Creative Strategies Social Media Marketing -Myassignmenthelp.Com

Question: Discuss About The Creative Strategies Social Media Marketing? Answer: Introducation Content Marketing is basically a process of creating relevant and valuable content in order to engage the target audience. It enables us to know what an advertisement is about. Advertisers always try to find out different ways in order to maintain and build a strong relationship between the target customers with some particular brand for the growth and survival of a business. Being the target groups, we are so vulnerable to those things which lure us. For instance; I have been using many social networking sites and I have seen marketers promoting their products and services in different ways in order to gain mass attention. Advertisers examine the relationship process which affects the congruity between consumers concept and emotions, such as love, joy and pride, with brand personality. It helps in fostering a long term relationship between a brand and its customer through self esteem and brand attachment building process. Advertisers have to do loads in order to gain mass attention. Many a times, huge content may not engage a customer, as he/she may change the channel or scroll down in case of a social networking site. They overlook the advertisements. We, the target groups are very demanding, we want content but that needs to be short but crisp. We tend to maintain and follow a long term relationship with a specific brand, which is reliable and has a consistent image in their minds. In self congruity theory, the concept of trust and commitment comes into play, which is considered to be a crucial factor in forming a successful and long term relationship. In relation to this, brand commitment is described as the construct with an additional brand loyalty aspect, or as an intention in order to maintain and build a consistent relationship or bond with some particular brand. Self congruity is considered as a crucial element in the aspect of market segmentation, as it provides valuable insights regarding the brand position as well as advertising research for the marketers. It helps the marketers to gain a psychological knowledge regarding the target consumers wishes and demands. We try to express ourselves through various products. Whenever, we buy something we transfer our meaning into it. For instance; there was once an advertisement of Coca Cola, which depicted sharing. Now, the advertisers set a notion here, whoever loves Coca Cola, he/she loves sharing. I dont like to share my drink with someone else, but does that mean I dont like Coca Cola? Therefore, the advertisers aim is to portray a product as per their choice, but we, the consumers will interpret it in our own way. Consumers build a strong bond with anything which is self expressive and which reflects their attachment with the brand. In an advertisement of baby products, say Johnson and Johnson, the baby-mother relationship is portrayed, which shares an emotional bond. Mothers of new born babies would attach themselves more with such advertisements. Experimentation with various brands and the way they are advertised lures the customers and helps in developing a wide variety of self concepts. A consumers love for a brand is some attachment building process; it builds emotional dependency and anxiety. The more the consumers are attached to a particular brand, the more they are dependent on it. If you are not attached to a particular brand after seeing its advertisement, then it is more likely, that you may not buy that product. Consumers tend to express themselves through the products they wear or use. It defines our personality. For instance; I love cars and my first preference is Porsche, but my friend Jack, has an ordinary car and only uses it when necessary. Now, the car will define my personality. The society will have the notion that I am rich and posh. Therefore, brands help in identifying ones personality and even have the capability of reshaping it. References Aguirre-Rodriguez, A., Bosnjak, M., Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis.Journal of Business Research,65(8), 1179-1188. Ashley, C., Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), 15-27. Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: the moderating role of gender.Journal of Retailing and Consumer services,21(2), 130-138. Pulizzi, J. (2012). The rise of storytelling as the new marketing.Publishing research quarterly,28(2), 116-123.