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Social Media Marketing im modernen Kommunikationsmix. Grundlagen, praktische Umsetzung und Vergleich zum klassischen Online Marketing

Social Media Marketing im modernen Kommunikationsmix. Grundlagen, praktische Umsetzung und Vergleich zum klassischen Online Marketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1.3, BSP Business School Berlin (ehem. Potsdam), Sprache: Deutsch, Abstract: Die Bachelorarbeit untersucht systematisch die Veränderung der Marketingkommunikation im Kommunikationsmix von Unternehmen unter dem Aspekt der Digitalisierung und stellt die aus der Nutzung sozialer Medien resultierenden neuen Marketinginstrumente vor. Außerdem wird die Entwicklung von SMM als Kommunikationsinstrument im modernen Kommunikationsmix beleuchtet. Des Weiteren liegt ein Teilfokus auf dem Einfluss sozialer Plattformen wie Facebook, Twitter und Instagram, welche in den vergangenen Jahren bereits stetig steigende Einnahmen durch auf der jeweiligen Plattform geschaltete Werbung verzeichnen konnten. Überdies wird untersucht, welche Chancen, aber auch Herausforderungen sich durch SMM für Unternehmen bieten. Als Fallbeispiel für den erfolgreichen Einsatz von SMM werden die Berliner Verkehrsbetriebe angeführt. Durch die Digitalisierung in diversen Bereichen, wie zum Beispiel Datenverarbeitung, Archivierung oder dem Marketing und technischen Fortschritten im Web 2.0, steht die Kommunikation vor einer andauernden, dynamischen Herausforderung. In der vorliegenden Arbeit wird durch literarische und systematische Recherche eben dieser Wandel untersucht und dargestellt, wie er sich auf den Kommunikationsmix von Firmen auswirkt. Hauptaugenmerk liegt dabei auf dem Social Media Marketing. Die Anfänge der sozialen Medien, wie wir sie heute kennen, können mindestens bis in das Jahr 2010 zurückverfolgt werden und sind, wie damals von Jeff Antaya vorhergesagt, in wenigen Jahren zum alltäglichen Standard in unserer Gesellschaft geworden. So konnte die international agierende Digitalagentur We Are Social bereits im Jahr 2017 mehr als drei Mrd. aktive Einzelnutzer auf Social Media Plattformen feststellen. Das entspricht ca. 40% der Erdbevölkerung. Auch in den Folgejahre


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Product Details
  • ISBN-13: 9783346259189
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346259188
  • Publisher Date: 12 Aug 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr


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