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2.1 Importance of social media Before social media was established, companies were communicating through traditional marketing channels such as tv, radio and print. With the rise of social media, companies were forced to adapt to the changes on the market. Therefore, nowadays companies are often using social media platforms for marketing purposes. (Durmaz & Efendioglu 2016.) Traditional marketing is focused on passing on a message to the customer. There is no interactive process between company and customer, just a linear flow of information, whereas marketing via social media triggers interaction between the company and the potential customer. (Evans & McKee 2010, pp. 4-5.) This interaction concludes in various benefits for the company. Businesses can effectively use social media platforms to target their audience, to understand and to communicate with the potential customers. This makes it easier to adapt to the customer’s needs. Companies are able to establish brands and create brand awareness with the information gained through social media. (Growthgurus 2018.) As social media has no geographical limits, people around the world can be reached. Social media offers a high potential to reach a significant number of customers with a small budget for marketing activities. In addition, as already mentioned, the communication between company and consumer is one of the most important benefits that has evolved with social media. People are sharing opinions and experiences of which companies can benefit, either by the good reputation they get from the users or by using the evaluations of the users in order to improve their product or service. (Ovsyannykov n.d.) Not only the change from traditional marketing to social media marketing indicates the growing importance of social media. Also, the continuous growth of social media in general shows the growing importance of social media itself. Social media platforms are growing daily. The statistics in Figure 1 from Statista (2019a.) shows the steady growth in social media users over the past 10 years. Future estimations according to those statistics show a continuous growth ten social media usage. Social media is growing worldwide, and people spend more and more time on social media (Statista 2019b). 10PDF Image | Brand-Awareness through Marketing on Instagram
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