Page 264 - Foundations of Marketing

Digital Marketing and Social Networking | Chapter 9 231

the many ways consumers can “follow” the publication by
displaying the app logos of different forms of digital media.
Among the apps displayed are those from the digital media
sites Facebook, Twitter, Google+, YouTube, Instagram, and
Pinterest.
As the number of social network users increases, inter-
active marketers are fi nding opportunities to reach out to
consumers in new target markets. CafeMom is a social net-
working site that offers mothers a forum in which to connect
and write about parenting and other topics important to them.
At 9 million unique monthly visitors, this particular site is
an opportunity to reach out to mothers, a demographic that
has a signifi cant infl uence on family purchasing behavior.
Walmart, Playskool, General Mills, and Johnson & Johnson
5
have all advertised through this site. Many countries have
their own, much smaller social networking sites as well. Orkut
is a Google-owned service popular in India and Brazil. Social
networking sites also offer ways for marketers to promote their
companies. More information on how marketers use social
networks is provided in later sections of this chapter.
Internet users join social networks for many reasons, from
chatting with friends to professional networking. Social net-
works have become very popular in a number of countries,
as mentioned earlier in this chapter. As Figure 9.1 demon-
strates, the United Kingdom and the United States are among
the world’s most avid social networkers. As social networks Courtesy of Motor Trend
evolve, both marketers and the owners of social networking
sites are realizing the incredible opportunities such networks
offer—an influx of advertising dollars for social network-
Using Social Media to Enhance Promotion
ing owners and a large reach for the advertiser. As a result,
Motor Trend magazine encourages consumers to follow the
marketers have begun investigating and experimenting with
publication on different social networks, using digital media such
promotion on social networks.
as QR codes, Pinterest, Facebook, and YouTube.
Figure 9-1 Do You Use Social Networking Sites?

60%

50%
Percentage of Respondents 30%
40%

20%

10%

0%
Britain United Russia Czech Spain Poland Brazil France Italy Turkey
States Republic
This survey was conducted across 21 nations by the Pew Research Center’s Global Attitudes Project March 17–April 20 .

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