The marketing discipline as we know it has undergone tremendous changes since its inception. As a result, it is characterized by different stages of evolution. Given such aspects as technological advancement and globalization, the discipline is still developing in the 21 st century. Inherent in this evolution has also been the increasingly changing consumer behavior as well as consumption patterns. The scholarly pursuit of marketing as an independent discipline has taken place in just over a century and has received influence from multiple academic movements, priorities and fads. Ellis et al. (2010) argue that this variability is positive. This is because it implies that marketing as a discipline is always open to new trends and ideas. Nevertheless, this openness has the potential to undermine marketing knowledge’s value due to lack of a consensus on numerous pertinent aspects of marketing. This paper is aimed at analyzing the evolution of marketing theory. In this pursuit, it will identify three organizations that use social media as a marketing strategy and analyze the theories present in the strategies. The essay will also analyze the effectiveness of the social media strategies, examine how well they fit in each organization's overall marketing strategy and offer a position on the most preferred strategy. Lastly, a social media marketing proposal for a new service or product launch will be presented.
EVOLUTION OF MARKETING THEORY
Marketing is perceived to be as old as human civilization. However, its emergence as a business practice and academic discipline can be traced back to the 20 th century (Ellis et al., 2010). Its evolution can then be understood best when explored from this period. Marketing should not be viewed as a homogenous concept with universal application transcending both cultures and contexts. Likewise, not only do marketing theories describe reality, but they are also useful in bringing that reality about (Mason et al., 2015). The term ‘marketing’ was first used in the sixteenth century in reference to the buying and selling activities ( Tadajewski & Jones , 2014) . On the other hand, though poorly documented, the first marketing courses were offered in Germany at the turn of the 20 th century. In the United States (U.S), the first marketing-like course was offered by the University of Michigan in 1902 (Ellis et al., 2010). However, in 1911, the University of Wisconsin developed a pure marketing course and named it so. Often appreciated as a form of applied economics, marketing emerged because the formulation of guidance for practicing managers did not take into account the economic reflections on the marketplace. Therefore, early marketing scholars focused on explaining, describing and justifying the prevailing and new marketing institutions and practices.
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To justify marketing, scholars sought to demonstrate the valuable and useful role of marketing in the distribution of both goods and services to their intended destinations at suitable prices, subsequently enhancing the consumers' quality of life. This justification was necessary since people in the early twentieth century were concerned about the rising cost of distribution, chiefly due to the presence of middlemen. Inherent in this concern was the need to interrogate the distribution channel for elements that lacked utility. Therefore, marketing in the early twentieth century was grounded on empiricism , a theory that is based on the notion that experience is necessary for justifying knowledge. Scholars thus directed their efforts on the functioning of the market system resulting in the emergence of debates on the philosophy of science (Ellis et al., 2005). Another notable contribution to marketing emerged following an attempt by scholars to merge production with science. This was done by observing how particular activities were undertaken, and in response, devising ways of ensuring that they are carried out efficiently. As a result, there was a need to make retailing, marketing and salesmanship more efficient, ultimately resulting in organizational efficiency. Subsequently, salesmanship was transformed from an art into a science. Marketing thinkers reckoned that through appropriate instruction and training, salespeople could be created. Ultimately, there was a shift from focusing on supply-side efficiency issues to the concept of emphasizing consumer wants, needs and desires. This was the case in the 1920s and 30s.
Marketing practice was directed toward stimulating, creating or activating customer desire as opposed to responding to it. The prioritization of consumer wants, needs and desires was particularly rife in the post-war period. This is because the period resulted in unprecedented business competition. In the 1950s a debate emerged about whether marketing was an art or science ( Tadajewski & Jones , 2014) . This led to the emergence of two groups of scholars. The positivist marketing scholars explored the explanation and prediction of consumer behavior using quantitative methods and large-scale survey research. Conversely, motivation and interpretive research marketing scholars sought to understand why individuals engage in particular forms of consumer behavior ( Tadajewski & Jones , 2014; Ellis et al., 2005) . This debate dominated the 1980s and is often revisited in the current conception of marketing. Another paradigm that emerged in the 1980s is the resource-based view of an organization ( Kozlenkova et al., 2014). Marketing theory evolved toward diversified and complex paradigms and currently incorporates a much broader range of areas. For instance, the deteriorating environment is bound to influence marketing. In this regard, resource scarcity and the associated adverse effects cannot be ignored ( Kotler , 2011). Lee & Kotler (2011), on the other hand, highlight the emergence of social marketing. A combination of these concepts has led to the emergence of sustainability marketing in the 21 st century (Kumar et al., 2013). This approach to marketing puts the social, economic and environmental dimensions into consideration.
USE OF SOCIAL MEDIA IN MARKETING: NIKE, AIRBNB AND UBER
Nike uses the social presence theory in its social media marketing strategy. This theory postulates that media differs based on the visual, acoustic or physical contact between parties that can be attained ( Fridolf & Arnautovic, 2011) . In this regard, social presence is determined by a particular media’s intimacy and immediacy. Nike extensively uses an Instagram account as part of its marketing strategy. In a bid to capture its clientele, the company has capitalized on making this account inspiring. Besides showcasing Nike's athletes in catchy videos, the sports apparel company also emphasizes the dedication that is needed for the achievement of success. Therefore, Nike achieves social presence through a combination of inspiration and motivation, in the process urging its target market to dare to excel. It is this message that is likely to resonate with any buyer of a Nike product. On the other hand, Nike’s primary target market is the younger demographic whose primary mode of communication and socialization is currently social media. Therefore, social media marketing fits perfectly into Nike’s overall marketing strategy by offering ease of access to a core customer base. For instance, the views generated by a post as well as the subsequent engagement are likely to boost sales.
Airbnb’s social media marketing strategy incorporates the media richness theory. Fridolf & Arnautovic (2011) argue that the theory is based on the premise that the reduction of uncertainty and resolution of ambiguity are the goals of any communication. According to this theory, different media are distinguished by the degree of richness and their effectiveness. A close relationship exists between Airbnb and travel. Thus, the use of Instagram by the company is organic, making it an integral component of the overall social media marketing strategy. The brand’s message of ‘living’ somewhere as opposed to just ‘visiting’ is in line with the tenets of the theory. This is instrumental in boosting Airbnb’s bookings. Likewise, by using Airbnb, a traveler has numerous hosts to choose from. The combination of the two factors gives the company’s Instagram feed an authentic feel compared to what its competitors can offer. The company also employs hashtags and creative messaging to enhance engagement and increase conversations around its products. These social sentiments have played a vital role in Airbnb's success. Notable successful hashtags messages include #livethere, ‘live like a local' and ‘don't just go there, live there.' By reducing uncertainty and resolving ambiguity, Airbnb’s social media marketing strategy makes it easy for potential customers to relate to it.
Currently, the majority of customers decide on what to purchase based on recommendations from friends ( Liao et al., 2012 ). Thus, Uber has capitalized on word-of-mouth marketing to boost its penetration and use. For instance, in exchange for social media shares, the company offers incentives to riders. In one campaign, to get free rides home, riders were expected to share their Uber codes on social media. The result of this was increased engagement. These examples point towards the use of social presence theory in Uber’s social media marketing strategy. These campaigns have effectively turned ‘Uber’ into a verb, exemplifying achievement of intimacy and immediacy. For example, such phrases as “I will Uber home tonight” have become common. Given the role of social media in not only the coining but also widespread promotion of such phrases, it cannot be overruled as part of the overall marketing strategy.
If I were in charge of social media marketing, I would focus on posting short messages, images as well as videos on Instagram. This would be aimed at communicating with potential clients who might be interested in the company’s products or services. With the growth of the ‘selfie culture,’ Instagram offers a more interactive and dynamic platform for engaging with consumers. Therefore, by posting information that may help the audience learn more about the business and its products, I would be able to boost the company’s engagement with its clientele and ultimately increase its sales.
SOCIAL MEDIA MARKETING PROPOSAL
ABC Consulting Social Media Marketing Proposal for XYZ Media
ABC Consulting is pleased to offer XYZ Media the following social media proposal. The proposal seeks to deliver a comprehensive social media and integrated marketing solution with the aim of improving net revenue results from the new product and customer engagement and loyalty.
ABC Consulting will offer the following services;
Social marketing integration and general analysis
Development of social media strategy and its execution
Daily management of social media services
Return on investment (ROI) and optimal performance in social media marketing require that all aspects of messaging and marketing are integrated and have a clear target audience, objectives and flow. ABC Consulting will offer strategy, consulting and execution to align all aspects of traditional marketing and social media with XYZ Media's goals and purpose.
When used effectively and properly, social media can help build communities, conversations and relationships with XYZ Media’s audience. Significant opportunities exist for the company to gain via this medium. In cooperation with XYZ Media, ABC Consulting will offer the following services;
General social media strategy consulting
Social media account creation across platforms and daily management
Developing and executing social media content strategy
Cross-channel flow consulting for all media sites
Social media pollination, and planning and executing a social media marketing integration plan
Pricing:
Includes: $ 10 ,000 Per Month XYZ Media initials: ______
All items listed above
Terms:
This is a 12-month agreement covering execution of the above-outlined service areas. Payments shall be made via credit card and billed every end of the month, commencing on the date of this agreement.
| XYZ Media | ABC Consulting | |
| Signed: _________________________ | Signed: ____________________________ | |
| Title: | Title: | |
| Date: | Date: |
Billing Details:
Card Type: ________________________ Card Number: _______________________
Name on Card: _________________________ Expiry Date: ________________________
Security Code: ______________ Address: ____________________
City: _______________ State/Zip: __________________________
References
Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., & Tadajewski, M. (2010). Marketing: A critical textbook . Sage.
Fridolf, M., & Arnautovic, A. (2011). Social Media Marketing: A case study of Saab Automobile AB.
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing , 75 (4), 132-135.
Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science , 42 (1), 1-21.
Kumar, V., Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: an analysis of recent literature. Global Business Review , 14 (4), 601-625.
Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good . Sage.
Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications , 39 (3), 3708-3716.
Mason, K., Kjellberg, H., & Hagberg, J. (2015). Exploring the performativity of marketing: theories, practices and devices.
Tadajewski, M., & Jones, D. B. (2014). Historical research in marketing theory and practice: A review essay. Journal of Marketing Management , 30 (11-12), 1239-1291.
