Discus the benefits and challenges of evaluating social marketing campaigns

Discus the benefits and challenges of evaluating social marketing campaigns

Increased Brand Awareness - When a business organisation invests in social marketing campaigns, that brand’s online presence definitely gets high improvements. This automatically tends to make their customers and their prospects also spend a great amount of their time on the social media platforms where they came across the brand campaigns (Bloom et al. 2018). This way the brands put leverage on the customers to give an increase in their brand awareness.

Generate Leads and Boost Conversion Rate - When a brand is consistently promoting and sharing all their business contents that are fully centred and based on the brand’s product and service, this leads to increase in their lead along with the generation of more business.

Builds Trusting Relationship With Customers - It is said that content builds relationships, relationships are built on trust & trust drives revenue, so in this way it can be summed up that the positive impacts of creating content can be seen on build brand trust with the customers.

Some of the prominent benefits of social media campaigns:

Create Brand Recognition

The social media campaigns always benefits in gaining brand recognition which is one of the most significant and important marketing goals for every company.

Increases Sales

It has always been seen and found that social media platforms has a higher lead-to-close rate as compared to any other form of marketing which give ignition to the company sales also (Salazar et al. 2019).

Measuring Success with Analytics

Without tracking the business online data, no one will be able to determine the performance of your social media marketing tactics so it gives an analytical check also.

Some of the challenges are:

Failing To Create a Solid Strategy

One of the most perilous and fundamental of all marketing challenges is not having a clear strategy.

Being Unclear On Your Target Demographic

It is very necessary that the brand should know what they want to convey, who is the target audiences, what are the highlights of the brand and other information about the brand through these campaigns (Shawky et al. 2019).

Making Yourself the Centre of It All

Another challenge comes when the brand fails to make their campaigns the centre of attraction by putting all the focus points in their advertisements.

Section B: Ethics and Marketing

Critically discuss the role of ethics in marketing research

The market research ethics are all those moral principles and rules that facilitates guidance towards the responsibility of conducting and analysing any research without any kind of loopholes, gaps and deceptions to ensure a high rate of authenticity every time. The primary role of ethics in marketing research is to provide help to the companies making sure to avoid any such unlawful sharing of customer data without their permission and whether it's sharing information with affiliates or selling that information to outside companies or not.

Some of the prominent roles of ethics and ethical considerations in marketing research can be listed as:

Privacy

Data and information privacy nowadays is a major concern for both the business and the customers. According to McDaniel Jr and Gates (2018) this has been a highly focused issue especially after so many recent scandals of the companies about misusing and unlawful intervention in the customer information. With this, the companies are also having an unprecedented ability to collect and store massive amounts of customer data where the role of ethics and ethical considerations in marketing research has been higher.

Rights and Obligations

Another role of the ethical considerations is to set and implement the rules, regulations and rights on the business organisations’’ marketing research operations. Starting from the clients and researchers to the common public and respondents has their equal rights and obligations which they expect to be met by the business organisations (International Journal of Information Management, 2021). From the biased research methods and techniques and the invasion of privacy to the unqualified research methods and misrepresentation, it is necessary to understand the ethics in marketing research aspect which is the best and the only way to meet all the rights and obligations of all the parties that are involved in the market research processes.

Confidentiality

The primary necessity is to have an understanding of what a breach of confidentiality is that can help the company to avoid the ethical issues when it comes to the market research process methods. The role of ethics in marketing research is to mainly help all companies in avoiding any unlawful sharing of customer data, whether it’s sharing information with any affiliates or selling the information to any outside companies (SpringerLink, 2019).

Deceptive Practices

Anther role of ethics in marketing research aspect doesn’t just apply to the way in which the participants are treated who is involved in this but also in the market research methods as well. Today’s companies have found more access to all kinds of customer data than ever before and this much amount of unprotected and unlimited access easily leads to many deceptive practices.

Section C: Responsible Business Marketing

Explain the concept of fair-trade marketing and critically discuss the rationale and limitations of fair trade

The concept of a Fair trade in simple language is "a philosophy that supports the marketing and sale of products at greater than free trade prices". All those who are the supporters of a fair trade believe that the prices, primarily for the agricultural commodities, textiles, and handicrafts must be high enough to assure the potential producers of the developing nations for a promising and good standard of living. According to Anderson (2018) Fair Trades are generally a typical trading partnership which are based on dialogues, transparency and respect all of which seeks a greater equity in the international trade market. It basically contributes towards the sustainable developments by offering best trading conditions, the commitment of giving a security of the rights and to create more marginalized producers and workers. Fair trade always advocates for thriving all the potential farmer and worker communities who have their good control over their futures to make them best and works hard for that. The main purpose of the fair trades is to stand in high solidarity with all the producer and organisations without any kind of compromise to the standards, prices and always visions to make the fair trade work for everyone along the supply chain (Basso et al. 2021). Fair trade also benefits the shoppers by giving them opportunity to choose and shop according to their own demands and principles and also take quick action to support farmers and their families. Fair trade has the purpose to provide each and every consumer with an equal opportunity to get connected with the people who grows the produce which the customers need & enjoys every time they shop.

The rationale and limitations of fair trade includes:

There always stays an excellent wage system along with some natural limitations to achieve the success.

Every community gets benefitted extending them from the basic needs to more but these are highly expensive associated items which are difficult to maintain.

There is no discrimination but the customer base around the world is limited.

There are multiple products with no efficiency to create better efficiencies.

The organic techniques are used to create fair trade products where big buyers don’t get attracted to the fair trade model.

Here the social conditions drastically improves sometimes with the administration costs to the suppliers are not applied.

Small business owners get international competitiveness with very little accountability that is enforced on the producers.

As per Orlando (2019) minimum price is assured to the producers in every scenario due to which the normal standards of the community development lased over many years.

Basso, F., Bouillé, J. and Troiville, J., 2021. Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption. Journal of Business Research, 135, pp.508-518.

Bloom, P.N., Hussein, P.Y. and Szykman, L.R., 2018. The benefits of corporate social marketing initiatives. In Social Marketing (pp. 313-331). Psychology Press

International Journal of Information Management, 2021. Setting the future of digital and social media marketing research: Perspectives and research propositions, available at: https://www.sciencedirect.com/science/article/pii/S0268401220308082

McDaniel Jr, C. and Gates, R., 2018. Marketing research. John Wiley & Sons.

Orlando, G., 2019. Practicing the Just Price: Fair Trade and the Limits of Ethical Consumption in the Global North. In The Politics and Ethics of the Just Price. Emerald Publishing Limited.

Salazar, G., Mills, M. and Veríssimo, D., 2019. Qualitative impact evaluation of a social marketing campaign for conservation. Conservation Biology, 33(3), pp.634-644.

Shawky, S., Kubacki, K., Dietrich, T. and Weaven, S., 2019. Using social media to create engagement: A social marketing review. Journal of Social Marketing.

SpringerLink, 2019. The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms, available at: https://link.springer.com/article/10.1007/s10551-019-04314-5

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