Micro-targeting and organizational communication theories fueling word of mouth marketing
Below are two fascinating studies on communication theory and practice. The commonality between both is the nexus between effective use of social media and word-of-mouth marketing.
The first study Social Media Marketing vs. Prevalent Marketing Practices: A Study of Marketing Approaches for Micro firms in Sweden (.pdf download) focuses on micro firms leveraging social media to promote higher customer loyalty. The author sought to answer the following questions:
- Which of the two types of marketing is more effective in terms of targeted segment coverage and expenditures?
- Which marketing approach enables micro firms to maintain better relationships with customers?
- Whether or not it is the right time for micro firms in Sweden to adopt social media marketing practices?
The heart of the study is Section 4.2.3.
The second study, Structured Viral Communication: The Political Economy and Social Organization of Digital Disintermediation (.pdf), is the best analysis I’ve read of how Obama used structured communication plans to spread his message and increase loyalty.
Photo credit ssoosay