Social Media Marketing

Opinion / Marketing

Social Media Marketing
Efthymios Constantinides , Professor, Netherlands

Customer Empowerment: A threat or an Opportunity or How To Engage The Social Media As Marketing Tools

There is no doubt that the Web 2.0 era marked a dramatic change in the marketing practice: Armed with the social media the customer has now the power and initiative. Traditional mass media and push marketing approaches do not work as good as before and their effectiveness keeps decreasing. The focus of our research during the last five years is the question how businesses can address this issue, adapt themselves to the new marketing realities and turn the strategic threats posed by the Social Media as customer empowerment tools to strategic opportunities. For those interested attached the link to my first article on this issue called "Web 2.0: Conceptual foundations and marketing issues" published in 2008 in the Journal of Direct, Data and Digital Marketing Practice and a model depicting the options for using the social media as part of the marketing strategy

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