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Abstract Social network marketing is becoming a popular marketing strategy for many business people. Follow after the well-known social media network such as Facebook and Twitter, Instagram has joined in the trend in 2010 and provided another favorable marketing platform for marketers to interact with their customers. Instagram is a worldwide used social media network, which has been used as a marketing tool by many global business companies. It is a significant marketing tool that allows business communication to take place. Through Instagram, marketers are able to interact with their customers by sharing photos and videos and leaving comments as a way of sharing information; receiving comments and likes as a way of gaining feedback from customers. In this paper, discussion on how Instagram can be used as a marketing tool in social network marketing will be done. Keywords: Instagram, Social Network Marketing, Marketing tool 1. Introduction Marketing is a well-improved method or action that frequently changes the rules based on the requirement of promoting and selling products and services (Saravanakumar & Lakshmi, 2012). Unlike the past, traditional marketing strategy such as television commercials and newspaper advertisements do not give much impact to the customers these days (Or, 2010). People in the present day are likely to attach to the online services. Today, social networking is said to be an important part of our life. As technology improve, we are most likely to engage ourselves more to electronic devices. Now, with the invention of smartphones, we are in the time of mobile social networking (Bergstrom & Backman, 2013). Moreover, according to Edelman (2010); Kietxmann, Hermkens, McCarthy, & Silvestres (2011) (as cited in Kontu, Nobbs, Montecchi, & Duffy, 2013, p. 71) the rising of these new technologies does not only affect our living style but also created a new marketing strategy for marketers to promote and sell their products. As social media is getting more popular, marketers have to quickly adapt to the social networking space to be able to interact with customers (Fanning, n.d.). Social media, an online community that target to provide a space for people to communicate has now become a well liked channel for brand marketing (Hassan, 2014). Following after social networking sites such as Facebook and Twitter, Instagram came in 2010 and in January 2014, there are already 150 million people using Instagram (Costill, 2014). These social networking sites do not only provide user to expand personal network but also provide a platform for the business people to interact with potential customers (Blackman, 2009). Hence, social media is affecting the phenomena of marketing. Currently, there are many different industries are advertising their product and services through social media. Through social media, big business can do better and small business can become better known without putting much investment on advertising (Zarrella, 2009). Social media has turn to one of the most favored marketing strategy used by the business people around the world (Hird, 2013). 2. Social Network Marketing A social networking site is a site for one to connect with people from their offline network and also people they know through an online community. Looking at the opportunities gained through social media to interact with potential customers, social networking sites have become a hot issue for marketers (Zarrella, 2009). Social network marketing has included both the traditional and the non-traditional sense of marketing strategy (Cowden, 2014). Cowden (2014) also stated that social media has not only allow the companies to interact with their customers, but also allowing the customer to interact with other customers. It is also used to convince customer that the company’s product or services are good (Neti, 2011). To conduct successful social network marketing, it is important to first determine who are the target customers for that business. After determining the target customers, one can look into the most suitable platform to communicate with the targeted customers. It is important to pay attention on what the customers want and not bury them with excessive information and resources (Endres, 2013). Endres (2013) also mentioned that many businesses make a mistake on demanding on the quantity of their followers instead of understanding who are the people that are interested in their business. Social network marketing is a marketing involving online communities. The communities in the social networking sites are large and the gathered users often share similar interest (Jadhav & Kamble & Patil, n.d.). Unlike the traditional marketing strategy, social network marketing require marketer to be more attentive to 2PDF Image | How Instagram can be used as a tool in social networking marketing
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