This report stresses that in order to maintain the competitive edge in the market, it is vital for every organisation to understand the changing dynamics of its target audience. In the last few years, the digital marketing has become an integral part of the marketing strategy and the marketing plan that does not incorporate it has difficulty in achieving its targeted goals. The organisations that do not cater the area of digital marketing tend to lose a huge chunk of potential target customers for their business. Since the customers are looking for information about the company’s products and services online, it is vital for the organisation to enhance its presence on various platforms on Internet and develop a well-thought and strategically designed social media marketing strategy that will help it in influencing both existing and potential customers.
This paper makes a concluiosn that as social media will keep on evolving in the future, it is mandatory for the organisation to monitor the developments happening in this area and ensure that it is present on all online platforms so that it is instant access by the customers. It can be observed that at a gradual pace new social networking sites are emerging and organisations need to ensure that they have their online presence on all the social websites. With the help of an effective social media strategy, many organisations have been able to successfully expand into other areas and even develop long-lasting relationships with customers so that they remain loyal to the brand and the company. ...Show more