Building Corporative Marketing Brand and Communication with the Public through Social Media
Building Corporative Marketing Brand and Communication with the Public through Social Media

Author(s): Mirko Tripunoski, Borche Sibinovski, Fisnik Ferati, Zlatko Leov
Subject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Brand; Social Media; Internet; Marketing
Summary/Abstract: In this research paper we will try to present the situation in marketing and in economy in general through research and analyses of the current trends in society in order to assist the companies which nowadays face numerous challenges. We live in an era where people’s lives take place in the social media, on one hand, and on the other hand the companies and brands, which are in focus in this research paper, are facing huge competition pressure. From these reasons, we reckon it is inevitable to use contemporary, marketing methods, i.e. one to have thorough data on the product and the brand as the most important elements through which one makes the marketing strategy. Taking into consideration the fact that products and brands do not exist in isolation, but in an environment with various types of influence, it is clear that they have to adapt to the environment itself, and in today’s terms that certainly means development of an online component. An online component might be developed through numerous marketing and other tools, from which we believe the most important ones are the social media regarding their social significance. In this research paper they will be analyzed in order to emphasise the possibilities they offer and the risks they entail, and the very fact that they can turn into a key for success as long as they are given strategic importance and use.

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