Problems Of Social Media Marketing Activities In Influencing Customer Intention In Fashion Industry

Abstract

Throughout its history, marketing has relied on the ingestion of new types of customer data and the translation of this data into ever-more-effective methods for engaging and targeting customers. Different marketing approaches have been used to the focus on customer digital segmentation: relationship marketing, experience marketing, and more recently, attempts at "collaborative" marketing. The goal of customer segmentation is to more successfully encourage specific segments to make repeat purchases. The transition to social networking marketing including social customer relations management, problems of social CRM, however, has not been without major drawbacks, much like previous approaches. While social media's advent and the way it has been used for marketing purposes have created the potential for more ways to track and categorise consumer behaviour, this paper emphasises how all but a few specific marketing strategies have limitations when it comes to "making up" successful markets.