DEVELOPING A STRONG SOCIAL MEDIA PRESENCE AS A MARKETING STRATEGY

Abstract

In an era of technology, marketers visualize the need to pace up with the changing trend or risk being outdated. Those days are gone, when a brick and mortar business model will thrive well in current market situation. It is a futile exercise to develop a marketing strategy without keeping in mind social platforms. Social networks have become really important parameter in today‟s marketing mix in promotion mix. Adopting some kind of online platforms is a key node for modern businesses, especially in the period where change is demanded by consumers. The paper deals with explorative research to understand the social media as a marketing strategy and an effort has been made to study the extent of social media in consumers‟ buying decision. In addition strategies have been suggested for meeting out the gap between consumer and marketer.