Bloggers and Social Media

Disclaimer - This post is part of my university assignment on consumer generated marketing and customer loyalty.

According to Kotler, 2005, consumer generated marketing organises its marketing activities from the customer's point of view. Only seeing the world by their customers eyes can help build lasting and profitable customer relationships.The main focus is to create messages that influence others.

Consumer Generated Marketing has had a huge impact on marketing communications due to the rise of social media. Social media is not only used to communicate between each other, it is also used as a platform for marketing communications such as advertising, PR, sales promotion and direct marketing. Without the use of word of mouth most brands/products/companies wouldn't be as well known as they are, this is the result of brand loyalty.

Consumer generated marketing can be created through content such as reviews on blogs, articles and any message board or forum comments. Not only this but photo sharing and photo tagging on apps such as Instagram are other popular multi-media formats. Each one of these can be passed on through social networking.

Fashion and beauty bloggers have evolved due to consumer generated marketing and customer loyalty. The main example of this would be Zoella (Zoe Sugg).

Zoella: Blog - http://www.zoella.co.uk/, YouTube - https://www.youtube.com/user/zoella280390

Zoella started off on YouTube 5 years ago posting both fashion and beauty related videos. Now she is an idol for young girls, not just in the UK, but all over the world. She now has over 6 million subscribers, this goes to show the power of consumer generated marketing and how much word of mouth really does impact people.

Due to consumer generated marketing Zoe has created a wonderful lifestyle with a career that she has always dreamed of having, because of YouTube and the use of social media (Twitter, Facebook and Instagram) more and more people are able to access her channel, creating more awareness of Zoe and the brand she is trying to create.

Zoe's life has completely changed from her first joining YouTube posting fashion and beauty related videos to now. Due to consumer generated loyalty she is now an author and internet personality. Customer loyalty has made Zoe the person she is today, without the use of word of mouth and people sharing her videos she may not have had the opportunity to achieve some of the goals she has achieved. This includes featuring in the 2014 Band Aid single, featuring as the 'Queen of the Hauls' in the November 2014 issue of British Vogue and releasing her own beauty range 'Zoella's beauty'.

xo Sophie

Kotler, P. (2005). Principles of marketing. Harlow, England: Prentice Hall/FinancialTimes.

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