Market Management: Social Media Marketing Report and Strategies

This report examines the dynamic intersection of market management and social media marketing. It begins by defining marketing and marketing management, highlighting the significance of social media in contemporary marketing strategies. The report delves into the advantages and disadvantages of social media marketing, emphasizing its cost-effectiveness, reach, and analytical capabilities, while also addressing challenges like the potential for misinformation and security risks. The role of social media marketing in agribusiness, particularly within the Australian context, is explored, emphasizing its importance for connecting with consumers, facilitating online sales, and providing farmers with crucial information. The report underscores the necessity for businesses to develop tailored strategies for different social media channels, utilize analytical tools, and prioritize building brand awareness. It concludes by emphasizing the crucial role of social media in modern digital marketing and its impact on the agribusiness sector.

Running Head Market Management 0
Market Management With Social Media

Market Management 1
Table of Contents
Introduction...........................................................................................................................................2
Social Media Marketing........................................................................................................................2
Social Media and Marketing Management............................................................................................3
Advantages of Social Media Marketing.................................................................................................4
Disadvantages of Social Media Marketing............................................................................................6
Role of Social Media Marketing in Agribusiness..................................................................................6
Conclusion.............................................................................................................................................8
Bibliography..........................................................................................................................................9

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Introduction
Marketing is an activity in which a product has been selected, tagged with a price rate and
established by promotion then distributed to the place where a consumer can reach the
product (Kotler, et al., 2015). Marketing management, on the other hand, is the process of
supply of goods and services by development and performance of the idea with promotion
and pricing, to form and fulfil the aims of the individual or the administration (Baker & Hart,
2016). Social media is one of extensive place for online marketing because of its consistency,
regularity and instant sorts.
In this report the advantages and disadvantages of using social media for marketing
management will be highlight. In the last few years, the use of social media has become
global and now it has a very important role in marketing. Social media is regularly used in
content sharing in modern time. Nowadays marketing from social media is very trendy and
there are so many businesses and organisations including agribusiness, which are using social
media as their marketing tool. There is an important role of agribusiness in Australia as so
many people are doing agriculture there. It is also very active in dairy products marketing on
big scale.
Social Media Marketing
Social media connects people from various regions and various countries. Today billions of
people are active on such channels. People from one edge of the world to the others know
each other by social media (Hjorth & Hinton, 2019). In achieving the marketing goals, social
media marketing can be effective. Marketing by using the internet which creates and shares

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content to grow the customers and increase their reach is called internet marketing. It spreads
the awareness of the brand and promotes the relevant products on social networking sites.
Many businesses now start using online marketing for publicizing of different products to
reach out to consumers. They are trying to manage their customers by promoting goods and
services. Every social networking site has its impact on the people and they use these sites for
different purposes.
The campaigns of social media marketing are merely centralized around the establishment of
social media existence. To make social marketing successful, it is necessary to share relevant
content as per the domain of the business. So, that it can reach to the interested buyers (Valos,
et al., 2016). However, there are many benefits and drawbacks of using social media for
marketing. It is recommended to first do extensive research on how to safeguard social media
account and how one should practice it to market their products and services. Many factors
should be taken into account before starting an online marketing campaign like, who is the
targeted audience and how to connect and reach them effectively. By knowing their audience,
it gets easy for businesses to market and sell their products and services. Also, from a
customer relationship perspective, social media can be an effective tool to sustain a long-term
relationship with buyers. Moreover, this can help create a specific online community of
consumers (Hyder , 2016).
Social Media and Marketing Management
In the present modern world, social media platforms have grown as one of the best
communicational channels. A lot of people from city and rural areas actively use such
channels to post about their lives, and also to discuss both major and minor incidents that

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took place. With the non-stop usage of social media, it has become a hub of information. To
be more precise, it can be said that it has grown as an ideal place to get live information and
updates of the world. There are billions of people who actively use social media. So, with the
activeness of a large number of users, social media has also become a favourite place to
market products and services (Dietrich, et al., 2017).
Moreover, from a business viewpoint, social media is one of the most popular tools for
installing a big impact on end-users. A lot of people today make their decisions based on
what they perceive via social media. So, it is factual that businesses can connect with the
right prospects at any hour of the day and make great deals too. There are several social
media channels that agribusinesses can use to market their products and services, for
example, Facebook, LinkedIn, Twitter, Instagram, Pinterest and many more (Szolnoki , et al.,
2018). However, marketing on each channel requires a separate strategy and content to
connect with the interested buyers. Therefore, it is necessary to first understand these
channels and how to effectively use them for marketing. Moreover, it is highly recommended
for businesses to make use of analytical tools. By doing so, they can analyse and understand
how to connect with specific customers, what strategy is working, and how to effectively
pitch products to a larger audience.
Advantages of Social Media Marketing
Online marketing is in recent time is very popular because it can easily reach the millions of
people as there is a huge audience active on social networking sites. It can help to promote
the products and can make them known to the consumers so they can buy it if needed
(Khamis, et al., 2017). In compare to offline marketing it is cost-effective as advertisements
for running social media marketing are much cheaper than running offline marketing

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campaigns. There can be a little use of money for promoting the products and no cost applies
to making identity and for sign into any social media site. This can be very helpful for
marketers to increase their productivity on this platform. Marketing by a social network can
be analysed by various tools; this can help in understanding the audience and their buying
pattern. As a result, businesses can enhance user engagement rate on their websites and
offline stores.
From a brand-building perspective, social media can be a great help. It can be used to build a
positive image of business among customers and investors. By building a strong brand
presence over social media, a business can get funds from investors; these funds can be
utilized to expand operations and business operability (Keller, 2016). Apart from this, as a
part of organic marketing, an agribusiness can also educate farmers with effective ways of
farming.
Social media can also help build an online community. By doing so, a business can
effectively increase the customer base and sell products to them. This can help in winning
more and more customers and generating a long customer chain. Moreover, with a larger
customer base, it gets easy for a business to target them with relevant offers and product deals
(Nelson, 2018).
However, when it comes to targeting customers with exciting offers and deals, social media
has proven to be an effective tool. As a business can reach thousands of customers and
outreach their offers among them. Interested buyers can place their orders right from social
media. This can enable a business to get maximum return on investment without investing
much in marketing products. Also, using various social media tools, a business can
personalize offers for the specific audience. Moreover, with personalized offers, it gets easy
for businesses to sell their products and services faster (Smith, 2019).

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Disadvantages of Social Media Marketing
As millions of businesses trying to penetrate the online marketing world; marketing via social
channels has become challenging and complex. As a result, it takes a lot of resources and
time to build a presence on such social channels. Moreover, to get popular and connect with
the right audience on social media, one has to invest a lot of time to target the appropriate
users, with the relevant content and positive posts (Nisar & Whitehead, 2016). On the other
hand, it has been seen that the reliability of social media marketing is insignificant in many
ways. As many businesses use it to make false claims while selling their products on such
channels.
Social media marketing has a high risk of fraud to the end-users. As social media companies
do not have any authentication tools to verify the intent of businesses. This is the reason that
many people do not trust such channels to make business transactions (Newberry, 2018).
Also, a social media account can be hacked and used to exploit the personal data of the
customers and users. Though several security features have been added to secure the accounts
of social media users. But, it has been seen that hackers can manage to get access to the
accounts by practising unauthorised tools. This put the data of users to high risk as it can be
used for unlawful activities. So, businesses should make use of authentication tools to secure
their social media accounts.
Role of Social Media Marketing in Agribusiness
People from different age groups, different communities, and different nations use the same
social media channels. Among them, farmers have also become a part of the active
community that uses social media. Agribusiness in Australia can take advantage of such
channels to market and sell their products and services. By posting well content, that can help

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in driving more traffic, a business can connect with ready to buy customers and prospects in
real-time. Farmers often face the issue of grain damage by insects, mites or worms when they
have stock of grains for long time. This can reduce the quality of the grains and sometimes
even it is not left edible. They are facing same issues in dairy products too. Dairy products
are expires very soon. The stock of grains and dairy products can easily sell online without
any damage because customers from long distances can also aware of the products available
in the stock and they can buy them. This way social media plays very big role in agribusiness
and in purchasing behaviour of people (Goodwin, 2016).
Social media channels also offer advertisement to businesses, so that they can boost the
outreach among interested buyers. By designing an appealing advertisement, an agribusiness
can connect with investors and get funds for business operations. Through online marketing,
Australian agribusiness can save the time of people who want to buy any food product or
dairy product. It gives them many options to choose the suitable and needed products from
their store. People then no longer have to go to the products store and do not have to be in a
queue for so long. They will able to pay the bill online from their home and will get the
products on door. The farmers can also benefit from social media marketing as they can sell
their agro produce to thousands of consumers digitally (Fowler, 2018).
Agribusiness in Australia solely depends on the farmers and firms that play a significant role
in farming. Continuous updates on social media can have a big impact on the users as
agribusiness firms are more inclined towards the common and critical issue of farming and
farmers. However, as per the current social media trends, if an agribusiness is not practising
the use of social media then it might get difficult to stay long in the business. Today many
businesses are getting online and connecting with the prospects that matter. Social media can
help in brand awareness among the customers and it can increase the profit rate of the

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particular product, because once consumers get aware about the brand they start buying the
product not only online, but offline too. Farmers in Australia are now using computer system
to access the data of their crops and soils (Langridge, 2014). So they can easily use social
media for the agribusiness.
Conclusion
Since the inception of social media, it has become a very popular tool for digital marketing.
There are many advantages of social media like it can help businesses get online brand
presence, market products at a very cost-effective price, and sell products online to the
interested buyers. However, with advantages come some of the notable drawbacks too, such
as unethical usage for marketing, hacking of social media accounts for stealing personal info
of customers and users, etc.
It is a modern tool for marketing and in beginning, average marketers might face struggle
while starting online marketing but by the time it becomes easy and beneficial. As this field is
new, there are some basic things that marketers should work on, like they should do extensive
research on the usage of networking sites and should know about the essential principle
before starting social media marketing.
For marketing strategies, it is profitable to integrate the online network into businesses.
Online marketing is also highly useful in agribusiness especially for the farmers because they
always have a huge stock of their food products. They can easily sell these products in less
time to the consumers, as in online marketing consumers from long distance can even order
these products.

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