Brands, online collaboration and social media. A case study - Starbucks
Wang, Jun (Joy)
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The evolution of the Internet is one of the main driving forces behind competitive activity in today's markets. Consumer purchasing habits, as a result of the internet, is also changing rapidly. Professional marketers need to be aware of this, and to act accordingly. The power of the online participation is reforming every aspect of building brand identities today. Brand managers throughout the world must pay attention to the development. While media becomes more fragmented, the issue of branding become much more complex and takes on an even more important role in the overall strategy of a business. Throughout organizations today, new positions are being created within marketing departments, such as: digital marketing specialist, e-commerce manager etc. The role of marketing within an organization can be re-defined as "MarkITing" which is the joining together of the IT and marketing departments, while promotes the convergence of traditional disciplines with new business disciplines. Non participation by brands in the new world will leave them very vulnerable. Brand managers need to ask themselves question about their brands and their relevance to this changing media. This study is researching the way that online collaboration and social media can assist their brands to reach out to their consumers. Marketers will find very soon that customers are ready to interact with the brand. Solis (2010) states that "by using social media, it will be your key to unlock the doors that prevents you from reaching your customers".
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