Social Media Marketing: Aconceptual study

Abstract

The world of Marketing has undergone unimaginable changes in the last century. The level of trans formationmar ketingpractices ,tools andtechniqueshaveundergone,isbeyondone's wildestimagination. A market ,in a traditional economy, was only confined to a physical place with many limitations of place, time and utility. The era of globalization has ensured that the world market is shrunk to the size of human palm as all the markets are accessible with the touch of our fingertips. Evidently, social media which started off asa platform for humaninteraction, nowhasbeendevelopedintoaplatform tha tcan effectively beusedfor brandpositioning, advertisingandmany other saspects of marketing management. For any business, it is imperative to keep up with the advancements taking placein the world of Marketing and marketing tools. This paper is an attempt at presenting one of the mostrelevanttrends in marketing.