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Through The Social Marketing Organizations Encourages The Customer

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How Has Blue Nile Reduced Consumer Anxiety Over Online Diamond Purchases?




For managing and monitoring the operational, functional areas of ecommerce while ensuring the impact of the factor on the business the local marketing, mobile marketing and the social marketing are considered as the essential factors. The fundamental aspect of the organizations along with the scope and objectives are used to evaluate and manage various aspect of e-commerce application and website (Tadesse & Bahiigwa, 2015). The application of the local and social marketing helps in incorporating the business objectives requirements and functional requirements of the business within the e-commerce strategies. The marketing concepts used in the e-commerce includes the engagement and communication between the customers. Through the social marketing, the organizations encourages the customer to follow the business and engage in conversation with the business and other customers (Risselada, H., Verhoef & Bijmolt, 2014). The brand image and the customer relationship can be significantly enhanced through the online conversation and assessment of the products. The marketing process for the organization comprised of six significant modules and steps. In the first step, the business organization acquired the fan customer base. In the second stage the business initiate customer engagement in the online portal or social media. The amplification of the customer engagement is gained through the marketing and advertisement. The development of the strong community following the particular brand or product helps in enhancing the brand image and strength. Facebook marketing is considered as one of the most effective and significant marketing procedure followed by various origination for capturing a large number of potential customer. The basic Facebook feature including search option, timeline and news feed allows the customer to search for a particular product or brand with ease (Wang et al., 2014).


The Facebook social networking site enhances and magnifies the customer density within reach. Through the Facebook marketing campaign, the business organizations can establish a brand image through the Facebook page.  The application of the feedback and comments section helps in establishing the customer communication and engagement with the business organization. The brand image can be encouraged through the sharing of images, videos and posts about the products and services sold by the organization. Further, the application of the Facebook analytics tools helps in gaining the insight of fan interaction with the Facebook page (Lamsfus et al., 2015). Various analytical tools including Webtrends, Google Analytics and HootSuite enhances the management and monitoring of the Facebook page for providing customer oriented and customized products and website layout. Similarly various social media websites including twitter, Pinterest and google plus, provides similar marketing tools and procedure for enhancing the brand image and gaining customer preference. Furthermore, it have been analyzed that in spite of having significant advantages, the social network marketing is associated with the lack of complete control over the advertisement (Liu et al., 2016). The business organization cannot control the area for displaying the advertisement. In addition to that, the organization have no control over the embarrassing, inaccurate contents, comments and post shared by the user about the business or services. Furthermore, the organization should incorporate the location based services and marketing in the development of the business strategies.



Lamsfus, C., Wang, D., Alzua-Sorzabal, A., & Xiang, Z. (2015). Going mobile: Defining context for on-the-go travelers. Journal of Travel Research, 54(6), 691-701.

Liu, C., Mao, J., Wong, T., Tang, W., Tso, L. S., Tang, S., ... & Ma, W. (2016). Comparing the effectiveness of a crowdsourced video and a social marketing video in promoting condom use among Chinese men who have sex with men: a study protocol. BMJ open, 6(10), e010755.

Risselada, H., Verhoef, P. C., & Bijmolt, T. H. (2014). Dynamic effects of social influence and direct marketing on the adoption of high-technology products. Journal of Marketing, 78(2), 52-68.

Tadesse, G., & Bahiigwa, G. (2015). Mobile phones and farmers’ marketing decisions in Ethiopia. World development, 68, 296-307.

Wang, X., Chen, M., Kwon, T., Jin, L., & Leung, V. (2014). Mobile traffic offloading by exploiting social network services and leveraging opportunistic device-to-device sharing. IEEE Wireless Communications, 21(3), 28-36.


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