Social media marketing is an emerging concept that is being utilized by businesses in developing online communities for the value-added effect of connecting users. The concept itself is brilliant, in that the business hosting the collaborative environment maintains control over the environment, controlling the media, the message, and the advertising. New media marketing typically uses mechanisms such as blogs, forums and message boards, podcasts, product reviews, RSS feeds, and a support system or Wiki.
The rise of social media marketing has in part presented because of the premise that traditional advertising is losing its effect on consumers. This is backed by statistics demonstrating an increasing trend of consumers making their purchasing decisions based on internet research and referrals. Consumers seem to be more inclined to put stock in feedback from like-minded peers, consumers just like themselves, rather than a corporate-funded marketing campaign disseminated via traditional advertising on television, radio or print.
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