Strategies Marketing Intelligence and Planning

Question: Discuss about the Strategies Marketing Intelligence and Planning. Answer: Introduction: The paper represents a major effort to see that social media is a low cost marketing strategy to enter the Chinese market. In order to defend accessible investment into the brand image, it is needed to connect with the audience. When the foreign brands are engaging the consumers in the social media, there is a chance for conversation. It builds faith between the brand as well as customer (Tate et al. 2016). The other benefit of engagement of dialogue with the customers are that the company gains some opportunity to gain feedback on the products, gets knowledge and consumer groups are attracted to both brand as well as products. Customers have ability to create content by blogs, Facebook, YouTube and Twitter (Ashley Tuten 2015). The findings of this study indicate that it is probable to brand in order to assert a degree of control over the brand image. In this paper, the area of learning is franding studies the trends connected with friending brands on the social media. In these less ons, online friendship is used as a metaphor. Wang, Meng and Dong (2012) reviewed on effective online friendship as well as how it is applied to the brands. Social Network System (SNS) is a special case for the digital resources, and it has the characteristics of visibility of the social network users. Zhan and He (2012) opined that an effective social media branding strategy and its implementation in the Chinese market is a challenging task. As new space between theories as well as reality is changing, therefore the brands respect simple principles such as the building of trust, open communication, learn from the experiences what approaches are successful with a particular audience in exacting media (Vernuccio 2014). Kietzmann et al. (2012) stated that they face challenges while conducting the investigate on utilize of social media by the brands transversely the culture. The literature review touches upon the gaps, which exist in the social media marketing research, as well as points out the requirement of the research study in order to discover the benefits expanded by the marketing on the social media sites (Wallace, Buil De Chernatony 2012). In the context of China, the natures of the digital resources are arguable. The SNS of China is parallel creation with foremost Western social media sites like Facebook, which is banned in China. The friending behaviour is found on the social networks within China. The foreign brands are facing challenges to understanding the local context. For conducting this study, the author conducted an initial exploratory study by interviewing young consumers of Beijing. Snowball sampling is used to do the study. The interviews are open as well as exploratory; the interviewees are invited to distribute their brand experiences so that they are conscious of using the social media (Tate et al. 2016). Even semi-structured interview and code is generated from the dataset. Direct observation is done to discuss with the brand communities to gather data, authenticate accounts and understanding the experiences of the interviewees. Explanation on the Tangential of Research Interest Brodie et al. (2013) stated that integrative approach is better to conduct the study. The research is based on conceptual, substantive as well as methodological domains. The conceptual domain is seen as concepts as well as ideas of the authors in the form of abstract. The methodological domain is seen as the design, analytic techniques and strategies. The substantive domain is seen as the processes studied. Social media marketing is a well- known researched topic and it is done through the theoretical research (Tsimonis Dimitriadis 2014). This research study requires expanding by providing an in- depth understanding of long-term promotional achieves vendors obtain from the social media marketing. Bennett (2012) recommended some changes in the social media networks. Facebook is one of the accepted social media site to promote brands of an organization, but as it is banned in China, therefore the author recommends using hashtag to relate the brands as well as products. Even branded co mmunities should be building, so that the users would see promotional posts in the news feed. Actionable Advice to Research Approach The applicability of the integrative approach has allowed the analyst to refer to the behavior, personality and physiological perspective of customers. Through the integrative approach, the analyst was able to tailor the need and requirement of individual client with the utilization of different theoretical models and techniques. Critical Review of the Article from the Authors Perspective The article reviews on varieties of social media channels and using those channels the author demonstrates on number of interesting findings. Lay (2015) stated in this article that China is one of the biggest social network market. In the page 3 of the literature review section, the paper says that bonding social capital is a powerful social relationship, which involves with familiarity among the persons that offers with the social sustain, which promotes persons (Guan Tate 2013). Therefore, the users of China are likely to purchase the products that are recommended by other social networks users. In order to enhance the presence of brand, it is necessary to have an active presence on the platforms of social media (Gillespie 2014). The article clearly ensures that the Chinese users are spending more time online; therefore, the companies are having in-depth knowledge about the social media networks. Men and Tsai (2012) argued that through the social media platforms, the brands get ch ance in order to create original experiences for the customers. Description of General and Specific Comments This prior research clearly suggested that this network has become an essential platform in the Chinese lifestyle. The customers use this platform for finding as well as sharing of information about both products as well as services. Gensler et al. (2013) stated that it is useful for developing consumer research, launch of products as well as manage crisis. Explain of the Articles Strengths The key strength of this article is that the objective of this paper is clear so that the audience can get knowledge about the content of the article. Even from the abstract, the audience can get the idea of what the article title wants to focus (Dinnie 2015). The authors are clear in their language and this study is basically based on the use of social media for foreign brands in China. Guan and Tate (2013) opined that rather than eliminating the social media, limitations on the foreign websites as well as social media result into flourishing the domestic and state standard system in the Chinese possess properties succeed. YouTube, Facebook as well as Twitter are banned in China, but the Chinese equivalents are growing (Wallace, Buil De Chernatony 2012). It is also seen that Chinese internet users are online with average of 2.7 hours per day as compared to other developing countries. Men and Tsai (2012) reviewed this paper study and stated that only in China, the young people have more friends online as compared to offline. This social media has happen to a deeply incorporated into peoples lives. China requires a 360-degree social media approach for planning their social media activities for the brands as well as products to leverage social media across the business (Nebenzahl Jaffe 2013). In the first paragraph of page 3, the authors claimed that for the companies those are operating in China, the rise of the social media platforms open a better opportunity for them to engage with the customers. By ignoring the social media, the business is not seeing a consumer-led crisis coming (Gillespie 2014). The business is using the social media in China in order to carry out consumer research, shift of brand preference, launching of products as well as managing crisis. Zhan and He (2012) stated some alternative approaches to promote the brand to the foreign markets. In page 4 of the literature review section, it defines the brands and personality expression within the social media. Beyond Facebook, YouTube and other social media sites have modern functionality of internet; other social media that grow in China is Bulletin board systems, which allow people to post messages online (Wang, Meng Dong 2012). In contrast to other developing countries, this system still flourish in China, with users are relying on this system for serious customer comments on products as well as services. In page number 4 and in section 2.6 of the literature review section, it reflects on use of social media for Chinese context (Dinnie 2015). There are three of the primary aspects of the social media in China, which makes them an essential part of the marketing plan. Firstly, the decision of purchasing becomes more socially. Personal review, as well as recommendations, is highly influencing the purchasing decision. Recommendations are found on the social media, which is a more trusted source. Secondly, the brands are welcomed (Tsimonis Dimitriadis 2014). Chinese users are receptive to offers as well as interaction with the brands. With the digital use, the brands are seen as welcome points of contact. Thirdly, the Chinese are users engagement. They are highly active to the internet users, create and share more content than Western peers. These three aspects are a most important strength of this article. Quotation on the Parts of Article Overall, the author does a good job highlighting the positive as well as negative aspects of the use of social media for brand promotion in China (Costanza et al. 2014). It also reveals some good information that the customers should be aware of. The research is valid and by reading the article; it inspires to further research as well as investigate the use of social media marketing tools for brand promotion (Nebenzahl Jaffe 2013). In the page 8 of the result section, the authors reflect an interesting approaching from this research study is that it is not required to engage with all the brands to promote the products and services. It is also reported that engagement into online brands is a form of symbolic self-expression. The authors describe this fact with the use of example. It helps people to better appreciate the benefits of the social media for promotion of brand (Nebenzahl Jaffe 2013). The real world examples help to become familiar with the article topic more properly. Comments of Use of Table and Figures In the same page, most important point that is said by the authors is that brand campaign is required which helps to build a strong branding relationship among the company and customers (Tsimonis Dimitriadis 2014). The article found that online fraud relationships are preceded by the offline relationships as well as brand awareness. The customers are investing their online brand identity. It inspires to do future research on the article topic. It is not good news for the small business as they expect to use the social media as important marketing tool for brand promotion. The authors use some of the popular brand names in the article to give strength for the paper study such as Nestle, Dove Chocolate and others (Tate et al. 2016). Those companies are doing successful social media campaign for brand awareness among their targeted customers. Effective frands encourage the personality expressions by brand as well as customers. Wang, Meng and Dong (2012) opined that the marketers should take various key points when it comes to marketing of social media in China. The chosen strategy of social media marketing is implemented with relevant social media channels. Even the social media consists of its own characteristics, based on audience as well as user profile. Each of the marketing activity in the social media pursues distinct goals that define the best approach. Commentary on the Article The article offers a comprehensive evaluation of the future research and gives interesting findings from the authors own methodical study on the social media channels. However, the author is failed to explain their results in simple terms as well as provides with real world examples renders the research inaccessible in order to lay audiences (Zhan He 2013). This article uses a unifying metaphor for online friendship in order to discover the online brand strategies as well as behaviours from the products of foreign. It attracts positive attention as well as engagement with the young consumers of China. The article summarizes some challenges of foreign brands, to understand the local context (Nebenzahl Jaffe 2013). The western study on the social media gives clear analogies within China. The foreign businesses have some advantages. The use of social media for promotion of brand allows some degree of experimentation in the self-expression, it is one of the important strategy based on number of brands have used. Factual and Honest of the Article The overall assessment of this article is that the relevance of this study is comprehensive as well as current study and it is therefore cooperated by comparatively limited accessibility (Zhan He 2013). The foreign businesses those are willing to enter into the Chinese market have not large budget. From this statement, it is identified that the budget is mostly important to promote the brand in an unknown market of China (Wang, Meng Dong 2012). This paper study is not based on a single theory, but it is based on theoretical approach around both simple as well as intuitive metaphor, which is useful metaphor. In some sections of the literature review, the study is limited as well as lack of explanatory. The interview is taken on the Beijing people and it helps to conduct the research more (Tate et al. 2016). Finally, this article suggests using the social media strategy for the foreign brands developing the social media within China. The online social media relationships have gradual ly increased both customer engagement as well as customer loyalty (Tsimonis Dimitriadis 2014). As an effective social media branding strategy and its implementation in the Chinese market is a challenging task, therefore future research is required to conduct to make easier to use the social media sites for foreign brands. Future Study From the detailed research it has been found that a large number of people used social media on a daily basis but there are various brands that failed to establish marketing advantage through the social media. Most of the foreign brands failed to understand the local market to achieve market success. A detailed study with both the theoretical and practical perspective needs to be considered for analyzing the concept of social media for increasing customer engagement and loyalty. Suggestion for Alternative Approach The alternative to the integrative approach is the application of the mixed research approach with both qualitative and quantitative data analysis. The mixed approach provides the study with theoretical background and raw data with practical information about the impact of social media. Review Date Activities 5-10 hrs 10-20 hrs 1 Day 2 Days 3 days 4 days Reviewing the Article Search Alternative Research Paper Understanding research Approach Research on alternative research Approach Identification of Strengths of the Article Quote on the Manuscript Findings the Result Suggest Future Study References Ashley, C Tuten, T 2015, Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement,Psychology Marketing,vol. 32, no. 1, pp.15-27. Bennett, WL 2012, The personalization of politics political identity, social media, and changing patterns of participation,The ANNALS of the American Academy of Political and Social Science,vol. 644, no. 1, pp.20-39. Brodie, RJ, Ilic, A, Juric, B Hollebeek, L 2013, Consumer engagement in a virtual brand community: An exploratory analysis,Journal of Business Research,vol. 66, no. 1, pp.105-114. 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