A Summary Of Marketing And How Social Media Has Changed It
Marketing
The American Marketing Association (AMA) defines marketing as a set of activities, entities, and processes that intend to create, disseminate, and exchange goods and services that offer value to society, clients, customers, and partners (AMA, 2017). This means that marketing aims at informing the customers of the goods and services that an organization produces, and convincing the buyer that purchasing these commodities and services will give them value for their money. This is to say that marketing seeks to overcome the competition prevalent in the market and earning the trust of the customers. In the current business environment, marketing is an indispensable activity because different organizations produce similar goods and services, meaning that the one that does an exemplary market will win more customers and continue thriving. In the age of technology, digital marketing has revolutionized how organizations and clients meet, communicate, and make exchanges for goods and money.
Social media is especially impactful in brand promotion and marketing. Markers have embraced social media as an avenue for reaching out to millions of potential buyers who spend time on the Internet for various reasons (Appel et al., 2020). Marketers, therefore, design content that seeks to inform social media users about the availability of certain goods and services. Social media has tremendously changed marketing. Through social media, marketers communicate with potential buyers and implore them to spread online word of mouth (OWOM) in a bid to reach out to even more customers (Appel et al., 2020). The high number of people that visit social media sites daily provides a rich catchment site for customers. Consequently, it is now common to find social media and digital marketing strategies. The social media marketing team should be conversant with the social media environment to create marking content that appeals to the online community. Using metrics such as “shares” and “likes” can help digital marketers learn customer trends and thus customize their activities in line with these metrics (Appel et al., 2020).
