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The 6C Model of Social Media and Developing a Viral Marketing Campaign

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  • TANASE, George Cosmin

Abstract

In the physical marketplace different communication tools are used in the buying process of customers. Traditional mass-communication tools (print advertising, TV and radio) can create awareness and this can result in consumers’ identification of new needs. From then on other elements of the communication mix take over, such as direct marketing (direct mail, personal selling) and in-store promotion. Unlike marketing in the physical marketplace, the Internet/e-commerce encompasses the entire ‘buying’ process. Of course, the online markets also make use of traditional mass advertising in order to get potential customers into the online buying process. Market communication strategies change dramatically in the online world. On the Internet it is easier than ever to actually communicate a message to large numbers of people. However, in many cases it is much harder for your message to be heard above the noise by your target audience.

Suggested Citation

  • TANASE, George Cosmin, 2016. "The 6C Model of Social Media and Developing a Viral Marketing Campaign," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 7(3), pages 20-25, October.
  • Handle: RePEc:rdc:journl:v:7:y:2016:i:3:p:20-25
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    File URL: http://crd-aida.ro/RePEc/rdc/v7i3/3.pdf
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    References listed on IDEAS

    as
    1. Frédéric Dalsace & William Ross & Erin Anderson, 2005. "Should you set up your own sales force or should you outsource it? Pitfalls in the standard analysis," Post-Print hal-00457733, HAL.
    2. Ross, William Jr. & Dalsace, Frederic & Anderson, Erin, 2005. "Should you set up your own sales force or should you outsource it? Pitfalls in the standard analysis," Business Horizons, Elsevier, vol. 48(1), pages 23-36.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Strategy; Marketing Mix; Integrated Marketing Communications; Potential Customers; Online Conversations; Social Sharing; Audience;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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