Social Media And Marketing
Social media has supplanted traditional marketing tactics over the past ten years, forcing businesses to incorporate social media platforms into their promotional tools. Affordability, facilitated connectivity, and the real-time aspect of social media are further factors that have influenced the transition from traditional advertising tactics to contemporary online-based strategies (Nadaraja and Yazdanifard, 2013). Aston Martin produces grand tourers and high-end sports cars on a global scale. The business was set up and has used Twitter and Instagram profiles since 2010 as a branding and marketing strategy. The company uses social media to position itself as a brand driven by customer needs and communicates its prestige in manufacturing luxury cars through timeless images of its products, to which customers actively respond. This shows that their social media marketing strategy is an effective tool for market research and effective brand building.
Fans of Aston Martin are invited to post on their social media pages on Facebook, Twitter, and Instagram. For instance, to ensure they could see their supporters’ efforts on Twitter, they used the hashtags #AstonMartin and #MakeEveryDriveCount.
In a recent tweet, they expressed gratitude for the support of their clients and followers, writing, “Our great clients and supporters make Aston Martin what it is. Thank you for giving us your most creative colouring-in and automobile ideas over the previous few weeks. According to Aston Martin (2020a), we are all involved in this. This embodies Aston Martin’s reputation for being customer-focused.
Images of Aston Martin’s high-end vehicles are used as branding tools to help people associate the brand with the luxury auto industry. Additionally, they illustrate their actions by updating their followers on ongoing initiatives through photos. They have preserved the brand’s reputation through social media by describing their products with ostentatious terms like iconic design, excellent performance, state-of-the-art, superbikes, and luxury. Their first luxury SUV was celebrated with the following Tweet: “The first Aston Martin to be built at our new manufacturing facility in St Athan, DBX celebrates our iconic design language in a new form” (Aston Martin, 2020b). They also identify as a company that creates art on their Facebook and Twitter profiles, a very showy way to identify a vehicle manufacturer. In order to directly target customers, Aston Martin uses specialized pictures and language on social media as a brand-building strategy.
A corporation using social media as a marketing tool must provide interesting content, conduct audience research, and comprehend the target market. Aston Martin has more than a million followers on Facebook, Twitter, and Instagram. They receive roughly 11,000 positive reactions and 8,000 comments on each Facebook post (Aston Martin, n.d.). They have also succeeded with online polls on which car model designs work best. As a result, Aston Martin’s social media activities receive much support and praise from their fans and followers.
Aston Martin also uses social media as a tool for marketing sensibly. They consistently provide interesting content, attracting many followers on Facebook, Twitter, and Instagram. Their posts are pertinent and useful for branding and marketing because they comprehend their audience. They gain knowledge of the market’s reaction to their new designs by posting images of ongoing projects, a useful market research method. As a result, social media communication within the company is a two-way process that helps Aston Martin to learn important information about its customers.
Aston Martin cultivates a customer-driven brand by using social media to demonstrate their proficiency in creating luxury vehicles that are individually tailored. By keeping fans updated, frequent updates on their social media pages improve their branding. The brand’s sizable online fan base and high user interaction rate are evidence of the intended market’s engagement. The company’s social media approach is successful and works well as a tool for conducting market research.
Thus, social media use has improved Aston Martin’s marketing by giving its customers a deeper understanding of the company’s ideals.
Aston Martin [astonmartin]. (2020a, May 4). Our brilliant customers make Aston Martin what it is. Over the past few weeks, you’ve been sending us your best car designs and colouring in creations-thank you. We’re all in this together. (Can you spot yours?) #astonmartIN #KeepItParked [Tweet]. Retrieved from https://twitter.com/astonmartin/status/1257218669542887425
Aston Martin [astonmartin]. (2020b, May 23). The first Aston Martin to be built at our new manufacturing facility in St Athan, DBX, celebrates our iconic design language in a new form. #astonmartIN #Make EveryDriveCounts #DBX [Tweet]. Retrieved from https://twitter.com/astonmartin/status/1264120552131788800
Aston Martin. (n.d.). About [Facebook page]. Retrieved from https://www.facebook.com/search/top/?q=Aston%20Martin.
Nadaraja, R., & Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Center of Southern New Hampshire University, pp. 1-10. Retrieved from https://www.researchgate.net/profile/Rubathee_Nadaraja/publication/256296291_Social_ Media_Marketing_SOCIAL_MEDIA_MARKETING_ADVANTAGES_AND_DISADV ANTAGES/links/00b7d52235b90905db000000/Social-Media-Marketing-SOCIAL- MEDIA-MARKETING-ADVANTAGES-AND-DISADVANTAGES.pdf.
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Pick a company that uses social media as a marketing and branding tool. Review at least three social media accounts your company of choice uses and assess the following:
Based on their social media, how would you describe the company? How is the company trying to portray itself on social media?
Are users interacting with the company on social media? If so, how are they responding?
Do you think the company you are assessing has an effective strategy for using social media as a marketing tool?
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