Every company wants to have less expenses in order to gain more profits. Consequently, social media is an excellent platform for marketing strategy. It is able to communicate the messages to mass people at a lower cost in the shortest possible time, just a click of a button. For instance, it costs much cheaper than traditional advertising and promotional activities. Social media can represent the product in the same way of television, newspaper and radio do.
The aim of this study is to focus on the latter mean of building brand loyalty, social media marketing i.e defined as the process that empowers individuals to promote their websites, products, or services through online social channels and tap into a much larger community that may not have been available via traditional channels. The main purpose of the marketers in today’s era is to build and maintain the brand loyalty of the customers. Social media is the evident source of marketing and promoting different products and services and is being used by the many businesses to tap into a new competitive environment of changing technologies. Businesses tend to gain evident popularity by targeting customers who are brand loyal to specific brands
These platforms help business people find new clients. In 2015, the usage of social media for advertisement increased by 25 percent. It is estimated that over 33.5 billion US dollars were used for social media advertisement, which is an indication that organizations have realized the importance of social media (Safko, 2010, p.25). The effectiveness of social media in product advertisement is attributed to the associated reliable conversation tracking, the increased number of internet users especially through mobile phones and the advanced targeting and sharing options offered by the various platforms (Safko, 2010, p.25). The advanced sharing and targeting offered by the social media are effective because these platforms capture their audience in a wide variety of ways (Tobias, 2011, p.32).
THE ROLE OF SOCIAL MEDIA IN MARKETING: Social media is rapidly becoming an established aspect of campaigns, brand awareness, and communication between companies. It has a major role as a marketing tool used for letting customers know about company’s products, company’s identity, and brand identity. Social media have a vital task in marketing. • Social media brings businesses close up close and personal with their target market. It is part of this that makes marketing on Facebook, Twitter, Instagram and LinkedIn interesting.
Google Self-serve model (Adwords) Google’s self-serve digital platform is implemented by the AdWords platform. Through AdWords, advertisers can themselves upload their advertisements online without the need of any account manager or sales representative. AdWords makes it possible to upload either of 3 different ad formats, namely search ads, display ads and video ads (in its YouTube platform). Google AdWords also provides another service named AdSense, which provides Google the opportunity to be able to publish ads even on 3rd party websites. Publishers can include the AdSense code into their website and Google will have the right to post the ads on those sites in return for a part of the revenue from advertisements.
Facebook 's massive ad and campaign targeting options are what came to play here, as the brand not only targeted men and women in the 27 to 45 years age group, but also targeted its preferred audience via behavioral targeting options on Facebook (to find the habits and disposable income levels of the necessary clients). This ad campaign reached over 7 million people that fell within the target audience, and it also increased the brand 's favorability potential by 72% [higher than the average global benchmark]. Facebook Lesson to Take Away: Facebook has incredible audience targeting options. As a marketer or advertiser (or even an entrepreneur), if you have a specific target audience in mind, Facebook 's targeting tools are your best option. There are dozens of other examples of Facebook campaigns that were (and are) a roaring success.
In this digital era, social media is no longer optional, it is a necessity. Social media is a powerful tool of advertising as it has a multiplying effect, which is exponential. Advertising on social media is cheaper compared to other media and ultimately to create better return on investment with lower cost. Small
Social media marketing v.s traditional marketing With traditional and media, the interaction is generally one way: the customers have no engagement in the communication process. People receive the message passively because they cannot participate in creating the message or content. With social media, it’s truly participative: the consumers can involve in forming or sharing the content. Through engagement and response, social reputations are created which is the result of collective action. Therefore, the value of brand will expressed through these context.
2005 in reference no ). Engagement on Facebook accounts for the public ways social audience can interact with brand posts or make them show up in their Newsfeeds and those of their Facebook friends.  There are many methods by which people can engage with Brand post’s content, by sharing, liking, commenting or clicking through, is what makes Facebook such a powerful, versatile network for marketers.  To find Engagement of brand page evaluate the effect of the content characteristics, such as content type, media type, day of posting and time of posting, over the level of online engagement on a Facebook brand page. There are many possible ways to measure the engagement Rate first is the number of likes over the content created by the page moderator, second is number of comments, third is number of shares and fourth is interaction