The Shifting power from enterprise to consumer

The changing marketing communications environment                    

It has been shown that people with Social media now have the opportunity to create and share their own brand related content. The user generated content has a direct impact on brand affinity and even sales as consumers tend to trust other consumers over brand and herby enterprises. It was identified in the survey and confirmed in the interview that  Social media is changing the communication processes as the power shifts from enterprise to consumer and the meaning of the message itself is changing – content becomes the message. The survey and the interview have stated that consumers of Social media don’t want a controlled Social media environment from the enterprises the content and the exchange has to go between peers. The survey was confirmed by the interview which tells us that content relevance is the single most important factor for the consumer and therefore becomes important for the enterprise. It was found in the survey that consumers are afraid of loosing time and privacy when participating in social media, but these communication push towards closer relationship with the enterprise and herby greater value for the enterprise why it is likely to outgrow into a monetary relationships. 

The influence of Social media and Web 2.0 applications

In order to summarize on the hypothesis and the findings result from the interview; Social media is a medium for marketing campaigns, but it also tells us that it is of great importance to choose the right application for the right marketing communications goals. As a result it can be concluded that Social media can be a valuable channel to be able to convert the consumer’s attitudes towards the enterprise. In any case, the assumption can be made that communication with Social Media triggers the positive word-of-mouth. In terms of integrating social media the best possible way it is important considering the right channel which is most liked by what type of group of consumers the enterprise has as target group. Second the marketers have to use the suggested framework to compare the best possible application to the marketing objective which suites the purpose of the marketing campaign best. The success stories from an enterprise perspective has in general been created by the independent consumer group discussing a product (Novo Nordisk Victoza insulin product) and exchanging knowledge of the use of the product/service which has created new or different opportunities for the enterprise. As every brand and enterprise is different it has not been possible to find an exact list of what to do on the social media. What will be shown is a framework contending information from a variety of sources to provide a set of guidelines for using social media applications as a marketing framework for enterprises.