ABSTRACT
Social media marketing has always been a peculiar animal we're now witnesses to an era with rock-solid platforms, useful advertising options, and plenty of free opportunities to make our content public. The online publication eMarketer, which covers digital marketing, marketing and commerce, tracks social media impact on traditional advertising and marketing. Online advertising also blurs the traditional line between it and marketing functions and it offers key advantages. Social media are maturing into an industry that aligns with traditional media advertising and marketing plans designed to reach large audiences. Beyond offering additional marketing channels, social media are unique because of relationship building. The ultimate goal in most advertising and marketing campaigns is to convert people, through a conversion process, from having initial interest into completing a sale of products or services. The advertising and marketing industries experienced explosive growth, as products were marketed through commercial mass media, such as radio and television.
