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Social Media Marketing

Social media are computer-mediated tools that allow people or companies to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks. The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features: (1) social media are Web 2.0 internet-based applications, (2) user-generated content (UGC) is the lifeblood of the social media organism, (3) users create service-specific profiles for the site or app that are designed and maintained by the social media organization and (4) social media facilitate the development of online social networks by connecting a user’s profile with those of other individuals and/or groups. Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. These changes are the focus of the emerging field of technoself studies. Social media differ from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. Social media operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media that operates under a monologic transmission model (one source to many receivers).

There are many effects that stem from Internet usage. According to Nielsen, Internet users continue to spend more time with social media sites than any other type of site. At the same time, the total time spent on social media in the U.S. across PC and mobile devices increased by 99 percent to 121 billion minutes in July 2012 compared to 66 billion minutes in July 2011. For content contributors, the benefits of participating in social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income, as discussed in Tang, Gu, and Whinston (2012).

Digital Marketing


Digital marketing the future business of tomorrow

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference, engage with customers and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product, and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.[1]

Digital marketing includes those marketing efforts that send a message from a source (company) to a receiver (customer) through digital platforms and the internet.[1] Online marketing and retailing are swiftly evolving as more and more shoppers no longer simply go to the nearest store, but rather, grab the nearest digital device. Technology is opening up a world of possibilities previously unavailable to both marketers and consumers. Also, options and reach are hugely enhanced by international e-commerce.[2] Today, brands are utilising digital touch points as channels in the marketing communications process, and shoppers are using them to their advantage along the entire pathway to purchase. Furthermore, “omni-channel shoppers are using online and offline channels seamlessly.[3]

Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.[4] The fundamental concept in digital marketing is based on the inbound marketing approach or generally it’s called customer centric approach.

The world we live in today has become increasingly digital focused and is developing at a significantly fast rate. It is common now to have automatic access to digital devises and the internet due to the digital capabilities available which have completely changed the way in which society communicates and interacts. The way in which digital marketing has developed since the 1990’s and 2000’s has dramatically changed the way brands and businesses can utilise technology and digital marketing to add value to their marketing efforts,.[5] The need to market a brand over the wide variety of technology devices available has become a challenge for brands however allows for more means to reach and influence customers and their engagement with a brand.

According to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses.

Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly being incorporated into marketing plans.[6] For example, use of digital platforms has revolutionised Dove’s Real Beauty marketing campaign.[7] Platforms such as Instagram and YouTube allow brands to be better storytellers and provide customers with a space to share their experiences of brands and products.[7] Digital media are allowing for vastly more consumer-to-consumer and company-to-consumer conversations to occur, which are increasingly concerned with “creating presence, relationships and mutual value”.[8]