Chapter 6

Conclusion & Suggestions

6.1 Conclusion

Changes in communication technologies, creativity and dynamics in various modes of

communication, and the desire to access knowledge immediately have spawned new
communication methods, one of which is social media. The most widely used means of
social networking is social media. It is used for social networking, such as messaging
friends and family members. In the twenty-first century, the majority of young people
use social networking sites in their daily lives. It is the fusion of media and social
networking, facilitated by a series of online resources that facilitate interaction and
enable information to be exchanged with users. Most teenagers nowadays use social
networking sites to find their friends online, chat with them, share information with
them, upload videos, and post images and comments, among other things. People use
social media to share their shared values and objectives. The value of social media is
growing by the day, and has an impact on internet marketing It has become a common
marketing tool for promoting two-way communication between businesses and
customers. A good way to think about social media is that it's all about people. That is,
exchanging thoughts, cooperating, and collaborating to create art, find friends,
exchange news feeds, and conduct business.

The word "social media" refers to the technologies and practises that people use to share
their ideas, knowledge, opinions, and online perspectives. It may take several different
forms, including text, audio, video, graphics, and other types of content. In today's
competitive environment, FMCG online brands are battling it out to sell their goods
online and make an impression on customers. Social networking sites aid in the creation
of brand interest as well as the development of customer trust, resulting in effective
brand building. For selling their goods in online consumer markets, online businesses
use social blogs and networking sites such as Facebook, LinkedIn, Twitter, and
YouTube. By growing its popularity day by day, it attracted more than five million
visitors a day. As a result, the importance and presence of these sites is beneficial to
ecommerce businesses in terms of marketing. With the introduction of the internet, the

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use of web-based technologies has increased through a series of social networking
platforms that provide a forum for companies to gain visibility for their products in the
online market with the goal of increasing profit and expanding business while
maintaining customer loyalty.

Aside from that, online businesses can communicate directly with their target
audiences, especially internet users, in order to better understand their desires for goods,
improve customer service, and so on. This aids in the creation of strategies for
marketing goods on social media. This gives them a good forum to get fast reviews
from their customers. Online shopping sites allow for one-on-one contact. Customer
loyalty is increased by positive word of mouth about goods and services. Customer
retention is aided by a strong customer base, which helps the company raise brand
recognition, boost revenue, and expand market share. As a result, if correctly planned
and implemented, social media may be a cost-effective means of online marketing.

Customers are becoming more involved and relaxed with online shopping these days,
which can be due to a variety of factors including busy modern lives, longer working
hours, the opportunity to browse items from the comfort of one's own home, and a
broader range of choices available, among others. For a variety of purposes, like
shopping for apparels, accessories, leather belts, handbags, and jewellery, social and
online business networking sites assist businesses in conducting business networking
and researching high-quality and diverse goods and services for their customers through
social media.

Many customers were naturally drawn in by the commitments made by online

companies at large-scale media outlets, such as sharing their deals, content, and
welcoming consumer feedback about brands and goods, which helped them target a
good customer base. As part of their social media marketing efforts, most online
businesses have begun to use social media and have responded actively by the
involvement in dedicated fan pages, newsfeeds, and welcoming input and suggestions,
among other things.

E-commerce has been used in sectors that use online networks such as social media
networking sites to conduct end-to-end business transactions. The effect of social media
campaigns on online marketing is greater. Simply put, e-commerce is the process of
establishing, maintaining, and expanding a business relationship over the internet. The

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penetration of social media marketing has an influence on the e-commerce industry,
which builds confidence in the minds of online shoppers by meeting demands such as
delivery time, quality of products, packaging, precise directions, fair prices, and after-
sales services. The open knowledge has been greatly influenced by digital media
technology.

Changes in information accessibility, market transformations such as increasing the

interactivity of information targeted to customers among suppliers and customers.
Several studies have been conducted on such media to better understand the application
of social media technology, as well as the impact of social media technology in online
transactions. Currently, no research has been done on the effect of social media ads on
online purchases.

6.2: Suggestions

Marketers will benefit from the deployment or practises of technologies such as ERP
for E-CRM, people soft, big data analytics, and so on to analyse and interpret consumer
behaviour. This will help frame consumer retention strategies for surviving in this
dynamic environment by recognising pre-sale and post-sale purchasing activity.
E-marketers may use social media tools to create customised campaigns and use
resources to reach customers with specific needs. For example, give free gifts or
coupons to senior citizens on October 1st (International Senior Citizen Day) or free
bouquets and chocolates on Mother's Day/Day Women's in exchange for the purchase
of a special category of items on Mother's Day/Day. Women's Marketers may use this
benefit of social media marketing to have the highest return on investment as well as a
successful customer retention strategy.
E-marketers can analyse consumer purchasing behaviour by implementing "Big Data
Analytics." For example, a customer's visibility of a product is defined as the number
of times the customer sees the product, the number of times the customer opens the
images, and the number of times the customer purchases the product. This will assist
advertisers in analysing consumer behaviour prior to and after purchase. For example,
if a customer views a product picture more than five times in a day, an instant message
will be sent to that customer informing them of a “Free/More discount” offer.
Outsource agencies can help online businesses with distribution and delivery of
products to customers. According to the "Contract," these organisations provide better

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and faster service to online company customers. This would reduce issues such as late
product delivery to consumers, “return of goods” due to damage in transit, inadequate
packaging, and so on.
When customers are unable to accept delivery of goods at their residence, the products
are either returned or distributed to neighbours in consultation with the customers. This
dilemma could be solved if online merchants offered “Delivery time alternatives” for
shipping products to customers; this would be beneficial for nuclear families and would
be compatible with “Cash on Delivery” payment options.
Social media marketing isn't the only way to get your name out there. Marketers may
combine this marketing strategy with other promotional techniques to achieve a better
outcome.
Android and iPhone now play a significant role in the lives of people aged 25 to 40.
Online shopping offers more options. Companies should develop mobile applications
that consumers can download to their smartphones for simple and fast shopping.

By using product merchandising, cross selling, and up selling tactics, online marketers
can use the ‘Personalization and Customization' approach to create loyal customers.
On shopping pages, FAQs, or "Frequently Asked Questions," can be useful in dispelling
new customers' concerns and fostering trust and confidence.
Customer contact management software can help you provide better customer service
by allowing you to connect with customers through digital means.
On social networking sites, e-marketers will also create ‘Community Building,' which
includes messaging, discussion boards, reviews, and contact with like-minded
consumers. This will aid in the development of customer relationships as well as the
retention of loyal customers.
Consumers should be informed about the procedures and policies of online shopping,
and e-marketers should take appropriate measures to educate them, so that online
shopping becomes widespread in India in the future.
By assisting e-marketers, the government will play an important role in promoting
online shopping in India.

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6.3: Future Scope:-
According to studies, social media marketing benefits both customers and businesses
when making online transactions. Companies successfully used social media as a
promotion tool to engage with current and prospective consumers by knowing their
purchasing behaviour and patterns and promoting their deals. In the future, social
media's leading position would be reliable and trustworthy. Especially Facebook, which
is used for online product and service marketing.
1. Since the research centred on the impact of social media marketing on online
transactions in the FMCG sector, there are an infinite number of variables that could be
investigated further in the field of social media marketing.
2. In addition, the impact of social media on FMCG goods in terms of marketing
strategy, marketing climate, and marketing success can be researched.
3. In FMCG, research can be done in a variety of industries and online product
categories.
4. A similar research could be performed in various Indian states and towns, or a
comparative study could be conducted in the future.
5. Understanding the particular demographic profile or target group purchasing
behaviour of customers in the pre-purchase and post-purchase categories may be
protected in the future..

6.4: Limitation of Research Work:-

Companies not only used social media to communicate with current clients, but also to
reach out to potential customers with promotional deals tailored to the right
demographic. Nowadays, social media plays a dominant position that is efficient and
trustworthy, with a focus on the e-commerce industry. The research is confined to the
city of Indore.
The other Sates would be also considered for research because it revealed that online
marketing is well penetrated in these cities. The product category in research is limited
to FMCG Sector.
The study would be conducted in rural population also as they use Android cells and
make a comparison between rural and urban population.

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