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Digital Marketing: The Importance of Social Media - Essay Example

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Digital Marketing: The Importance of Social Media

Social media marketing has become an important strategy for promoting businesses and products. Many companies are increasingly adapting to the social media, especially in the wake of the current technology revolution in the world. The widespread use of social media can enhance marketing initiatives by drawing the marketing mix closer to the technology users who basically comprise the consumer base and prospects. Social media is developing at a rapid pace due to the integration of new technologies into human culture. This paper explores the impact of social media, and how it can be transformed into an imperative marketing platform. The rapid development of Internet-based social networking sites has been triggered by the proliferation of portable Internet-enabled gadgets like mobile phones, tablet computers, and laptop computers. These tools offer social marketing teams and organizations immense potential for interacting with consumers in exceptionally new ways. These new technologies have provided better communication platforms, and as such can make marketing initiatives easier and cost-effective (Anjun, 2011). Notably, the likelihood of developing a closer engagement with the customers; improved interaction with customers; and “place-based” interaction tools and messaging has been made viable due to the rapid growth and use of social media. This paper explores the role of information in utilising social media to help in developing a competitive advantage and marketing strategy. Background of social media marketing Social media is increasingly becoming a significant avenue for marketing products, especially in the current state of rich technology innovation. Facebook, Twitter, Yelp, and Google+ have become household names in social media marketing. People’s lives today are more inexorably related to the Internet than anyone thought of the issue at the beginning of the century (Naylor et al, 2012). The ubiquitous role of the online medium is an appealing power that unavoidably attracts marketers to capitalize on the opportunities that the millions of people on the social sites provide (Evans, 2012). Companies like Google, SAP and Royal Bank of Scotland have shown a greater predilection to capitalize on the huge audience in social networks to beat rivals (Zarella, 2009) Unlike today, the past social networks adopted conventional methods of communication (O’Brien, & Marakas, 2008). The networks were built upon face to face interactions. However, since recently, the technological revolution has provided rich marketing opportunities for social marketers. The current marketing environment has effectively integrated modern behavioural tends and technology. The Internet and the popularity of the online environment enable companies to present their brands to the community in a far easier and a different way. The popularity of social media was manifested in Ford Motor’s launch of its Ford Explorer on a leading social network, Facebook in 2011. The company managed to circumvent industry rules to unveil the new car model to the customers instead of the usual insiders and players within the industry (Kumar, & Mirchandani, 2012). The direct interaction that company created led the Facebook users to have a perception of being valued. This kind of a new marketing program serves to emphasize that old strategies are increasingly ...Show more

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Social media marketing has become an important strategy for promoting businesses and products. Many companies are increasingly adapting to the social media, especially in the wake of the current technology revolution in the world. …
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