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2 Social media marketing This chapter will concentrate on the importance of social media for businesses and what are the changes it has brought about in terms of customer communication. The chapter also discusses how to use social media to build a strong brand and to reach more cus- tomers. 2.1 Social media is growing its importance In past, the only ways for a company to communicate and to market to its customers was through traditional marketing channels. These channels consisted of print, TV and radio. After the advent of online marketing this approach has changed radically. (Kabani 2010, 1.) In traditional marketing companies talked more or less at the consumers and there was no real way for the customers to talk back. In contrast, in the digital channels, and social media especially, the customers are more interactive. They are asking questions and commenting on the content the company is posting; meaning that the company has to answer back. Another change is that companies need a more multipronged approach than before. It is no longer possible to reach the customers through one channel nor is it possi- ble for companies to choose the channels they prefer but rather companies need to find the channels their target audience are using and use those channels to communicate to them. (Evans, McKee 2010, 4-5.) This does not, however, mean that marketers do not still value traditional marketing but its prominence has changed (Kabani 2010, 2-3). Consumers are now spending more and more time on the Internet, often accessing via their smartphones and tablets. Below is a diagram showing the daily average of time spent social networking by the average person last year. 6PDF Image | Successful social media marketing on Instagram Minoshoes
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