All corporations in one way or the other ensure the use of digital marketing techniques in their firm for creating awareness amongst the target market. The primary reasons that it is the best option for creating awareness amongst the customers are that it is cost-effective provides the opportunity of reaching the customers globally and marketing activities can be easily personalized to meet the demands of the customers (Jae et al., 2008). It has even allowed the organizations to build effective relationships with the customers by developing a marketing mix compatible for online consumers. Social Media nowadays, Internet has become a vital part of everyone’s life and people are using it to run errands, contact friends, read the e-mails, gather information about various things and conduct various other activities online. From the Internet, everyone is expecting to have instant access to valuable and accurate information quickly. According to Zarella (2010), if a consumer is unable to find information about a firm online, then it will be harmful to the firm as it will lose a potential customer for its business. With the rapid development of communication and information technologies, various new communication channels have emerged that are presenting a variety of alternatives to the firms for building long-lasting relationships with the customers. According to Harline, Mirrokni, and Sundararajan (2008), the majority of the organizations are becoming multiple channel operators which implies that they are extending their availability from single channel i.e. their websites to social networking sites i.e. social media.
This report stresses that in order to maintain the competitive edge in the market, it is vital for every organization 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 organizations 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 organization to enhance its presence on various platforms on the 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 conclusion that as social media will keep on evolving in the future, it is mandatory for the organization 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 organizations need to ensure that they have their online presence on all the social websites. With the help of an effective social media strategy, many organizations 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.