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Social networks: the future of marketing for small business

机译：社交网络：小型企业营销的未来

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摘要

This paper reviews recent developments in online marketing strategy which demonstrate the growing power of online communities in building brand reputations and customer relationships. Our work draws upon the results of an ongoing research project which is investigating the use of new technologies by entrepreneurial businesses in West London. We review recent trends and examine the emerging role of social networking within an integrated marketing strategy that combines online and offline elements in a "package" best suited to meeting identified customer needs. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities. We conclude that social networks will play a key role in the future of marketing; externally they can replace customer annoyance with engagement, and internally they help to transform the traditional focus on control with an open and collaborative approach that is more conducive to success in the modern business environment.
机译：本文回顾了在线营销策略的最新发展，这些策略证明了在线社区在建立品牌声誉和客户关系方面的强大力量。我们的工作基于正在进行的研究项目的结果，该项目正在调查西伦敦的企业家企业对新技术的使用。我们回顾了最新趋势，并研究了在整合营销策略中社交网络的新兴作用，该策略将在线和离线元素组合在最适合满足已确定客户需求的“软件包”中。我们利用30个案例研究业务中的一系列示例来说明与这些新的营销重点相关的一些机会和威胁。我们得出结论，社交网络将在营销的未来中发挥关键作用；在外部，他们可以通过参与来代替客户的烦恼，而在内部，它们可以通过开放和协作的方式帮助改变传统上对控制的关注，这种方式更有利于现代商业环境中的成功。

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