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For this fast changing world Facebook has become one of the most common tool for the promotion of the product or service offered by a company. Companies use Facebook for the advertisement of their products and services by displaying the images of the products over the Facebook. Facebook is widely used by the people as a platform for communicating with each other and a social media platform. Facebook as a social media platform connects with the people of different demographics with each other in a simple manner and in less time which promotes the products or services in an effective manner. Facebook offers a cost of free option to create a page over it for the company or the product or service. One needs not to pay anything for the page till it is not using the page for the purpose of promotion or advertisement of the product or service or brand. It attracts the customers by displaying the images or videos of the products or services over Facebook (Vejacka, 2012).
Facebook is an effective tool for the promotion of the product or service among the large number of people which is more suitable for the large scale businesses or online shopping businesses. For the promotion of the product or service Facebook is getting a fee charged from the owners of the page when they use Facebook for promoting or advertising through the page. Facebook is a platform where the different people can interact with each other without incurring any cost, gain knowledge of the information related to the different fields as the pages of these different fields provide information related to the changes or the amendments. It has become a social media marketing tool for advertising the products and services and gaining the attention of the customers by attracting them by providing details of the products or services. Its features are easy to use and advertise the product or service in the form of images, audios, videos or other graphics (Schivinski & Dabrowski, 2015).
In this world of technology the interaction of the human is increasing with the social media platforms as these social media platforms facilitates communication and interaction with the different people and groups of the world in an effective and efficient way. Facebook is appealing to the companies as the companies’ faces tough competition due to the changing business environment, increasing international trade or globalisation, Facebook makes an effective appeal to the companies by providing a platform for the promotion of their products or services or Brand at a minimal cost and works as an effective and efficient tool for the advertisement of the product. Facebook is appealing to the companies with a motive to facilitate easy communication between the different groups in less time and at less cost. A user of a company can use Facebook pages for the purpose of attracting the users and making them aware about the products or services being offered by the company and increasing the sales of the company by enlarging the customer base of the company (Simon, et. al., 2016).
The term social media marketing can be understood as the form of marketing which uses internet for the purpose of marketing or advertising the products or services of the companies among the society. Facebook is one of the most popular and widely used social media platforms. The role and importance of Facebook as a social media marketing tool for the purpose of advertising the products or services and interacting with the customers is increasing as it has helped in enhancing the relationship between the companies and the customers. Companies have used this social media platform as a social media marketing tool as it has acted as a connector between the different people or groups of people. Companies create their hubs on Facebook for the purpose of promoting their businesses. Facebook has helped in number of ways in promoting the products and establishing better relationships of the companies with the customers by hearing issues or problems of the customers for the purpose of taking feedbacks from the customers and enhancing the satisfaction level of the customers (Karimi & Naghibi, 2015). These numbers of ways are discussed below:
Helps in connecting with large number of people:with the help of Facebook companies connects with the customers or large number of people as with the changing environment the use of social media platforms is increasing among the society.
Evaluation of the trend with the help of the posts and advertisements:companies can analyse the trend and taste of the customers with the help of the responses gathered from the users of the Facebook by the posts and advertisements.
Attracting the customers with Facebook offers: companies nowadays communicates with the users of the social media and offering discounts and offers to the users as the digitalisation is gaining much importance in this world.
Interacting with the customers:It serves as a link between the companies and the customers and facilitates a platform for the purpose of communication between both the parties.
Spreading awareness and the details about the products:Facebook being a social media platform helps in advertising the products or services in an effective and efficient manner.
Act as an ombudsperson:it serves as a link between the customers and the companies and taking feedbacks from the customers. Nowadays Facebook has been used for the purpose of getting the feedbacks related to the services offered by the companies (Rapp, et. al., 2013).
Securing the brand image in the market:it promotes the products and secures the image of the product and the company among the customers as it helps in reaching large number of customers with minimum cost and in minimum time.
Collection of the responses, queries and questions:it helps in collecting the responses from the customers and listening to their queries and questions regarding the products.
Measurement of the results:it helps in analysing the results or measuring the performance of the company and the effectiveness of the product in attracting the customers and meeting their needs or expectations (Jones, 2010).
Traditional marketing tool and social media marketing are different from each other as their features and the manner of promoting the products or services offered by a company. Traditional marketing tools include considerable time as well as money for the purpose of marketing the product and gaining the desired outcome or result. In traditional marketing tools the main focus of these tools is on the usage of media for the advertisement of the products or services of the company and these media tools include Television, radio, newspapers, posters and magazines (Arnold, et. al., 2014).
On the contrary, in social media marketing is less expensive form of marketing tool which uses internet for the purpose of promotion of the products. This tool of marketing reaches large number of people in less time which helps the companies in advertising their products in an effective and efficient manner (Grysh?henko & Niesheva, 2013).
The differences between the traditional marketing tools and social media marketing tools are discussed in the table attached below:
Traditional marketing tool
Social media marketing tool
Traditional marketing tools are the traditional method or tools used for the purpose of advertising or promoting and marketing the by using the mass media for the promotion and marketing (Icha & Edwin, 2016).
Social media marketing tools can be understood as the form of marketing which promotes and performs the marketing activities using internet (Tariq & Wahid, 2011).
This form of the marketing tool promotes or performs the marketing activities with the help of mass media including print media, broadcast media, telemarketing and direct mail.
This form of the marketing tool promotes or performs the marketing activities with the help of websites, social networking sites such as Facebook, content marketing, Google ads, Video marketing and banner ads.
Direction for the communication
In this form of marketing tool the communication with the consumers is unidirectional that means one to many.
In this form of marketing tool the communication with the consumers is multidirectional that means many to many.
Communication with the customers or consumers
In this form of the marketing tool the communication occurs between the customer and the company only with the help of phone, mails or letters (Mahajan, 2015).
In this form of the marketing tool the communication occurs between the public and the company so as to listen to the queries, questions or complaints of the public (Michaelidou, et. al., 2011).
Scope of the marketing tool
The scope of traditional marketing tool is specific as this tool is limited to the targeted audience or the targeted market.
The scope of social media marketing tool is general as it creates interaction between the public with the company.
In this the company is available for a limited time period for the communication purpose.
In this the company is available 24/7 for the purpose of communication.
Arnold, T., Pter, D., Gza, S., Csaba, N., Jzsef, S., Lszl, F., & Pter, P. (2014). Marketing communication tools used in one of the traditional hungarian food sectors. African Journal of Business Management, 8(15), 633-640. doi:10.5897/AJBM2014.7374
Grysh?henko, O. F., & Niesheva, A. D. (2013). Social media marketing as a tool of enterprise’s product promotion. Marketing ì Menedžment Innovacìj, 4(4), 86-98.
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Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159. doi:10.1016/j.indmarman.2011.09.009
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566. doi:10.1007/s11747-013-0326-9
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through facebook. Journal of Research in Interactive Marketing, 9(1), 31-53. doi:10.1108/JRIM-02-2014-0007
Simon, C., Brexendorf, T. O., & Fassnacht, M. (2016). The impact of external social and internal personal forces on consumers’ brand community engagement on facebook. Journal of Product & Brand Management, 25(5), 409-423. doi:10.1108/JPBM-03-2015-0843
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Vejacka, M. (2012). Facebook advertising and its efficiency on the slovak market. E+M Ekonomie a Management, 15(5), 116.