The Impact of Social Media Marketing in Marketing Communication Opportunities: in Context of Dell

T fitting of meat No. Content P board yield 1. T fit of Content 1 2. revoke 2 3. entry 3 4. literary fruitions review 4 5. dell task Model 7 6 jar of hearty Media trade in dell Current intercourse action 8 7. Challenges of tender Media market in the merchandise Environment 11 8. Benefits of amicable Media selling in the merchandise Environment 13 9. Conclusion 15 10. summons 16 2. generalization neighborly media merchandising is no protracted a foreign to telephone circuit vendor nowadays. This paper ordain examine the push of mixer media market on the market converse opportunities in context of dingle in the United States. Basically, this assignment en send be begun with the introduction which generally explains roughly the consequence of kind media. Next, some(prenominal) writings reviews exit be hand overd to explain on the merchandise intercourse subroutine and how regainible media trade impacted on the dell real talk a ct.Then, several challenges and benefits of cordial media market will be illustrated at the end of this paper. Keywords neighborly media merchandise, merchandising communion cultivate, media fomite, consumers, capacity 3. Introduction Undeniably, revolution of socio-technological has profoundly transplantd the panaches and g all overnment agency of media consumption. From super-fast digitally em indicator lap assoils to mobile eBook readers. either of these aspects fuck off affected how art ( mugs) and consumers advance and and then limit the bearing of selling communicatings will be functioning. genius of the close signifi foundationt evolutions when battalion mouth well-nigh trade tools or strategies is the takings of complaisant media marketing. Fundamentally, loving media marketing is a way of unifying with consumers by means of the current technology (i. e. The Inter utmost). As of now, in that location atomic upshot 18 more than 800 million acti ve voice users in Facebook, over 3 billion videos atomic flake 18 viewed per day and 100 million sight use chirp every superstar day. Having all cordial media channel ready(prenominal) for consumers, this provides consumers with plenty of choices in products and services in the market. alongside, fond media marketing has impacted on chtype Aionshipes marketing communion opportunities. 4. Literature Review The emergence of bracing converse impart via the Internet has tremendously affect demarcationes way of marketing strategies (Owen and Humphrey, 2009). One of the most signifi croupt developments to the venders is the effects from the Internet evolution from the convictions of Web 2. 0 or affable media as a media vehicle to renounce the capacity to the can market (Constantinides et al. 2008). affable media marketing in this context is the opportunities provided for rail line to go along with the society, with the help of the organizations brand, thence resul ting in building a positive affiliation and develop brand influence by dint of and through the Internet as the medium of communication (Pandey, 2010). Murphy (2010) mentioned that a good marketing scheme occurs when organization or seller employ the right communication transmit or media to send the right caseedness and reaching the right market.Therefore, it is vital for marketer to understand the communication process when using affectionate media as the media vehicle in the marketing communication. Kotler (n. d. , p. 546) mentioned that there atomic number 18 several divisions that involved in the communication process in prescribe to determine potent communication. The major two parties in the communication ar the sender (marketer) and receiving system (market). some new(prenominal) major communication tool is the media vehicle or media channel which carries the centre to the set aboutr.Alongside the communication parties and media vehicle, there atomic numbe r 18 quaternary major communication functions encoding, decoding, response and feedback. Finally, the element of noise as well interferes in the communication process. Dargiewicz (2010) suggested that in order to communicate in an potent way, the sender mustiness wear an understanding of the point of the message, who be the scrape hearing to be reached and how the audience will interpret and react to the message. Schramms dumbfound of communication points out that the senders ncoding process must be limpid with the luff audiences decoding process, whereby, the more marketer topic of experience overlaps with the rump markets field of experience, the advanceder is the goodness of process of communication (Dargiewicz, 2010 Holm, 2006). The matches of both parties experiences ar called the Sh atomic number 18d set of Reference. Figure 1 Willbur Schramm cast blood line Dargiewicsz, K. (2010) monologue vs Dialogue How Innovative affable Media engineering Developing Effective selling communion Strategies online. open at http//www. s eyelide piece of land. et/guywithideas/ cordial-media-dissertation Accessed fifteenth declination 2011 The high train of put associated with affectionate media as the media vehicle makes mixer media is highly acceptable among the tar get along audiences compared to traditionalisticistic media vehicle oft(prenominal)(prenominal) as televisions, newspapers, billboard and etc. (Inklingmedia, n. d. ). Mohr and Nevin (1990), bring up that, the transfer of trust may distort the message that is being sent. harmonize to DesignDamage (n. d. ), social media fosters a highly transactional model of communication which it allows two-part communication through the feedback mechanism that traditional media non able to offer. tralatitious media vehicles were similarly argued to be a merely one-way process communication, whereby, the message is not clearly communicated or received by the target audience in most of the time (Dargiewicz, 2010). The Shared retch of Reference suggested by Willbur Schramm model is ruffled with social media because it offers consumers to fortune their experience in the communication process. Calder and Malthouse (2005) supports that everything that influence the nodes experience is a authorization marketing vehicle.Therefore, in order to illustrate the theory of social media marketing in context of organization, this paper will look at the impact of social media marketing in dell pot in the United States. 5. dingle profession line Model The founder of dell calculating machine Incorporation is Michael dell in 1984. dells primary products are individual(prenominal) and office computers and business of dell in like manner engages in different products much(prenominal) as printers and software. A feature that determines PC companies such as dell to manage their products is through calibration of PCs. The main benefit of standardization is that it helps dell to concentrate on the appeal of productions.However, when dell adopted standardization scheme, it made dingle more generic with different PCs companies such as IBM, Compact and Hewlett-Packard since most of PCs companies had access to the same suppliers such as Intel and Microsoft. Therefore, dell started a new direct business model based on customization start that enables computers or laptops to be produced according to nodes requirements in order to be more competitive. However, standardization approached has still remained in dells business model. The customization approach varies its products from customer to other customer without changing the brand name.Having customization strategy in dingle business model, dell has to eliminate third party as the middle-man and sell its products directly to the final customer, whether the mercenary customers or private users. Such business model allows dingle to reach more clients and business units and cut cost with chang e supply chain. Unfortunately, dell is facing stock-still a bigger issue to proportion out the standardization and customization approach as there is no one improve method. fit in to The Indian land of be after and Management (n. d. ), customer is the constitute frugal driver to what dingle is doing.Therefore, dingle extend its approach to engage with their customers through the social media marketing to market their brand and communicate with their customers. 6. Impact of companionable Media selling on Current dell Communication Process M any companies including dingle, hand over realized that social media is a new platform for communication. Dells key policy is continuously being a direct and effective in terms of its communication theory. Dell and digital communication through the internet was never scattered since it started to conduct e-commerce business which change its customized products directly to the customer.Since Dell lovely the web logosphere in 20 06, social media marketing has al slipway been its karyon communication and marketing strategies. According to Dave (2011), social media efforts at Dell helps to sustain the business objectives such as aim to reduce cost, increase revenue and enhance customers satisfaction. According to Blythe (2000), the first key of effective communication is to identify the target audience. Social media marketing provide opportunities for dell to separate their target audiences according to social media channel. For ex angstrom unitle, Dell residential area has a mixture of blogs that reflects several key channels.This includes discussion on education to business consultation. divergent range of blogs that provided by Dell ensures that schooling and discussion would be apply to cater several specification of audiences. In a same way, Dell has diametric kinds of Twitter channels to reflect polar purposes. Correspond to Dell Cares, it provides assistance to the customer on any matter cogita te to the Dells products. This portrays how Dell has separated its branding strategy and how various Twitter accounts comprehendd differently by the audiences.Therefore, Dell will be able to encode the right message such marketing campaign, to the specific target audience through the right social media channel. There are some other brands out there in the market today compared to in the past. Dargiewicz (2010) points out that all are severe to communicate a large number of messages to their target audience daily, which interfering the target audience to get the right message across. Thus, social media has changed the communication landscape in providing opportunities for Dell to contrive a bipartite communication with its customers.A good communication is the role of the encoders and decoders expertness and its portrayed by the medium which the encoded message is delivered. Realized the effectiveness of social media as the medium of communication, Direct2Dell was launched by D ell, its very proclaim corporate blog through Twitter. Its social media efforts have provided a two-way noninterchangeable communications, whereby, target audiences able to provide feedback content such as ratings and reviews with regards to the issues of Dells products.Moreover, the feedback provided by the customer is in real-time, whereby, the feedback is lift directly from customers and Dell able to measure their products. For instance, product that has five-stars rating should last out and two-star ratings should be removed. According to Pickton and Broderick (2001, p. 182), feedback will improve the trueness of the communication to ensure that message has been right received and understood, which is one of the reasons why social media is a powerful communication vehicle in Dell communication process.Plus, the chief executive officer of Dell Computer, emphasized that friendship must be able to listen and connect with its customers and emergence of social media has provi ded Dell the hazard to engage with its customers (Farrelly, 2009). Given the feedback mechanism that social media can offer, Dells has interpreted a major step to prepare a Social Media listening direct Center in order to stay connected with its customers. Channey (2009) points out that listening are no longer an option scarcely instead a new marketing. Listening is crucial in the communication process because it allows Dell to understand what customers want and how customers perceive the brand.Not however did social media marketing allow Dell to understand their customers, , Dell are able to discover intimately a massive amount of issues that consumers were having with their products through their blog monitoring platform. The system could baseball swing each of these and would instantly recognize trends betwixt products, geographic areas, or specific communications with Dell. For instance, Dell proactively approach consumers in the blogosphere and in online community abo ut battery recall, thus allow better response and bushel customers problem as quickly as possible.Plus, customers were likewise able to check whether their battery part of the recall. Furthermore, social media marketing has fostered high Shared Frame of Reference between the sender (marketer) and the receiver (audience) that influence effective communication. Dell has created online intentional studio that gives the ability for its customers to change the rule of their laptops by choosing a custom switchable lid themselves. Online designed studio has given Dells customers the opportunities to virtually experience the issue of their customization laptop, thus, encourage Shared Frame of Reference between Dell and its customers.In addition, not only did social media marketing fostered high Shared Frame of Reference between the marketer and the audience but in any case among Dell customers. Dell has launched online community for its living and potential customers to communicate a nd reciprocation information. According to Bazaarvoice (n. d. ), 90 percent of consumers online notion the recommendations from people they know and 70 percent belief the opinions of unknown users because people tend to trust and often seek the advice from another someone or group of people over brands.This characteristic enables consumer to gather as much information about Dells related products and services before reservation purchase decision. Shaw et al. (2000, p. 152) added that a positive feedback can turn into a good packaging the brand of the product. This is why social media perceive to have a higher level of trust and it is more acceptable compared to other media. 7. Challenges of Social Media Marketing in the Marketing Environment Social media marketing has sure enough influence the communication process of Dell with its consumer.However, there are several challenges that social media is facing in the marketing environment. Social media allows thousands of convers ation streams to be addressed per day. but representing a team of marketers will not be able to handle such a great amount of conversation. Definitely, the number of marketers is not sufficient and it is more apparent that these marketers are not equipped with comprehensively subject matter expertise that required them to communicate and respond at the square-toed level of reliable conversation. The consequence of ignoring this can be overwhelming.The risks of involving untrained employees to represents on behalf of Dell could jeopardize Dell reputation. Once Dell further its employees to be active on blogs, Dell is exposed to the risk of round members writing shunly and revealing hole-and-corner(a) information about the organization. For example, in 2007, a former employee of Dell had posted a list of tips in a blog for customers who are searching for Dell products (Farrelly, 2009). The employee had no issues with Dell and just wanted to share information for customers such as the high hat time to purchase and how to get the superior deal.Therefore, it is essential for Dell to have graceful employees that have the ability to monitor and respond to its consumers thought. Additionally, due to high transparency in social media, competitors may know the strategies of Dell and consumers are more well-informed about Dell products and pricing strategy. Essentially, the engaging process with customers has always been in charged by the Dell marketing department. However, the trend has changed since the emergence of social media. The consumers are now communicating about the organizations product with other online users who are not the employees.In fact, 66 percent of brand opinions are generated by customers and 34 percent are by blogger (Dave, 2011). The growing favoriteity of online communities has allow consumers to exchange information and able to compare with competitors prices without any barriers. This means Dell have baffled their ability to contr ol over on how and where their products and services are being presented to be and potential customers. Moreover, any disappointed Dell customer able to share their negative judgment on particular products. The defective feedback posted on Twitter or Facebook can easily go viral as good news.For instance, in 2005, Jeff Jarvis, blogger and noted journalist and professor created a ad hominem blog known as Dell Hell. Jeff had a problem with his Dell computer and frustrated with Dell customer service. Therefore, he expressed his frustration with Dells products and customer support on the blog. Dell Hell served as a beam for other consumers to express their frustration on Dell. As for Dell, the situation has attracted the attention of other media from The New York Times, Business Week, The Houston Chronicle and many others, thus, reputation of Dell as the long-familiar brand for PCs was at disaster.Moreover, the social media substance abuse or consumption of the new-fashioned audie nce may differ compared to the previous generation. It has been a challenge for the marketers to develop marketing communication strategies in order to sync with this contemporary talking to to make sure that the transmittable brand messages are received and decently encoded across different age group. The young audiences who are called digital natives were raised up in the modern technological era. They have been adapted to the development and respond to information in a different way with their predecessors.Different to the young audience, the previous generations are known as digital immigrants because they are exposed with modern technologies only in the later stage compared to the young audience. They have different ways of understanding the language of social media. Therefore, this will be credibly a challenge for businesses including Dell to strategize how to get the message across different age group through social media marketing. 8. Benefits of Social Media Marketing A lthough social media marketing have its disadvantages, it has also brought several values in the marketing environment.Firstly, due to the fact that social media has no barrier for communication it has encouraged companies like Dell to allow customer participation in their marketing strategies. For example, Dell has created Dells IdeaStorm, one of the online company blogs to encourage conversation with its exist and potential consumers. The benefit that the IdeaStorm is able to give is it allows crowdsourcing from the consumers. This is an effective way for Dell to obtain ideas for their company and more importantly, it provides a sense of be from onsumers because their opinion influences the internal decision making, thus increase their loyalty, brand awareness and affirm their positioning. Plus, not only social media provide suggestion to Dell, it also help other fellow customers to fix their problem. The process are similar to other social media, whereby, people join the comm unity, recommend their opinions or ideas and then, Dell will respond to the most popular ideas according to the number of votes. In addition, it also provides a free market seek for Dell.This is a benefit for Dell because most of surveys conducted are deemed to be ineffective because it only focus on certain groups and also incur higher cost. Finally, social media marketing has also assist Dell in their pricing strategy. Since the consumers are more active in social media, Dell able to get their opinion and forecast the aim and price of their products. Plus, Dell product customization business model through the social media marketing can reduce their gross revenue cycle. Different from short sales cycle, long sales cycles requires people at several stages of the purchasing process.Ironically, when salespeople are spending their time engaging new businesses and relationship to ensure that customers receive satisfactory answers, he or she is rather unproductive because company only creates bills if customers are actually buying the products. This jumper lead up to opportunity cost because the sales rep is not making any deals. Therefore, Dell able to reduce the marketing cost through social media marketing. 9. Conclusion In conclusion, Dell has continuously evaluated its business model to search for rooms of improvement and ways to enhance their customer service.Social media marketing has certainly influenced Dell in their marketing communication process and widened their reach to its existing and potential customers. In the early historic period of Dell in the blogosphere, Dell has effectively incorporated social media into its marketing and communications strategy and had been awarded for its efforts. Despite of the effort to integrate social media marketing into the business, social media marketing has its drawbacks. Dell cannot afford to put their brand reputation at risk and thus, must find ways to overcome the challenges. Today, Dell US is one f the top companies that is being respected and known as the citizen of the social media. Hence, Dell had applied this new establish knowledge to really change the culture and advance the marketing strategy while constantly being focus and direct with its customers. (3078 words) References 1. Bazaarvoice (n. d. ) Social Commerce Statistics online. getable at http//www. bazaarvoice. com/resources/stats Accessed sixteenth declination 2011 2. Blythe, J. (2000) The Communication mix. In Marketing Communications. Harlow Pearson Education exceptional 3. Calder, B. J. and Edward C. M. 2005) Managing Media and Advertising Change with interconnected Marketing, ledger of Advertising Research, Vol 45(4), pp. 356-361 online. forthcoming at http//web. ebscohost. com/ehost/ degree? sid=fe58d1b1-1a35-4d30-a99d-d1943e084662%40sessionmgr111&vid=1&hid=111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=buh&AN=20486625 Accessed at 12th celestial latitude 2011 4. Channey, P. (2009) Social Media Liste ning is the New Marketing online. open at http//www. practicalecommerce. com/articles/976-Social-Media-Listening-is-the-New-Marketing Accessed fifteenth December 2011 5. Constantinides, E. et al. 2008) Social Media A New Frontier for retail merchant?. European Retail Research, Vol 22, pp. 1-28 online. on hand(predicate) at http//www. utwente. nl/mb/nikos/publications/ecpapers/constantinidessocialmedia. pdf Accessed 14th December 2011 6. Dargiewicsz, K. (2010) Monologue vs Dialogue How Innovative Social Media Technology Developing Effective Marketing Communication Strategies online. acquirable at http//www. slideshare. net/guywithideas/social-media-dissertation Accessed 15th December 2011 7. Dave, R. (2011) How to Engage in Social Media A Dell Perspective online. Available at http//i. dell. om/sites/content/business/solutions/power/en/Documents/ps1q11-20110266-socialmedia. pdf Accessed at 15th December 2011 8. DesignDamage (n. d. ) The Secret to Social Media Communication Online. Available at http//www. designdamage. com/the-secret-to-social-media-communication-success/ Accessed 12th December 2011 9. Farelly, J. M. (2009) digital Communication at Dell. Dartmouth College Online. Available at http//www. tuck. dartmouth. edu/cds-uploads/case-studies/pdf/6-0032. pdf Accessed 10th December 2011 10. Holm, O. (2006) Communication Processes in Critical Systems Dialogue Concerning Communications. daybook of Marketing Practices Applied Marketing Science, Vol 24(5), pp. 493-504 online. Available at http//www. emeraldinsight. com/journals. htm? articleid=1567118&show=abstract Accessed 16th December 2011 11. InklingMedia (n. d. ) Social Media vs Traditional Media Online. Available at http//inklingmedia. net/social-media/social-media-vs-traditional-media/ Accessed thirteenth December 2011 12. Kotler, P. (n. d. ) Integrated Marketing Communication strategy , pp. 536-572 Online. Available at http//www. pearsoned. ca/highered/divisions/virtual_tours/kotler/kotler_ch13. pdf Accessed 13th December 2011 3. Mohr, J and Nevin, J. R. (1990) Communication Strategies in Marketing Channels Theoretical Perspective. The Journal of Marketing, Vol. 54 (4), pp. 36-51 online. Available at http//www. jstor. org/ steadfast/1251758? seq=1 Accessed 15th December 2011 14. Murphy, D. (2010) Traditional vs. New Media Channels Online. Available at http//masterful-marketing. com/marketing-channel-strategy/ Accessed 12th December 2011 15. Owen, R. and Humphrey, P. (2009) The Structure of Online Marketing Communication Channels. Journal of Management and Marketing Research, Vol 2, pp. 1-10 online. Available at http//www. abri. com/manuscripts/09135. pdf Accessed 13th December 2011 16. Pandey, S. (n. d. ) Social Media Marketing and New while Communication Online. Available at http//www. slideshare. net/sycamore/cfakepathsocial-mediacommimi Accessed 12th December 2011 17. Pickton, D. and Broderick, A. (2001) Integrated Marketing Communications. Prentice Hall Pearson Educ ation. 18. Shaw, M. et al. (2000) handbook on Electronic Commerce. Germany Springer 19. The Institute of Planning and Management (n. d. ) Dell online. Available at http//www. docstoc. com/docs/6458876/Dell-Distribution-Mgmt Accessed 11th December 2011