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Social Media Marketing: Chancen und Herausforderungen für Unternehmen

Social Media Marketing: Chancen und Herausforderungen für Unternehmen

          
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About the Book

Das Internet prägt unseren Alltag in Bezug auf Kommunikation, Konsum, Information und Vernetzung. Gerade durch die mobilen Endgeräte und der einfachen Vernetzung steigen die Nutzerzahlen im Bereich des Social Media (SM) stetig an. Vor Jahren wurde das Internet noch ausschließlich zur Informationsgewinnung genutzt, heute hingegen steht die Kommunikation im Mittelpunkt. Die User stellen Inhalte selbst zur Verfügung, bewerten und vergleichen Inhalte anderer Personen. Sie geben preis, was sie gerade tun, stellen Videos ins Internet und kommunizieren über Produkte und Marken. Diese Kommunikation erfolgt über verschiedene SM-Kanäle. Diese sind durch Foren, Blogs, Videoportale, Bewertungsportale etc. geprägt. Auch Unternehmen haben dieses Potential des SM erkannt und setzen nun gezielt auf Social Media Marketing (SMM). Die meisten Netzwerke sind kostenlos, die Anwendungen unkompliziert und leicht umsetzbar. Man benötigt eigentlich nur eine Verbindung zum Netz, die aber in der heutigen Zeit aufgrund von Wlan, Smartphones etc. keine Hürde mehr darstellen dürfte. Der Bundesverband für Digitale Wirtschaft (BVDW) gab an, dass 80% der Unternehmen ihre Budgets für SM steigern werden, weil man mit traditioneller Werbung keine Kunden mehr erreichen könne. Die Nielsen Studie fand heraus, dass gerade mal 14% der Befragten konventioneller Werbung vertrauen. 78% der Konsumenten hingegen verlassen sich auf ihre persönlichen Netzwerke. Das SMM kann unabhängig von der Unternehmensgröße angewandt werden. Jedoch müssen Unternehmen sich vorher mit dem SM auseinander setzen und ihre Aktivitäten genauestens planen. Dies ist oftmals mit einem großen Zeitaufwand verbunden. Unternehmen müssen sich öffnen und neue Wege beschreiten. Sie verlieren Macht an Kunden und müssen sich mit Kritik sowohl positiver als auch negativer Art auseinander setzen. Sie sollten sich dem Kaufverhalten und den Regeln der Kommunikation des Web 2.0 anpassen. Ein kleines Fehlverhalten im Netz kann dazu führen, dass Untern
About the Author: Eveline Scheerer wurde 1986 in Homburg/Saar geboren. Ihr Studium der Betriebswirtschaftslehre an der Fachhochschule Kaiserslautern, Standort Zweibrücken schloss die Autorin im September 2012 mit dem akademischen Grad "Bachelor of Arts (B.A.)" erfolgreich ab. Während des Studiums sammelte die Autorin vielseitige Erfahrungen im Bereich des Marketings und auch ihr derzeitiges Master Studium beinhaltet den Schwerpunkt Marketing. Diese Erfahrungen motivierten sie, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783842863620
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 149 gr
  • ISBN-10: 3842863624
  • Publisher Date: 27 Jun 2013
  • Height: 210 mm
  • No of Pages: 118
  • Series Title: German
  • Sub Title: Chancen und Herausforderungen für Unternehmen
  • Width: 148 mm


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