How to Use Social Media to Achieve User-centered Product Marketing?

DOI

10.2991/aebmr.k.220405.320How to use a DOI?

Keywords

Chick-Fil-A fallout on Sunday; Low-cost campaign; Word of mouth; social media; the audacity to campaign BYOB; An “approachable” marketing strategy

Abstract

This paper is based on the authors’ insights into the current consumer marketplace, where marketing strategies have shifted from company-driven to consumer-driven and marketing decisions have shifted from empirical to data-based. This article uses the case of “How Popeyes Promoted Fried Chicken Sandwiches” to demonstrate that well-designed products and effective marketing strategies often lead consumers in specific directions. Marketing professionals can use data to understand consumer habits and quickly capture changing trends. This leads to the conclusion that in the e-commerce environment, leveraging data and adopting an “approachable” marketing strategy can be very effective.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Wenhe Yu
PY  - 2022
DA  - 2022/04/29
TI  - How to Use Social Media to Achieve User-centered Product Marketing?
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1913
EP  - 1916
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.320
DO  - 10.2991/aebmr.k.220405.320
ID  - Yu2022
ER  -