Importance of Social Marketing History

Question: Discuss about the Importance of Social Marketing History. Answer: Introduction: Reading Philip Kotler and Gary Armstrong (2012), media has been regarded as a means of mass communication that includes television, radio, newspaper and even internet. It is a channel through which any kind of news, information or even a promotional message can be disseminated among a large group of people is termed as a media. In recent scenario, with the advent of numerous social networking sites and various apps that are going viral, small and big scale companies are utilizing these platforms as a means of marketing their product and aiming to attract more consumers of their product. Overview of the article: Pokemon Go a great new marketing channel is the article selected for the analysis. The article has been published in the Sydney Morning Herald and it talks about the new marketing method that can gain momentum due to the increasing influence of the gaming app Pokemon Go. The article discusses about a restaurant owner, George Iskander and the marketing tactics used to attract customers. The owner claimed that there has been an increase in the number of customers in the restaurant because people get the opportunity of grabbing more Pokemons when they visit this particular restaurant. The owner come with marketing approach that to provide 10% discount to those who could show their Pokedex (Alexandra Cain, "Pokemon Go A Great New Marketing Channel", 2016). Key marketing issues: The marketing issue that that has arrived at this point is that the owner has focused greatly on the online gamers for their business. It has to be understood that the major players of the game are those belonging to the age group of 12 and 30 years. However, the customers of the restaurant are not limited to these groups of people. Thus, using Pokemon Go can one of the marketing tools but the owners should not limit their marketing to this. The marketing shall be done on a larger basis (Mr. Parthasarathi Senapati, 2014). This narrow approach of the restaurant targeting only the Pokemon Go users can be termed as one of the major marketing issues. Recommendations with justification: The marketing approach undertaken by the restaurant owner was mainly targeted to attract the local people. It has to be understood that there are people who do not play Pokemon Go and they shall find nothing lucrative to visit that restaurant. Local advertisement such as on place promotion by placing a hoarding narrating the best offers and quality food that the restaurant has to offer to their customers can be an effective tool for small businesses. Moreover, using social media sites such as Facebook and Twitter are always effective to attract large number of people especially for the local market. References: Alexandra Cain, "Pokemon Go A Great New Marketing Channel", The Sydney Morning Herald, last modified 2016, accessed September 4, 2016, https://www.smh.com.au/small-business/trends/the-big-idea/pokemon-go-a-great-new-marketing-channel-20160802-gqjaq6.html. French, "The Importance Of Social Marketing History", Social Marketing Quarterly 21, no. 4 (2015): 191-193. Mr. Parthasarathi Senapati, "Marketing Of Small Business, A Case Of Small Business In India", IOSR Journal of Business and Management 16, no. 5 (2014): 08-11. Philip Kotler and Gary Armstrong, Principles Of Marketing (Boston: Pearson Prentice Hall, 2012).