Marketing Communication on Social Networks – Solution in the Times of Crisis
Marketing komuniciranje posredstvom socijalnih mreža – Rešenje u vreme krize
Abstract
Every day more and more Internet users use social networks, which have become a very interesting channel also for the marketing experts, who are always looking for the new opportunities how to deliver their messages to a wider range of users. Social networks are due to some of its specific features very different from traditional marketing communication channels and have several advantages as well as some pitfalls. People responsible for marketing communication must be aware of the latter, if they want marketing communication on social networks to achieve its objectives. Especially in the times of crisis, when the resources for marketing communication are very limited and requirements to maximize the return of investment are present, some specific characteristics of social networks enable companies to take the advantages of social networks for the effective communication with users.
Apstrakt
Svakoga dana sve više korisnika Interneta pridružuje se socijalnim mrežama, koje su postale veoma interesantan kanal komuniciranja ne samo za njih, već i za marketing eksperte koji su uvek u potrazi za novim kanalima koji omogućavaju prenošenje poruke širokom krugu korisnika. Socijalne mreže se, po osnovu nekih specifičnosti, veoma razlikuju od tradicionalnih kanala marketing komuniciranja, u odnosu na koje imaju i neke prednosti i nedostatke. Osobe zadužene za marketing komuniciranje moraju biti svesne tih nedostataka ukolikožele da komuniciranje putem socijalnih mreža odgovori na postavljene ciljeve. Naročito u vreme krize, kada su resursi raspoloživi za marketing komuniciranje veoma ograničeni i kada su prisutni zahtevi za maksimiziranje povraćaha na investicije, neke specifičnosti socijalnih mreža omogućavaju kompanijama da ostvare prednosti ovakvog komuniciranja sa korisnicima.
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