A Study on the Impact of Social Media Marketing Trends on Digital Marketing

Abstract

Developing ubiquity of web-based media constrained the advertisers to consider this media
alongside customary useful zones of showcasing. Online media depends principally on the
web or mobile phone-based applications and apparatuses to share data among individuals.
The quantity of online media clients is more than the number of inhabitants in a portion of the
nation’s today. The effect of online media on advertising can be decided by looking at
promoting before web-based media and showcasing after the presentation of web-based
media and the kind of advances utilized in web-based media.

Keywords: Marketing before social media, the evolution of social media, social media
today, and web technology, the impact of social media on marketing, concerns, and
criticism of social media.

Introduction:

Social media promoting is that the use of social media platforms and websites to market a
product or service. though the terms e-marketing and digital promoting area unit still
dominant in domain, social media promoting is turning into additional standard for each
practitioners and researchers. Most social media platforms have built- in knowledge analytics
tools, that modify firms to trace the progress, success, and engagement of ad campaigns.
firms address a spread of stakeholders through social media promoting, together with current
and potential customers, current and potential staff, journalists, bloggers, and also the general
public. On a strategic level, social media promoting includes the management of a promoting
campaign, governance, setting the scope (e.g., additional active or passive use) and also the
institution of a firm’s desired social media “culture” and “tone.”. once victimisation social
media promoting, companies will enable customers and web users to post user-generated
content (e.g., on-line comments, product reviews, etc.), conjointly referred to as “earned
media,” instead of use marketer-prepared advertising copy.

The Objective of the Study

• To study Social Media Marketing

• To study Digital Marketing

• To study Digital Marketing Trends

Methodology:

Research Type: Descriptive Type

Data Collection: Primary and Secondary data Collected through questionnaire (Google
Form), leading Journals, reviews, chapter Books.

Literature Review:

Chung and European country (2010) researched with objectives to seek out out, what
gratifications ar underlying the usage of social media, the attitudes towards social media
selling messages, and also the effectiveness of messages concerning on-line looking worth.
the bottom was taken on the Uses and Gratification theory (Katz, Bluner & Gurevitch, 1974
and as increased by Ruggiero, 2000), to research client gratification in social media usage.
on-line looking worth was examined in an exceedingly relationship with social media selling
messages. For social media gratifications, diversion, data, and interaction were taken as
exogenous variables. angle towards social media selling messages and on-line looking values
were the endogenous variables.
Minton, Lee, Orth, Kim, and Kahle (2012) did this terribly fascinating analysis on property
promoting and social media, involving cross-culture populations (subjects) to research the
motives for property behaviors. South Koreans area unit representing collectivist culture and
USA, FRG being additional of individualistic culture, were studied supported their usage of
Face book and Twitter concerning motives for property behaviors. victimization Kalman’s
(1958) useful motives as a basic theoretical foundation, on-line survey technique was
accustomed cowl the topics happiness to totally different cultures. The abstract model for this
study tried to research however useful motives (responsibility, involvement, and
internalization) influence the property behaviors like employment behaviors, organic food
purchase, inexperienced transport use, anti-materialistic views, and charity.
Vinerean, Cetina, Dumitrescu, Associate in Nursingd Tichindelean (2013) did this
exploratory analysis supported primary knowledge mistreatment university students in
Balkan nation to explore a way to have interaction with differing kinds of an audience on
social media selling platforms (based on their on-line activity aspects), to maximize the result
of on-line selling strategy. A linear model was examined to seek out however totally different
predictors associated with on-line users and social networking sites, have a positive impact on
audiences’ perceptions of on-line advert.
Digital Marketing Platforms:
Social Media Networks:
Social networking websites enable people, businesses and alternative organizations to act
with each other and build relationships and communities on-line. once firms be part of these
social channels, shoppers will act with them directly. That interaction is often additional
personal to users than ancient ways of outward promoting and advertising. Social networking
sites act as word of mouth or additional exactly, e-word of mouth. The Internet’s ability to
succeed in billions across the world has given an internet word of mouth a robust voice and
much reach. the power to quickly amendment shopping for patterns and merchandise or
service acquisition and activity to a growing range of shoppers is outlined as an influence
network. Social networking sites and blogs enable followers to “retreat” or “repost”
comments created by others a couple of products being promoted, that happens quite ofttimes
on some social media sites. By continuation the message, the user’s connections will see the
message, thus reaching additional individuals. as a result of the knowledge regarding the
merchandise is being place out there and is obtaining perennial, additional traffic is delivered
to the product/company.

Social networking websites area unit supported building virtual communities that enable
shoppers to precise their wants, needs and values, online. Social media promoting then
connects these shoppers and audiences to businesses that share constant wants, wants, and
values. Through social networking sites, firms will detain bit with individual followers. This
personal interaction will instill a sense of loyalty into followers and potential customers.
Also, by selecting whom to follow on these sites, merchandise will reach a really slim
audience. Social networking sites conjointly embody abundant data regarding what
merchandise and services prospective shoppers may be fascinated by. Through the
employment of latest linguistics analysis technologies, marketers will sight shopping for
signals, like content shared by individuals and queries denote on-line. AN understanding of
shopping for signals will facilitate sales individuals target relevant prospects, and marketers
run micro-targeted campaigns.

In 2014, over 80% of business executives identified social media as an integral part of their
business. Business retailers have seen 133% increases in their revenues from social media
marketing.[ CITATION Bow14 \l 16393 ]
Mobile Phones:
More than 3 billion folks within the world square measure active on the web. Over the years,
the web has frequently gained a lot of and a lot of users, jumping from 738 million in 2000 all
the thanks to three.2 billion in a pair of015. Roughly eighty-one of the present population
within the u. s. has some style of social media profile that they interact with oft. mobile usage
is useful for social media promoting as a result of mobile phones have social networking
capabilities, permitting people immediate internet browsing and access to social networking
sites. Mobile phones have adult at a fast rate, basically sterilization the path-to-purchase
method by permitting customers to simply acquire evaluation and merchandise data in real
time and permitting firms to perpetually inform and update their followers. several firms
square measure currently golf shot QR (Quick Response) codes beside merchandise for
people to access the corporate web site or on-line services with their good phones. Retailers
use QR codes to facilitate shopper interaction with completes by linking the code to brand
websites, promotions, product data, or the other mobile-enabled content. Also, period bidding
use within the mobile advertising business is high and rising as a result of its worth for on-
the-go internet browsing. In 2012, Nexage, a supplier of period bidding in mobile advertising,
reportable a thirty seventh increase in revenue monthly. Adfonic, another mobile advertising
publication platform, reportable a rise of twenty-two billion ad requests that very same year.
Mobile devices became progressively standard, where 5.7 billion folks square measure
exploitation them worldwide, and this has compete a job within the means customers act with
media and has several more implications for TV ratings, advertising, mobile commerce and a
lot of. Mobile media consumption like mobile audio streaming or mobile video square
measure on the increase – within the u. s., quite one hundred million users square measure
projected to access on-line video content via mobile device. Mobile video revenue consists of
pay-per-view downloads, advertising, and subscriptions. As of 2013, worldwide mobile net
user penetration was seventy-three.4%. In 2017, figures recommend that quite ninetieth of net
users can access on-line content through their phones.

Impact of Social Media Marketing Trends on Digital Marketing

The growth of social media promoting platforms has become a serious a part of building
social signals that area unit vital in any SEO digital promoting campaign. maybe you're
unaware that the emergence of various social media channels offers net marketers such as
you a wider promoting opportunity in building whole visibility over the online. however,
your web site ranks on the program will build an enormous impact concerning your client and
lead acquisition and conversion rate for your website. Social media promoting integrated with
program improvement ways is effective in building Associate in Nursing organic for web site
traffic. There are a unit totally different social media promoting trends can which will {that
may} have an effect on the method digital marketers will undertake their program
improvement campaign to spice up their lead generation method and web site conversion
rates this year.
From the insights of digital promoting specialists, here are a unit a number of the social
media promoting trends which will impact the expansion and success of your digital
promoting and program improvement campaigns. area unit you able to embrace these trends
into desegregation them to your net promoting structures.

Investing in social media marketing - A need than a want

Online marketers currently read the worth of social media promoting for his or her business
from a distinct perspective. there's a big explosion within the range of shoppers United
Nations agency area unit victimization socials as a way of finding product and services that
they have. in keeping with prestigious social shopper statistics:
• Social networking is employed by regarding seventy-six of companies to realize their
promoting objectives.
• Business retailers expertise regarding 133% increase in revenues when promoting their
business
in the mobile market that promotes social media promoting price for his or her business.
• 40% of web shoppers from the North American country use the Smartphone for in-store
searching.
• About seventy-one of the shoppers respond in keeping with the feedback and
recommendation of
social users concerning a specific whole.
• Consumer reviews area unit regarded by shoppers as trustworthy than the promoting
promotion returning directly from the whole web site.
• Most fortunate wholes have a social media page to widen their promoting coverage of
creating their brand additional accessible among social media users.
Among the benefits of using social media channels in promoting a brand include

1. Growing social signals

Social signals will considerably boost your program optimization efforts. The additional folks
within the social media community share, like, suggest and refer your business the additional
the program finds your web site relevant thereby increasing the prospect of your websites to
amass a better position to the program results page.

2. Promote company disapproval and awareness

Social media users will continually suggest to their social media circles important quality of
your complete. this will be an honest promoting boost to your complete image and in growing
the number of individuals changing into additional curious about your complete name and to
become a devotee of your complete.

3. Word of mouth advertising is powerful

Word of mouth advertising tends to possess a better trust rating from the shoppers than the
merchandise descriptions that your company promotes from your web site. Whenever your
web content gains additional likes and shares from the social media community, the broader
your audience reach, and influence becomes to your target customers.

Integrating social media into your digital promoting campaign is therefore crucial to attaining
your promoting goals. From changing into a mere luxurious suggests that of promoting
business on-line, social media promoting becomes a crucial pillar in SEO with the necessity
of desegregation it to digital promoting in an endeavor of creating little to medium businesses
at par and competitive with their competitors.

The social advertising trend becoming indispensable in digital marketing

Digital marketers ar being lured towards social media advertising because of the trend within
the searching behavior of the customers. Social media surveys reveal that a giant share of the
customers pay a mean of thirty-seven minutes every day on fashionable social media
channels like Facebook and Twitter and 100 percent of the net users ar spent on social media
sites. Imagine the potential market gain that social media can give to on-line marketers. In
2013, regarding fifty-three of digital marketers were already positioning their complete
within the social media market and by 2014 social advertising investment can still grow. If
your business isn't taking this selling step to grow your market coverage by currently, your
competitors are most likely taking advanced steps with a stronger and enormous market
chance to fiddle.
To leverage social advertising to your business advantage, it's essential to implement the
following:
• Define measurable goals for your business
• Integrate social advertising into your computer programmer improvement strategy to
optimize your marketing efforts and results.
• Identify your target client behavior, needs, and activities by mistreatment SEO analytics.
this can facilitate live the potential effectiveness on the sort of social promotional material
approach to mistreatment once partaking your target market.
• Optimize the landing pages of your web site by combining SEO and social media selling
methods. Do not underestimate the influence of social media buttons in creating your landing
pages additional partaking to your web site guests.

Image-Centric content for social media promoting

Social media users have become additional engaged in sharing pictures and feeling them. For
a web merchandiser, this is often an honest chance to grow the social signals that may
provide their whole a much better search rank. Image content is terribly attractive among the
social media users that provide an honest on-line exposure of a whole. The image-centric
content has become one in every of the social media promoting trends embraced by Atlanta’s
social media promoting firms that ar likewise integrated to their computer programmer
improvement campaigns below the principle that mages ar best-known to spice up a brand’s
exposure to the computer programmer users.

Social integration to email promoting

Email promoting is viewed by digital marketers joined of the pillars for winning lead
conversion. The widespread use of email promoting remains to be prevailing despite the
newest trend in digital promoting and marketers ar taking the initiative of desegregation
social media promoting to any strengthen their business lead conversions. By exploitation
social media, your leads can realize it easier to create a shopping for call if they see your
whole inside their friends’ social feeds. Social media marketers sometimes use the method of
change their email promoting content in their social media standing updates that effective in
promoting whole promoting updates.
Analysis:
The questionnaire was created to collect the primary data to find the first-hand information
on how the respondents value the importance of social media advertisements and was is the
impact of social media on digital marketing. Questions about the social media platform
preferred, duration of time spent on social media will help us in getting the information
regarding the behavior of online users. We floated the questionnaire through E-mail and
WhatsApp, we make sure that duplication of respondents does not happen. We were able to
collect in total of 106 responses. The following will present and discuss the result from the
questionnaire.

Data collected from questionnaire

Questions on Demographic factors: The purpose of these questions will be to find out the
respondent’s gender, Occupation, and age.
Gender

SEX FREQUENCY PERCENTAGE

Male 43 46.2%
Female 55 51.9%
Prefer Not To Say 2 1.9%
Total 106 100.0%

Interpretation: From the above table, It is clearly inferred that mostly respondents are male as
compared to female. According to the table 51.9% respondents are male, 46.2% are female
and rest do not prefer to say.
Age
It is included in the questionnaire to find out, is there any significant relationship that might
impact on the factors of digital marketing keeping in mind the different age groups. The
following table shows the distribution of age groups of the sample size:
 Age Frequency Percentage
Below 15
2 1%
15-25 72 68%
25-30 26 25%
Above 30 6 17%
Total 106 100%

Interpretation: From the above table we can clearly see that mostly respondents are between
the age group of 15-25 as social media is mostly used by the youth. According to the data, the
percentage of below 15 is 1% and maximum is of 15-25 age group that is 68%.
Occupation:
This demographic factor will help us know that to which segment of the society sample size
belongs to and which segment is using social media more frequently. The following table will
the distribution of occupation

Occupation Frequency PERCENTAGE

Student 82 77%
Government Service 4 4%
Private Service 14 13%
 Home-Maker 4 4%
Businessman 2 2%

Interpretation: From the table, it is inferred that 77% respondents are students and 2% are
businessman and 13% are Private sector employees.

Social Media Platforms FREQUENCY PERCENTAGE

Frequently 75 70%
Sometimes 19 18%
Rarely 7 7%
Never 5 5%

Interpretation: According to the table, Social media platforms are frequently used by the
respondents almost 70% of the people are using social media frequently and 7% are using it
rarely.

Type of Content Frequency PERCENTAGE

Instagram 64 60%
You-tube 22 21%
Facebook 12 11%
Twitter 2 2%
Others 6 6%
Interpretation: Instagram is mostly preferred by the respondents due to its popularity and
trending among youths. Instagram is preferred by 60% of the respondents and Facebook is
preferred by 11% of respondents.

Kind Of Product Frequency PERCENTAGE

Lifestyle 38 36%
Health and Fitness 18 17%
Clothing 12 11%
Home Décor 3 3%
Others 35 33%

Interpretation: According to the data, lifestyle products are mostly seen on social media
platforms by the respondents. According to the table, health and fitness is seen by 17% of the
respondents, clothing products are seen 11% and 33% search for other products.

Prefer to see Frequency PERCENTAGE

Videos 54 60%
Pictures 38 35.8%
Articles 14 13.2%
Blogs 0 0%
Interpretation: According to data, it is inferred that 60% of the respondents prefer to watch
videos as compared to pictures, articles, and blogs while 35.8% would like to prefer pictures.
Most Active on Social Media Platforms:
 When people are most active on social media platforms is one factor which define that when
the respondents are most active which can be used by digital marketing agencies that when
they should post ads on social media platforms.. The following table shows most active time
of respondents:

Active Social Media Frequency PERCENTAGE

11-3 p.m 8 7.64%
3-6 p.m 25 23.5%
6-9 p.m 13 12.26%
Post 9 p.m 60 56.6%

Interpretation: From the above table, it is inferred that mostly people are active on social
media platforms post 9 Pm. The companies using social media platform for their promotion
can use this information for posting advertisements at the time when they can reach to wider
audience.

Buying Online Frequency PERCENTAGE

Electronics 29 27.4%
Clothing 56 52.8%
Home Décor 3 3%
Consumer Durables 11 11%
Groceries 7 6.6%
Interpretation: According to the data, it is inferred that mostly clothes are purchased by
respondents with majority of 52.8% while 27.4% respondents prefer to purchase electronics.
Reason to choose social media
Now here comes the major part that what lead customers to purchase product ss online why
not continuing traditional way of shopping, what factors lead them to change their shopping
behaviour. The following table will show it:

Look For Product Online Frequency PERCENTAGE

Price/Offers 63 59.4%
Quality 47 44.3%
Variety/Options 51 48.1%
Door Step Delivery 52 49.1%
Busy Lifestyles 16 15.1%
Easy Return Policy 36 34%

Interpretation: From the above table, it is inferred that 59.8% of the buy product online due to
price and offers and doorstep delivery was also second most preferred option which make
customers use online platforms for purchasing online.
 Social Media Ads Frequency PERCENTAGE
Yes 72 67.9%
No 13 12.3%
Maybe 21 19.8%

Interpretation: According to the data, 67.9%of the respondents see similar ads of products
which they have been looking on their Facebook, Instagram, snapchat and website and
12.3% of respondents didn’t see similar ads of the product which they are looking on website
or app.

Social Media Ads Frequency PERCENTAGE

Yes 40 37.7%
No 21 19.8%
Maybe 45 42.5%

Interpretation: According to the table,42.5% of the responents, may or may not checkout the
same product when they see ads of the similar product which they are planning to buy and
37.7% of the respondents are likely to visit ads of the same product which they are planning
to buy.
Brand Awareness Frequency PERCENTAGE
1 15 14.2%
2 17 16%
3 27 25.5%
4 28 26.4%
5 19 17.9%
Interpretation: According to the data, 14.2% of the respondents highly agree that social media
helps in creating brand awareness while 17.9% highly disagree.

Brand Awareness Frequency PERCENTAGE

influence Shopping
Rarely 26 24.5%
Neutral 29 27.5%
Frequently 18 17%
Sometimes 33 31.1%

Interpretation: According to the table, 31.1% of the respondents are sometimes influenced
due to the brand awareness, 17% are frequently are influenced by brand awareness and
affects their decision making.
 Promoting Product and Frequency PERCENTAGE
Services
Yes 102 96.2%
No 4 3.8%

Interpretation: According to the table, 96.2% of the respondents think that social media
marketing is helpful for companies in promoting their product and services.

Findings:
 According to the data, the age group of 15 - 25 peoples mostly active on social media
and most social media used by the youth.
 According to the data, mostly social media preferred by the student which is 77% then
the 2nd most preferred by the private service peoples.
 In the analysis of the data, On social media, Instagram is mostly preferred by the
people and the 2nd most preferred by YouTube.
 In the analysis of the data, On social media, Instagram is mostly preferred by the
people which is almost 60% and the 2nd most preferred by YouTube which is21%.
 According to the data, lifestyle products is mostly seen on social media after other
things for using social media platforms by peoples.
 According to the data, generally online is preferred for buying clothing product which
is 52.8% and then the 2nd most used online is buying electronics products.
 According to the data, 59.4% of people are using to buy the product online due to the
price and offers of the products then the 2nd most preferred by the users is doorstep
 delivery which is 49.1%.
 According to the data, 14.2% of the users highly agree that social media helps in
creating brand awareness while 17.9% of users highly disagree.
 According to the data, 31.1% of the users are sometimes influenced due to brand
awareness and 17% of users are frequently influenced by brand awareness affects
their decision making of buying in online products.
 In the modern market, digital marketing has a greater future, which strengthens the
organization and contributes to benefit.
 Most clients are happy with purchasing goods online.
 As consumers, they favor online shopping as a secure method and recommend it to all
other customers.
 Most of the participants are female.

Conclusion:
Platforms for social media have been reliably cost effective. The social media world has
given an unprecedented revolution in this modern age to foster the growth of communication.
Has social media It was an important tool for business advertisement and marketing growth.
In selecting the right medium for there is no other ideal medium to hit the mass of internet
users to serve the purpose of business promotion. As well as the social media itself. Facebook
, for instance, has over 1.2 billion active users. With the uploading of Multiple articles,
banners, photos, videos and textual information about advertising for goods or services,
Businesses have been able to draw a significant number of stakeholders seeking similar
services. Social media has been very relevant as it has reached the entire planet. Over 90% of
the advertisers They report that they are or will use social business for business, although
more than 60 percent of them state that they have acquired new businesses. Over social
networks, clients. The findings indicate that a lot of business professionals and marketers can
earn the use of social networks rewards, which is why adoption of these has become part of
business practices.
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