Table of Content

Title : “ Social Media As Marketing Tool ”............................................................2

Abstract...................................................................................................................2
Introduction:............................................................................................................2
Aims........................................................................................................................3
Objectives................................................................................................................3
Literature review.....................................................................................................3
Research methodology............................................................................................5
Limitation & Research Directions:..........................................................................5
Research Schedule /Timetable:...............................................................................5
Ethical Considerations.............................................................................................6
Conclusion...............................................................................................................6
References...............................................................................................................6
Title : “ Social Media As Marketing Tool ”

Abstract

The study in this article focuses on determining which social media advertisements
result in ad clicks and whether or not these ads result in purchases. The reasons for
not making a purchase are explained. After making a purchase, customers who click
on adverts are also examined. The study plan, data, and techniques are all thoroughly
presented. To analyse marketing and purchases on social networking sites, an
exploratory study technique is utilized, which looked at a variety of factors. The
organization  evaluate the available information about the targeted market during
market study, and after analyzing the data, it will be essential to play star marketing
advertising based on the category. Consumer reviews, social media endorsements, and
better pricing, according to the investigation's findings, all contributed to the
promotion.

Introduction:

The main goal of marketing is to make a product or service more desirable to

potential buyers. To be successful and sustain position in market, one must build and
maintain connections with customers. On the other side, adequate information is
essential to anticipate future customer demands before they become aware of them.
World is changing with the rapid development in modern technology. With each
passing day, social media evolves as well. Because of the rising speed of internet
connections and the number of online information sources, social media advertising
has become more profitable, and it has transformed marketing. Since the introduction
of personal computers, and internet the marketing has evolved drastically.
Digital marketing is a method of using social media to connect businesses and
customers while also serving as a personal channel and foreign exchange market for
user-centered networking and social engagement. Buyer and seller communication
techniques have radically transformed as a result of the development of social media.
Thus, companies must learn how to properly use digital platforms as part of their
overall business plan. This has a significant impact on international marketing as the
internet is used for communication and to provide businesses a chance to compete.
Market diversification strategies, as well as organizational factors, have a
considerable impact on the net revenues. Digital marketing has outpaced traditional
marketing and communication methods. A range of social, cultural, religious,
technological, and economic variables impact the digital marketing skills gap.
Advertisements on the internet are becoming more and more common. To stay ahead
of the competition in the post Covid era, marketers had to dive deeper into the
consumer's mind-set and utilize data and technology. Furthermore, giving a
personalized and customized experience has distinguished a brand in the eyes of its
customers. During lockdown most people were working remotely and while sitting
back home the use of social media also increased dramatically and according to one
research, social media participation increased by more than 60% when compared to
pre-covid rates. In this research we will analyze the social media marketing, its
evolution and future trends. There is a research gap of how users interact with online
advertisement. Thus detailed study will be done and limitations will also be evaluated
with recommendations for improvement.

Aims

The aim of the upcoming literature studies is to raise SMEs' understanding of the
benefits and challenges of employing digital marketing by examining and categorising
current features of social media marketing and its implementation. This study, focuses
on the social media user behavioral changes post pandemic and its impact on SMEs.
Another goal of this research is to look into how SMEs may profit from social ads, as
well as the issues and benefits that SMEs face when using the media as a promotional
tool.

Objectives

The objectives of this research are :

 Analyze the viability of digital marketing..
We will assess how digital marketing has altered marketing and can create more
income for companies.
 Examine marketing data in the aftermath of the digital revolution.
Data and statistics from the internet will be gathered and analysed. Comparisons of
marketing before and after social media will be made.
 Examine current advancements critically and look for shortcomings.
The advancement of digital media technologies and marketing techniques will be
assessed. The limitations of employing social media marketing will be investigated.
 Make social media marketing prediction for the future.
Predictions will be made about how social media evolution will affect digital
marketing in the future, as well as what new initiatives may be expected.
 Make recommendations for changes and draw conclusions.
After examining social media marketing on different levels, the influence on
marketing will be determined, along with potential recommendations for future
improvement.

Literature review

With the necessity to sustain and the competitors, businesses are continuously seeking
for the best solutions accessible in the market. Ward Christensen and Randy Suess
created BBS, an application for the United States Department of Defense that allowed
information to be transferred within previously existing networks, in 1978, long
before WWW technology was available. Until social media, we could view a
commercial on TV and learn about a product, but we couldn't voice our opinions or
share information about that thing with others. Thus , we may determine that the word
"social media" refers to an Internet-based platform that allows all users to exchange
and trade personal information. Social media is defined as the ability to share one's
thoughts, photos, materials, and points of view with others. Furthermore, "social
media" refers to how people connect with one another, whereas "media" refers to the
many ways in which we communicate information. It is important that every aspect of
social media be properly understood before a store uses it as a marketing tool. Before
understanding social media, the beginning of the World Wide Web is now able to
utilize the web in a new and collaborative way, in which content is constantly updated
in a shared and coordinated manner by all producers. People's actions with technology
are more important than the technology itself, since instead of simply receiving
information, users are increasingly creating and consuming it, enhancing the value of
the websites that allow them to do so. With the growing popularity of the internet in
the twenty-first century, e-commerce is positioned to play a vital role in opening up
new prospects for both large and small enterprises. As a result, online commerce is
expected to grow in terms of revenue and geographic reach globally. For marketers
trying to engage with their target customers, social media is a cutting-edge tool.
Businesses are still struggling to figure out how to overcome the medium's numerous
advantages and disadvantages. According to  research, innovative marketing methods
for SME's (Small and Medium-sized Enterprises) may only work if they are based on
a well-defined marketing programme that reaches out to both new and current clients.
It also recommends that SME's analyse the 80-20 principle before designing a
Customer Relationship Management strategy. According to studies, the use of
traditional marketing is declining with each passing day due to the increased use of
the internet by young clients for online purchase. Moreover, the investigation reveals
that traditional marketing is still employed by the older client. One of the best options
for a company is to try to blend the two techniques, i.e. merge traditional and digital
marketing, in order to meet the needs of both older and younger consumers. Social
media marketing is one of the most cost-effective ways to promote a product when
compared to other marketing platforms. People are increasingly buying and selling
online as a result of digital marketing and promotion, and e-commerce is growing.
According to study, companies are altering an in-store firm's cost base and income.
Given these constraints, retailers are turning to technology and novel business models
to develop multidimensional techniques that meet the needs of both online and in-
store customers. Prior to the epidemic, electronic meetings were often utilized, and
digital transition was typically simple. As a consequence, small businesses may now
run more efficiently. The Global Recession has long-term economic consequences.
According to a recent survey, 46% of respondents said they were looking for ways to
decrease pandemic spending. To begin with, 37% of respondents stated they had
considered purchasing items online. People who have never used the internet before
may now make purchases using social media platforms. The economy entered the
online retail game with Covid-19. While large companies may outsource their SEO
and social media marketing campaigns, small businesses must develop and build their
own social media marketing strategy. Many small businesses do not have a website,
owing to a lack of resources. So, social media marketing has proved beneficial to
develop digital marketing strategies for small businesses. Retailers have struggled for
years to get client feedback, but owing to social media, they can now do it
effortlessly. When it comes to social media marketing, there has been a limited
research on which strategies work effectively, because of which there is a need for
more investigation. Small businesses must begin to employ unusual marketing
methods in new and intriguing ways in order to attract a larger audience. Another
option for retailers to attract customers is to offer not only products, but a whole
experience that, although centred on the product, adds an entirely new and exciting
aspect to the retail environment.
Research methodology

The goal of our study is to look at social media marketing trends. This research will
investigate how the pandemic has increased people's acceptance and usage of digital
marketing. Social media marketing has certain limitations in terms of how it impacts
customers and what approaches may be used to improve it in the future.
This is a descriptive study project using both qualitative and quantitative data. This is
intended to allow an investigator to just search around in relation to a topic in order to
develop ideas. Secondary data search will be used as a research approach for this
suggested study since it will help acquire insight into how digital marketing may
effect customer impressions. Secondary data and content will be obtained from e-
books that have been published, articles in various journals and periodicals, and other
internet sources. A qualitative content analysis will be carried out, in which
qualitative data will be classified. A qualitative research approach for detecting and
evaluating themes in data is thematic analysis. Discourse analysis will be used to
deconstruct the language on social media and its meaning development. We will do
narrative analysis to determine how story telling on social media affects consumer
attitudes. Grounded theory research will be utilized to build theory about user
behaviour. The interpretative phenomenological analysis (IPA) is a qualitative
research method that will be used to investigate the individualized user experience. To
do quantitative research To characterize the obtained data and deduce the outcomes,
descriptive and inferential statistics will be used in this study.

Managerial Implications of Research:

According to the findings of the research, it is the role of the marketing department in
social media marketing to protect everyone's privacy and prevent delivering incorrect
information to social media attendees. Be upfront with social media users and provide
clear information about your social media marketing ambitions and goals. This study
looks at the existing literature on retailers' use of social media as part of their
marketing strategy. Over the last decade, the majority of social media research has
focused on two main objectives that are characterizing the phenomenon through the
use of new terminology and concepts that serve as key principles, as well as
examining the effects of corporate social media integration on customer behaviour.

Limitation & Research Directions:

Many studies have been performed previously on social media but we lack coherent
data analysis with regard to user interaction with advertisements and behavioral
changes since pandemic. A meta-analysis is still required, despite the fact that this
study theoretically examined the main review of research, given the large amount of
qualitative research that has been conducted in the field of social marketing. More
study is needed to discover how new trends and subjects differ across platforms,
regions, cultures, and contexts in order to better understand how they interact with
one another. Only a minor portion of the current assessment focused on the most
common research approaches. As a result, future study may concentrate a larger
emphasis on examining these methods and identifying approaches that will be most
effective for future empirical investigations.
 Research Schedule /Timetable:

The schedule and timetable presented here are for the completion of the intended
research endeavour.
Duration in
Tasks Start date End date weeks
Introduction 25-May 31-May 1

Literature review 01-Jun 22-Jun 3

Designing research
methodology/tools 23-Jun 14-Jul 3

Data collection 15-Jul 12-Aug 4

Data analysis 13-Aug 03-Sep 3

Results compilations/Report draft 04-Sep 25-Sep 3

Final report and submission 26-Sep 10-Oct 2

Table 1: Research timetable

Ethical Considerations

Secondary data will be gathered from the internet, which is accessible to the general
public. It's critical to recognize who owns the original data in this scenario and cite
the source of information (Thome, 1998). Permission from the university for this
research topic, as well as data collecting, will be granted if authorities sign a written
approval. The research's goals and objectives should not be misleading or exaggerated
in any way. All funding sources, connections, and any conflicts of interest will be
disclosed. Transparency and honesty should be taken care of in all research
discussions.

Conclusion

When a large corporation launches a new product or brand, advertising through both
conventional and non-traditional media is now unanimously recognized as the most
effective technique for reaching a target demographic. To attract a larger number of
customers, small businesses must use digital marketing methods in innovative and
interesting ways. With a significant influence on customer perception and awareness,
search engine optimization, artificial intelligence has fundamentally revolutionized
marketing tactics. In this way, it's tremendously intriguing to consider the influence of
social media evolution on promoting and predicting future objectives.

References