Social Media Marketing: From Monologue to Dialogue

Tjahyadi, Rully Arlan (2010) Social Media Marketing: From Monologue to Dialogue. In: Seminar Akbar Forum Manajemen Indonesia (FMI) 2010, Management: Future, 2010, Surabaya.

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Marketer can no longer just expose a brand to the consumers. The marketer’s challenge is to use brands, content, applications and communications channels to elicit a apecific action from consumer. Communications with consumer have now become an important topic in marketing. Until a few years ago, marketing communication was a monologue. The role of marketing was to promote a product or service to consumers. Today, the internet can lead to changes in consumer behavior, products and services, and, consequently, organizational changes. The internet can also lead to changes in marketing communication media. Traditionally, the term media has been expressed in the context of how one send a message to another. There is not interact between recipient and author. Online marketing via the internet, as a new form of media, has change things radically. Online technique have transfromed the role of marketing from a monologue to more of a dialogue with the consumer. In this way, the communcation—or interaction—becomes the basis for doing business. Online marketing allow the receiver of the message to interact real time with the author. In this new environement, relevance is more inportant than repetition, an marketing messages are pulled by the consumer rather than pushed by the marketer. Social media are online marketing innovation and the hottest buzzwords in marketing today. Social media are primarily internet-based tools for sharing and discussing information among humans. Humans are all about everyday social interaction. Social media offer ways to exchange information through the use of a few clicks or uploads. Because of its ease of use, speed and reach, social media is fast changing the public discourse in society and setting trends and agendas in marketing communication topics. Social media marketing (SMM) is trend that can help organization develop positive relationships with your customers—and sell more product or service. This article is a conceptual paper that explains social media marketing as a new form of media in marketing communication.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Marketing Communication, Social Media, Social Media Marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 15 Feb 2018 05:55
Last Modified: 16 Oct 2018 08:57

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