爱尔兰作业范文：如何评价和分析媒体的内容质量

导读：本文是一篇爱尔兰留学论文，主要讨论宜家是全球销量最高的家具零售商，也是最具消费者友好性的家具零售商之一。在Web2.0时代，利用社交媒体宣传是宜家成功的秘诀之一。然而，近两年来，其主要竞争对手通过电子商务和社交媒体的使用，使其销售大幅度提高，如WayFair，给宜家的发展带来了挑战。因此，笔者从营销的角度分析了宜家在使用社交媒体方面的优缺点，为宜家应对竞争对手的挑战提供参考。

从内容营销的角度来看，宜家在社交媒体上提供的营销内容非常出色。其原因主要有以下三个方面。

首先，宜家通过社交媒体进行宣传，鼓励消费者参与个性化生活空间的设计。通过Instagram提供一系列改善生活空间的具体实践项目，以及改造前后的图片对比，为消费者提供如何改造生活空间的参考，也有助于激发消费者改造生活空间的灵感（Evigo，2015年）。）其次，宜家通过社交媒体听取客户的意见，努力为他们的问题提供解决方案。IKEA is a furniture retailer with the highest sales in the world, it is also one of the most consumer-friendly furniture retailers. In the era of Web 2.0, making use of social media publicity is one of the secrets of success of IKEA. However, in the last two years, its major competitors were through the use of e-commerce and social media to make their sales greatly improved, such as Wayfair, which brought challenges to the development of IKEA. Therefore, the author analyzes the strengths and weaknesses of IKEA in using social media in terms of marketing in the past to provide reference for IKEA to deal with challenges from its competitors.

From the perspective of content marketing, IKEA’s marketing content available on the social media is excellent. The reasons lie in the following three aspects. 

Firstly, IKEA propagates through social media to encourage consumers to participate in the design of a personalized living space. It is through Instagram to provide a number of specific practical projects for improving living space, as well as comparison of pictures before and after reconstruction, by comparing to provide a reference for consumers on how to transform their living space, which also help to inspire consumers’ inspiration to transform their space (Evigo, 2015). Secondly, IKEA is via social media to listen to the views of customers and try to provide solutions to their questions. At the same time IKEA understanding of customer needs through social media, and thus produce more in line with consumer demand for the product (Walgrove, 2014). Finally, the refugee problem has become issue of worldwide concern, IKEA is through social media to describe the status of refugees for consumers, it causes public concern for the European refugee problem and describes how IKEA is through donation to help resolving the refugee problem. By these measures, IKEA has set a good public relations image (The UN Refugee Agency, 2015).

What are the strengths and weaknesses of the digital presence of the brand being analysed?

This essay analyzes the strengths and weaknesses of digital presence for IKEA’s marketing. 

Strengths

Experiential marketing

In IKEA 2014 product manual, it launched Augmented Reality Catalog, so that consumers are through the APP to determine the actual size of furniture, allowing them to learn whether their favorite furniture fit with their rooms exactly (Gorman, 2008). This is the successful use of its digital marketing and experiential marketing.

Meet individual requirements

In order to better meet the individual needs of consumers, in 2012, IKEA increase the proportions of use of 3D image rendering technology in its catalog, this change will give consumers more intuitive and three-dimensional experience, consumers browse pictures through the APP, which brings their feelings of shopping in IKEA stores (Walgrove, 2014).

Provide a wealth of information

IKEA mobile APP also very well plays the role of guiding shopping of stores, users can not only view product information, get promotions, have access to working hours and specific addresses of IKEA stores, maps of driving to IKEA stores through the APP, they can also use the store shopping road map provided by the APP to create shopping lists (Gorman, 2008).

Weaknesses

Data show that more and more consumers buy furniture through using computers or mobile phones. However, IKEA’s support for e-commerce transactions is not enough, for example, there is few virtual sales platform and channels, only 70% of the products can be purchased by usingmobile APP (O'Dowling-Keane, 2013). 

 

References

Evigo. (2015). IKEA’s global selling via Instagram is a personalized experience. Available from: https://evigo.com/19158-ikeas-global-selling-via-instagram-personalized-experience/ (accessed on May 2, 2016). 

Gorman, M. (2008). Ikea's 2014 Catalog app lets you arrange virtual furniture in your living room via augmented reality (video). Available from: http://www.engadget.com/2013/08/06/ikeas-2014-catalog-app-augmented-reality/ (accessed on May 2, 2016). 

O'Dowling-Keane, A. (2013). IKEA: retail strategy. Available from: http://internetretailing.net/2013/03/ikea-retail-strategy/(accessed on May 2, 2016). 

The UN Refugee Agency. (2015). Thank you for supporting the Brighter Lives for Refugees Campaign. Available from: http://www.unhcr.org/brighterlives/(accessed on May 2, 2016).

Walgrove, A. (2014). How IKEA became kings of content marketing. Available from: https://contently.com/strategist/2014/11/07/how-ikea-became-kings-of-content-marketing/ (accessed on May 2, 2016).