IMPACT OF SOCIAL MEDIA ON DIGITAL MARKETING

Abstract

 Digital marketing is only gaining popularity over conventional marketing very quickly because of improved speed, cost savings, efficiency and greater consumer focus. Consumers and companies are gradually turning their focus to digital marketing media such as the Internet, search engine optimization, and wireless devices from conventional marketing media such as television & print publications and radio. Current problems such as methods of attracting consumers using e-newsletters and pay-per-click ads, developing an efficient website to generate benefits of online performance and others that increase consumer conversion rates, writing higher-click-through-rate online advertising are the need for the hour. This paper's main area of research is the new IT-enabled social media marketing tools, software and innovations that allow companies to expand through digital marketing and how they help marketing managers and executives to increase their organizations’ business base.