Social Media Effective Marketing Communicative Tool Caffe Nero Marketing Essay

Social Media Effective merchandise Communicative Tool Caffe Nero trade EssayThis inquiry primarily foc eng durationments on affable media being an effectual selling communicative spear for Caffe Nero- the Italian c take awayee bar. Social media has do a huge impact both on the business and marketing world. conventional marketing methods be not able to cranial orbit the commit audiences as they did a decade ago with the same effect (Pelsmarker, Neijens 2009). Marketing conference which represents the voice of the company argon a means to inform, prompt and communicate close their products and operate directly or indirectly to the squanderrs (Kevin road keller, 2009).Caffe Nero, the Italian coffee company which make been chosen for the research work, provides a great deal of value for their customers. They be dedicated to providing their customers with their finest range of high gear quality espresso- based coffees, cold coffees as well as a wide range of high qua lity Italian foods. By creating a friendly atmosphere, by integrating local environment and culture, they have prove to be customer revolve abouted. On a business perspective, to increase gross sales and to urinate competitive advantage the company has been trying to communicate its products and services to the consumers through polar marketing communication slams. But according to Kevin alley keller (2009), marketing communication is changing enormously from what it was 10-30 years ago. Internet and engineering are changing the way the world communicates and interacts. Marketing communication is conveyance messages about the products and services to audiences that are of values encouraged to offer attitudinal and behavioural responses (chris fill, 2005). There is no point in communicating if there is no audience to receive the message. This brings the police detective to the aim and objectives of the researchMarketing communication allows a company to link their products and services to other race, brands, places, feelings and experiences (Kevin lane keller, 2009). The media environment has changed dramatically in recent years. Traditional media such(prenominal) as Television, magazines, new-sprung(prenominal)spapers, magazines are losing their grip on customers. Attention age, as this current period is called, is cooccur the information age, as increasingly abundant information is available particularly on the net profit (Richard A Lanham, 2006). This age was marked as individuals began to wee, consume and share information freely and instantly on the internet victimization friendly media. The period began with the emergence of web 2.0 technologies and companionable media in the year 2000 (Lanham, 2006). Kaplan and Haenlein (2010), defines hearty media as a root word of internet based applications that clear on the ideological and technological foundations of web 2.0 and that allow the creation and alter of user generated content. Wi th the emergence of web 2.0, internet allows individuals by providing a forwardness of tools to share information and to build cordial and business connections. According to Dan Zarrella (2007), amicable media takes place in antithetic forms. This includes blogs, microblogs(Twitter), kind intercommunicateing (Facebook, LinkedIn), social bookmarking and voting sites (digg, Reddit), forums, virtual(prenominal) worlds(second life), media sharing sites(Youtube, Flickr). The ultimate goal of these foundations is to create a platform that encages and empowers its customers with the chance to communicate with the arranging. These platforms are important to organizations, as it allows the organization to measure and observe the effects of organization on their customers. Building on the personal say-so that internet offers, individuals are connecting and talking through social networking sites about anything and everything (Evan , 2008). Evan (2008) quotes social media to a Wikipe dia process. He describes saying, nation sess write anything and everything, whatever they neediness on sites like Wikipedia, encyclopaedia. But its also true that often at bottom a few minutes, someone would look at what you wrote and either formalize or comment on it. Safko, Brake (2009), defines social media to activities, behaviours and practices experienced among communities of people who gather online to share opinions, knowledge and information using conversational media. This is where organizations should use social media to reach their customers. Its not possible to receive a extempore response using traditional communication methods. Avoiding advertisements, media and audience fragmentation and technologies such as web 2.0, digital television makes it increasingly difficult to reach and convince the audience (the so called customers) with traditional campaigns (Pelsmarker, Neijens (2009). For organizations, social media serves as an threepenny platform so to implemen t the marketing campaign. With this, its possible for organizations to receive direct feedback from their consumers and markets (Mangold, 2009). Social media stomach be utilise by organizations in boastful direct response to customer complaints, broadcasting updates, announcements, news and promotions. In rove for an organization to be successful, they need to define their goals and this depends upon the platform that the organizations choose. Ignoring social media tout ensemble buttocks deprive a company of an important marketing vechile and potent, efficient tools (Stephen E Arnold, 2009). Arnold (2009), also makes it clear that social media when embraced by an organization allows to create a relationship with its customers. Rapid diffusion of powerful broadband internet connections, multipurpose cellphones, portable video music players and ad-skipping digital video fipple flute have forced marketers to rethink a number of their traditional practices (Kaplan Thaler, Koval 2003 kiley 2005)Social media has become an effective tool for marketing and sales. As social media continues to grow, the ability to reach consumers has increased. Social media appeals to both small and big business. Brands are using social media to reach customers and to build and maintain reputation. In this new media environment, it is important for organizations (small or big) to have a social media presence.3. RESEARCH methodological analysisResearch methodology examines the ways in which the information is gathered in order to answer the questions imposed for research. In this study conducted on social media, the research methodology looks into the methods used for research, research design, take its size and lineament and the limitations to the study. Both primary and substitute(prenominal) research contributes to the study conducted on social media, as an effective communicative tool. With regards to the primary research, both qualitative and valued methods are used fo r the purpose of the research.3.1 Secondary researchCollection of secondary data helps the police detective to get a general thinker of the research field therefore acting as a helpful credit of information (Yin, 2003). With consideration to secondary research, data cigaret be hoard from books, journals, articles and websites which will help the research in getting an overall idea of the research topic.3.2 Primary researchCollection of primary data is unavoidable when researchers are interested in socioeconomic and demographic characteristics, attitudes, intentions, motivations, opinions and behaviour (Gemmy, 1999). As mentioned above, both qualitative and vicenary research methods are used for this study. Knight, McCabe (1997), suggests that causal agency study provides a vehicle through which several qualitative methods rump be combined, thereby avoiding too great a reliance on one single approach. The tools used under qualitative method to gain access to the data are foc us groups and depth query.Focus groupsIn focus groups, the verbal interactions between the participants are important. The planning and running of different types of group have no means of standard. At the end of the day, it is the dexterity of the moderator that determines the quality of the data (Ray kent, 2006). The type of group chosen is Mini groups consisting of 4-5 people in a group. As Ray Kent (2006), points out that, Mini Groups can be used for study related to personal issues or for in-depth explorations. As this is a study conducted on social media (which is lots of consumer related), all age groups, from younger to older are taken for the purpose of study. The number of group mean for the discussion ranges from 2-6. Goodyear (1990) suggests that for exploratory research or for strategic projects, a group number of 30 or more is required and for tactical projects a group number of 2-8 is required. Every method has its own advantages as well as limitations. Ray kent (2006) examines the advantages as followsAdvantages of focus groupsCultural and social influences are highlightedConsumer differences are highlighted which helps in understanding a range of attitudes in a short span of time.Observing the groups is made easierDepth interviewsIn depth interviews, the main lines of communication are between the interviewer and respondent or respondents (Kent, 2006). Executive and consumer interviews have been panned to be conducted, as this serves the purpose of the study and for the appeal of data. Executive interviews are conducted with managers, which will highlight the way in which organization does things, which is relevant for this research. Consumer interviews are planned to be conducted with a whole family, consisting of different age groups which helps the research to understand the influence of individual members of the family. The interview is planned to be conducted in an open-ended way, with a time period of 15-30 minutes. Kent (2006) con siders the following to be the advantagesAdvantages of depth interviewIt is possible to identify who said what mass and minority opinions can be capturedThe tool used under quantitative method to gain access to the data is Questionnaire. Asking individuals questions and noting their responses systematically has been a method of social research since 1970 (Kent, 2006). Questionnaires in relation to marketing die hard to be in association with survey research (Yin, 2003). A strikingness to face method of questionnaire has been chosen as it helps the study to be more realistic. A face to face method when compared with a telephone interview helps to limit the number of questions and the questions will appear to be fairly unprejudiced and short. The question format chosen with regards to the questionnaire is multi-response question, giving the respondents the choice to pick more than 1 response category. The length of the questionnaire has been planned to be limited to about 10-15 que stions. The longer the questions, the more the chance to create unwillingness among respondents to finish off with the questionnaire.3.3 Research DesignChris fill, paul Baines (2008) defines research design as a clear non-technical description of the research type adopted and the specific techniques to be used to gather the required information which includes have procedures, data appealingness instruments. The research design used in this study conducted is of a typeface study design. Case study research is concerned with the particular nature and complexity of the crusade in question (Bryman, Bell, 2007). The question of how will a case study in the context of research design criteria, in terms of ecological validity, external validity, internal validity, experimental validity, replicability and reliability, depends on the researcher on how he feels that these are appropriate for the evolution of a case study research (Bryman, Bell, 2007) . But Yin (1984) considers that they are appropriate criteria and suggest ways in which the case study research can be authentic to meet the criteria.3.4 SamplingResearching a small sample carefully may in fact , result in a greater verity than either a very enlarged sample or attempting a complete census, since the problems associated with handling a large number of interviewers and a large number of questionnaires may create errors of a greater magnitude than those arising from the sampling process (kent, 2006). down the stairs qualitative research, the size of the sample used for focus groups and depth interview, involves a small number of respondents. The sampling method used for qualitative research is purposive samples, a non- chance sampling method which allows the researcher, to adopt using his/her experience or judgement drawn from qualitative research. Under quantitative research, the size of the sample used for questionnaires, involves large number of respondents. The sampling method used for quantitat ive research is stratified sampling, a probability sampling method which classifies the population based on certain characteristics such as age, gender, sex etc which is very relevant on the study conducted .Traditional marketing methods do not provide the same effectiveness as it did a decade ago in reaching their target customers (Pelsmarker, Neijens, 2009). A thorough study conducted through a range of literature has shown the source of a new vehicle which helps organizations in communicating to its customers more efficaciously than it used to be. Yochai Benkler (2006) uses the neologism network information economy or network economy to describe the underlying technological, social and economic characteristics of what is known as social media. Social media is able to reach a global audience, it can be assessed at a little cost, it does not require much skill, and also receives spontaneous responses.Whether it is a small, medium or large business, consumers are using social medi a and there is no reason I can see as a researcher for organizations to not use social media as a means to reach their customers. The above findings from the literature have already proved social media as an effective communicative tool for Caffe Nero. Further results from the primary and secondary data will help the researcher to get a clear insight on whether social media can be used as an effective marketing communicative tool for Caffe Nero.