social media and digital marketingijaema.com/gallery/310-september-2453.pdf · your marketing and...

Social Media and Digital Marketing

Ms. Ameena Farooqui, Asst.Professor in Commerce

E-mail: [email protected], Phone No: 8686158341

Ms. K.Mounika, Asst.Professor in Commerce

E-mail: [email protected], Phone No: 8121862403

RbvrReddy Women’s College, Narayanguda, Hyderabad, Telangana.

Abstract:

Because of the radical changes in methods of marketing and fast track developments in the

information technology and internet broad band service the system of marketing has moved on

from conventional methods to modern methods like digital marketing. In the rapidly changing

environment Digital marketing is the platform which has changed the scenario of business and

various digital channels including social media is playing an important role. Digital marketing is

a practice which is usually performed to connect the target audience to the business owners. This

is done to expand business quickly and efficiently. Social media marketing is a form of internet

marketing that involves creating and sharing content on social media networks in order to achieve

your marketing and branding goals, Role of social media in digital marketing is one of the most

suitable and preferred methods to generate leads. The purpose of the research is to know the impact

of Social Media on Digital Marketing.

Key Words:

Digital Marketing, Social Media, Impact of social media on Digital Marketing.

Objectives:

1. To study the evolution of Digital Marketing and Social Media.

2. To portray the current scenario of Social Media and Digital Marketing.

3. To understand the role of Social Media on Digital Marketing.

The International journal of analytical and experimental modal analysis

Volume XI, Issue IX, September/2019

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Introduction:

Digital Marketing:

Days are gone when people took help of television and newspapers to attract people. Since

technology is handy and internet connection is a necessary today, traditional methods are almost

discarded. People are consuming digital content on a daily basis. Very soon, traditional marketing

platforms will disappear, and the digital market will completely take over.

Digital marketing is the process for promotion of products through internet or any form of

electronic media. Technological improvements have resulted in spectacular shift of the attrition of

customer-base of traditional marketing outlook to Digital marketing. People have mode on from

television and newspapers to mobile, tablet and computers etc, these are the areas where the digital

marketers have gained the momentum.

In a world where over 170 million people use social media on a regular basis, every working

professional is expected to be familiar with at least the core tenets of Digital Marketing.

According to the Digital Marketing Institute, "Digital Marketing is the use of digital channels to

promote or market products and services to targeted consumers and businesses."

Digital marketing methods such as search engine optimization (SEO), search engine

marketing (SEM), content marketing, influencer marketing, content automation, campaign

marketing, data-driven marketing, e-commerce marketing, social media marketing, social media

optimization, e-mail direct marketing, Display advertising, e–books, and optical disks and games

are becoming more common in our advancing technology. In fact, digital marketing now extends

to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS),

callback, and on-hold mobile ring tones.

Social media :

Social media are interactive computer-mediated technologies that facilitate the creation and

sharing of information, ideas, career interests and other forms of expression via virtual

communities and networks.



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Users usually access social media services via web-based technologies on desktops and laptops,

or download services that offer social media functionality to their mobile devices

(e.g., Smartphone’s and tablets). As users engage with these electronic services, they create highly

interactive platforms through which individuals, communities, and organizations can share, co-

create, discuss, participate and modify user-generated content or pre-made content posted online.

Networks formed through social media change the way groups of people interact and communicate

or stand with the votes. They “introduce substantial and pervasive changes to communication

between organizations, communities, and individuals. These changes are the focus of the emerging

fields of techno self studies. Social media differ from paper-based media (e.g., magazines and

newspapers) and traditional electronic media such as TV broadcasting, Radio broadcasting in

many ways, including quality, reach, frequency, interactivity, usability, immediacy, and

performance. Social media outlets operate in a dialogic transmission system (many sources to

many receivers). This is in contrast to traditional media which operates under a mono-logic

transmission model (one source to many receivers), such as a newspaper which is delivered to

many subscribers, or a radio station which broadcasts the same programs to an entire city. Some

of the most popular social media websites, with over 100 million registered users,

include Facebook, WeChat, Instagram, QQ, QZone, Weibo, Twitter, Tumblr, Telegram, Reddit,

Baidu Tieba, LinkedIn, LINE, Snapchat, Pinterest, Viber and VK.

Evolution of Social Media and Digital Marketing:

Social Media

Evolution of social media dates back to 1840’s when telegraph was introduced in US, which

connected the country. The PLATO system launched in 1960, which was developed at

the University of Illinois and subsequently commercially marketed by Control Data Corporation,

offered early forms of social media with 1973-era innovations such as Notes, PLATO's message-

forum application;



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TERM-talk, its instant-messaging feature; Talkomatic, perhaps the first online chat room; News

Report, a crowd-sourced online newspaper and blog; and Access Lists, enabling the owner of a

note file or other application to limit access to a certain set of users, for example, only friends,

classmates, or co-workers.

ARPANET first came online in 1967, later in 1973 A precursor of the electronic bulletin board

system (BBS), known as Community Memory, had appeared.

Compuserve, Prodigy and AOL were three of the largest BBS companies and were the first to

migrate to the Internet in the 1990s.

GeoCities was one of the Internet's earliest social networking websites, appearing in November

1994, followed by Classmates in December 1995 and Six Degrees in May 1997. According to

CBS news, Six Degrees is "widely considered to be the very first social networking site", as it

included "profiles, friends lists and school affiliations" that could be used by registered users. Open

Diary was launched in October 1998, LiveJournal in April 1999,Ryze in October

2001,Friendster in March 2002, the corporate and job-oriented site LinkedIn in May 2003, hi5 in

June 2003, MySpace in August 2003, Orkut in January2004,Facebook in February 2004; Yahoo!

360° in March 2005,Bebo in July 2005; the text-based service Twitter, in which posts, called

"tweets", were limited to 140 characters, in July 2006; Tumblr in February 2007; and Google+ in

July 2011.



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Digital Marketing:

The term Digital Marketing was first used in the 1990s. The digital age took off with the coming

of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users

to find the information they wanted but did not allow them to share this information over the web.

In 1993, the first clickable banner went live, This marked the beginning of the transition to the

digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter

the digital marketplace. The very same year, Yahoo was launched.

In 1996 couples of more search engines were launched tools like HotBot, LookSmart, and Alexa.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to

the market Yahoo web search. Two years later all the smaller search engines were either left behind

or wiped out leaving more space for the giants in the business. The digital marketing world saw

its first steep surge in 2006 when search engine traffic was reported to have grown to about 6.4

billion in a single month. Not one to get left behind, Microsoft put MSN on the backburner and

launched Live Search to compete with Google and Yahoo.



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Role of Social Media on Digital Marketing:

1. Marketing Strategies

2. Quick problem resolvement

3. More Sales

4. Free

5. Branding

6. Leads to Conversion

7. Improved Insights

8. Social Media- Platform to Research

1. Marketing Strategies:

Ever since the social media has become the tight necessity for the crowd these days, sneakpeek

into the people’s life has become easy and this sneakpeek is very much beneficial for the purpose

of marketing. You can quickly get updated about the customers reviews on daily basis and plan

accordingly.

2.Quick problem Resolvent:

Social media has made the work of troubleshoot and feedback quicker and easier whatever may

be the outcome either positive or negative. Now the response is being delivered in seconds and Is

helping is maintaining the customers consistent and firm in their queries and feedback and tweets

and statuses helps in taking appropriate steps to resolve the matter.

3.More Sales:

When you always remain infront of the customers by constantly providing discounts and offers

and tempting the customers to make the purchases easy and make them firm in using your sites

this eventually leads to sales increments.



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4.Free:

Unlike most of the online digital marketing tools and paid advertising, social media is free to use

and promote stuff. You can create a page of your business without spending a penny on it. Target

your audience, connect, get feedback make improvements and do daily updates and lot more with

out worrying about funds.

5.Branding:

key to any success is trust, people are brand conscious and believe in doing their purchases from

already built brands in the industry. But social media and digital marketing has changed the

scenario even a new entrant can have his own voice and create his brand by constantly posting

new stuff and gain trust among the customers by providing them with quality products at

considerable rates and ontime delivery.

6.Leads to conversion:

Every post your share, post, update, comment has a higher probability of turning leads to

conversions. For each reaction you receive over the image probably leads to your conversion. Not

all reactions contribute to the conversions but those with positive interactions. So, the more

attractive you represent your site in terms of info graphics and content, the bold your hold becomes

in the industry. This will be extremely helpful in increasing the conversion rate.



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Advantages:

1. Increased Brand Awareness

2. More Inbound Traffic

3. Evaluate performance

4. Direct connection with Audience

5. Create Organic content

6. Gain Marketplace insights

7. Viral Content

1.Increased Brand Awareness:

As millions of people are using social media platforms it’s a very good opportunity for the startups

and businessman to expand his business and explore brand awareness and multiply their sales and

increase their profits.

2.More Inbound Traffic:

It allows you to post content with a link to your website which helps them in reaching out to your

site and be familiar with your products and services. Depending upon your business you can even

let people book appointments and paybills.

3.Evaluate performance:

This provides easy access to assess the performance based on like, comment, share, impressions

clicks and conversions etc, which helps in evaluating, optimizing and improving performance to

drive better results.

4.Direct Connection with Audience:

Social media is one of the best modes of digital marketing strategies to opt because it provides

direct exposure to market demand audience percevance, Customer insight and better customer

service.



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5.Create Organic Content:

The incredible benefit of social media is you can post organic content for free, which opens lots of

opportunities for the companies to connect with leading brands. We can post as much content as

possible to get the audience engaged. It is the best platform to put the brand infornt of the people

who are interested and make them familiar.

6.Gain Market place insight:

It helps us in taking smarter business decisions by gathering valuable information from customers

from their ontime reviews about the product and brand. You can have conversations about your

business and answer questions about your offerings.

7.viral content:

Unique advantage of social media is the ability to get help from followers because People love to

share things with their networks, from photos, videos, interesting articles, recipes, hot deals etc

which helps in reaching out wider at lower cost and enhance efficiency and popularity.

Disadvantages:

1. Promotion strategy can be copied

2. Digital marketing includes too much competition

3. Security issue

4. Lack of trust

5. Opens up the potential for embarrassment

6. Time consuming

7. Possibility to receive negative feedback



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1.Promotion strategy can be copied:

one of the hazards in digital marketing is that a particular content can be easily copied by a rival

and you may loose your business. Not only that, this can also be used for perpetrating adverse and

incorrect information about your products or services that will harm your online reputation and

reduce useful focused customers.

2. Digital Marketing includes too much competitiont :

Just like the growth of online ads, internet promotion is experiencing large number of competitiors.

Digital promoters are not capable of getting into a more powerful place for the best possible

exposure for their promotion and promotion tasks and is making it difficult and expensive to get

the interest of targeted viewers.

3. Security Issue:

A person or client who queries online for pre purchase information has to be cautious by not

reveling private information as it might be used against them by unidentified people and be looted

up. There is no proper security for the information which is being shared and many cyber security

cases have been registered so far.

4.Lack of Trust:

Because of many special offers and discounts by scammers poses threat among the customers to

trust the registered sites and enhance their experience.

5.Opens up the potential for Embarrasment:

As it is very easy for the post to go viral through social media as people keep a close look on good

and bad aspects. If you are not conscious about your post you can land up in embarrassment.



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For example, at one point, the hash tag “why i stayed” and “me too moment” was trending on

social media this hashtag was about domestic violence and sexual harassment sharing their story.

The hashtag took social media by storm and became a facilitator for conversations about abusive

relationships.

DiGiorno Pizza saw this hashtag trending and decided to jump in on an opportunity for brand

exposure. They shared a tweet that said, “#WhyIStayed you had pizza.” Within minutes, people

became outraged at the company for their tweet.

The pizza company hadn’t researched the tweet beforehand to realize what it was regarding. The

tweet was deleted in minutes, but the impact lasted a long time. People were still talking about the

tweet long after it was removed.

This was an embarrassing moment for DiGiorno that blew up over social media. They spent the

next few weeks doing damage control and addressing their mistake with thousands of people on

Twitter. The carelessness of the tweet made people have a negative perception of DiGiorno.

6.Time Consuming:

Social media isn’t a one and done type of marketing method. You must constantly create new

content, post content, and engage with your audience on these platforms. A big drawback to social

media is that it is time-consuming for companies.

If you have a small business, small marketing department, or limited resources, it’s challenging to

manage a social media marketing campaign.

You have to find time to balance posting content, monitoring that content, responding to people,

and measuring your content’s impact. If you don’t have the resources, it can be an overwhelming

task.



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If you aren’t doing enough with your social networks because you don’t have time, people, or

programs to help you run your marketing strategy, your campaigns will suffer. You won’t be as

effective as someone who has the necessary aspects to run a successful social media campaign.

7.Possibilty to receive Negative Feedback:

People not only use socialmedia to share the content what they love but also use it to share their

experience which they didn’t love because of poor experience of the products at times,which is a

threat to the companies because as soon as they share their reviews its being shared on the site and

whenever a new customers visits the site they prefer looking on to the review for their purchases.

Having too much negative feedback can negatively impact future marketing efforts.

Current Scenario of Social Media :

Facebook

Globally, there are over 2.38 billion monthly active users on Facebook. (Facebook, 2019) Of the

2.1 billion total Facebook accounts, 270 million profiles are fake. (Mashable, 2017) Mobile

advertising revenue is reported according to Facebook to represent approximately 93 percent of

advertising revenue for Q1 2019. (Sprout Social, 2016) Among Facebook users, 83% are women

and 75% are men. (Sprout Social, 2016) Facebook is used by about 50% of American teens, but it

no longer dominates the teen social media landscape as it once did. (Pew Research Center, 2019)

India has the most Facebook users out of any other country in the world. (Statitsa, 2018) 74% of

people say they use Facebook for professional purposes. (HubSpot, 2017) Facebook is the second

most-used platform globally, followed by YouTube. (Pew Research Center, 2019) Around 43% of

US adults get news from Facebook. (Pew Research Center, 2018) 1.56 billion active users log onto

Facebook every day. (Zephoria, 2019).



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Instagram:

71% of Instagram users are under the age of 35. (Statitsa, 2019) More than 500 million people use

Instagram every day. (Oberlo, 2019) Seven out of ten hashtags on Instagram are branded. (Sprout

Social, 2018) Instagram is expected to hit $14 million in revenue in 2019. (Jefferies Financial

Group, 2019) Instagram has over 1 billion active monthly users. (Oberlo, 2019) Instagram's user

count is growing close to 5% per quarter. (TechCrunch, 2018) Instagram makes up 28.2% of

Facebook’s mobile ad revenue. (TechCrunch, 2018) Instagram launched IGTV app in 2018 which

allows creators to upload one-hour long videos. (TechCrunch, 2018) There are over 400 million

Instagram users creating Instagram stories every day. (Statitsa, 2018) Jakarta, Indonesia is the top

tagged location in Instagram stories. (Digital GYD, 2018) The top three most common hashtags

used in Instagram stories in 2018 are #GOODMORNING, #WORK, #GOODNIGHT. (Digital

GYD, 2018) Research on 89 companies found that marketers posted 1,347 Instagram Stories

compared to 614 Snapchat Stories in July 2018. (Our Social Times, 2018) Instagram Stories posted

a 220% increase in year-on-year ad spend. (Our Social Times, 2018) The average Instagram user

spends 53 minutes on the app per day. (Oberlo, 2019).

LinkedIn:

CEOs on LinkedIn have an average of 930 connections (LinkedIn, 2017) When it comes to

delivering content and securing audience engagement, LinkedIn is the most effective social media

platform. (LinkedIn, 2017) The average LinkedIn user spends 17 minutes on the site per

month. (Wordstream, 2018).

LinkedIn has over 500 million users. (LinkedIn, 2019) 39% of the 500 million LinkedIn users are

paying for a premium account. (LinkedIn, 2017) LinkedIn has 562 million members. (LinkedIn,

2018) 40% of members visit the professional social network each day. (Omnicore Agency, 2018).



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Pinterest:

There are 250 million active users on Pinterest. (Hootsuite, 2018) 50% of new Pinterest sign-ups

in 2018 were men. (Hootsuite, 2018) 80% of people use Pinterest on mobile. (CoSchedule Blog,

2018) 80% of millennial Pinterest users say that the platform helps them decide what they should

buy. (CoSchedule Blog, 2018) 85% of women users use Pinterest to plan “life moments”.

(Pinterest, 2018).

Snapchat:

Snapchat has 190 million daily active users. (Zephoria, 2019) The average revenue per Snapchat

user increased by 39% to $1.68 in 2019 from $1.21 in 2018. (Zephoria, 2019) Snapchat reached

90% of all 13-24 year-olds and 75% of all 13-34-year-olds in the US. (Zephoria, 2019) In 2017,

81% of Snapchat’s Q2 revenue came from North America (Omnicore, 2018) In May 2018,

Snapchat’s shares were worth $10.95, down from their original value of $27.09. (Brandwatch,

2018) In the U.S., Snapchat is the sixth most popular social networking app as of May 2018.

(Statitsa, 2018) In August 2017, Snapchat users were 64% more likely to send a snap to a friend

than post to stories. (Quartz, 2018) As of May 2018, the longest Snapchat streak is 1,120

snaps. (Brandwatch, 2018) Snapchat users spent an average of 34.5 minutes on the app in

September 2018. (CNBC, 2018) The cost for Snap Ads campaigns starts at $3,000 per month.

(Wallaroo Media, 2018) On average, Snapchat users under the age of 25 visit Snapchat over 20

times every day and spend over 30 minutes on the app every day. (Zephoria, 2019) Over 300,000

Snap Lenses were created by our community through Lens Studio in 2018. (Zephoria, 2018)

(Source: https://www.hubspot.com/marketing-statistics)



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Findings and Conclusions:

Findings:

⮚ It is found out from the studies that since its inception social media and digital marketing

is showing a considerate impact on the society and improving the standard of living by

motivating them to opt new developments in the technology.

⮚ It is found that the impact of social media on Digital Marketing has led to increased

marketing strategies.

⮚ It is found that social media is one of the best modes of Digital Marketing Strategies to opt,

for increasing the sales and build a brand image in the market.

⮚ It is found that people use Social Media not only to share what they love but also to share

negative experience which makes the marketers to be cautious.

Conclusions:

⮚ Benefits like increased brand awareness, more inbound traffic, performance evaluation,

direct connection with audience, gaining market insight was made easy because of social

media.

⮚ The study concludes that Social Media and Digital Marketing are cost effective, time

saving and convenience and handy because of increased no of Smartphone users.

⮚ Issues and Challenges like cyber fraud, weak customer support have been reduced to a

larger extent because of timely actions and stringent cyber security measures.

References:

1.https://en.wikipedia.org/wiki/Digital_marketing

2.https://en.wikipedia.org/wiki/Social_media

3.https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article

4.https://www.hubspot.com/marketing-statistics

5. https://technians.com/blog/role-social-media-digital-marketing/



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