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Emergent Product Of Globalization Digitalization

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Discuss About the Emergent Product of Globalization Digitalization?




Twitter is one of the emergent product of globalization and the significant rise of digitalization. It can be deciphered as an online platform that feeds on micro blogging and short message service with a rapid state of operations.  Twitter is a media tool, which has taken the shape of a social media network over the last couple of years since its inception by Jack Dorsey, Noah Glass and others (Soboleva, Burton and Khan 2015).

 It was introduced through the medium of cell phone with a feature of instant message in the year of 2006 with a motive of swift social reach and fulfilling the purpose of updating with the latest development and information.  It operates within a maximum feature of 140 words and the users indulge in ‘tweeting’ or interacting through an interface that supports multiple activities (Weller et al., 2014).

 The initiative was established as a start-up and is headquarters are situated in California and have successfully has been established as one of the valuable media entities of the millennial age. It enhances the engagements between the diverse mediums and stimulates the effective business operations in the age of integrated technology and relative affairs (Sornoso 2014).


Customer segments

Twitter or as referred to the ‘SMS in the age of Internet’ has established itself as the largest forum of breaking news with the current developments in several historic and events if significance, therefore it has developed a multiple customer base over the last couple of years ( Yadav et al., 2013). The service business of integrated and strategic marketing is one of the key prospects of the micro blogging site. It is responsible for deriving business through the web optimization and digital marketing approaches through which several business corporations and brands can easily promote and market themselves (Soboleva, Burton and Khan 2016). The range of services that Twitter as a business platform offers to its customers is the global outreach with minimal investment. The value of being viral and achieving the trend of the current social model is a huge avenue which any business concern can make optimal use and flourish (Serrano and Iglesias 2016). Apart from business and organization, it can help in social integration and communal flown of information and creates a social platform for sharing and retrieval of opinion and facts which can be used resourcefully in the future. Essentially the customer segments ranges from corporations, to established brands, to entrepreneurs, individuals as well as non-profit organizations (Walker et al., 2017).

Value Proposition

 The infrastructure of Twitter depends and thrives on creating value through its services and not only that but also finding resources and building reputation in order to generate the revenue and monetized the flow of operations. It employs a number of valuable Management, which are very useful to its customers and prospective clients (Weller et al., 2014).

 The initiative of strategic positioning of content have been used by the media device in order to achieve a global appeal due to the extensive framework and services it offers not just a piece of entertainment (Serrano and Iglesias 2016). The publications, media agencies and other platform associations make use of Twitter in order to reach out and distribute the content equally so there is more scope and business opportunity. The value, which it offers to the organizations, is enhanced and tailored content in order to leverage and emphasize on the services (Levinson 2014). It resolves the challenges of huge advertising cost without comprising on the effectiveness and most importantly, it is applicable for any type of business. Incorporating embedded content so that it influences the public intentions and fulfills the objectives of targeted media concerns. It also enriches and customizes marketing techniques, which can be used to target user experience, and accommodates to the current requirements ( Liu et al., 2016).Various associations for reviewing demographic and data analysis can use the web traffic and user navigation phenomenon, which is crucial for recording data and drawing significant public information through this medium. It offers an extensive source and purpose to the users, associations and advertisers in order to build a strong cohesion within strategies and derive a valuable outcome (Pantelidis 2013).



In regards to the medium on which Twitter operates, channelizing and streamlining strategically is important as the intensity and magnitude of reach and popularity depends a lot on prioritizing the medium or the value it creates for the customer and business houses (Culotta and Cutler 2014).  The opportunities for channel are limited as online or digital mode. Therefore in cases like those that this optimum utilization is the best option, which is followed in all designs of Twitter operations and the end-to-end business, are oriented in this approach (Sornoso 2014).

 The context of the viral, online or digital medium is coincidentally the only available mode of channel but the variety of approaches enhances the whole procedure and pans to the system (Soboleva, Burton and Khan 2015). The definite channels and flow of communication occurs through the advertisers and the selling of data derived within the course of interaction between the whole structures of the business framework.  An interactive force allows a direct appeal and interaction with it set of customers. The aspect of reaching and providing a support system through the means of cost per impression or through its value proposition is valuable for the best integration and business routines (Serrano and Iglesias 2016).

Customer Relationships

The primary engagements, which are available in case of open network forums like these, are the flexibility and the nature of the relation it shares with the customer. The interface is direct and there is no involvement of third party (Pantelidis 2013). The supervision and maintenance of the relationships with the customer is one of the key priorities of Twitter as it is source of capital. In order to serve the public and associations, Twitter was created therefore at the heart of all the services that it offers, feedback and efficient customer relationship is very crucial to adapting and updating the business strategies (Culotta and Cutler 2016). The responsiveness factor in regards to the interaction is essentially a stimulator of the best customer relationship. The service, which it allows to its customers, are the rebates and advantages on the abilities of digital marketing, therefore meeting the expectation of the clienteles (Weller et al., 2014).

The scope of enhancing and tailoring the content in respect to the needs and meeting the requirements of the customer has helped in realizing and associating with different results and  efficiently managing the  quality of the range of services.  It must find ways in order to improve and integrate the feedback structure so that the balance between promotion and costing behind each of its customer could have been used thoroughly for recurring more profit in it (Jiang and Erdem 2016).


Revenue Streams

The primary and central stream and source of revenue is the advertising and promotional optimization tools. The advertisements unit motivates and regulates the flow of revenue and enchasing the priorities of the social media site (Soboleva, Burton and Khan 2015).

Advertising is one of the central revenue system of Twitter allowing to customize and regulate its business operations through the digital propositioning culture. According to the statistics revealed by Twitter, it has earned an revenue of more than 350$ million in 2015 which has been one of the most successful accomplishment with its valuation being strategically increasing (Weller et al., 2014). Promoted tweets and accounts are also source of earning revenue, which enhances the opportunities and implementation specifications for Twitter. The landing pages of any trendy product or its analysis have benefits for both this digital medium as well as the brand that have been used for the analysis and streamlining of revenues for managing and appropriating the nature of the business and the purpose of the promotion (Liu et al, 2015). Acquiring a profit of $32.2 million through its data-selling medium have been used to analyze, comprehend and collate the nature of the consequences of the API and its cooperation within an enlarged medium. The revenue streams that have been mentioned in order to allocate and determine the specifications are interconnected with the current payment and investment structure of Twitter (Culotta and Cutler 2016).

Key Resources

The definitions and analysis of the resources involve the market valuation and the support from the customer base is integral and significant to the outstanding profits, which they have accrued as US $ 456 in the last year, which have been as the net standing revenue in the current year (Liu et al., 2016). The users and its employees are considered as key resources and the extensive cooperation is necessary for its business operation and execution.  

Key Activities

Twitter is involved in accumulating and providing an inconsequential pool of information, which can be useful for data collection and in marketing and promotional criteria (Soboleva, Burton and Khan 2015). The activities it indulges are mainly an initiative and a marketing tool, which integrates several mediums that have been used for the integration used in the policies for the integration and social media and used as promotional infrastructure through various brands and organizations. It can be used as a medium, which focuses on images, facts, information and several other resources available for the improvement and integration of the content. The user base of Twitter has about 300 million user on whom are based the activities and scenarios of the firm  (Serrano and Iglesias 2016).

Key Partnerships

The key partnerships which Twitter has established along with its collaboration are KFC, Walmart, Hootsuite which enhances and stimulates the practices of Twitter.  Corporations as Social Code, Macy’s are also key partners of the new age media forum, which Twitter stands for in this age of digitalization (Yadav et al., 2013). The magnitude of the partnerships motivates and influences the patterns of the monthly active users and its interpretation patterns over the users of Twitter. 


Cost structure

Twitter does not charge any amount from its uses rather it is involved with the several other sources of revenue, which controls is costing patterns (Jiang and Erdem 2016).

The use of the web optimization along with the appropriate use of the search engine optimization is necessary to interpret and allocate according to the requirement and patterns of the user interpretation and interaction. The take-over and the collaborations through the partnerships have help in maintaining and minimizing the cost of the resources and activities (Weller et al., 2014).

Business model patterns

The business model pattern which is followed by Twitter is open ended in nature with a flexible state of operations. It follows an open business model immense scope and its associative factors that have been utilized for the engagement and coordination to maintain the business polices and frameworks. 



Culotta, A. and Cutler, J., 2016. Mining brand perceptions from twitter social networks. Marketing Science, 35(3), pp.343-362.

Genius. 2017. Twitter (Ft. Chris Messina) – IPO Filing. [online] Available at: [Accessed 4 May 2017].

Jiang, L. and Erdem, M., 2016. Twitter-marketing in multi-unit restaurants: Is it a viable marketing tool?. Journal of Foodservice Business Research, pp.1-11.

Levinson, R., 2014. How Does Twitter Make Money: Twitter Marketing Guide.

Liu, G., Amini, M.H., Boroojeni, K.G., Nejadpak, A. and Iyengar, S.S., 2016, May. Best practices for online marketing in Twitter: An experimental study. In Electro Information Technology (EIT), 2016 IEEE International Management on (pp. 0504-0509). IEEE.

Pantelidis, I.S., 2013. Twitter marketing: does it work for hotels. Global Tourism News Channels in Tourism Industry for Travel Trade Professionals. https://? www.? tourism-review.? com/? travel-tourism-magazine-Twitter-marketing-does-it-work-for-hotels-article1711. Retrieved, 25.

Serrano, E. and Iglesias, C.A., 2016. Validating viral marketing strategies in Twitter via agent-based social simulation. Expert Systems with Applications, 50, pp.140-150.

Soboleva, A., Burton, S. and Khan, A., 2015. Marketing with Twitter: Challenges and Opportunities'. Maximizing Commerce and Marketing Strategies through Micro-Blogging, pp.1-39.

Sornoso, E., 2014. 9 Small Business Twitter Marketing Examples to Study. Retrieved April, 29, p.2014.

Walker, L., Baines, P.R., Dimitriu, R. and Macdonald, E.K., 2017. Antecedents of Retweeting in a (Political) Marketing Context. Psychology & Marketing, 34(3), pp.275-293.

Weller, K., Bruns, A., Burgess, J.E., Mahrt, M. and Puschmann, C., 2014. Twitter and society: an introduction (Vol. 89, pp. xxix-xxxviii). Peter Lang.

Yadav, M.S., De Valck, K., Hennig-Thurau, T., Hoffman, D.L. and Spann, M., 2013. Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), pp.311-323.

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