When social media emerged, they pushed all the rules of traditional marketing Facebook is the best example because Brand marketing uses a lot of social medias and particulary Facebook, for two reasons: - Facebook allows consumers to identify, communicate, share directly with brands. - Facebook also allows any consumer to express an affinity, experience with a product of a certain brand. The creation of Facebook pages for brands is increasing. In fact, this action allows to have an impressive impact on the market. However, after a study by Harvard Business Review 12 percent of companies use social media and only 7 percent have plans to integrate them. With a strong evolution of social media, companies had to adapt and change the rules of traditional marketing. Indeed, any consumer has freedom of expression and can give a positive or negative image of a product. The impact of its consumers can lead brands to refocus on sub-optimal strategy.

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