The Impact of Social Media Marketing in Marketing Communication Opportunities: in Context of Dell

3908 Words 16 Pages
Table of Content No. | Content | Page Number | 1. | Table of Content | 1 | 2. | Abstract | 2 | 3. | Introduction | 3 | 4. | Literature Review | 4 | 5. | Dell Business Model | 7 | 6 | Impact of Social Media Marketing in Dell Current Communication Process | 8 | 7. | Challenges of Social Media Marketing in the Marketing Environment | 11 | 8. | Benefits of Social Media Marketing in the Marketing Environment | 13 | 9. | Conclusion | 15 | 10. | References | 16 |

2. Abstract Social media marketing is no longer a foreign to business marketer nowadays. This paper will examine the impact of social media marketing on the marketing communication opportunities in context of Dell in the United States. Basically,
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Schramm’s model of communication points out that the sender’s encoding process must be coherent with the target audiences’ decoding process, whereby, the more marketer field of experience overlaps with the target markets’ field of experience, the higher is the effectiveness of process of communication (Dargiewicz, 2010; Holm, 2006). The matches of both parties’ experiences are called the Shared Frame of Reference.

Figure 1: Willbur Schramm model
Source: Dargiewicsz, K. (2010) Monologue vs Dialogue: How Innovative Social Media Technology Developing Effective Marketing Communication Strategies [online]. Available at [Accessed 15th December 2011]
The high level of trust associated with social media as the media vehicle makes social media is highly acceptable among the target audiences compared to traditional media vehicle such as televisions, newspapers, billboard and etc. (Inklingmedia, n.d.). Mohr and Nevin (1990), bring up that, the absent of trust may distort the message that is being sent. According to DesignDamage (n.d.), social media fosters a highly transactional model of communication which it allows two-way communication through the feedback mechanism that traditional media not able to offer. Traditional media vehicles were also argued to be a merely one-way process communication, whereby, the

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