Fi de lectur

Tiago, M.T.P.M.B. i Verssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, [e-jurnal] 57(6), pp.703-8. Disponibil prin baza de date
ScienceDirect <http://dx.doi.org/10.1016/j.bushor.2014.07.002> [Accesat la 24 noiembrie
2014].

Articolul are ca tem principal marketingul online, n special prin intermediul

reelelor de socializare, i trateaz acest aspect din perspectiva firmei, nu a consumatorului.
Autorii susin c de-a lungul timpului aceast strategie de marketing a fost dezbatut doar din
perspectiva consumatorului i ncearc s prezinte i avantajele i dezavantajele unei firme ce
alege o astfel de metod de promovare.
Mai exact, firmele ar trebui s ncerce s dezvolte relaii n mediul digital folosind
strategii de promovare care pun accentul pe crearea de coninut i sens . n acest scop ,
comunicarea de tipul din gur n gur poate fi deosebit de util (Specifically, firms should
seek to develop digital relationships using promotional strategies that emphasize the cocreation of content and meaning. To this end, word-of-mouth communication can be
particularly helpful) (Tiago i Verssimo, 2014, p.704).
Totodat, cei doi autori prezint cazul companiilor portugheze, caz pe care l
consider relevator pentru studiul lor, deoarece aici marketingul n social media este foarte
dezvoltat, fiind folosit chiar n abuz (marketingul online detine 61% din totalul strategiilor de
promovare in Portugalia).
n al doilea rnd, Tiago i Verssimo susin n acest articol c datorit competiiei,
unele firme se simt forate s adopte marketingul digital. Cei care utilizeaz aceast strategie
de promovare afirm, conform Tiago i Verssimo (2014, p.705), c ... se bazeaz foarte mult
pe marketingul digital pentru a-i construi brandul (82 % dintre managerii intervievati au
evaluat ca fiind important sau foarte important), mbuntirea cunotinelor (78 % din
manageri), precum i pentru a spori fluxurile de comunicare (70% din manageri). Deoarece
reelele sociale se bazeaz n mare msur pe participarea utilizatorilor, era de a teptat ca
promovarea activitilor sociale s apar ca un motivator cheie pentru ca firmele s se implice
n social media. Cu toate acestea, doar 41 % dintre respondeni definesc promovarea
activitilor sociale ca driverul principal pentru strategiile lor de marketing digital ( ... rely
heavily on digital marketing to build their brand (82% of surveyed managers rated it as
important or extremely important), improve knowledge (78% of managers), and heighten
communication flows (70% of managers). Because social networks are largely based on user
participation, it was reasonable to expect that the promotion of social activities would
emerge as a key motivator for firms to become involved with social media. However, only
41% of respondents define the promotion of social activities as the primary driver for their
digital marketing efforts).
n finalul articolului, sunt identificate principalele avantaje ale marketingului digital
n social media: Toate eforturile n acest domeniu ar trebui s conduc la creterea
angajamentului, relaii mai puternice cu clienii, precum i la un angajament ulterior cu
consumatorul (All efforts in this domain should lead to increased engagement, stronger

relationships with customers, and subsequent customer engagement) (Tiago i Verssimo,

2014, p. 708).
n concluzie, autorii articolului prezint avantajele i dezavantajele marketingului
digital, mprind firmele n patru cadrane (angajament, calificare, descoperire i capt de
drum).

Surse bibliografice recomandate

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