![by cell phones and computers, sending viewers to the product website.
Advertising is beginning to move viewers from the traditional outlets to
the electronic ones. Leaks Internet and social networking leaks are one
of the issues facing traditional advertising. Video and print ads are
often leaked to the world via the Internet earlier than they are
scheduled to premiere. Social networking sites allow those leaks to go
viral, and be seen by many users more quickly. Time difference is also a
problem facing traditional advertisers. When social events occur and
are broadcast on television, there is often a time delay between airings
on the east coast and west coast of the United States. Social
networking sites have become a hub of comment and interaction
concerning the event. This allows individuals watching the event on the
west coast(time-delayed) to know the outcome before it airs. Social
media marketing mishaps Social media marketing provides
organizations with a way to connect with their customers. However,
organizations must protect their information as well as closely watch
comments and concerns on the social media they use. A flash poll done
on 1225 IT executives from 33 countries revealed that social media
mishaps caused organizations a combined $4.3 million in damages in
2010.The top three social media incidents an organization faced during
the previous year included employees sharing too much information in
public forums, loss or exposure of confidential information, and
increased exposure to litigation An example of a social media mishap
includes designer Kenneth Coles Twitter mishap in 2011. When
Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they
heard our new spring collection is now available online at [Kenneth
Coles website]".This reference to the 2011 Egyptian Revolution drew
objection from the public. General Social Networking Statistics: 62% of](https://image.slidesharecdn.com/socialmediamarketingonindiastr-210611145146/85/Social-media-marketing-on-india-str-17-320.jpg)
Social media marketing on india str
- 1. MAHARAJA SURAJMAL INSTITUTE SUMMER TRAINING REPORT Social Media Marketing In India PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF BCOM (H) SEMESTER V BATCH:18-21 DR. ANVITI RAWAT Prepared by:DARPAN Professor, Maharaja Surajmal Institute Roll No:00914988818
- 2. CERTIFICATE I, Darpan, Roll NO. 00914988818 certify that the Project Report titled “Social Media Marketing In India” is completely authentic work carried out by myself. The project was undertaken as part of an internship program. DARPAN Dr. Anviti Rawat Professor, Maharaja Surajmal Institute
- 3. ACKNOWLEDGEMENT I would like to take this opportunity to express a deep sense of Prof. Racita Rana Director of Maharaja Surajmal Institute. For his continuous encouragement, and invaluable guidance for completing the present project work. I am highly thankful towards Dr. Anviti Rawat (HOD) and my research guide for her thoughtful suggestions, words of encouragement, and for I would also like to thank all teaching and non-teaching staff ate Maharaja Surajmal Institute, for their support and without whom, I would not have been able to finish this task. I am ever so grateful for my family and friend for providing their support and help. Darpan 00914988818
- 4. TABLE OF CONTENTS Serial No. TOPICS PAGE NO Executive Summary 06 1 Introduction • Company profile • Scope of study • Objective of study • Research Methodology • 07-11 2 Industry overview 12-20 3 Review of Literature 21-23 4 Survey on Social Media Marketing Background 24-35 5 Recommendations & Conclusion 36-40 6 Bibliography & Annexure 41-43
- 6. EXECUTIVE SUMMARY Social media marketing refers to the process of gaining website traffic or attention through social media sites. Indian marketers are moving at a fast speed to tap the new normal opportunity. Social media has gone main stream. And for businesses it represents an unprecedented marketing opportunity that transcends traditional middlemen and connects companies directly with customers. The focus of marketers is shifting from sending the message out to start engaging with customers. In this context, the role of a marketer is changing from batch and blast processing to creating listening posts and dialogue hubs in customer communities. A shift from isolated pure play traditional platforms to an integrated multi-channel approach is helping the marketers address the challenge of new consumers‘ expectations across many devices and channels. Indian marketers are leveraging the power of various communication channels and technologies- be it Email, SMS or Social Media in their portfolio. Here we will see the main trend of Social media marketing in India,The scope of it, The future and will under go a research to follow the Customer perception About Social media for Brand management.
- 7. INTRODUCTION
- 8. COMPANY PROFILE About the organization : AURA is an social media platform for college students, by students. A mobile app that digitally creates a college aura for the collegians. This makes college for them not steps but a click away. AIM: The aim of Aura is, to provide students a medium to promote their events, college societies and college fests on a single platform. It allows students to showcase their talents. Students get to know about every single ... A quick glance can not really give out much information about a particular individual. we are here to help you connect and increase your networking and be an active participant of all the events and fun going around in college with a social media platform enabling you to "create","xplore" and "know" evey deets and updates
- 9. SCOPE OF THE STUDY This study aims at studying client servicing and business development process. It is a continuous process followed by six steps which are important that their level. This study helps me to get the reality check of a market where actual comparison between the classroom knowledge and the real situation can be done. By just learning theory and facing actual situations it concepts and practices might vary. The study helps to understand the different concepts of digital marketing, but while implementing it might differ from situation to situation. This study helps to understand and know how to deal with different kinds of customers or a clients and how to make an impressive online campaigns.
- 10. OBJECTIVE OF THE STUDY To study the role of digital marketing in Return on web. To study the different criteria of digital marketing services. To analyze the approach which help them to get more business? To know how to pitch a client while meeting basically how to talk, what to talk, how to make client engage in your conversation. To know the right way of writing a proper content for the E-mailers. To study the growth of Digital marketing.
- 11. RESEARCH METHODOLOGY The descriptive research design is used for analyzing and studying the process of Business Development. It is very simple & more specific than explanatory study. The descriptive study is a fact finding investigation with adequate interpretation. The descriptive study aims at identifying the various characteristics of a problem under study. It reveals potential relationships between variables and also setting the stage for further investigation later. The results of such research are not usually useful for decision making by them, but they can provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the ‘why’, ’how’ and ‘when’ something occurs, it cannot tell us ‘how often’ or ’how many’. As the research conducted was observatory there was no questionnaire and hence no sample size or data interpretation was to be done. Data Sources: Primary Data: - It is a firsthand data which is collected by you only. The different way of collecting primary data is personal interview, questionnaire, survey etc. As my project is descriptive study there is no primary data collected as such. Secondary Data:- Secondary data is collected from already existing sources in various organization broachers & records. Secondary data for the study were collected from the magazines, websites & other previous studies. To meet the objectives, the study used qualitative research. The descriptive study was done through review of existing literature that helped in validation and extraction of the important variables and factors. Data was collected from secondary sources. Secondary sources were magazines, websites, books, office executives, and company data.
- 13. INDUSTRY OVERVIEW Social media marketing: Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media marketing tools: Besides research tools, various companies provide specialized platforms and tools for social media marketing: Social media measurement Social network aggregation Social bookmarking Social analytics Automation Social media Blog marketing Validation Different Methods of Social Media Marketing Social network marketing is popularly called as Internet marketing. Today you can find many ways for internet marketing. Many people who enter this online marketing are less worried because of its guaranteed success. If you see in Internet totally all types of products has been marketed online without much effort. Internet attracts many business people to promote their business online. Social network marketing is grown to such a height that today many people cant earn without it. Some of the
- 14. most recognized network marketing tools are Facebook, MySpace and LinkedIn. Twitter became regular place for people who have newly entered the field of social network marketing. 1. Blogging: When you start Blogging or posting your data about any product, you can see less response from clients. Later it will become big business via blog. Websites and blogs are most powerful tools for social network marketing when matched with other networking tools. Blog is an amazing tool which provides many other facilities in addition to just marketing your business. It also helps you to communicate with other client sin case if you have any problems. 2. Personal website or blog: It is important to have private website if you are a freelancer. Your website will help your clients to know about you and it will make them clear that you are a serious freelance marketer and help to make huge revenue via online marketing. 3. Article selling: It is also best and cheap internet marketing method. It is a mode of advertising our trade just by writing articles and attracting endless number of users across world. We usually sell our articles to different article database websites and article directories. Today it provided free business to many advertisers and publishers and they are really benefited through their articles. 4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email addresses through portfolio websites and email about your business to all internet users. Your Email should be attractive in such a way that your recipient will be impressed to get back to you. 5. Use social networking websites: Social networking websites like
- 15. Twitter, facebook can be used to promote your sales. These provide best platform for all who are thinking of online marketing. 6. Video promotion: Use several video distribution websites for your marketing. These websites uploads your service to the whole world. All that you need to do is film a video about marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing than any other modes since many people will be interested in view videos rather than word form of advertisement. 7. Press Release or media release: It attracts several public clients and increases relationship among them. 8. Search Engine Optimization: It improves the traffic to your website by providing quality web content. It uses RSS feeds and many SEO techniques. Social networking websites and blogs: Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interaction Social networking sites and blogs allow individual followers to ―retweet‖ or―repost‖ comments made by the product being promoted. By repeating the message, all of the user‘s connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also,
- 16. by choosing whom to follow on these sites, products can reach a very narrow target audience. Engagement In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or idea somewhere along the business‘s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.Example-2008 Presidential Election The 2008 presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking site profile pages were constantly being updated and interacting with followers. Kony 2012A short film released on March 5, 2012, by human itarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends. The video went viral within the first six days after its launch, reaching 100million views on both YouTube and Vimeo. Implications on traditional advertising: Minimizing use Traditional advertising techniques include print and television advertising. The Internet had already overtaken television as the largest advertising market. Websites often include banner or pop-up ads. Social networking sites don‘t always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokes person asking viewers to check out the product website for more information. Print ads are also starting to include barcodes on them. These barcodes can be scanned
- 17. by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones. Leaks Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event. This allows individuals watching the event on the west coast(time-delayed) to know the outcome before it airs. Social media marketing mishaps Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010.The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation An example of a social media mishap includes designer Kenneth Coles Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Coles website]".This reference to the 2011 Egyptian Revolution drew objection from the public. General Social Networking Statistics: 62% of
- 18. adults worldwide now use social media Social networking is most popular online activity, with 22% of time online spent on channels like Facebook, Twitter and Pinterest 65% of the world‘s top companies have an active Twitter profile 90% of marketers use social media channels for business, with 93% of these rating social tools as ―important‖ 43% of marketers have noticed an improvement in sales due to social campaigns 72% of marketers who have worked in social media for three or more years said that they saw a boost in turnover due to social channels (the longer you‘re working in it the better you get) 91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads. The average time spent by marketers on social media is 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+ years of experience The most popular social networking tool for marketing is Facebook – being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%) LinkedIn is 4X better for B2B lead generation than Facebook and Twitter Only 10% of marketers are actively monitoring social media ROI Only 22% of businesses have a dedicated social media manager 23% of Fortune 500 companies have a public-facing corporate blog 58% of Fortune 500 companies have an active corporate Facebook account, 62% have an active corporate Twitter account 47% of customers are somewhat likely to purchase from a brand that they follow or like Indian Market: India‘s Internet economy is expected to reach Rs. 10.8 trillion by 2016, as the country‘s growth rate in this segment is far ahead of many of the developing nations, reported by BCG. According to BCG, the India Internet economy contributed to 3.2 trillion rupees to
- 19. the overall economy in 2010, 4.1% of the country‘s GDP, & could triple in 4 years‘ time. More than 39 million Internet users who form 86% of the total Internet audience, visited social networking sites in July 2011. The total Indian social networking audience grew 43 percent in the past year, more than tripling the rate of growth of the total Internet audience in India. India now ranks as the seventh largest market worldwide for social networking India is adding Internet users at the rate of almost 5-7 million a month, and at the current pace it will surpass the US, which has about 245 million users, in less than two years. Active user base per month in India is close to 30 Million marks which is still a pretty large market but not as big as portrayed by some consultants. India has close to 10 million online shoppers and is growing at an estimated 30%. India e-tailing market in 2011 was about $600 Mn and expected to touch $9 Bn by 2016 and $70 Bn by 2020 – esti the country the third- largest Internet market in the world after China and the United States. There are more Internet users in towns with a population of less than 5 lakh than in the top eight metros put together. ―About 2 billion people worldwide access the Internet and 25% of them are from China. India contributes about 6% to the worlds Net population and the US 12.5%. The survey found that more than 75% of Internet usage is among school- and college-going students and those who have recently graduated. Mumbai has the highest number of Internet users (6.2 million) followed by Delhi/NCR (5 million), Kolkata (2.4 million) and Chennai (2.2 million). The percentage of companies using social media in top 5 markets is: China: 82% USA: 71% India: 70% Brazil: 68% Canada: 51%E-Marketer estimates advertisers will spend $3.63 billion
- 20. in the US and over $4 billion more in the rest of the world on social networking sites this year. And that‘s just paid ad spending.When the Association of National Advertisers (ANA) surveyed US marketers this year, 90% said they were using social networks for their efforts—about even with last year, at 89%. While this percentage has risen dramatically since 2007,when just 20% of marketers used social media, growth has plateaued—and shifted to other new digital media platforms instead.
- 22. LITERATURE REVIEW Social media has taken over the world in every sense. In the field of marketing, advertising, brand building, promotions social media is the most sought after method adopted by entrepreneurs’ young and old. The word social media brings to mind the most used networking sites like Facebook, Twitter and Linked In though there are other social media websites such as YouTube. Social media is widely used in various businesses like small business, banking, retail marketing, B2B marketing, travel and tourism marketing, financial institutions marketing and so on. This chapter aims to throw light on the way in which social marketing can be used effectively for business development. The initial part of this chapter will give an overview of how social media as a whole can help promote businesses and further down the report, specific cases pertaining to a particular social networking website used for developing a particular business unit will be examined. IMPORTANCE OF SOCIAL MEDIA IN TODAY’S WORLD Marie Swift (2006) suggests that placing an advertisement in the print media is not the best solution for brand promotion. The problem with traditional mass advertising according to Marie is that, these media appeal to a wide range of people who may not even be interested to know who we are. On the other hand, promotions and brand building must be done with people whom we think are potential customers for our business. This can be achieved by channelizing a greater part of
- 23. promotion and advertising budget for activities such as networking, volunteering, hosting events and so on. Out of these methods, networking is the best that suits the need of the time (Marie Swift, 2006). With the technological advancements in today’s world, it is fairly easy to be connected with the outside world with the help of social networking sites. Peer networking is an important way of advertising and this is all set to take over the world of marketing in the near future. The biggest advantage of social media marketing is that it can be used for any kind of business regardless of whether it is B2B or B2C. Also the relative cost is much lesser as compared with traditional advertising. SOCIAL MEDIA FOR BUSINESS TO BUSINESS MARKETING Michael Rodriguez et al (2012) conducted a study on the effectiveness of social media marketing by analysing 1699 business to business clients from around 25 industries. The study proves that social media is indeed helpful for B2B firms in generating new sales. Social media is the best tool for finding new clients and deepening the relationship with existing customers. SOCIAL MEDIA FOR BUSINESS TO CONSUMER MARKETING Social media can be effectively used for various B2C clients to increase sales. This includes business markets such as travel and tourism, banks, retail outlets and so on.
- 24. SURVEY ON SOCIAL MEDIA MARKETING BACKGROUND
- 25. SURVEY ON SOCIAL MEDIA MARKETING BACKGROUND This report presents selected results from the Social Media Management Survey for the AURA. The survey collected perception towards the social media marketing from a representative sample of management students studying in different departments of Maharaja surajmal institute. Survey methods included online questionnaire to collect student’s perception towards the social media marketing. All data collection activities conformed to standard procedures for conducting online marketing surveys. The sampling, survey design, and reporting methodologies are recognized by marketing manager of AURA.
- 26. RESPONSES 1. Do you think social media is the most sought after method adopted by entrepreneurs’ young and old in the field of marketing, advertising, brand building, promotions? Social media has taken over the world in every sense. In the field of marketing, advertising, brand building, promotions social media is the most sought after method adopted by entrepreneurs’ young and old. 90% people agree with it but 10% of them still believe in the traditional way of marketing.
- 27. 2. Which is the most effective solution for brand promotion? Marie Swift (2006) suggests that placing an advertisement in the print media is not the best solution for brand promotion. The problem with traditional mass advertising according to Marie is that, these media appeal to a wide range of people who may not even be interested to know who we are. 73% of the people agree with it while rest is still thinking print media has its own significances. Someone said “print media is the only media which has the highest reach as it is read by the old and young population.”
- 28. 3. Do you think social media marketing will help the firms to find their potential customers? Promotions and brand building must be done with people whom we think are potential customers for our business. This can be achieved by channelizing a greater part of promotion and advertising budget for activities such as networking, volunteering, hosting events and so on. Out of these methods, networking is the best that suits the need of the time (Marie Swift, 2006). With the technological advancements in today’s world, it is fairly easy to be connected with the outside world with the help of social networking sites. Yes, most of the people agree with it.
- 29. 4. Which social networking site are you most familiar with? In today’s world there are many social networking sites which are helpful for the mass marketing. The objective of this question was to find the website which is the most popular one. Most of the people are familiar with Facebook, LinkedIn then YouTube. Many of them are familiar with most of the social networking sites.
- 30. 5. Do you think the relative cost is much lesser as compared with traditional advertising? More than 50% people think relative cost is much lesser as compared with traditional advertising while more less than 30% think it is not. The studies say that the relative cost is lesser as compared the social media marketing with traditional advertising.
- 31. 6. Is social media helpful for B2B firms in generating new sales/clients? Social media helpful for both B2B and B2C firms in generating new sales/clients. 63% of the people agree with it. While others think in B2B everything is taken place in a formal way so it’s not possible to generate new sales through the social media.
- 32. 7. “Social media can be effectively used for various B2C clients to increase sales.” Do you agree? 70% of the people agree with this because most of the people are familiar with social networking sites and they frequently visit these sites.
- 33. 8. Which one do you think is the most effective social networking site for online marketing? It shows that most of the people are familiar with Facebook in comparison with other sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are more active in Twitter than facebook. So it depends on different industries
- 34. 9. Do you follow your favourite brands on social networking sites like Facebook, twitter and LinkedIn? Most of the people do follow their favourite brands in Facebook and twitter to know about their offerings and all.
- 35. 10. If yes, why do you follow them? 27% You’re very keen to know about their new offerings. 51 57% To know how well they are in marketing. 15 17% 27% of people follow their favourite brands just because you like those brands. 57% are very keen to know about their new offerings while 17% follow to know how well they are in marketing.
- 37. CONCLUSIONS Social media is working more as a search engine these days because people trust people rather trusting companies. Also people think that it would be cheaper to buy from the people directly rather than going to the company website. Hence, an area of interest is searched on a social media and concerned people are found and communicated with. Social media marketing creates a positive effect on many business markets such as financial institutions, travel and tourism businesses, retail businesses, knowledge businesses, entertainment industry, and so on. Since the process of social media marketing saves money, time and is highly engaging and interesting social media marketing seems to be the next big thing to hit the world as a whole. One of the biggest advantages of social media marketing as opposed to traditional advertising is that potential customers can be precisely targeted. For example, in Facebook, if a person species that his area of interest is interior designing; his home page would have advertisements of interior designers on it. Thus, it doesn’t seem to be a hassle for the customer because they would definitely want to see those advertisements. As for the business owner, he/she needs to pay only if a person clicks on his/her advertisements. Thus it is a win- win situation for both the business owner and the customer. Similarly small business start-ups should utilize the endless opportunities provided by social media sites such as Facebook, Twitter and LinkedIn. The biggest advantage for small business start-ups is that the amount of money to be spent on advertisements can be massively cut down and brand building can be done effectively. As in LinkedIn which is customisable, more than one products being sold by the same company can also be marketed. This works perfectly for B2B clients who cater to more than
- 38. one product from the same verticals. In fact social media sites themselves are changing at a fast pace to keep up with the marketing trend that is present today. Though LinkedIn was started for professional networking, it has added much functionality recently which makes it an attractive platform for business development. Likewise although Facebook is considered as a medium for personal space, it is changing at a rapid pace to cater to the needs of businesses as well. More companies are trying to market their products through Facebook. Twitter is least preferred social networking website used for business development. The main reason for this is that Twitter is more demanding in terms of frequent tweets and more time should be spent on it to respond to customer queries. However, Twitter is also changing to cater to business development needs. Marketing Week (2012) reports that Twitter now provides various tools for gauging the impact of promoted tweets. Now brands who want to advertise on Twitter can customise their advertisements on the basis of what is working for them. Thus all popular sites are into marketing and it can be seen as a good sign of opening the horizons for a new way of marketing which cheaper, greener and more effective.
- 39. RECOMMENDATIONS From this report it can be concluded that social media presence is inevitable in the coming years. Not only that social media is useful as a marketing tool, it has become the order of the day to be present in social media. Therefore this report recommends all kind of businesses- small scale, large scale, business to business clients, business to consumer clients, manufacturing industries and so on to be actively present in the social media. An important fact to be kept in mind in this context is that most social networking sites have a cyclic growth. It starts from minimum, attains a maximum and goes down to a minimum again. Thus, this is the perfect time to invest time and resource in popular social media sites such as Facebook, Twitter and LinkedIn. Owing to the relatively small amount of investment, it is not a high risk investment as the usage of social media will come to a minimum only gradually. In comparison with traditional advertisements, social media marketing caters to a more focussed group of people and thus can yield better results. This does not mean that companies should stop using traditional media and start using online and social media alone for advertisements. This may result in disastrous results. An important thing to be kept in mind is that when we say one in every seven people are on Facebook, there can be millions of duplicate accounts and almost half of the total number of accounts is not being accessed every day. This limits the chances of meeting new prospects and thereby causes a hindrance for generating new business leads. Also still the remaining people of the world are relying on traditional media which means that we can’t ignore them. Therefore the best solution is to combine both traditional and social media for marketing (Wakolbinger, 2009). This will bridge the gap between those people who are active on
- 40. social media sites and those who are still relying on traditional media. Companies must be careful in selecting particular adverts for particular media. A company which sells clothes may have to rely on social media for advertising their clothes for people of the age group 15-50 whereas they still have to depend upon traditional advertisements like TV, radio and print media for the rest of the age group population. Thus effective combination of social media adverts and traditional adverts will result in better results. The online presence of firms must be frequently updated and it must be linked with each other and with the company website. It must be maintained well and only relevant posts must be updated. Small businesses should embrace this wonderful technology and reap the benefits of being on the social media for marketing.
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