An Evaluation of the Online Marketing Strategies of Vital Tea.

Abstract

Branding is a concept that is central to the proper functioning of businesses. Social media marketing is one of the most important aspects of the management of such businesses today, as it is important to ensure that firms engage with the primary area where most consumers organize today. This is the reason why online marketing has come to assume one of the main aspects of the strategic processes of firms today. Changes have been made to the manner in which marketing mixes are constructed, in addition to the communication mix challenges that a firm faces, given the increased competition for social media space that faces them, the need to keep making content that is capable of going viral, and the need to attract consumers through the presentation of unique messages, or attributes of the product that the firm engages in the selling of. This makes it crucial for academic literature to focus on the various facets of organisational strategy at the present moment, especially from the perspective of social media marketing, and the impact of the same on customer buying behaviour. This paper shall answer that, both, in the abstract, and with specific reference to the strategies adopted by the Vital Tea company.