Chief Editors: Mr. Irshadullah Asim Mohammed, Dr. Yogesh Mohan Gosavi, and Prof. (Dr.) Vineeta Kaur Saluja
Associate Editor: Mrs. Sruthi S
Co-Editors: Dr. S. Rajeswari, Dr. Nikhil Saini, and Ms. Atreyee Banerjee
ISBN: 978-81-985805-1-1
Chapter: 15
DOI: https://doi.org/10.59646/mrnc15/321
Author: Dr. Chintamani Avinash Ramesh
Abstract
Businesses today rely on social media to connect with their customers. India has over 600 million internet users, making platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube essential for marketing. Social media helps businesses reach a large audience quickly and cost-effectively. Companies use these platforms to promote products, interact with customers, and increase sales. Both small startups and large corporations benefit from social media marketing. One of the biggest advantages of social media marketing is targeted advertising. Businesses can reach specific customer groups based on their interests, age, and location. Influencer marketing is also popular, where companies collaborate with social media influencers to promote their products. Another benefit is real-time customer engagement—brands can interact directly with their customers, answer queries, and receive instant feedback. This helps improve brand trust and customer satisfaction. However, social media marketing also comes with challenges. With so many businesses competing online, it can be difficult to stand out. Companies need to create high-quality content regularly to keep their audience engaged. Privacy concerns are another issue, as customers are becoming more aware of how their data is used. Businesses that use it effectively can build a strong brand presence, increase customer loyalty, and boost sales. The future of marketing in India will continue to evolve with social media, offering new and innovative ways for businesses to grow. By understanding the advantages and addressing the challenges, companies can maximize their success through digital marketing strategies. (Kapoor et al., 2018; Chaffey, 2022).
References
- Chaffey, D. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson Education.
- Kapoor, K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present, and future. Information Systems Frontiers, 20(3), 531-558.
- Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT Sloan Management Review, 54(1), 55.
- Statista. (2023). Number of social network users in India from 2015 to 2023. Retrieved from https://www.statista.com