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Erschienen in:
2018 | OriginalPaper | Buchkapitel
Effective Social Media Marketing Planning – How to Develop a Digital Marketing Plan
verfasst von : Marc Oliver Opresnik
Erschienen in: Social Computing and Social Media. User Experience and Behavior
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Abstract
Marketing planning is also undergoing rapid development as the way of marketing communicating has changed forever. The increasing popularity of blogging, podcasting, and social networks enable customers to broadcast their views about a product or service to a potential audience of millions, and the proliferation of Internet access gives everyone who wants to the tools to address issues with products and companies. The traditional communications paradigm, which relied on the classic promotional mix to craft Integrated marketing communications (IMC) strategies, must give way to an effective digital marketing planning framework which includes all forms of social media as potential tools in designing and implementing IMC strategies. Consequently, there needs to be a sophisticated process to develop and implement a digital marketing plan in the social media environment.