The Effectiveness of Social Media As Marketing Tool For Business

The Effectiveness of Social Media as Marketing Tool for Business
Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The study concentrates on social media and how entrepreneur can use it for their
advantage in a marketing point of view. It has already presence on Facebook,
Instagram, Twitter, Pinterest and more. In an era where technology prevails,
entrepreneurs as well as marketers see the need to keep up with the fast pace of
change or risk being outdated. Gone are the days when a pure-bricks business model
will thrive well in current market scenario. Social media had become important
gradient in today’s marketing mix in general and in promotion mix in particular.
Adapting some form of marketing online through social media is a key node for all
businesses. As new technologies became available, businesses that learn to use new
technologies gain great benefits. Some of the best-known examples include
technology-driven companies such as Microsoft, eBay, Amazon and Google. In a
short span of time, social media has become one of the most loved of many users.
Social Media Marketing is the hottest new marketing tool and every business owner,
entrepreneur and a person planning to starts a business wants to know how social
media can generate value for their business. People are social by nature and collect or
share information that is important to them. Social Media Marketing is about
understanding how technology is making it easier for people to connect socially with
their social networks and how your business can profit from free that understanding.
More and more of your customers, whether for personal use, business-to-consumer or
business-to-business reasons use social media in every aspect of their daily life
(Noora Aleksandra Honkaniemi Bachel).
In today’s technology driven world, social networking sites have become an
avenue where retailers can extend their marketing campaigns to a wider range of
consumers. Chi (2011, 46) defines social media marketing as a “connection between
brands and consumers, while offering a personal channel and currency for user
centered networking and social interaction.” The tools and approaches for
communicating with customers have changed greatly with the emergence of social
media; therefore, businesses must learn how to use social media in a way that is
consistent with their business plan (Mangold and Faulds 2009).
Marketers and retailers are utilizing these sites as another way to reach consumers
and provide a new way to shop. “Technology related developments such as the rise of
powerful search engines, advance mobile devices and interfaces, peer-to-peer
communication vehicles, and online social networks have extended family marketers’
ability to reach shoppers through new touch points”. (Shanker et al. 2011, 40).
The social media has witnessed an exponential growth in the new millennium
and the present information age the social media marketing has become a part of
doing business. Marketing with Facebook has been hot for quite a long time but
recently more and more companies have been using Twitter and other social media
for marketing. Social media marketing, or SMM, is a form of internet marketing that
implements various social media networks in order to achieve marketing
communication and branding goals. Social media marketing primarily covers
activities involving social sharing of content, videos, and images for marketing
purposes, as well as paid social media advertising. According to Hubspot, 92% of

marketers in 2014 claimed that social media marketing was important for their
business, with 80% indicating their efforts increased traffic to their websites. And
according to Social Media Examiner, 97% of marketers are currently participating in
social media—but 85% of participants aren’t sure what social media tools are the best
to use. With this into mind present research work focus on the Relevance of Social
media in marketing and advertising. The study conducted based upon the data
collected from the literature and from other multiple secondary sources of evidence.
After doing the extensive literature survey and reading books and other support
material it was found that social media is increasing its horizon and motivation large
number of consumers as well as marketers and manufacturers to use it as an important
source of important dissemination and conformation (Dhani Shanker Chaubey, Sajjad
Husain, Dr. Ali Ghufran, August 2016).
Background of the study
Entrepreneurs are finding that they can now not only take advantage of social
media as a marketing tool but use data to optimize their social media marketing
campaigns. This study conducted to examine trends in social media to entrepreneurs
to jump start their marketing strategy by incorporating social media. Entrepreneur
sees social media as a marketing tools as well as a way to connect with others and to
evaluate success.
Although social media marketing is a well-researched topic, it has only been
studied through experimental and theoretical research; studies never precisely
describe the benefits retailers gain from this marketing tactic. The tools and
approaches for communicating with customers have changed greatly with the
emergence of social media; therefore, businesses must learn how to use social media
in a way that is consistent with their business plan (Mangold and Faulds 2009).
Statement of the problem
This study identifies the outcomes of using social networking sites in
promoting businesses. In this research, we intended to further know how convenient
and effective on the part of entrepreneurs to use social networking sites as their tool
for advertising and marketing their business. This study aimed to answer the
following questions:
1. How efficient and effective is the social media as a marketing tool in business?
2. What difficulties they encounter in using social media?
Significance of the study
Entrepreneur- This research is useful for entrepreneur/owner where they were
able to get information about our research and to get strategies as well as the
innovation of their businesses. It will provide some knowledge on how social media
can be effective tool for their business.
Customer- This study may be beneficial to the consumers in helping them find
out the advantages of using social media when buying products. Also on how reliable
the social media in purchasing their desired products.
Online user- they may be given a advice on how their time in using social media be
productive. They might be encouraged to try a business through the social media’s
help.
Scope and Delimitation
Definition of terms

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The Effectiveness of Social Media as Marketing Tool for Business

THE PROBLEM AND ITS BACKGROUND

advantage in a marketing point of view. It has already presence on Facebook,

Instagram, Twitter, Pinterest and more. In an era where technology prevails,

gradient in today’s marketing mix in general and in promotion mix in particular.

technologies gain great benefits. Some of the best-known examples include

technology-driven companies such as Microsoft, eBay, Amazon and Google. In a

share information that is important to them. Social Media Marketing is about

(Noora Aleksandra Honkaniemi Bachel).

In today’s technology driven world, social networking sites have become an

consistent with their business plan (Mangold and Faulds 2009).

powerful search engines, advance mobile devices and interfaces, peer-to-peer

implements various social media networks in order to achieve marketing

communication and branding goals. Social media marketing primarily covers

purposes, as well as paid social media advertising. According to Hubspot, 92% of

according to Social Media Examiner, 97% of marketers are currently participating in

number of consumers as well as marketers and manufacturers to use it as an important

source of important dissemination and conformation (Dhani Shanker Chaubey, Sajjad

Husain, Dr. Ali Ghufran, August 2016).

Background of the study

campaigns. This study conducted to examine trends in social media to entrepreneurs

to jump start their marketing strategy by incorporating social media. Entrepreneur

Although social media marketing is a well-researched topic, it has only been

studied through experimental and theoretical research; studies never precisely

Statement of the problem

This study identifies the outcomes of using social networking sites in

promoting businesses. In this research, we intended to further know how convenient

2. What difficulties they encounter in using social media?

Significance of the study

Entrepreneur- This research is useful for entrepreneur/owner where they were

can be effective tool for their business.

the social media in purchasing their desired products.

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