): 86 99.