Managerial Decisions
Páginas: 4 (841 palabras)
Publicado: 1 de agosto de 2012
MANAGERIAL IMPLICATIONS: TOPIC 2
Martin Meister
ITESM
Marketing Communication
July, 2012
Day to day decision making
The marketing communications theories have changed in the last decades,the traditional way of making advertising has less influence, the mass market have been impacted by technology, making it more shrunk and fragmented. This has made traditional advertising model moreexpensive and less effective. Internet has made 2 great things, individualization and customizations of marketing and the globalization of the markets, today everyone is connected with each other andwith brands.
Now consumers want to participate, they have more influence; companies are requested to communicate with them instead of communicate to them (Kanter & Bird, 2009). The “market power” ischanging, and has implications on the way we approach our communication, companies have to seek what is interesting for the customers (Pedroza, 2012).
One strong implication of this new digitalhipper connected era is that companies have to maintain periodical and almost instantaneous communication with customers thru all the social media networks, not only publish interesting content, butlistening, answering complaints and allowing horizontal interactions between stakeholders.
Web, Facebook or Twitter sites need to be updated and with almost online responses. This has forced companies todevelop a whole new kind of executives, manager and employees; the most visible one is the Community Manager, which is responsible for the online communication with the customers.
Example of abad communication strategy with customers
One example of a bad communication strategy is how the International company Nestle managed a case in Social Medias in 2010, not realizing the influence ofthe “opinion former” Greenpeace, the “two-step model” that influence the lives of people and permit the multiplication of messages (Egan, 2007) and the rising power of customers (Pedroza, 2012).
It...
Martin Meister
ITESM
Marketing Communication
July, 2012
Day to day decision making
The marketing communications theories have changed in the last decades,the traditional way of making advertising has less influence, the mass market have been impacted by technology, making it more shrunk and fragmented. This has made traditional advertising model moreexpensive and less effective. Internet has made 2 great things, individualization and customizations of marketing and the globalization of the markets, today everyone is connected with each other andwith brands.
Now consumers want to participate, they have more influence; companies are requested to communicate with them instead of communicate to them (Kanter & Bird, 2009). The “market power” ischanging, and has implications on the way we approach our communication, companies have to seek what is interesting for the customers (Pedroza, 2012).
One strong implication of this new digitalhipper connected era is that companies have to maintain periodical and almost instantaneous communication with customers thru all the social media networks, not only publish interesting content, butlistening, answering complaints and allowing horizontal interactions between stakeholders.
Web, Facebook or Twitter sites need to be updated and with almost online responses. This has forced companies todevelop a whole new kind of executives, manager and employees; the most visible one is the Community Manager, which is responsible for the online communication with the customers.
Example of abad communication strategy with customers
One example of a bad communication strategy is how the International company Nestle managed a case in Social Medias in 2010, not realizing the influence ofthe “opinion former” Greenpeace, the “two-step model” that influence the lives of people and permit the multiplication of messages (Egan, 2007) and the rising power of customers (Pedroza, 2012).
It...
Leer documento completo
Regístrate para leer el documento completo.