In the Web2.0 Era, Social Media Marketing Brings Business Opportunities to Enterprises
Abstract
In the web2.0 era, more and more companies use social media as a marketing tool. Based on the use of social media such as Facebook and YouTube, enter- prisersquo;s propaganda has become global and more widespread. Whatrsquo;s more, SME (small and medium-sized enterprises) which is not able to carry out large-scale publicity will also gain the capacity to use social platform to extend the number of audiences, bringing more opportunities for the enterprise development.
Keywords
Web2.0, Social Media, Marketing Strategy, Purchase Intention
1. Introduction
Today, wersquo;re in the web2.0 era. Different from one-way information delivery mode with web1.0, the content of the web site in the web2.0 era is often the us- ers; users are the content of visitors and also site content makers. This also means that the web site provides users with more opportunities to participate in, for example blog and wiki are the guiding ideology of the typical user generated content, and the tag technology (user Settings TAB) to classify the information in the traditional web site directly to the user to complete the work.
And as statistics shows, about 83% of Fortune 500 companies communicate with consumers in the form of social media. In addition, more and more marke- ters will make social media as part of the promotion mix enterprise microblog- ging page has become a common marketing channel, and its importance is in- creasing. The research found that, regardless of the type of social media, the word-of-mouth information of the products will have a significant impact on consumersrsquo; shopping decisions.
Facebook, a leading social media platform, has more than a billion active users (Facebook Newsroom, 2017) [1]. Thus, network marketing has shifted from tra- ditional media to social media; e-commerce occupies a more and more impor- tant position in economic activities with the continuous development of web 2.0 technology and the widespread application; social media gradually become a place where consumers can easily share their shopping experience and lessons after shopping, and persuade others by sharing useful information to realize their self-worth. Nowadays, digitalization has been gradually integrated into our life. The boom in e-commerce has led many companies and traditional stores to start online business development and digital marketing to meet the needs of the new era. Under the influence of digitalization, the traditional mode of influence between consumers and enterprises has been reshaped. Digitalization, especially social media, is believed to change consumer behavior (Kaplan and Haenlein, 2010) [2]. More and more consumers spend time online and start to use social media (Forrester Research, 2008; Nielsen, 2012) [3]. Different from traditional ways, individuals today can use YouTube, Facebook, Twitter and so on, to con- nect together. There is no doubt that, by using platforms, people are able to show themselves easily. In addition, it is worth mentioning that in the traditional way, small and medium-sized enterprises (SMEs) that do not have sufficient funds and resources for promotion can now use these social media to have a brand new way to show themselves and achieve an unexpectedly better display effect. It should be noted that digital channels play a very important role for brands and SMEs should fully exploit the potential of using new digital tools. As an important part of the world economy, the importance of SMEs cannot be ig- nored. In addition, it is not difficult to find that digital marketing and social me- dia provide new opportunities for SMEs to attract customers. Generally speak- ing, the marketing of SMEs is characterized by unorganized and unplanned. With the injection of the new generation of young people with more profession- al management education, the formal marketing planning of SMEs will undoub- tedly increase. Digital marketing is a new marketing strategy, and it makes the original traditional marketing under the impact. It can be divided into one-way digital media and two-way digital media. Traditional advertising is a one-way digital media, while email is a two-way digital media because the response of customers can be accepted and responded by enterprises. The rise of social me- dia, there is no doubt that the relationship between the customers and the mar- ket has changed, this is because the power has been shifting from the marketing personnel to the hands of customers (Hennig-Thurau et al., 2010) [4]. It is worth noting that in social media, the audiences expect not sales and marketing infor- mation, but the authenticity of information based on the brand communication (Christodoulides, 2009; Weinberg and Pehlivan, 2011) [5]. It can be said that In- ternet brands are about “soft selling”, co-creating value and managing customer relationships, rather than directly driving sales. (Hennig-Thurau et al., 2010; Rowley, 2008) [6]. Social media is an important part of organization marketing and branding (Bruhn et al., 2012) [7]. According to the United States, Britain and Australia more than 7000 consumer research (Spenner and Freeman, 2012) [8], marketers focus too much on network social connections with the custom- ers. However, facts show that consumers have little or no interest in developing social relationships with marketers that go beyond commodity trading. General- ly speaking, large enterprises are more likely to have sufficient resources and knowledge to successfully adopt new relevant digital tools and digital channels (Barnes et al., 2012) [9]. The lack of financial resources is generally regarded as an obstacle to the growth of SMEs (Cooper et al., 1994; Federico et al., 2012; Gilbert et al., 2006) [10] will also hinder its use of digital channels. Although digital marketing has no variable costs under ideal conditions, its fixed cost
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