Marketing Management The Role of ICT

Question: Describe about the Report for Marketing Management of The Role of ICT. Answer: Introduction This chapter reviews the recent literature for understanding the impact of social media marketing in brand awareness as well as loyalty in hospitality industry. It aims at providing underlying theoretical foundations on online communities. Study has been conducted based upon brand trust and commitment for elucidating members for maintaining relationships in the most appropriate way (So 2015). Social marketing provides visibility as well as awareness for brand for converting potential customers for loyal customers eventually. The main secret lies in creation of thematic content as well as leading towards conducting effective marketing campaign. Social media is the activities and practices within the communities of people gathering information and knowledge. Organization at Denmark focuses mainly on optimizing the promotional flows as well as reward investment in creation of awareness as far as possible. It provides spaces for product message using remarketing for users in showing inte rest in Denmark. Impact of social media marketing in brand awareness and loyalty in hospitality industry in Copenagen, Denmark Defining Social Media Marketing According to Scupola and Wildermuth (2015), Evolution of online marketing relates directly with first generation of internet web 1.0 especially characterizing by hierarchical structure. Social media has altered the way public around the world converse with one another. Concept of social networking evolves with technology advancement. Social media has become one of the preferred inexpensive marketing tools that help in encouraging two-way communication between business as well as consumers. It is the combination of various internet tool-enabling users for generating as well as modifying the content on continuous way. Social media marketing helps in increasing brand awareness as well as sales volume for providing information to customers. It aims at providing better customer services and monitoring brand reputation. This helps in creating synergies stages in final decision-making in hospitality industry in Denmark. Marketing campaigns targets groups for making destination preferences i n selling points and large growth potential. As opined by z (2015), Social media can be easily interpreted in varied ways depending upon the approach taken into consideration. It mainly relies upon internet and web-based tools as well as services for publishing information in form of data, audio and video on web. Hospitality industry requires identification of effectiveness of marketing with the usage of social media. There are several advantages like low cost investment, brand communication as well as direct customer communication in comparison with commercial advertising. It has been found that hospitality industry is slow for gaining momentum towards technology and adopting technological advances. This particular industry has not advantage on the power of social media as well as integrates it with marketing initiatives. Social marketing main move is to generate brand awareness on the mind of consumers for deciding on purchase of goods as well as services. In the year 2010, Sony reported that Sony Vaio Twitter account achieve d more than 1 million Euros in sales. Hence, Sony views Twitter account as viable sales platform. Reputation management is one of the important components in online activity for business organization in providing help to plenty of internet users especially customers. Organization utilizes internet that suits specific audiences as well as other users for embracing open approach. Growth of social media remains positive to consumers especially for hotel operators. Social Media and Hospitality industry As per Kasemsap (2016), there are several parameters of social networking sites that mainly posses unique implications for hospitality industry. These include guests as well as staff and management. These social networking sites helps in providing platform for rating system in generating as well as monitoring image of business organization. Online consumer-generated content initiates perceiving highly credible activities for hospital entity. Hospitality industry has been slow for achieving technology as well as coping with technological advancements for attainment of marketing strategy process. Most of the customers are turning in adopting modern communication channels and it is advisable for the industry to focus on reaching customers through social media. Increased usage of social media plays vital part in daily lives of individuals. According to Jensen (2016), Hospitality industry fears from social media as it can be detrimental towards employee productivity. It has the potential in damaging reputation of business organization. Social media engagement serves as an essential part in business branding as well as communication in an inappropriate way. As opined by Galvez (2014), Social media policy requires development in educating as well as providing better understanding of employees mindset while keeping the parameters in consideration. It is necessary in exploring as well as discovering social media for the purpose of effective branding and marketing activities. Social Media and Marketing As per Gyimthy, Munar and Larson (2014), most of the business deals in communicating with consumers and serves as an integral part. In case of marketing, branding and customer services requires in reaching out customers in desired way. One of the vital questions asked by business includes measuring ROI of social media. On critical analysis, 90% of marketers uses social media for marketing their business and starts in couple of months. Impact of social media marketing on brand awareness and loyalty As opined by Hofman and Keates (2013), the main principle of social media branding relies upon word of mouth communication. These conversations help in differentiating and understanding brand recognition by hospitality industry. It explores attributes and components for developing understanding of branding as well as communication in social media channels. On the contrary, online media technology merges into different channel types. This mainly changes social media landscapes in rendering brand awareness and loyalty in Denmark. As suggested by Scupola and Wildermuth (2015), Most of the business community resides online especially on social media giving excellent platform for branding. On critical analysis, social media branding considers same as traditional marketing. It incorporates social marketing for creation of innovative marketing strategy in attracting hospitality industry. It collects information for customer service programs and affecting customer loyalty programs. According to Agapito and Lacerda (2014), social media marketing contributes in brand awareness for attracting potential customers in gradual terms. Increased brand awareness affects the purchasing pattern of customers. Social media marketing helps in improving customer service in giving direct and personal communication. Benefits of Social Media Marketing According to Gyimthy, Munar and Larson (2014), growing trends toward social media marketing, it reflects mainly on marketing budgets. Individuals in hospitality should understand the benefits of social media. Technology advancement helps social media acting as an integral part by hospitality industry. Online marketing takes places in social media platforms as well as takes marketing strategy for hotel. Each hotel is different as well as treating by blend of social media tools like Twitter, Facebook and YouTube and Corporate Blogs. As opined by Scupola and Wildermuth (2015), Hotel industry does not engage in social media activities like tweeting as well as in writing active blog. Hotels miss out huge opportunities in case of digital marketing. It requires in staying for competitive in digital world for intended audience for bringing increased awareness and maintaining relationships with new and loyal customers. Chapter Summary At the end of the chapter, it is noticed that hospitality business embraces social media in reaching out the end customers through online social networks. Hotels are coming today in attracting new age customer. They are initializing innovative ways for reaching out newer channels and listening to reviews, conversations for the same. It is next to impossible in treating every customer as VIP. Rather, it is easy in listening and watching closing in understanding the perception of customers. Technology has given business luxuries in performing certain things in the recent world. It intended advancements for giving business as well as users way for positive experience. Reference List Agapito, D. and Lacerda, A., 2014. Marketing and Brand Design of Destination Experiences: The Role of ICT.Journal of Spatial and Organizational Dynamics,2(3), pp.201-216. Galvez, E.R., 2014. Increasing Brand Awareness in the Digital World. Gyimthy, S., Munar, A.M. and Larson, M., 2014. Consolidating Social Media Strategies. InInternational Conference on Destination Branding and Marketing(pp. 154-168). Hofman, C. and Keates, S., 2013. An Overview of Branding and its Associated Risks. InCountering Brandjacking in the Digital Age(pp. 9-35). Springer London. Jensen, N., 2016. The importance of creating memorable brand experiences in shopping centres, based on the case of FisketorvetCopenhagen Mall. Kasemsap, K., 2016. Facilitating Hospitality and Tourism Management in Global Business. InGlobal Dynamics in Travel, Tourism, and Hospitality(pp. 283-305). IGI Global. Olsen, C.I., 2015. Brand Loyalty on social media-can images make you more loyal?. z, M., 2015. Social media utilization of tourists for travel-related purposes.International Journal of Contemporary Hospitality Management,27(5), pp.1003-1023. Scupola, A. and Wildermuth, N., 2015.The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark(Doctoral dissertation). So, Y.C., 2015. Branding with social media in the competitive world: A case study of city branding practices in Copenhagen.