Social Media Marketing

Social Media Marketing

Introduction

Since the emergence of technology, social media in marketing has been the most used marketing tool in the World currently. Most organizations are utilizing this marketing tool to make a considerable volume of sales. Advertisement is a crucial message of presenting a product in the market through mass media. Application of the Strategic Consistency Triangle (SCT) entails, designing of Integrated Marketing Communication that advertising employs on mass media platforms to exploit non-personal message or open distributed information to promote or make sales to service, idea, or a product. The sponsors or advertisement is the businesses wishing to promote their products and services across the market. This framework uses business-owned media and paid media to disclose what the product does or say in the market and confirms to the marketers about what the others say (Stokes, 2013). Social media listening is a port of a sound strategy to outrun the rival confirmation about the product. Additionally, it requires competent communication skills to embrace the customer-market relationship. According to Dreamworld AU (2018), and Operational combination of relevant information and messages make the market effectively with the application of a Strategic Consistency Triangle (SCT) concept during the advertising of a product through Integrated Marketing Communication (IMC) planning.

Thesis statement

            Digital marketing has enhanced numerous improvements in the business sector through the reduction of the cost of production, reduction of budgetary incurrence of  £15,000, and an increase in the sale volume (profitability) as compared to the traditional marketing management approach.

Digital Marketing Landscape

The digital marketing landscape entails the use of modern marketing tools in the popularization of trade items. These tools include strategic consistency triangle (SCT), Facebook, Integrated Marketing Communication (IMC), twitter, YouTube, Pinterest, webinar, and Instagram apps. All these digital marketing tools have comprehensive coverage where most of the subscribers are the potential consumers of the trade goods and services. Many business organizations have, in the recent past, embraced these marketing approached, which have resulted in a significant increase in sales volumes and profitability of such firms. There has been a substantial change in the amounts of the goods and services sold in the markets, which marks a vast improvement in the marketing sector after companies adopted the digital marketing landscape and abolished the traditional marketing management approaches.

Strategic Consistency Triangle (SCT)

Significantly, marketing requires a Strategic Consistency Triangle (SCT) to accommodate preferences in messaging through the establishment of integrated marketing communication. Consequently, this is a credible solution to observe the effectiveness of interface through product propositions in the market space. Advertising agents, marketers, and marketing managers ensure they have linked all the potential sets of messages and information about promotional tools to harmonize their operations (Ganis and Kohirkar, 2016). Delivery of advertising messages to customers depends on the choice of communication on channel protocols of linking the communication styles by use of the Consistency Triangle Framework. Therefore, the SCT collaborate the application of the potential communication framework to develop a successful strategy for compelling advertising message on distinct platforms. A credible SCT framework evaluates and observes the consistency of the product’s response in the market through mastering how the product says, does, and what others confirm the integrity of the product.

(McGraw 2012)

Integrated Marketing Communication (IMC)

Integrated Marketing Communications (IMC) is a concept of putting all the necessary communication tools mutually from the basic levels to ensure that they work collaboratively. With the given budget of £15,000, an integrated marketing communication approach will enhance the optimization of the returns due to this marketing tool (Simbound.com 2018). IMC combines the potential communication platforms to allow the adverting message to reach the mass population. The Broadcast, outdoor, print, internet, social, media, and Broadcast are all types of media of advertising that play roles in building IMC.  Media aims at creating a definite desire to the public and empowers the change of consumer behavior due to the effective advertising message (Dreamworld, 2018). Technology is a factor of consideration during the choosing of advertising measures. IMC operates collaboratively with Strategic Consistency Triangle to demo favorable publicity, approving product messages, and sound objectives through choosing a credible medium.

Differences in Digital Marketing Landscape Traditional Marketing Management

            There is a myriad of differences between the digital marketing landscape and the traditional marketing management approaches, which makes the product producers adopt one over the other based on their abilities to reach out to wider markets. These differences are;

The digital marketing landscape allows the product consumers to have direct interaction with goods and services before making the purchase where the traditional marketing management approach lacks (Chaffey, 2018). It is possible for the product consumers to interact with their desired product online by and check the product characteristics and properties before purchasing them. This reduces the possibilities of the consumer complains since they have prior product information and independent decision-making process before putting an order on a product. The digital marketing landscape has a high consumer satisfaction index as the product consumers are making the sole decision based on the preference of the products they are interacting within the internet.

Furthermore, the digital marketing landscape provides value for the products to the consumers, which increase their preference over the traditional marketing management systems. Traditional marketing management systems offer only the adverts which aim at improving the sale volumes and not the value of the products to the consumers (Crain, 2019). Most of the product consumers, therefore, prefer digital marketing methods to traditional marketing management approaches due to this additive, which enhance consumer satisfaction. The sale volume of electronic products will tremendously shot higher upon the adoption of online marketing strategies. Traditional marketing management approaches will have no change in the budget given of £15,000 since it has low customer convincing or persuasive power as compared to digital marketing tools. Therefore, for this electronic firm to enhance the maximization of the profit, the best marketing approach need to be adopted, which is mainly the use of social media marketing where the products have higher interaction with the consumers.

Adoption of Social Media Marketing by Dreamworld electronics firm based infirm in Bloomsbury, London  

            The Dreamworld is an electronics firm in Bloomsbury, London, which has hired our company to run a two-week marketing mission using social media marketing tools such as email marketing, YouTube, Facebook, Twitter, and Instagram tools with a budget of £15,000. According to its Web site report about the Strategic Consistency Analysis, this facility demonstrates the intensity of measuring the integrated tones of messages of advertising through paid and owned media audit after publishing the firm and its products on social media (Tap, Whitten, and Housden, 2014). Dreamworld brand messages are desirable because it’s a consistent presence on television and movie production. Distribution of messages shows as the brand show ‘Our goal is to create a platform where the electronic consumers interact with their desired produces and services in the most convenient way to ensure absolute consumer satisfaction,’ their commitment through the attributes of displaying effective advertisement. The message form Dreamworld Electricals and Electronic Foundation (DEEF) and wildlife services to attract more customers. It displays the activities and the products in the zoo. The Dreamworld is consistent in sending the information about environmental conservation that discloses the availability of the Tiger-Cats through message form Tiger Funds across different zones of the World. As the largest theme park in Australia, Dreamworld, it has been a demo messaging system than is desirable throughout the World (Dreamworld, 2018). The brand is “saying,” “park after dark,” “So many worlds in one” to “top biggest five thrill rides,” and now to “pure imagination.” These are slogans set in messaging to portray the shining perception and advantages of the brand.

The brand messages on the product in paid media disclose the quality through TV advertisements that send a message of “pure imagination and Taste like imagination” as the current adverting and under substantial-frequency through YouTube. The brand emphases the quality of sponsored social media posts with a message of “Gold Coast’s biggest Theme park” and its still ongoing campaign but with light frequency through Instagram and Facebook. To build good public relations, the message of bringing the “World oldest culture to life” under substantial frequency in the Website and YouTube offers a positive perception towards the brand of Dreamworld. Posters and billboards demonstrate the quality through happiness messages, which are still on under moderate frequency through observation. Through paid search advertisements, the Google search engine offers moderate advertising vibration through pricing concepts that demo the care and safety of the brand (Dreamworld, 2018). The owned media on the Facebook page has 605201 followers and company’s website that imagination message to capture the attention of the customers such as “the world of happiness,” which is very heavy on the page, and the transmission of this message is ongoing.

Saying Messages

Technology and Management of data Report

Social media listening is a crucial part of developing good strategic planning in the entire brand. Social studio listening depends on Dreamworld park posts. In different platforms, the posts are sent to create desirable memories about the park. 91% of online social media are Twitter messages. 9.1% of the members are the Facebook message with new sources of advertising messages of 5.8% (Chaffey and Chardwick, 2016). Dreamworld earned media allows publication of advertising through members’ messages through twitter posts. Additionally, the twitting shares the original messages for the company product. The message for SAY and DO gets original confirmation from the twitters. The say messages on these platforms help the brand desire and create a positive perception. The earned media sends a “do” message through the Twitter page of the Dreamworld Electrical and Electronics Foundation to expose the programs and the involvement (Dreamworld, 2018). The Advocacy of the confirmation from the Facebook exposes the relationship and the park and protective organization.

The establishment of the program collaborates with the public authorities to determine the awareness of the animal “ambassador.” Donations derived from the merchandise sales help in delivering the “DO” and “SAY” message. The current social media message key words include demolition rapid, tiger, tragedy, and clubs. These words have a high frequency on Facebook and Twitter of Dreamworld Electrical and Electronics pages (Chaffey and Smith, 2017). The safety of the animal is frequently set on the page of Facebook and reporting about the staff programs. The positive perception of the public develops under all the platform messages. These messages send zoological contributors messages about how they help in the conservation of wildlife (Dreamworld, 2018). The Dreamworld Electrical and Electronics pages of social media advertising DO and SAY messages in the members’ pages.

Application of Strategic Consistency Triangle

Application of the Strategic Consultancy Triangle in marketing management of the DReamworld is very effective. The dreamworld Electrical and Electronics and wildlife service message “SAY” and “DO” with confirmation from the public response. Key messages form audit confirms commitment to community, environmental, and animal safety throughout the park. The provision of fun and exciting escape for the unfortunate children, the sick, and disabled confirms as “SAY” message for the Dreamworld Electrical and Electronics and wildlife services to the community. Across the Dreamworld “DO” message is consistent through partnership projects with various non-for-profit children’s programs. Dreamworld brand exposed to the organization through allocating budget for the tiger cub visit to Lady Cilento Children’s Hospital. The consistency of the “DO” message standardized the qualification of Dreamworld for different awards affirming the brand message is reaching out efficiently. The responses from the public sharing of Dreamworld Electrical and Electronics firm alongside positive affirmation across the social media pages. Most of the positive comments from Facebook and twitter members confirm the effectiveness of social listening of the message (Dreamworld, 2018).  Significantly, the negative social comments are moderate. Dreamworld Electrical and Electronics takes care of the cub with ideas of sending messages the good reason for involving in this care (Dreamworld, 2018). Through the hospital post, the messages link the values and motives behind the cub programs with clarification of reasons for sharing this message.

The awarding sessions confirm the “SAY and DO” message work out because the wards of Dreamworld shows the commitment across the public. If an organization gets awards confirms the positive message from the public. Dreamworld Electrical and Electronics receives different Awards in distinctive recognition due to the “SAY and DO” confirmation. The DO session in Consistency Strategic Triangle discloses the Dreamworld Electrical and Electronics work through the DEEF foundation in both paid and owned media spaces (Caffey and Chadwich, 2019. Through its tireless conservation program, Dreamworld Electrical and Electronics was recognized globally by an Award of Gold and Platinum certificates. The confirmation clarified by the dream world’s work of supporting the community’s cultural commitment through praising the indigenous community members due to their work in the park (Dreamworld, 2018). Therefore, featuring the Consistency Strategic Triangle “DO” and “SAY” message confirms through different ways of the organization.

Planning, Implementation, and Control of Digital Marketing Campaign

            PESTLE and SWOT Analysis

Dreamworld electrical and electronic and wildlife service PESTLE and SWOT framework analysis.  The table below compares PESTLE and SWOT as methods of analyzing external business factors.

Some of the aspects addressed through social media marketing from the two frameworks are discussed as follows; an indication of the position of the business in the market, forecast future, forms basis for making strategic decisions, forms basis for making strategic decisions (Digital Qlick, 2018). With the given budget of 15000 Euros, all these aspects will enhance the maximization of the electrical firm’s profits upon proper utilization. Social media marketing enables the firm has the best business environment due to the increased demand for its products by the consumers.

Recommendations

Although the Dreamworld Electrical and Electronics message concentrates on delivering the European cultural messages, safety, the welfare of animals, the messages did not focus on great areas intensively. Notably, the 2016 accident negative effects, this incident conveyed significant and healthy attachment in earning media. The overpowering the online direction brought poor discussions and comments. The consistency in European themes in specific indigenous cultures to observe the components of consistency “say, do, and confirm.”  To ensure the best achievement message should continue, Constance should continue to gain future greater amounts of exposure in earning media. The great attention is integral as the animal ambassadors to accommodate the maximum care to the wildlife (Dreamworld AU, 2018).  The partnering with the RSPCA is one of the conservation matters that protect the work people do in the park. Funding and awareness through the animals create consistency to do and say messages, hence develop synthesis in earned media by sieving unwanted critiques.

The ensuring of all stakeholders of Dreamworld works with the DWF organization to ensure the message confirmation works for essentials of educational promotion by Dreamworld. The work of the Dreamworld keeps the safety messages across paid and owned media (Boone and Kurtz, 2013). This theme is not conveyed through social media platforms and mostly in earned messages terms. The approval from experts had safety reviews to check out the commitments of safety needs across the brand. This factor will help the elimination of the negative possessed message from the platform’s responses. Consequently, frequent customer posts develop consistent posts and ensure heavy reporting series about the messages. The reviews may expose the daily routines of work that ensures consistency in the review and monitoring of major programs.

Clarity and persuasion of written expression

The clarity and persuasion of written expression about the message of Dreamworld are very crucial to determine whether the Consistency Strategic triangle will work effectively for the brand. The theories of that message about the brand convey and create happiness and positive sentiments through London channels. This aspect develops a consistent campaign through messages written for imagination publicity (Bluecorona.com 2018). They wrote a message, send clarity of the services and the products the park offer shows how the dream of the public may come true through imagination.  The young audience becomes the most and potential targets of the message through majority attraction messages on both owned and paid media. The old audience of the Dreamworld creates the historical combination of messages to large portions of the market as the park targets in the advertising space. The United Kingdom news consists of the major factors of “Dreamworld with pave of thrills” that maintain the positive sentiment on social media and demos on how to combat negative sentiments about the brand.  The opportunities of the archive online competition create a competitive experience through ensuring illustrative scenarios in the social media that brands the products more extremely. Therefore, different evidence of clarity and written messages portray the normal messages reach in the targets and developing the actual imaginative response to the audience.

References

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