Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media has gone mainstream for modern business, which connects company directly with the customers and transcends traditional middleman. 52% of the top marketers said that it is extremely important to integrate email marketing and social media. This is why every modern business is exploring social media marketing initiatives. Kmart is one of the modern retail businesses, which is leveraging the power of various communication channels and technologies like Email, SMS and different social media to their portfolio to diversify their market. Even more than the exposure, it also let fans, followers and connecting people to tell their friends about the store. Social media add algorithms that filter what users see in their news feeds and their organic content may get lost in the shuffle. Through social media there is easy access to chat with the design team and buyers. Here, it is shown the main trend of social media in Kmart business, the scope of it, the future and will undergo a research to follow the customer perception about social media for the modern branded business.
Table of Contents
Executive Summary I
A table of figures III
1. Introduction 1
a. Social media and business: 1
b. Data and Business 2
2. Conclusion 3
A table of figures
Figure 1: Social media and business 1
Figure 2: Graph 2
Figure 3: Pie-Chart 2
Kmart opened Australia’s first department store in Burwood, Victoria in 1969. It has more than 250 stores across Australia and New Zealand and is recognized as one of the most profitable discount department store in Australia. It formerly operated stores in Canada, Mexico, Singapore, and in Eastern Europe. Kmart is a chain of discount store that include merchandise such as home entertainment goods, photographic equipments, sporting goods, toys, kitchenware, confectionary, stationery, books, cards and party goods, furniture, hardware, cosmetics, clothing, footwear, luggage etc. Most Kmarts have photo centres, which allows customers to allow online orders. It also offers extensive range of home brand products, which offers exceptional value to customers. Social media has highly influenced Kmart business to help get the word out about the business and provides the opportunity to grow relationships with the target audience. Kmart’s social media strategy successfully captures Nial Cook’s 4 C’s approach: connection, communication, collaboration and cooperation (Cook’s, 2008). The overall report contains how social media affects on modern business.
a. Social media and business:
Figure 1: Social media and business
Nowadays, using social media is very regular and necessary, because it involves with cooperation within the organization, and the commerce that rely on every types of business. Especially for the business, the company needs the huge budget for distributing the product’s news to the customers. But now, social media has been used for effective promotion of products and services anytime and anywhere (Siricharoen, 2012). Kmart has developed a website for Australian consumers and has many active social media platforms including: pinterest, Facebook, Instagram, Youtube, Google+ and Twitter which they manage; and LinkedIn, where they observe as seen in Figure 1. Each platform allows to establish a presence for their brand to target specific audiences (Cisco, 2013). Mobile social media has also been incorporated into the Australian business strategy. Customers can download Kmart app to review products, receive discounts and share ideas. Social media has definitely provided the company with good return on investment on revenue generation and brand health. It has developed a website for Australian consumers where users can have up-to-date information about anything from products, services, or upcoming events, latest catalogue, opening hours, store locations, etc. It is low cost advertising offered by the social network to promote the content and special offers. Social media defies age barriers and is reachable to all age groups. It has helped Kmart to collect the feedback from the customers to share their thoughts, without having to pick up the phone and worry the customer isn’t seeing the response. The problem of social media on business is that it decreases face-to-face interaction, diminishes understanding and thoughtfulness about the product by repeated advertisement and causes distractions.
b. Data and Business:
The data of how social media influence on business of Kmart is shown in Figure 2 and Figure 3:
Figure 2: Graph
Figure 3: Pie-Chart
Companies process, collect and report on large volume of data. Raw data describes the facts and figures that a company processes everyday. Generally, data are stored in multiple, unrelated software applications and databases. In the retail businesses, each sale is recorded so that the company knows looking at each sale in isolation. Data becomes the information after it is processed to add the context, relevance and purpose. Analysis of daily sales reveals the company trends and the pattern, such as peak shopping days or biggest-selling items. The ability to analyze and act on the data in modern business is increasingly important. So, the pace of change requires companies to be able to react quickly to the changing demand of the customers and the conditions of environment. Managers should understand high volume of data before they can make the necessary decisions. Data are the assets for every business and organizations. Big data will enable companies to collect better market and customer intelligence. It helps to improve internal efficiency and operations. And, data will allow companies to improve the customer experience and build big data into their product offerings.
From the above data, we can figure out that facebook, Instagram and Youtube have the high influence on customers for business marketing of Kmart. These data provides information to increase the knowledge of decision makers.
In the world with over 80% of internet users active on social networks, it is important to conclude that social media have become a sort of reality in which retailers and customers communicate, interact and obviously trust. Therefore, the best way to evaluate the importance of applying social media in marketing is to realize the importance of social media in everyday life of people who are likely to become a customer. This is why, social media on business is no longer considered to be on probation, but instead it has become an important part of the business world.
1. Cisco. (2013). Cisco social media playbook. https://www.slideshare.net/Cisco/cisco-social-media-playbook .
2. Cook’s, N. (2008). The 4C’s approach to Social Media. https://lyndab.wordpress.com/2012/03/27/the-4cs-approach-to-social-media-18-2/ .
3. Siricharoen, W. V. (2012, August). Social Media, How does it Work for Business? https://www.researchgate.net/publication/272910686_Social_Media_How_does_it_Work_for_Business , 476.