Social Media Marketing vs Traditional Advertising on Soft Drinks company

Topic Social Media Marketing
Institution
Date
Thesis Statement
Word of mouth through social media has become an articulate and a key driver of the recommendation of brands among consumers. This aspect has prompted an increase in the number of companies that promote their products and services through social media with the aim of stimulating consumer loyalty and conversations while acquiring new customers. The rapid and steady growth of new digital media advertisements has heavily transformed marketing and communication in the 21st Century to a larger extent.
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Introduction
Internet now a basic need has become one of the most vital inventions in this age and has different impacted human life immensely by its functions and features. Internet has eliminated the geographical gaps between societies and its people through the revolution of information exchange. Companies have taken the unique characteristics of the internet to redefine and rebuild their branding and marketing strategies.
Internet has taken over the old traditional methods of communication and marketing (Alturki, & Fayyoumi, 2014). The social networks have turned out to be the most eye-catching services that are offered by the web, and have lead to changes witnessed around the world. These sites are known on the basis of online organizations where each has its target group with specific characters.
The web 2.0 social media base has evolved quickly and is attracting large numbers of users including corporate companies who advertize their products. Unlike the traditional Web 1.0 online base media, social media has opened avenues that allow its users to interact with each other on the basis of business or socialization.
Today, social media is used to strengthen the bonds between different firms and customers with the aim of developing a more trustworthy relationship between these parties, unlike the traditional online media (Alturki, & Fayyoumi, 2014). Various companies according to sources are using these platforms to market their products.
Using Social Media to sell Brands
Brand defines the identity and description of products originality, identity, characteristics, and function which can be used to identify a product. In the contemporary market, competition has immensely taken root in the manufacturing sector of soft drinks, a factor that translates into competition even in customer loyalty (Bulearca, & Bulearca, 2010). It is upon this background that companies develop approaches aimed at winning the loyalty of their customer base through the creation of a platform that markets and receives feedback from the public about a product.
In order to holistically influence the loyalty of clients to buy our branded soda’s, it is imperative that a face to face advertising strategy is developed. This strategy opens a window for a company to raise their sales and revenues and respond to the threats created by other competitors. To attract customer loyalty into buying our products and maintain a brand loyalty, our company designed an approach that uses the internet to penetrate into the world and reach our client base.
Burton (2011) notes that; lauds micro blogging as a branch of twitter that is used as a marketing strategy in most of the global organizations. There have been greater outputs in the organizations that use the micro blogging compared to the ones that do not use. Even the comparison of the current outputs in those organizations show a significant difference from the outputs before the enterprises started using the micro blogging. This portrays the essence of twitter in maximizing the sales in organizations hence higher profits. However, there must be exercise of the right engagements in the twitter so as to reap maximum benefits. This is because, the twitter, just like any other social media, if misused, can result to harmful effects to the enterprise.
Efthymios (2014) asserts that there has been a significant change of power structures following the introduction of social media marketing. The emergence of sophisticated customers requires equal technological advancement in the marketing departments so as to influence them.
The embracement of social media campaigns by large enterprises has had great impacts. For instance, the Coca-Cola Company has embraced these social media campaigns on both negative and positive notes. The positive social media campaign in cocacola includes the ‘embrace happiness campaign". This positive social media campaign realized positive gains in terms of profits and popularity.
On the other hand, a negative social media campaign includes the Coca-Cola campaign on the stoppage of automated twitter use by the customers. This came up as a realization of the damages that could arise from the misuse of the same by the customers with ill-intention. Although the whole motive of such campaign is to prevent damage of the image of the company, in the process there could be some negative impact such as losing the agitated customers who enjoyed usage of the twitter.
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