Changing relationships between marketers and stakeholders

This week I will be discussing the changing of the relationships between marketers and stakeholders, and how this is affected by an ever improving digital world. The obvious major improvement to online communication speed and salience of the messages is social media. It can be said that social media has blurred the lines in communication between buyer and seller. Whereas in the past we would have had standardized messages communicated to mass audiences via mediums such as television, radio, print, and cold calling, now we have a much more two-way street where consumers are free to question even the largest of the organisations. And the public expects a response. Websites such as LinkedIn have been specifically created to help organisations better communicate with each other, and create a social platform with which networking can be performed whilst eliminating geographical constraints.

online communication

Websites such as Skype, and the lesser known Voip have vastly improved the ease and cost of performing business online. “Skype became the largest carrier of international phone traffic in 2008 and currently dominates the international phone market” (Ettinger, 2011), and the volume gain of international calls in 2010 was more than double that of all other telephone companies in the world (Ettinger, 2010). This fact shows how quickly online communication is improving, and how businesses are ready to take advantage of this in order to keep their costs down whilst maintaining quality.

“According to an internal analysis of small business search results, Marchex found that more than 80% of results did not point to the websites of those businesses. Instead, they pointed to social network results and consumer reviews” (Phillips, 2011).

Communication refers to not only the ‘telling’ of a message, but also how it is perceived by the receiver (Gelink, 2010). With social media and interaction between consumers now a vital aspect of online marketing, there are multiple world famous websites which allow for such comments to be posted. Famous examples include IMDB, Amazon, TripAdvisor, and even many news websites such as the Daily Mail now allowing for comments to be posted on most articles. This is vital within the online marketplace as consumers will be much more likely to purchase after being reassured of the quality from other consumers.


~ by jeffreyalcock on March 21, 2013.

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