Current Issues in Digital Marketing

Digital Marketing
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Contents
Current Issues in Digital Marketing...........................................................................................3
Social media- an advantage or a risk......................................................................................3
Small business enterprises and digital marketing advantages and risks................................4
Choice of digital marketing strategies for small business......................................................5
Blog Links..................................................................................................................................6
References..................................................................................................................................7
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Current Issues in Digital Marketing
Social media- an advantage or a risk
Information and telecommunication technology have revolutionised the world in such a way
that customers now have access to information at all times (Dodson, 2016). Computers,
tablets and other mobile devices have made sure that people stay connected with whatever
that interests them. Social media has become extremely potent and is used by people to create
and change opinions (Newson, 2017). Therefore, a company needs to realise that social
media can be used for creation or distortion of its image in the business world.
Social media is a web enabled platform which allows users to create and share information
files like videos, photos and text files (Newson, 2017). Social media content sharing has
become an extremely powerful medium of exchange of view, ideas and information. Social
media sites like Facebook, Twitter and Instagram are very potent platforms for sharing
information and influencing opinions (Hajli, 2014). With its low cost and massive audience,
it is easy for businesses to get carried away while implementing social media marketing.
However, it is important to weigh the risks and advantages of social media before using it as
a marketing channel.
When a marketer uses other forms of marketing like advertisements or sales promotions he
has complete control over the matter which reaches the customer .On the other hand, in case
of social media, once a message is generated , marketer looses control (Dodson, 2016) People
can post negative opinions, reviews and judgements about the product and cause lot of
negative publicity which a marketer does not want.
Conversely, if a company can manage the negativity aspect and has a very good product
which can speak for itself then the audience provided by social media can help in generating
positive publicity at no extra cost (Dodson, 2016). Social media reach is bigger than any
other mass media channel. Social media sites like Twitter and Facebook have more than 1
Billion daily active users (Dodson, 2016). If a company is properly able to target these users
and creat positive feelings in their mind about their business, then it can generate huge gains.
Additionally, social media is extremely low cost (Hajli, 2014). Content can be posted at no
cost and advertisements can be generated at minimal costs. Moreover, social media platform
helps marketers to generate positive reviews and brand loyalty.
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