SPENDINGS on SOCIAL MEDIA as PART of MARKETING BUDGETS - Polish Journal of Management Studies

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SPENDINGS on SOCIAL MEDIA as PART of MARKETING BUDGETS

Abstracts > Vol 8

SPENDINGS ON SOCIAL MEDIA AS PART OF MARKETING BUDGETS
Štefko R., Bačík R., Fedorko R.

Abstract: This article aims to describe the specific aspects of social networking sites as tools of marketing communication. Regarding the assessment of the development of  this topic, the article summarises the theoretical solutions of the relevant matters applying to  social media. It is also focused on the social media market and using the analysis it describes the current state of the costs of this form of advertising. Another aim of this article is to evaluate and point out the possible further development in this field and refer to the potential difficulties .

Key words:
marketing, Internet, social media, costs, strategies, trends

Introduction

The progress and the constant development of technologies and communication tools offer many new creative and effective forms of promotion to the marketers. It is mainly online setting of the Internet what forms this dimension of never-ceasing progress, which constantly takes the possibilities of marketers and their marketing strategies to a higher level. The social networking sites currently dominate the trends in online setting and they also make a part of modern social media. In our opinion it is pointless to discuss about the meaning and benefits of social media in terms of marketing. This impersonal, although sophisticated form of communication develops together with technological progress of options accessible in online setting while offering marketers a wide range of possibilities, as in the form of the advertisement itself, immediate communication with target groups or customer support.

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Summary

Traditional ways of communication slowly lose their importance because of the influence of the fast progress of communication in the online setting of the Internet which gives communication with other people a new extent. Social media are the variable which records worldwide success with hundreds of millions of users and this is proved by the huge interest of the business field as well as by either already carried out or planned investments in this new section of advertising.
During the last years the trend of social media has been recording a strong interest of marketers all around the world, however, it is important to state that this field is still young and it is constantly developing. In academic circles as well as in practice it is possible to encounter the opinion that social media are just overrated trend. Despite of that, in our opinion should social media be considered as a significant part of other forms of online marketing as well as a relevant component of marketing planning.
Research Plan, Project
This post is one of the partial outputs in the resolved scientific research grants VEGA č.1/1338/12 „Vplyv virtuálnych sociálnych sietí na potenciálnych spotrebiteľov a zvýšenie konkurencieschopnosti slovenských MSP.“


References

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WYDATKI NA MEDIA SOCJALNE JAKO CZEŚĆ BUDŻETU MARKETINGOWEGO

Streszczenie: Celem artykułu jest przedstawienie specyficznej aspektu stron dotyczących sieci społecznych jako narzędzia komunikacji marketingowej. W odniesieniu do oceny rozwoju tego zagadnienia, artykuł podsumowuje teoretyczne rozwiązania dotyczące odpowiednich zagadnień, mających zastosowanie w mediach społecznościowych. Artykuł koncentruje się również na rynku mediów społecznych, i za pomocą analizy przedstawia aktualny stan kosztów tej formy reklamy. Kolejnym celem niniejszego artykułu jest ocena i wskazanie kierunków dalszego rozwoju w tej dziedzinie i odniesienie się do potencjalnych trudności.

Słowa kluczowe: marketing, internet, media społecznościowe, strategie, trendy

灑金錢在社會化媒體的AS部分營銷預算

摘要:本文旨在描述社交網站的特定方面的營銷傳播工具。關於這個話題的發展進行評估,本文總結了適用於社交媒體有關事項的理論解。這也是專注於社交媒體市場上,並用它描述了這種廣告形式的費用的當前狀態進行分析。這篇文章的另一個目的是評估,並指出可能進一步發展在這一領域,並指潛在的困難。
關鍵詞:市場營銷,互聯網,社交媒體,成本,戰略,趨勢


 
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