The Modern Marketing Strategy - IT-Based Application - Essay Example

The Modern Marketing Strategy: An IT Based Application Q1. The Battle for Superiority- Facebook Verses MySpace Nearly a year after MySpace boasted of doubling the number of Facebook users, the reality soon descended with Facebook trouncing MySpace hitting a record of 4.6 million users while MySpace records 2.3 million users in the year 2008. Modern marketers seem to enjoy the exclusive ride with Facebook which just presents a network they so need in executing their duties. A network without sensitivity to users’ quests is more or less of a dead network. Facebook seems to enjoy an exclusive ride in the modern marketing field. Further, it is set to top the social network platforms in the long run. There are several reasons that underpin Facebook Popularity, and a possible continued lead in the social media platform. Some of them discussed below. First, the product creator understands the value of customers and the need to be at par with their changing needs and preference. Although Facebook is a unique product that may not need much attention, it requires persistent value addition to make it lively and relevant to the existing and new users. This continually led to invention and creativity of the highest degree to keep consumers at the edge, yearning for more each day. Facebook, continue to redesign their user interface to bring a whole and fresh experience to various users who desire for a more fulfilling service even with their phones, which might lack high specification. The user interface is unrivalled. The support department, working around the clock, and takes subscribers suggestion seriously creates a true sense of belonging that any product creator will need with his customers. Evident in this light of the argument is the recent change in the Facebook user interface after many subscribers demanded for a change. Such trends also happed in the past, which have conceived the present face of the network. According to Luten (146), customer value is the epic of marketing, and a key determinant of market position and leadership. Security issues serve a major boost to Facebook compared to MySpace. Looking at individual user profiles, most people give true data and more information that is sensitive. Aware of this possible loophole that might explain the increase plummeting of MySpace popularity among users, Facebook majors on connecting people who at least know each other. People feel safe connecting with people they know as opposed to strangers. In 2008, the reality found its way down to many users who viewed the need to be secure online. This was a period of escalating cybercrimes, and users demanded a safe and friendly social media network. Facebook happened to be the solution and seems to enjoy this as long as the men at the top enjoysleepless nights securing millions of users from any form of cybercrime attack. The freedom to control widgets and ads, presents a competitive advantage to Facebook than MySpace. Facebook users, just like any other product or service, consumers require being at the top of their preference. The need to exercise total control of their individual Facebook profiles and groups and fan pages offers them more reasons to stick with the product. An individual with a Facebook account can control what should appear on their timeline. Users determine the kind of ads they prefer and the widgets that are more appealing to them. Such rare freedoms absent in MySpace continue to present a decline in the number of subscribers each day with their competitor capitalizing on the small, but a very sensitive aspect on consumer preference. Q2. The Viral Syndrome in Marketing: Gangnam Style Gangnam style by PSY, a Korean ‘invented’ dancing style recorded unusual views at the end of 2013. Despite being popular, discussing the dancing style adds no value to the contemporary world. The need to examine its success in sweeping masses may add value to a marketers old marketing techniques. Attaining viral status may be easy to state and hard to conceive without following some simple, but successful techniques that bear fruit within 24 hours. In my own view and using my marketing techniques, analytical skills and understanding of search engine best language, SEO and LSI, Gangnam may have achieved its popularity due to the following reasons. First, PSY marketing team that gave it the best taste to search engines. Second, the marketers chose the right channel with the targeted audience. Finally, the video quality presented that thrills consumers each day they need to have something pleasing to the eye and a soft twist to the joints. Undoubtedly, the PSY marketing team gave the style a professional touch. Web 2.0, a generational marketing technique requires a well-presented content to the search engines and users. This was unattainable without having a professional marketing team on standby or spending several hours creating a unique content for both human and search engines. A well-chosen keywords and tags explained the viral status of the video. Many YouTube users found it easy to find the product by keying various words, they could remember and instantly land on the right video. Availability and a clear differentiation of the dancing style made it unique and easy to find. However, this could not have come to fruition without various users’ knowledge of the existence of the product. The team first created awareness it deserved then making it easy for multiple users to get the content in different ways they could opt to find the product. Secondly, the correct choice of the medium sparked its success. Choosing the right medium can be a marketer’s tough challenge. Inability to identify the targeted consumers and communicate with them concisely and inexpensively is more of a first step to success. Again, the PSY marketing team did a recommended job in settling for YouTube, where musicians enjoy mass following. Using what you have to get what you need sounds economical and wise. The team had a well-established YouTube account with thousands of followers also interlinked with other social network accelerated the presence of such unique products to consumers. Understanding the targeted consumers and their preference played a great role in surging presence of the video. Quality seems to be the most sung aspect of an ideal product, a factor the team did not overlook too. Subscribers felt a sense of belonging when they get something they always demanded, an excellent product. Consequently, various subscribers after associating with a quality product did not see the need not to share the video on their popular personal blogs, social networks, and websites. This created successful backlinks that the product needed to gain popularity, surpassing other past popular videos and remaining most watched and relevant among consumers. Works cited Tuten, Tracy L.. Enterprise 2.0: how technology, eCommerce, and Web 2.0 are transforming business virtually. Santa Barbara, Calif.: Praeger, 2010. Print. Read More