The importance of Internet use is continually rising (Filipovic 2015). Small and medium enterprises use Internet marketing to reach their segment (Sasinovskaya Anderson 2011). Marketers make numerous of actions to increase brand equity as they believe that the brand value is the final product for the clients (Aaker 1996 and Ding, Cherng G.Tseng Timmy 2015 ). In many developing countries citizens utilize the internet to socialize. Trade companies realized the opportunity to advertise their products or services via the social web using the internet and the social media (Yan Xin, Janice; Ramayah, T; Soto-Acosta, Pedro; 2014).
Marketing on social media increases exposure. Social media is as effective as or more effective than traditional marketing. Customers visit social media sites to learn more about a business, this is because these sites allow companies to share up-to-date information about their company, products, services and upcoming events. Social media has given power to customers, with its sites customers are able to comment whatever they want about a product or service whether the comment is positive or negative, on social media, this means that millions of people will be able to also read the comments. (Oyza, and Edwin, 2015).
Social media around the globe have created a new place of communication and interaction among people and organizations. Social media have given plenty of opportunities to the customers and organizations in adapting different aspects in life. Social networks such as Facebook, Tweeter and Instagram have played a significant role in expanding consumers’ online purchases. People use social media to share their information, advice, warning, reviews, experiences, or any sort of information that are interesting to their “connection” or friends. This can have impact on peoples’ behavior in terms of communication and purchasing.
Social networking sites act as word of mouth... ... middle of paper ... ...lowers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.
Many companies ask these questions: What is social media really doing for us? Will it bring in new customers? In many ways social media can add strength and value to your business or organization. Social media is treated like a broadcast platform, which allows information to move faster. Social media marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amount of traffic.
“Social Media is participatory online media where news, photos, videos, and podcasts are made public via social media websites through submission. Normally accompanied with a voting process to make media items become popular” (Evans, 2012).Social media can have a very big impact on the reputation of a company. Because we are living in an age of information, people could be easy to get some important information from social media. Every day, people use social media for work, shopping or fun. So, if a company wants a successful marketing strategy, it must make good use of Internet.
More money is being spent more on social media marketing because; through social media customers are given ways to provide insight about brands and their creditability. These changes impacts the way companies have to look at embracing their objective audience. Sites such as Facebook, Twitter, LinkedIn, Tumblr, etc. all have opened up very precise personal information that most marketing departments of companies are highly interested in. For example it can help the company know want now, what they do not like, and what they hope to see in the future.
With this approach, we can increase the effectiveness of each platform (Assaad et all, 2011, pp. 15). The various channels of social media each have something different to offer a small business looking to build a social media marketing campaign. An effective social media presence can be measured by how effectively a company interacts with potential customers through a portfolio of online profiles on the different platforms. (Transition to Communication).
Social media can be considered as contagious as it spreads like a disease as one person shares a link to the businesses profile then a multiplier effect occurs as more people will visit the profile Paradiso,C (2014). This is positive for the business as word of mouth marketing is occurring which helps increase awareness and the customer base gets larger and larger. Paradiso,C (2014) also stated that although it's important to form a strong audience its important to interact with them through social media. It's crucial for businesses to interact with them so that their product/service will be appealing and possibly purchased by them. Businesses depend more on social media because of some of the reasons mentioned above and also to help compete in the technology based world we live in
In the article Andreas M. Kaplan and Michael Haenlein provided companies with some advices about using social media. Companies need to choose the appropriate application that allows them to reach the target market and deliver their message. Also, Companies should try to be active and provide interesting and fascinating content to customers in using social media. (Kaplan & Haenlein, 2010) According to Stelzner (2011) 93% of the companies reported using social media in marketing. The benefits of using social media as mentioned in the report are improving sales, lowering marketing costs, working with new business partners, increased business exposures and many other benefits.