An Essay on the Taxonomy and Trajectory of Social Media Marketing: From Customer Information to Customer Experience
An Essay on the Taxonomy and Trajectory of Social Media Marketing: From Customer Information to Customer Experience
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社交媒体营销的分类和轨迹论文：从客户信息到客户体验
DOI：
10.1007/s12626-019-00031-7
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发表时间：
2019
期刊：
影响因子：
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通讯作者：
Hiroshi KOGA
中科院分区：
文献类型：
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作者：
Hiroshi KOGA
在本文中，我们提出了一个参考框架，在社会媒体营销，这引起了人们的关注，近年来的竞争方法的过渡。换句话说，本文的目的是提出“标准”策略的变化，重点营销方法使用社会媒体。与传统媒体渠道不同，包括“自有媒体”和“付费媒体”，社交媒体的特点是企业无法控制。在本文中，我们使用两种类型的上下文和营销方法作为不可控制的媒体。具体来说，我们专注于（1）客户的旅程与客户保留和（2）通过社交媒体形成的背景。本文的结构安排如下：首先，介绍了分类法的两个维度。接下来，我们将讨论与每种情况相对应的三种情况，重点是每种情况下营销方法的差异。最后，我们提出了一个社会化媒体营销的轨迹。
In this paper, we propose a reference framework for the transition of competing approaches in social media marketing, which has drawn attention in recent years. In other words, the aim of this paper is to propose “standard” tactics about changes in the focus of marketing approaches using social media. Unlike traditional media channels, including “owned media” and “paid media” social media is characterized by the fact that it is impossible for companies to control. In this paper, we use two types of context and marketing methods as uncontrollable media. Specifically, we focus on (1) the customer’s journey vs. customer retention and (2) the context formed through social media. This paper is organized as follows: first, two dimensions of the taxonomy are introduced. Next, we discuss three cases corresponding to each context, focusing on the differences in the marketing approaches in each case. Finally, we propose a trajectory of social media marketing.