General Overview of research area

This research proposal suggests an exploratory approach in collectively analyzing Impact of

Social media on Modern Marketing. We live in the age where things change too quickly.
There are apps which were trending yesterday gets banned the next day. There is no doubt
that social media has revolutionized the way we think, the way we pass time. Social media
has evolved from a digital storytelling platform that brings people together to a critical
marketing tool.
Consumer behavior has changed as social media has progressed. On a daily level, social
media affects and influences our lives. Most of us cannot imagine our life without it as we
would feel isolated from the rest of the world. It is not surprising to know that brands are
surely taking full advantage of it.
The foundation of social media is community. It flourishes when people connect with the
companies they care about. It has grown in popularity as a source of knowledge. People listen
to what consumers say on social media. As a result, it's critical that your company represents
itself properly, especially when communicating with its target audience. Social media is an
effective tool for increasing brand awareness.
Rapid technological progress has brought the force of digital technology to bear on today's
organizations, bringing new difficulties and challenging firms of all sizes in every industry.
Before researching on impact of social media on modern marketing, it is important for us to
understand what modern marketing is and how does it differ from traditional marketing. The
primary purpose of conventional marketing was to sell a product, make a profit, and reduce
manufacturing costs. This is the attitude of conventional capitalistic principles, particularly in
the 1980s, when the capacity to mass-produce was the deciding element in which company
would succeed. While consumer requirements are prioritised in modern marketing, and
corporate activities revolve around them.
Modern marketing is much more about knowing and targeting our customer base. Earlier,
marketing was done through mass communication medium like television, hoarding, radio
etc. This was helpful in creating brand awareness but failed to trigger the consumer to
purchase when they actually required it as it may happen consumer may not be able to recall
that hoarding, he had seen. Target audience is one of the huge differentiating factor in
modern marketing where the audience who caters to our brand is known and then the
marketing tactic is framed in such a way that it reaches to right audience at right time. For
example, when a person is looking to sell his old car he gets to know about the exclusive
exchange offer of an automobile company.
Some key strategies of modern marketing includes –
 Email marketing
 Internet ads
 E-commerce websites
 Social media
The contemporary customer's sophisticated expectations don't end with a consistent brand
experience. That experience needs to be customised to them as well. Individually, not as a
broad demographic group. You must build a deep understanding of your consumer to reach
that level of personalization and modern marketing techniques helps with it.

Key Research Problem

The Key Research Problem here is to find out the data on up to how much extent has social
media impacted modern marketing done by the companies. This can help the new businesses
or even existing businesses learn about the importance of social media while framing their
marketing strategy as a whole.