Is social media really the magic bullet that many modern marketers would have you believe? Or is it simply a cost-effective, relatively easy-to-use new marketing tool that can amplify your existing Integrated Marketing Communications? The Melbourne Business School’s Mark Ritson is clearly in the second camp, in his Mumbrella360 video from June 2016 he slams … More If video killed the Radio Star, can social media replace TV?
Well, nothing adds interest to an academic article quite like aligning the subject matter with the rampant spread of Herpes. This week’s reading by Andreas M. Kaplan and Michael Haenlein, ‘Two hearts in three-quarter time: How to waltz the social media/viral marketing dance,’ uses this humorous analogy as it explores what makes some marketing campaigns … More Creating A Successful Virus
The era of Web 2.0 is an exciting time for marketing practitioners. Advancements in technology present opportunities for creative and highly interactive communication with increasingly engaged and sophisticated consumers. This week I read Efthymios Constantinides’ journal article Foundations of Social Media Marketing. This article divides marketers’ use of Social Media into either a Passive Approach (‘listening … More Social Media: The Power Shift