This paper is prepared to discuss and analyse various advantages in regards to social media marketing using theoretical concepts. It also includes the factors a marketer should consider while selecting such medium. Social media these days has gained maximum attention in the eyes of the customers. It becomes very easy to reach a majority of the population via social media channels, as nowadays it is difficult to find a person who does not use such medium. Easy availability of mobile devices such as smartphones and tablets and wide use of popular networks has made it easy for the masses to access internet on the go. This has opened a new door to the selling firms to promote their products through this channel and earn revenues without spending substantial amounts for promotion.
The selection of mediums used for promoting any product or service by the business entities has evolved drastically over a period of time and newer age technologies such as digital media platforms including social media are gaining attention amongst the marketing firms (Kotler et al., 2015). When marketing activities for any product or services are concerned, perhaps the first that comes into a seller’s mind in these days is the usage of social media platform. It not only saves time for the marketer to a great extent, but also assists in reducing substantial amount of cost which otherwise would have been spent for using the traditional marketing channels (Tuten and Solomon, 2014). In this paper, we will discuss and analyse the benefits of using social media platforms from a marketer’s point of view.
2.0 Advantages Associated with social media marketing
When the use of social media from marketing perspective is concerned, there are several benefits which can be derived from such usage. With the advent of technology, it is hard to imagine a person who have never used or does not have access to modern day devices such as smartphones or tablets (Dinnie, 2015). Even other devices such as televisions are transforming day by day and can used as a smart television through which digital mediums such as internets can become accessible (Forbes, 2014). Modern day marketing firms are aware of the fact that most of the consumers can be reached via platforms like social media and they are always up for finding ways to reach the target consumer. Other than the availability factor it is also a cost effective medium and does not require to incur huge costs that normally takes place while using traditional media channels such as television or print media (Laroche, Habibi and Richard, 2013). Marketers have recognized the benefits that can be derived from usage of social media and those will be discussed in the following sections of this paper.
2.1 Improved Brand Visibility
Usage of social media when promoting products and services can improve the visibility of the brand to a great extent (Malthouse et al., 2013). With a smaller effort compared to traditional media channels, social media can help in reaching to a large customer base within a short period of time. As an example, it can be seen that the news feed that comes while accessing social media applications like Facebook or Twitter can have far reaching effect on the consumer than the regular media (Park, Kee and Valenzuela, 2009).