Scholarly Essay from the year 2011 in the subject Communications -
Multimedia, Internet, New Technologies, grade: A, The University of
Surrey, language: English, abstract: This paper aims to present a
critical and evaluative analysis on the emergence and principles of
social media marketing and its true potential to enhance an
organisation's marketing efforts. In particular, it outlines the
shift in consumer power, influence and behaviour over the last few
decades, the development and contemporary notions of
relationship-oriented marketing and the contribution of social
media in all these processes. Furthermore, the paper deals with the
concept of customer relationship management, applicable online
marketing techniques and the way social media can be integrated in
an organisation's marketing activities in terms of customer
acquisition, retention and extension. Notions of the potential of
social media marketing in the hotel industry are set in context
with online marketing best practice and theoretical assumptions to
identify possible contradictions and knowledge gaps.
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