Article | The advantages and disadvantages of social media marketing

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Language and Learning 1
Critically discuss the advantages and disadvantages of social media marketing
Marketing is the course of promoting the products and services offered by different organization
in the international business environment. With the upcoming trends in the environment, most
people spend their major time of the day on social media. Due to which, the businesses have also
emerged the need to effectively use tools of social media to endorse their goods and services in
the environment. This platform provides an attractive market to the company where they can
attract customers and display details about their brand in an innovative way. Further, the below
mentioned essay highlight the details about the advantages and disadvantages of social media
marketing in the business environment (Felix, Rauschnabel, and Hinsch 2017).
Social media marketing is the utilization of social media tools and websites to increase the value
of brand in the marketplace. Various terms like e-marketing and digital marketing are present in
the environment but the use of social media marketing is becoming more popular among the
marketers as this type of practice is increasing the satisfaction of the companies by attracting
more and more consumers in the environment. The data analytics tools are used by the social
media marketers to built-in the progress of the company and engage more and more customers in
the functions of the business. With the help of this type of marketing, several stakeholders’
interest is captured. Journalists, influencers, potential customers, employees, bloggers and
general public is the major target of the organization (Ashley, and Tuten 2015). Further, it should
be noted that this type of marketing is to most innovative and attractive marketing due to which
customers get more attracted in the business with the help of this function. Social media
marketing make use of posts, blogs, video blogs etc. to attract the interest of the customers. On
looking at the attractive features of the company, the customers also get directed to the website
or store of the organization with an aim to implement sales in the environment. Consequently, it
should be expressed that social media marketing is extremely beneficial for the organization to
maximize their sales in the environment (Tuten, and Solomon 2017).
Secondly, it should also be noted that this type of marketing works beyond the geographical
boundaries of the organization and capture the interest of people living in different parts of the
world as well. Resulting in which, another advantage of using this type marketing practice is that
it attracts people beyond their geographical boundaries and initiate sales from different parts of
the world. The social media marketing process makes the world flat by combining people at a

Language and Learning 2
singular platform and representing their ideas and features of the product to them (Zarrella
2009). This type of marketing is income friendly as well because the organization does not
require to setup a campaign or an event to attract the people as they can simply attract them
posting the information on various platforms. The platforms used under social media marketing
are Facebook, Instagram, Twitter, Pintrest and Tumblr etc. The organizations post their regular
actions and details about the products and services on these platforms and the people visiting this
application get to know about the brand (Kelly, et al., 2015).
More than 70 per cent of people present in the world have their social media profile that show
opportunity for the companies to attract maximum number of people in one go only. With the
help of social media marketing, the organization does not need to perform physical activities in
the environment or invest in door to door marketing as the online platform will easily capture the
interest of people and initiate them to implement sales for the organization. Data analytics will
help the organization to look for the people seeking the product in the environment and offer the
products and services to them as well. This process also helps the organizations to store the data
of the customers for future reference as well. With the help of such details, the organization gets
to implement repeated sales from the customers (Whiting, and Deshpande 2014).
Thus, it should be noted that the process of social media marketing provides an amazing platform
to the people who need to grow the scope of business without expending more in the
environment. The biggest advantage of this type of marketing is that it let the organization reach
a wider market base without investing high cost in the environment. Further, this process also
helps the organization to attain direct connection with the client and communicate with them.
This activity helps them to attain their genuine feedback from the clients and maintain a long
lasting relationship with them as well. Social media marketing also promote organic content in
the environment (Godey, et. al., 2016).
This approach opens up several opportunities for the company to connect with the right type of
people without incurring heavy cost in the environment. Based on the profile of the customers
and the company, the organisation can post as much content as they want to as there are no
boundaries. The company can also make use of paid advertising services in the environment.
Paid advertising would welcome the public relation agencies to communicate with the people on
the social media platform and guide them regarding the products and services of the company as