Digital Business & New Technologies: Instagram Marketing Strategies

This report examines the significance of Instagram as a marketing and business tool, highlighting its development, technological applications, and effectiveness in reaching target customers and creating brand awareness. It discusses how businesses leverage Instagram for e-commerce, photography, and marketing, and explores the relationship between digital technologies and both old and new emerging theories on business and management structures, including decision-making, quantitative, system, and contingency theories, as well as B2C, B2B, C2B, C2C, and B2A e-commerce models. The report concludes that Instagram has become a crucial platform for businesses to interact with their target market, generate profit, and scale their operations in the digital age. Desklib provides access to similar past papers and solved assignments for students.

Digital Business & New
Technologies
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Executive Summary
This study reflects that Instagram has a significant use in marketing the product or conducting
the business. It helps the companies to create the awareness about the product and reach out to
their target customers. It has also been analysed the importance of Instagram in business. It
facilitates the process of conducting the business through its platform.
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Table of Contents
Executive Summary ........................................................................................................................2
Introduction.....................................................................................................................................4
Task 1..............................................................................................................................................4
Importance of the chosen topic ..............................................................................................4
Development of Instagram ....................................................................................................4
Describing the technology and its usage................................................................................5
Technologies applied in this social media platform...............................................................5
Types of business using this technology ...............................................................................5
How Instagram is used an effective business tool..................................................................6
Task 2..............................................................................................................................................6
Discussing nature of the relationship between digital technologies and both old and new
emerging theories on business and management structures and practices.............................6
Conclusion.......................................................................................................................................9
References.......................................................................................................................................9
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Introduction
Digital business uses the new technologies to make a new value in the experiences of
customers and to create new methodologies in the business models. In this report, the
technological topic that is chosen is Instagram, it is a social media application and website to
share the content publicly through the pictures and videos and to communicate with your friends.
The main context of this report is about the uses and importance of Instagram and how it can be
used as a business tool. Moreover it also shows the old and new theories of business models and
management.
Task 1
Importance of the chosen topic
The chosen topic for this report is Instagram, it is used by a significant number of users
that is roundabout more than a billion people in the worldwide. This social media platform has
an important role in the digital marketing. Many business now a days conduct digital marketing
to reach out to their audience. It is considered as essential element of modern marketing strategy.
In today scenario branding is very much rely on the visual media like videos and pictures and
Instagram is the best platform in this case for conducting the promotions of products(Luz
Martín‐Peña ., Díaz‐Garrido, and Sánchez‐López,., 2018).
Development of Instagram
Instagram starts its development in San Francisco with a name Burbn in 2010. It was just
a mobile check in app developed by Mike Krieger and Kevin Systrom but after they realize that
their was very much identical with the Foursquare then they focus on upgrading its application
and enabling the feature of photo sharing. After enabling this characteristic they changed the
name of application from Burbn to Instagram. Due to this innovative idea it gets a lot attention
from the users and gained a giant popularity in the marketplace. The application first came on
the iOS phones in 2010 and after that it came on the android phones in 2012(Barykin and et. al.,
2021). It was acquired by Facebook in 2012. It had gained more than a million users after the
platform was launched in android. It has also improve its features by adding a section of reels
and IGTV.
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Describing the technology and its usage
This technology is a online content sharing application and website that allows the users
to upload and edit the pictures and videos. It is also used by the users to upload a regular stories
or to make a short videos. The users also has the feature of communication, they can text to each
other or share the contents to each other. Now a days It has a significant role in business, many
companies promote their brands through this digital platform. It is also used for earnings by the
social media influencers, celebrities and other popular pages and user handle of this platform.
They basically charge a specific amount of money for promoting their brand in their used id.
This application has a large number of users So it helps the business to reach out to maximum
audience through this platform(Cockburn, and Smith ., 2021). Many users also use the feature of
promoting its pictures and videos in which the user has to pay amount to the Instagram.
Technologies applied in this social media platform
React native :- This technology is used for making an apps for the multiple platforms
like iOS, Android and other web applications by applying the same code base. It helps to merge
the effective part of native development with the React.
Python and HTML5JAVASCRIPT :- This programming is widely used by the
developers in the worldwide because it is an appropriate programming language for the
development of mobile application. It is used for the smoothly running of application on the
platforms such as iOS, android etc.
Cloud Computing :- The main use of cloud computing is to give access of the data to
the users. This service is used by the Instagram for the further development and improvement of
its features like data storage, recovery and backup.
Database :- It is a set of well maintained data or information that is stored electronically
in the system of computers. This is used by Instagram for two big back end database systems that
is PostgreSQL and Cassandra(Galindo-Martín ., Castaño-Martínez and Méndez-Picazo ., 2019).
Both of these tools have effective theory which facilitate the data storage function.
Types of business using this technology
Instagram has became a giant platform for the business and individuals to earn the money
or becoming famous. This social media platform is used by different types of business and some
of them are discussed below :-
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E-commerce seller :- It is the business of selling the products or service through online
platforms. This method is majorly used in the Instagram where the users make a suitable page
according to its product. After this they will take the order online from the customers and deliver
the products or services.
Photo shoot :- Now a days, the trend of uploading a good picture is an another level.
Many users want to get click best photos so that they can upload the same pics or upload the
stories in their social media handles. It becomes an opportunity for the individuals who want to
earn money by providing the pictures to their customers. They make a Id on the Instagram and
upload the best pics in their handle so that it can attract more customers.
Marketing Business :- Instagram is the best platform for marketing the products and it is
widely used by the popular companies to reach out to their target market. The companies
conduct the marketing in Instagram by two ways, first by promoting the brand in their own user
handle and second by paying the influencer and celebrities to promote their brand(Jahanmir and
Cavadas, ., 2018).
How Instagram is used an effective business tool
Instagram has became a good platform for the business to interact with their target
market and create a brand awareness with the help of this platform. Many users are also using
this social media platform to buy the products due to high convenience. So it helps the
companies to generate a good amount of profit from this platform.
Task 2
Discussing nature of the relationship between digital technologies and both old and new
emerging theories on business and management structures and practices
Examples of old emerging theories on business and management
Decision making theory :- This theory shows how the individuals must behave under
the situations like risk and uncertainty. This theory helps to make an effective use of attempts
and assumptions at examination of the nature and complications that usually arise due to
uncertain events.
Quantitative theory :- This theory of management suggests to use the computers and
mathematical techniques in order to solve the complex issues of management and making an
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appropriate decisions(Kane., 2019). It is adopted by the investigators when they want to assess
the problem with the help of mathematical expressions and statistical methods. This approach
majorly focuses on achieving the effectiveness of the firms through the application of statistical
concepts.
System theory :- This theory is a complex study of systems which study the cohesive
groups of interdependent and interrelated parts. It states that each system is influenced by the
elements of time and space and is defined by the structure of environment. It is also known as
social system theory in which the study of society is considered as the complex arrangements of
factors that includes the people and their beliefs(MAGNANI and MENZIONE ., 2019).
Contingency theory :- This theory of management is based on the concept that there is
no best way to conduct the activities in the corporation. It suggests that the management style is
fully dependent on the context of situations and the decisions are made in the suitable way which
are best according to the circumstances.
All of the above theories are explained in context with business and management that is
usually difficult to practice in the real life. These conventional theories are made in context to
provide the mangers a systematic approach by the help of which they can effectively perform the
operations of management.
Examples of new emerging e-commerce models of businesses and management
B2C :- Business to consumer is the approach of commerce transaction in which the
businesses sell their services or products directly to the consumers without any mediator. Earlier,
this model states very different scenario but now this refers to the online shopping of products in
which the manufactures directly sell their product to the customers. For example Amazon in
which the various companies directly sell their products to the customers. Instagram is also one
of the platform which is bringing up the growth of these models and providing an opportunity to
those individuals who wants to set up a business in the online marketplace.
B2B :- Business to business approach states the transaction between two or more than
businesses. It is basically refers to conduct a business with another company in which they create
services and products for other organization. For example MedUX in which the company
provides welfare resources through different web stores. Instagram is a digital platform which
provides the business a feature to promote their operations and make a connection with one
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another(Popkova and Zmiyak ., 2019). It became very easy for the small scale business to
connect with the large corporation and scale their business to the next level.
C2B :- Consumer to business is an emerging business model in which the consumer
creates a value for a business organization and the same value is acquired by the big companies.
It is basically a type of commerce in which the end user or consumer has to provide a service or
product to the firms. The companies see the reviews of customers in their products and then
decide to take the decisions on acquiring the consumer value. If the customers reviews are good
then it reflects that the business conducted by the individual is proper and effective, with the help
of this reviews an individual can get a better amount for his generated value(Rădulescu ., Lianu
and Lianu ., 2020).
C2C :- It is an emerging business model which has gained the popularity after the
invention and innovation of social media platforms and the techniques. It is basically a model
that allows the consumers to directly sell their product or service to another consumer. For an
example OLA which is designed in a way in which one consumer is serving another consumer.
Moreover, Instagram has drastically increased the scope of consumer-to-consumer business in
the worldwide. In this digital platform, a individual make a product and upload the same product
in its Instagram handle which helps to create awareness about the product and sell it to the
consumer.
B2A :- It is also known as business to government, in which it states that all the
transactions between the companies and government agencies. For an example Local
government that purchases an online security system. Various agencies of government uses their
secured websites to trade and exchange of information with various types of companies. A firm
can conduct a B2A business approach through the Instagram if the product or service provided
by them becomes famous. The product or service should be unique and helpful for the country.
In this case, if the government shows the interest towards the service or product then it may
contact that company and conduct a business.
C2A :- It refers to all the online transactions that happens between the consumer and the
government bodies. It basically provides an easy path to establish the communication gap
between the government and consumers. It includes the filling of tax, paying the fee for higher
education and booking an appointment for health(Temel and Durst ., 2020). Consumer can do
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the business with the government bodies through Instagram if the product or service gets another
level of popularity and fulfil the need of the government.
Conclusion
From the above report, it has been concluded that Instagram is a very popular digital
platform and it has a great impact on the businesses. It facilitates the process of conducting the
business through its platform. It helps to create a brand awareness and reach out to maximum
number of target customers. It has also been analysed that there are different types of theories
and models of business and management.
References
Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic
Change, 27(2), pp.91-99.
Barykin and et. al., 2021. Digital technologies for personnel management: Implications for open
innovations. Academy of Strategic Management Journal, 20, pp.1-14.
Cockburn, T. and Smith, P.A., 2021. Reflecting Emerging Digital Technologies in Leadership
Models. In Global Business Leadership Development for the Fourth Industrial
Revolution (pp. 26-64). IGI Global.
Galindo-Martín, M.Á., Castaño-Martínez, M.S. and Méndez-Picazo, M.T., 2019. Digital
transformation, digital dividends and entrepreneurship: A quantitative analysis. Journal
of Business Research, 101, pp.522-527.
Jahanmir, S.F. and Cavadas, J., 2018. Factors affecting late adoption of digital
innovations. Journal of business research, 88, pp.337-343.
Kane, G., 2019. The technology fallacy: people are the real key to digital
transformation. Research-Technology Management, 62(6), pp.44-49.
MAGNANI, F. and MENZIONE, P., 2019. How digital technologies drive the creation of an
innovative KPIs measurement system in retail.
Popkova, E.G. and Zmiyak, K.V., 2019. Priorities of training of digital personnel for industry
4.0: social competencies vs technical competencies. On the Horizon.
Rădulescu, I.G., Lianu, C. and Lianu, C., 2020. Digitalization, Dual-Use Technologies And
Management Of New Business Models–Ways To Respond To Challenges. Ush Pro
Business, Walachia Hub And Dual-Use Cluster Case Study. Annals of Spiru Haret
University, Economic Series, 20(2), pp.26-41.
Temel, S. and Durst, S., 2020. Knowledge risk prevention strategies for handling new
technological innovations in small businesses. VINE journal of information and
knowledge management systems.
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