Research Skills
2016
Introduction
The use of social media has mainstreamed the marketing platforms for most companies today. This practice has been so common due to the introduction of digital technologies that connect the entire world. Therefore, information dissemination and realization of connectivity is highly manifested on the social media platform than any other marketing precepts. On the other hand, there has been a massive transition from traditional marketing concepts, even as most companies embrace this new marketing portfolio (Wollan, Smith, & Zhou, 2010). Jingle Clothing Limited Company is not exempt to this massive migration since it needs to catch up with the growing market trends, which have completely shaped up the marketing destinies for most companies in the current century. Every person wants to go digital, whether at work, at home, or when having pleasures. All these signify the commonality of the digital technology in which the social media marketing rides its operations.
The nature of content used in the social media marketing platform is critical to the success of a company. It is imperative to note that contents on the web act as a catalyst to the audience. In most cases, the audience will be drawn to a post based on the relevance, and accuracy of its content. Contents that meet the audience’s demands in terms of informational requirement will invoke positive outcome to the audience. Proper awareness creation is a catalyst to audience’s engagement with the company, which leads to development of trust and confidence to the product. Trust and loyalty that is catapulted by the web advertisement is sustainable for the product’s overall sales turnover (Silver, 2009). Thus, social media must bear an elaborate content for it to meet its intended objective. In addition, the social media content must be curating, creating and distributing in the context of the content’s value. This aesthetic will trigger success to the social media. Indeed, the main driver to the social media success is inherent in the nature of content that it bears. Very captivating contents are often associated with robust influence on the audience, and vice versa where the content does not meet the intended demands of the audience. In addition, depending on the nature of the social media platform, either simple or complex content will apply. This is one of the most fundamental construct that social media propagates to the product as far as the content demand is concerned.
With the social media being one of the marketing platforms that digital technology has brought, and its progressive impacts; it is ideal to confide by this trend to Jingle Clothing Company as a mainstream marketing technique in its American branch. Thus, the problem statement for this research is to enumerate how Jingle Kids Company can properly implement the use of social media platforms to its marketing strategies, and whether it would generate any substantial sales turnover to the company.
In order to solve this research problem, it is ideal to enumerate various precepts of social media, their applications, and relevance to a company that targets wider market base. This means that the approach must be focused on certain fundamentals, whose achievements would lead to the solution to the research problem enumerated above. The first objective in which this research is entrenched is an enumeration of various social media marketing platforms that Jingle Kids Clothing Company can ride on, and properly propagate its agenda of becoming a market leader in the entire America. According to Turban, (2015), different marketing platforms serve a market depending on their corresponding relevance. Certain social media platforms could be ideal for one market, but might not relevantly apply to other markets. Thus, it is ideal to classify various social media platforms, and how the American people would respond if Jingle Kids Clothing Company had posted its goods on these sites. The determination of ideal social media platforms would take precedence of usage, and the common place social media marketing trend used by the rival companies. This objective will be anchored on feasibility assessment of various social media platforms, and how they would fit the desires of this company in as far as total sales turnover is concerned.
The second objective in which this research seeks to enumerate is an evidence-based research about the viability of the social media platform to Jingle Kids Clothing Company to its sales prospect in America. Moreover, the idea to have preference of social media over other modes of marketing must be fully complemented by reasonable grounds. One such grounds involves undertaking a critical statistical significance of this mode of marketing, and how well the company would reach out to people via the social media networks. Indeed, there must be reasonable grounds to believe that social media is a viable mode of marketing that would trigger higher sales to the Jingle Kids Clothing Company. The evidence-based research shall be supported by scholarly articles, and other academic materials.
These objectives shall act as the main thread upon which various measures shall be incorporated in order to boost the company’s sales turnover and market grip in America, and globally. The main problem for instigating this research comes in the backdrop of low sales volume to the company’s products in the American market, due to what is perceived as stiffer competition triggered by the local companies. Thus, evaluation and assessment of social media would help unravel the mystery behind the lower sales turnover to a company that operates retail and wholesale outlets in over 100 countries. The low sales turnover in American is a deterrent to its efforts to capture some of the world’s stable markets, and to rejuvenate its operations in other markets.
Other than the research objectives above, it would be ideal to tune this research based on preset research questions, which act as the hook to achieving the main thesis, and resolving the research problem. Thus, research questions shall be posted as precept to achieving these objectives
What are the types of social media platforms that could be adopted by Jingle Kids Clothing Company?
What marketing techniques does Jingle Kids Clothing Company adopt within its framework?
What are other marketing strategies does Jingle Kids clothing company employ within its American branches?
Are there marketing gaps in the marketing techniques used by Jingle Kids Clothing Company within its American branches?
What are the marketing techniques used by the rival companies to Jingle Kids Clothing Company within the American market?
Unraveling these questions would lead to unlocking the main problem associated with this essay. Thus, the research questions will play critical roles in determining whether social media would amicably solve the marketing gap that is currently experienced within the American branch.
Literature Review
The general importance underlies on the benefits in which a company like Jingle Kids Clothing Company can create out of the social web, and a wide range of these benefits would accrue depending on the entrenched efforts and focus. These benefits include; the customer service oriented business benefits, the business intelligence, and awareness creation of a business name to most customers (Zimmerman, & Ng, 2013). However, the rationale for establishing a formidable marketing platform to a business is always steered in realizing an actionable audience. The more a business name is known by the audience, the more audience it is believed to have amassed. On the other hand, creating firm business name should go in hand with quality service provision to this business. This means that social media campaigns must complement the quality of services offered by the company with the view of creating a sustainable competitive advantage to the business. Besides, creating a marketing platform on the web must always ensure that customers are rightly informed of the brand quality, prices, and even location. This platform thus creates place, price, and time utility.
All in all, there must be a stronger emotional attachment between the blogger and the audience. Silver, (2009), an existence of emotional connection between the post and the audience would trigger the market positively towards the audience. This is one platform that Jingle Kids Clothing Company should adopt in order to streamline its sales in the American market. In fact, no social media is a ride that turns all views into potential customers, one has to work hard in order to convince its audience about the product, its viability, and that the advertised product would meet their intended quality needs.
The marketing post on the social media must have reliable reach to the customers. Just tweeting something or face booking information might not hit intended purposes of the message, and would just end up being wasted. Most social media users are enlightened with regards to what they need from a post, and as such would only concentrate on those posts that meet their respective demands. Thus, the social media marketing must be focused on reaching out to the audience to subscribe to a given marketing post, and this can only be possible if the post meets the quality threshold for a product (Kabani, & Brogan, 2012). Therefore, every post made about a product must be convincing, and this only takes place when one takes a lot of time before generating a single post of his or her product. The level of reliable reach that a product has is correspondent to the time one takes to make such posts. This is yet another critical path that Jingle Clothing Kids Company could entrench in order to make its social media post captivating and integrative to the American market. A widespread post is associated with good work of the blogger, and this turns to more subscriptions by the audience.
Types of Social Media Platforms
Facebook is currently branded as the talk of generation, and it still commands the lead in terms of social media websites. This site has over one billion subscribers’ worldwide meaning that over billion potential customers have subscribed to Facebook. The high demographic subscriptions to Facebook by potential market create value addition within its strands of marketing. In addition, the over 70% of the US adult population are Facebook subscribers, again making it a potential avenue in which Jingle Kids Clothing Company could streamline its sales in this region. Besides, the trends of Facebook subscriptions are evenly distributed across the globe, with all regions having an optimal number of subscribers (Treadaway, & Smith, 2012).
Facebook does not lead the eventual sales prospects of a company’s product, but it acts as an avenue for marketing. Marketing product means giving full descriptions of the brand, its availability, and pricing to the target audience. The product’s shear-reach to the mass is critical in forestalling the first step to market acquisition, and exertion of dominance. Indeed, Facebook primarily builds on brand loyalty and create a positive reputation about the product (Treadaway, & Smith, 2012). Thus, one can successfully market a product by actively engaging its product on Facebook, and ensuring that there is no gap between marketing posts and the actual product. This would instead lead to flurry of criticisms about the brand, so it is ideal to exercise higher degree of honesty.
Relevance of Facebook is attributed to its uniqueness to the target audience. In this accord, Facebook serves a number of reasons to various companies. For example, Facebook offers a wider reach to the market segments. Therefore, Jingle Kids Clothing Company can instigate its marketing platform by employing Facebook in advertising its products. This means that the mode of creativity and application of Facebook by the company will determine its success towards the realization of sales prospects of its apparels to the market. In addition, Facebook offers a rare chance of creating ad that would drive high influx of traffic to the company’s website. The more the numbers of inquiries are due to Facebook ad, the more marketable a company becomes. This means that the significance of Facebook as a marketing site relates to the number of people it attracts after successful posts have been made.
Other than these incentives, Facebook offers a platform of dialogue and in depth deliberation with the customer base (Treadaway, & Smith, 2012). This site thus creates a good interaction platform with the customers, who might read out satisfaction of the product even before its actual delivery. Moreover, Facebook offers a perfect site for sharing company testimonials, and past customer reviews about the company. Thus, for a company dealing with the sales of kids’ apparels, and other wide range of design clothes, it is important for it to share its reviews with the public. These reviews would act as a stronger hook between the customer and the company’s products. Hence, positive reviews will act as a major driver to customers, who will make seamless inquiries about the satisfactory value inherent in a given brand, and if such situation exists, then the customer will cross over to the company.
The use of Facebook as a mainstream marketing and advertising technique is currently changing as the corporates make preference of posting company’s details and reviews about the product, than to throng the entire wall with missions’ statement and seamless number of samples. Just two or three samples of the product are preferred to drift the interest of customers towards the company’s brands. The demographic significance of Facebook as a marketing tool shall be provided in the next section of discussion. However, these facts remain valid for Facebook; Facebook posts that have photos have a capability of generating over 120% more engagement compared to just a post with simple text, also shorter posts with less than 250 characters generate up to 60% engagement compared with longer posts. In terms of the week days, Thursdays and Fridays have an enhanced engagement of up to 18% higher than the rest of the weekdays. These statistics are significant to Jingle Kids Company if it would decide to use Facebook as its advertising vehicle.
Twitter is accorded the position of the most recognized social media platform; however, it is ranked number four in terms of adult usage in the US. Despite its fourth ranking in this area, twitter bags the title of the most frequently used platform, and it is estimated that up to 46% of the US adult population logs in every day. This is so robust considering other social media platforms that show a significantly lower performance compared to twitter. With higher frequency of accessibility to twitter platform, it is more appealing for businesses as users have a positive tendency to frequently following up their brands; a move that rarely happens on other websites. The frequent accessibility of tweeter accounts by the users ensures that a brand remains so active in their minds of the audience, and that they get updated on the brand information (Turner, & Shah, 2015). This trend would act in the best interest of a company that seeks to inform its customer base about the production of its new brands in the market, changes in prices, and any other market information.
In addition, most customers keep an active line of communication on twitter in order to take advantage of any windfall in prices, or a ridiculous quantity discount on the product. In addition, the company can push through the deals it offers via this platform, and again engage the customers about desirable features of a product over what they have known of such products. Twitter is ideal for a wide range of companies that engage in marketing, sports-related businesses, news organizations, Sales and production companies. Therefore, Jingle Kids Clothing Company fits here, and it should adopt twitter in its marketing platform. Moreover, twitter serves a critical purpose of developing an essential relationship with influencers and practicum communication with the customers.
Instagram follows twitter, and having up to 17% of the US adults on board. Despite being the fifth-most popular social media platform, this site commands the second position in the total number of devoted users. In addition, at least 57% of the Instagram subscribers have an access to the site on a daily basis. This site bags the least number of the adults, with only 17% of the US adults subscribing to this site, and a whopping 43% of the mobile owners having subscribed to this website, though their age limit is between 18-19 years. This site is ideal for a contingent of image-friendly businesses such as restaurants, clothes and fashion houses, designers, technology, among other business. Thus, the business interest for Jingly Kids Clothing Company is entrenched on Instagram.
Google+ is yet another social media site in which marketers have identified. This site offers the most intense competition to the Facebook, as a majority of business corporates have warmed up to its usage. Just like Facebook, this site allows users to upload photos, video links, and view various applications; it also provides the serene atmosphere inherent to Facebook and other social media sites (Awe, 2012). In addition, Google+ has an added advantage since it allows the users to segment their customer base, a courtesy of the new Google+ circles. This application is vital as it might be used as a site for selectively reaching out to the target market, and perhaps sharing important details about the product. Moreover, using the Hangout provided on the Google+ platform is very captivating and illicit fun to the users. Such social interactive sites and platforms are critical for markets to introduce, or maintain their corresponding market base.
Pinterest is a new creation in the social media, which has gained special interest today. One of its marketing portals refers to the image-centered platform, which is ideal for retail marketing. However, this site is not limited to retail marketing as it can be adopted for several businesses. Moreover, this site is very important to marketers since it gives businesses the opportunity to showcase their respective products while at the same time developing their own brand personality (Ayanso, & Lertwachara, 2014). There are other social media marketing sites that have been explored by marketers and they include; LinkedIn, Yahoo answers.
What is the Marketing Pitfalls the Jingle Kids Clothing Company Face in the American Market?
The weaker sales exhibited by the Jingle Kids Clothing limited is a major problem to its expansion plans into the American Market. While the company has established an impressive performance in some its branches, the American market is seemingly proving to be a nightmare to the company. So the question is: what are the major marketing pitfalls that Jingle Kids has failed to steer and implement in the American Market? The answer to this questions lies on the ongoing marketing techniques that are adopted by this company in the American Market against some of its closest rivals in the market.
Therefore, the establishment of the reasons behind the weaker sales by the Jingle Kids Clothing Limited in its American branch is a step forward in discerning its poor marketing practices that do not match its rivals. Contrary to the expectation, Jingle Kids Clothing Limited should have exhibited robust sales in its American branches owing to its stronger competitive advantage created by its global operational front. Some of the cited rivals to the company in the American market include; Mother Care, Marks and Spencer, Johnson and NEXT.
The rise of digital platform has triggered a shift in marketing trends in America, as well as most developed economies (Fuchs, & Lardi, 2013). While conventional shopping at the point of sales is still considered a perfect marketing platform, the world is slowing warming up to online shopping, with the US being a leader in adopting this sales platform. Online sales come with various incentives, upon which a marketer must accept, and these platforms can work either in favor or against the marketer, but to the advantage of the rival. This is one point that Jingle Kids Clothing Limited has not put a lot of focus, and it’s the reason it has not fit so well into the American market. The control of the American market by this firm is still a mirage since it has completely failed to capture a substantial percentage of the American sellers.
Key factor that has challenged the operation of Jingle Kids Company into the American market refers to poor entry focus. While the company has made an outstanding sales progress in other countries, the determination to fully stamp its authority here is crippled by poor marketing strategies. It is important to note that every market is dynamic and has distinct forces that control its operations; therefore, this uniqueness has never been unraveled by Jingle Kids Clothing Limited in order to create a sustainable lead in this market. While it strives to market seamless advertisements to its clothing apparels, the result is not very impressive, and it just shows a sign of a stagnating company.
Indeed, Jingle Kids Clothing Limited has dismally performed in terms of total sales turnover since it has not identified the right marketing techniques to reach out to the market. The change in the taste of American market in favor of online sales has posed a greater challenge to the company’s efforts to steer a clear marketing roadmap. For example, this company has maintained a traditional sales and marketing front based on print media and audio advertisements. However, it has failed to bring a closer experience of its clothing apparel to the public by bridging the distance between the customers and the retail outlets. In as much as the company might be trying to make inroads through its social media marketing platforms, it has still failed to deliver these goods to the customers’ doorstops. The disconnect in place utility between this company and its customers is the biggest problem that it experiences in the American market, which has fully confided to online Marting and sales respectively (Powell, Groves, & Dimos, 2011).
Furthermore, the rival companies have developed mobile phone apps and computer applications in which they are directly connected with their customers. This means that the companies can post their clothing apparels online, where customers can chose the item and order while awaiting doorstep delivery. This concept has not been adopted by Jingle Kids Clothing Limited, whose marketing portal is weaker compared to its rivals’. Besides, this company lacks a sound mobile app in which the customers could rely on to make online orders, and have their orders delivered to them. This disconnect has stagnated the efforts of Jingle Kids Clothing Company to fully meet its objective of increased sales turnover in the American market.
Lack of clear social media campaigns by the company is one of its greatest weaknesses to meeting its high sales objectives into the American market. Therefore, for market whose population has embraced online marketing through the social media framework, Jingle Kids Clothing Company‘s strategies just seem outdated in such a market context. Lack of clear online marketing strategies has withered Jingle Kids efforts to stamp its authority into the American market.
The prevalence of satisfaction gap in Jingle Kids Clothing Limited’s online information and the actual delivery of products to customers continue to underpin any intended sales progress by the company. Weaker sales against higher operational expenses incurred by this company are deterrent to its viability and relevance into the American market. On the other hand, the rival companies have capitalized on the use of social media as a main sales platform to their clothes apparels. Besides, these companies have diversified their marketing technique to inculcate the latest social media marketing strategies within their framework.
Therefore, the marketing pitfalls that have hit the operations of Jingle Kids Clothing Limited have clearly construed its chances of becoming a regional leader in terms of sales and supply of the children apparels and clothing. Factors attributed to poor marketing framework are to blame for the lower market operations of this multinational company. Besides, the company has not yet embraced the market dynamics generated by the internal factors, but has instead focused on its global sales platforms to make inroads into the USA markets. These strategies have failed to work clearly showing that they are not relevant in the American market. On the other hand, the rival companies have effectively established their operations in the American market by exploiting the digital avenues created by social media marketing platforms.
Evidence-Based analysis regarding the Viability of Social Media as a Marketing Tool
Social media remains a very critical element to every modern Company’s marketing portfolio. This means that no company can endear to stamp a successful path without the invocation of social media within its portfolio. As reiterated before, the rise of social media is attributed to the digital technology that is able to connect the world into one thing (In Thomsett-Scott, 2014). Thus, the global community can remain interconnected by the social media, and achieve greater information demands in just seconds. This means that social media has a wider scope compared to other sites, which have not hit so high audience coverage within their respective portfolios.
It is in most of the market’s mindsets to remain attracted to social media, yet the dynamics of this field keeps shortchanging the markets whenever they hold to one or two elements of social media. The difficulty relates to inability by the marketers to settle on one element, and at the same time be underpinned by the position held by the rival firms with regards to the use of social media.
This section of the report will give an epic research and presentation regarding the most effective social media marketing technique that marketers should adopt within their frameworks, and their respective benefits. It is imperative to note that not all social media platforms generate similar outcomes, since they have distinct scope to the audience. In addition, different regions command distinct attention rates and utility to these social media platforms. Dijck, (2013), it is necessary for every company to analyze the audience base of a given social media element, and where it commands higher attention compared to another. In fact, a company can successfully market its products by invoking social media platforms that are widely used by the target audience. On the other hand, the marketing objective would fail if the company fails to identify the right marketing framework to its products.
According to the SME research to over 3000 marketers who apply social media marketing framework, it is evident that the use of different social platform generates different outcomes to the overall sales turnover of a given company. These companies were evaluated based on the impacts of social media towards the performance of their companies and businesses (Zarrella, 2010). The outcome of this research revealed that over 90% of the marketers showed that social media had played a significant role in influencing their bushiness to the target audience. Other than creating awareness about the business, this research revealed out that there was an increased sale to these businesses, with a total of 77% business reporting positive outcomes to their ventures.
This results shows that social media is very important in gathering a huge following to the business and thus turning the business fortunes. The process must be applied with care, and as such its adoption must be based on clear market information. Also, marketers gained a lot of following from the public as a result of publishing or marketing their items on the social media networks.
Source: http://www.inc.com/larry-kim/the-best-social-media-networks-for-marketers-in-2015.html
This image shows that marketing on social media leads to an increased business exposure by 90%. Assuming that the business was not so common, and thus with an increased exposure of 90%, chances are rife that the business will gain some grounds (Circle, 2009). The second level of benefits shows that marketing on any social media platform will increase traffic with up to 77%. This percentage is again very high considering that the business was at some level say X before its introduction to the social media sites.
The scores identified above are generated based on the choice of social media that an individual uses. This means that different social media sites have varied or spatial impacts at influencing the outcome of the business performance, and Facebook still remains the most preferred social media site, and its approval rating stands at 93%, while tweeter’s approval rating stands at 79%. These are very high rates considering the number of people who access them daily. This research shows that Google+ increased its approval rating by 2% from the previous ranking, while Instagram had an approval ranking of 36% having climbed 8 steps from 2014. Moreover, YouTube has gained a milestone grounds as most businesses prefer it over other sites. For example, over 71% of the businesses with over 100 employees prefer to use YouTube than self-employed persons who use it at an indicative rate of 38%.
Source: http://www.inc.com/larry-kim/the-best-social-media-networks-for-marketers-in-2015.html
This chart shows that Facebook takes a significant leads of all social media platforms. Therefore, any marketer should take advantage of these rates in order to establish a clear precedence of its market. The most important thing in every business is how a marketer meets the demands of its audience. One such avenue refers to selecting the best marketing platform that will communicate a product to the audience (Kazanjian, 2013). This chart might have general information, but it is so significant to a marketer who wants to establish a brand in a given market. In addition, these social media platforms are so effective and have a robust scope compared to other modes of advertising. In addition, identifying the right mode of social media advertising will take a further research to the exact market and the relevance of a given mode to the product and the business in entirety. This concept is fully anchored on an informed market research of these social media models.
The Most Important Social Media Platforms for Markets and Marketers
While social media networks have been hailed for their roles in promoting business awareness, the main problem lies in selecting a favorable source to a business. Social media platforms vary according to their utilization as marketing tools, and this variation is a correspondence of the most common platform that markets prefer. A very revealing research established that various social media platforms varied in their use according to their predisposed function in marketing a certain product (Recarte, 2011). Thus, selecting relevant marketing platform is so critical to making a meaningful impact to the business.
In one area, marketers were asked to pick just one single social platform they considered most important for their business. Because only one choice was permitted, the findings were quite revealing. According to the SME research, over 52% marketers use Facebook as their main marketing model. This means that over 50% of markets prefer to use Facebook as a mainstream social media site for marketing their products. On the other hand, 21% of marketers prefer to use LinkedIn. This means that LinkedIn might not be a popular site in the overall ranking of the social media sites, but commands a significant percentage when it comes to marketing of products (Farris, 2012). It is for this reason why it is very important for a marketer to examine the best social media site that will be appropriate to a business or a given brand of product. Twitter came in the third position, and it was rated at 12% by marketers as a key marketing platform. Finally, YouTube came fourth with an indicative rating of 4%.
This rating scale is very important for companies like Jingle Kids Clothing Limited to organize their marketing decisions. While it is not very apparent that all social media marketing will not translate to real sales, trends show that most businesses have experienced high traffic due to their exposure to these social media sites. Besides, the results are indicative of the performance of a business had it adopted a given social media site as a means of promoting its sales. Indeed, there is a direct correlation between the uses of social media as a marketing platform to the eventual sales turnover realized by the company.
Source: http://www.inc.com/larry-kim/the-best-social-media-networks-for-marketers-in-2015.html
What are the Most Appropriate Social Media Sites that Jingle Kids Clothing Company should use?
As reiterated before, identifying the best marketing site is the solution to the marketing problems that Jingle Kids Clothing Limited is currently experiencing in its American branch. Thus, the company’s solutions to the current problems lie on its ability to identify a clear social media marketing channel to its clothing apparels. This means that the success in making a significant sales turnover relies on the company’s ability to identify the right social media channel (Brink-Drescher, 2010). In addition, the identification of the right channel must also be consistent with the mainstream site that most Americans use. Certain sites might be popular, but are not visited by the majority of Americans.
Methodology
The marketing context for the social media to this company will adopt both comparative and explorative approach, which will determine whether it is the most suitable method to the company’s lower sales turnover in the American region. While Jingle Kids Clothing Company is renowned for its operations in most countries, it would be ideal to examine the impacts of social media as key marketing portfolios against other possible techniques. The idea behind this concept is due to its robust nature, and how it has been applied within the managerial frameworks of various companies in order to turn around the fate and the fortune of their sales prospects.
There are different social media platforms that are directly applied as marketing avenues by most companies today. However, most businesses have a major dilemma of choosing the right marketing platform, and even after choosing the problem still abounds about where to start. Thus, adoption of high-level business ideas to an organization is ideal in dispelling tradeoffs between entrenched marketing efforts and the business benefits (Sterne, 2010). On the other hand, social media gives a difference to this effort since its proper manifestation would lead to realization of benefits to an organization. In much as there are significant number of social media platforms, the relevance of a given method depends on the efforts and intelligence implemented on a given mode. This means that a method would be relevant if properly utilized for the marketing prospects.
The foregoing discussion has been about essentials that company must adopt in order to propel its marketing agenda to the audience. It is true that social media is currently shaping the marketing trend, and the traditional methods of advertising are just serving a secondary marketing role. However, social media is soon phasing out these trends since they have the fastest reach to the market due to the interconnection of the global society by the digital platform. On the other hand, the effectiveness of social media is predisposed on its utility, and how a company orchestrates its posts.
The first problem the company has had to endure in the American market relates to diversification in its products. While the rival companies have diversified their marketing techniques, Jingle Kids Clothing Limited is seemingly tied to traditional methods, which do not meet the current market demands of the American people. In addition, certain marketing techniques employed by this company do not fully complement the state of marketing prowess employed by the rival firms. Therefore, there has been disconnecting between the company’s marketing efforts and the total realizable sales on the ground. While much effort is expended on marketing, the sales in its American branches have not been very impressive to match this effort.
Poor marketing strategies has been the biggest problem experienced by Jingle Kids Clothing Limited, which has failed shot of identifying the right social media marketing channel to its products (Reid, 2011). Indeed, a company like Jingle Kids Clothing Company should ask a question why it should adopt a certain marketing platform at the expense of the other. In addition, this company must be ready to conduct a research about social media marketing methods that are used by its rival firms in the American market. This analysis will clearly generate a reasonable solution, and will fully meet its marketing gaps in the American market.
. Nevertheless, the right social media platform is ideal for the higher sales turnover at Jingle Kids Clothing Limited to its ailing American branch. As cited above, Jingle Kids Clothing Limited is currently exposed to the problem of lower audience turnover, which culminates to insignificant sales to its clothing apparels. This implies that the company has not yet identified a formidable marketing media. Therefore, the selection of a given social media platform must have the demographic support of the American population.
Facebook is the most important social media platform that Jingle Kids Clothing Limited should use within its portfolio. This is the most used site by the US adults, and therefore, it is be the best site that the company will tap the highest audience attention. In USA alone, Facebook account to 73% usage by the adult citizens. This means that Jingle Kids Clothing Limited will be known by this audience base. In addition, popularity of a company to the audience is a stepping stone towards its higher sales turnover. Thus, the secret to this company in realizing higher sales turnover lies in its ability to effectively incorporate and use Facebook as its mainstream social media site. This process must be followed by illustrative post of its clothes, and toys. Provision of information to the audience is a key influence to their attitude towards the product (Reid 2011). In addition, a company that handles its marketing through Facebook is likely to have a higher audience empathy and attention than one which limits its scope to other advertising sites. In fact, it is estimated that over 80% of the USA Facebook subscribers visit their accounts more than once every day. This means that a company that properly handles well its marketing on this site is likely to gain favors and consent of the social media users, and as a result leads to higher traffic to its websites, and the actual sales point.
Other sites that can significantly impact a higher sales turnover to Jingle Kids Clothing Limited include the use of LinkedIn and Twitter. It is estimated that up to 21% of markets prefer to use LinkedIn, while an additional 12% of marketers’ prefer to use Tweeter. The two platforms are common in the USA, and the statistics above are reflective of the marketing trend in this country. Therefore, Jingle Kids Clothing Company should capitalize in using these sites in order to boost their sales turnover. These three methods are the most significant sites that will change the current downward trends in the overall sales witnessed at Jingle Kids Clothing Limited.
The foregoing discussion has been about the prospects of social in the wake of digital technology. In fact, research reveals that the global community has been connected into a tinny fold, a courtesy of social media platform. The most common sites include, Facebook, Tweeter, Google+, LinkedIn, among other sites (Rosen, 2007). These sites play a direct role in connecting the society into one thing. Therefore, communication has been liberalized and enhanced due to advanced use of digital technology. In the wake of this realization, business corporate have taken advantage and delved deeper into the prospects of social media. This means that a significant majority of businesses prefer to use social media due to its created advantages.
The enhanced efficiency in using social media has invoked a series of research, especially in the marketing front. This is the main focus for this essay, even as it seeks to unravel the reason behind lower sales turnover witnessed at Jingle Kids Clothing Limited’s branches in the USA. The examination and research revealed that the company is subjected to lower sales turnover due to its inability to adopt proper use of social media (Evans, 2012). However, this research has created a flurry of information that can be adopted to change the fortunes of this struggling company. The weaknesses of the company’s marketing structure are attributed to its failure to administer social media marketing platform within its platforms. On the other hand, its adoption of social media platform is very weak and does not complement the information demands by the American people.
Consequently, the company’s rival firms have been doing so well due to their entrenched social media marketing platforms. Thus, lack of clear marketing strategies has been behind the downfall of Jingle Kids Clothing Limited, and this can only be changed when it accepts to properly restructure its marketing platform to incorporate social media.
Information point out that marketing by the use of social media will be the best avenue in which Jingle Kids Clothing Company can rely upon to win the American market. Therefore, the channels associated with lower sales turnover can be shortchanged by adopting Facebook, Tweeter, and LinkedIn as other social media sites. However, there must positive information flow between the markets and the audience (Kawasaki, & Fitzpatrick, 2014). This means that the audience must be provided with place, time, and product utility to all brands of Jingle Kids Clothing Limited. With these strategies incorporated within the company’s marketing structures, its sales turnover is expected to increase due to increased traffic to its websites.
This research would finally integrate an evaluation of the viability of social media platforms over other marketing techniques, which are currently adopted by Jingle Kids Clothing Company. This comparative analysis will be based on a thorough analysis of how different marketing techniques complement sales for a certain product. Sometimes, social media might be relevant to certain extent beyond which it would lose its value and basic purpose.
Another critical concept that the Jingle Kids Clothing Company should endear within its marketing platform is how to trigger the emotions of the target audience using its posts. Social links might be weak, while others might meet the threshold set for suitable web marketing. This means that a website created to inform the public about a company’s product must bear the minimum threshold for meeting the product’s promotional demands. The misconception that most markets have about the social media relates to audience equality attributed to a given post. This is indeed very misleading since different posts will invoke distinct emotional appeal to the audience. Weaker links have the least emotional appeal to the audience, while very strong links have captivating emotional appeal to the audience. This extent of weakness or strength rages further to the nature of social media platform that a company integrates within its marketing platform.
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