Years ago social media networks were merely a novelty

Years ago social media networks were merely a novelty, but in today’s business world their importance cannot be debated. Consumers are no longer following the traditional way of accepting information as it is provided. The recent trends have shown an increasing awareness among the customers to create web-content, build online communities and share their experiences to guide others. This trend has made it impossible for the marketers to confine the knowledge of the customers or manipulate their views as efficiently as they could traditionally. Hence, the need to switch from traditional to more advanced and technologically rich approach arose. This paper will address that social media marketing is pursued to reduce costs, increase customer interaction with the business and better customer experience leading to increased business benefits.

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