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Marketing managers have a wide variety of promotional tools to choose in order to satisfy their target group or to influence product demand. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. Marketing communication is a fundamental and complex aspect of marketing. It can be described as one of the P’s in the Marketing Mix, (Promotion). This essay will discuss the importance of reaching different target groups with numerous techniques in reaching and explain why social media is the most effective promotional tool.
Marketing communications involves informing customers about the merits of the product and persuading them to buy it. Each promotional tool is made for a different service and can be more or less effective. Advertising is used to create awareness to a large and less specific target group. On the other hand, personal selling is a direct transfer of product information towards the customer before they make
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As 92% of marketers in 2014 claimed that social media marketing was helpful towards their business and 80% of them reported an increase to their website traffic.4 Social media can increase brand recognition. For example, a Facebook user could hear about a company just because another user shared related content. Consumers are more likely to convert, as every photo that is uploaded or posted is a chance of a positive interaction with the customer, increasing the likelihood of an eventual conversion. People are becoming more attached to the brands, as it is the only place for a brand where said brands can look more humanized; this is very important as people like doing business with other people and not