Social Media & Burberry

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Abstract

Marketing is a science in constant evolution. Each innovation brings specialists to explore new ways to make contact with the community of enterprise customers. Understanding expectations, understand the needs and desires information leading to design the best products and build a marketing strategy performance. Interactive marketing has revolutionized the methods and practices of traditional marketing. Social networks now offer consumers unlimited access to and ability to listen to the opinions and assessments of marks. The “inbound marketing "disrupts the habits but also gives free rein to all innovations more interesting than others. Social media is not a separate entity or at least should not be. These are for businesses, a new channel for customer relations. The emergence of social media is changing the attitude of customers and prospects. "A customer with little or no cost by itself can also be an important influencer with highly profitable customers, who implies that the sacrifice is not necessarily a good idea,” However, the information monitoring social media is hardly taken into account in the customer relationship. The below report will discuss the use of social media as a marketing tool and how do Burberry use social media as a marketing tool.

Introduction

Social marketing refers to the use of marketing techniques to motivate behavioral change for the well-being of individuals, communities, or society. Social marketing may be undertaken by governments, nongovernmental organizations (NGOs), or, less commonly, by businesses. Well-known targets of social marketing campaigns include behaviors related to public health and safety, environmental health, and community involvement. Examples include anti-smoking, anti-obesity, and responsible drinking campaigns. Social marketing occasionally addresses topics that are culturally sensitive, such as AIDS prevention, organ donation, and family planning and contraception.

Social marketing is one essential element of sustainable marketing. In their book by the same title, Diane Martin and John Schouten describe sustainable marketing as both marketing sustainably (i.e., conducting marketing activities according to principles of environmental and social sustainability) and marketing sustainability (e.g., using marketing to influence social behaviors in order to help bring about a culture of sustainability). Social marketing is an indispensible tool for achieving the latter objective.

At the onset of the 21st century, many regarded the task of changing the global consumer culture into a culture of sustainability as one of the most critical challenges facing humanity. Social marketing falls at the center of this task. The underpinnings of culture are held in place by myths and stories that communicate the values by which society lives. Social marketing, done well, has the power to help rewrite the stories that guide global consumer culture. Government, to some extent, and especially nongovernmental organizations (NGOs) continue to market sustainability. However, the real and emerging power of communicating with consumers is in the hands of businesses (Banks, 1979, p19-20).

Businesses are beginning to use social marketing (albeit subtle) to link sustainable practices and lifestyles with such deeply held values as health, family, financial security, and, increasingly, fun and fashion. Retailers, such as Sainsbury's, IKEA, and Wal-Mart, use the power ...