The grand evolution of advertising and marketing over the years has been nothing short of exceptional. For decades, traditional marketing powered businesses through transitory eras, always shifting and evolving to the next stage to allow companies to make their mark as the world changed. However, as technology continued to tighten its grip on the world, traditional marketing concepts began to be more frustrating than enticing for consumers. The marketing tactics had not changed. Consumers had. With the rise of technological advancement, consumers expected the businesses they were interested in to market to them in ways that made sense for them (meaning digital devices and the like). Today, digital marketing is the core of modern business success, and while it has been making its way up to the top of the marketing ladder for a few years now, it has only been the last few years that we have seen immense impact worldwide. While we still use traditional marketing concepts, they are mostly used in collaboration with digital marketing strategies.

As with any form of marketing, however, there are consistently moving and shifting strategies that move in and out of primary focus every other day. Every year it is different. Last year, we began to see social media move its way towards being one of the most popular marketing strategies, and this year it has officially made its mark and cemented its place as the most popular and impactful marketing strategy. 2019 is the year of social media marketing as the reigning marketing tactic the world over. We have seen the development of companies like Appscore take both app and website creation and development to the next level in recent years, and now we are seeing digital marketing strategies like social media marketing take the world by storm, revolutionising and subsequently revitalising modern marketing to cater to the modern consumer, rather than the outdated ideal of the consumer. The whole world must modernise, and businesses are modernising their advertising and marketing strategies tenfold, using tactics like social media marketing to do so.

The whole essence of marketing is centred around the notion that consumers control what marketing prospects work (not unlike the impact consumer opinions have on brand designs and colour schemes). Social media as a modern marketing strategy is so powerful because it literally places businesses in the position of having instantaneous communication and a constant feedback loop that they otherwise would not have had access to. In creating social media accounts, and posting and updating them regularly, businesses place themselves into what has ballooned into a worldwide pool of businesses all vying for the attention and loyalty of consumers in the digital stratosphere. Considering technology’s impact on the economy, the world of business is becoming an increasingly competitive place, and having social media marketing as a strategy is a power move that is genius. Most importantly, having social media pages is not enough – the key is active, consistent use. Anything else will yield less-than-desirable results.

Hailed as a modern marketing multitool, social media has more than lived up to its reputation. Businesses can communicate in real time with consumers, instilling consumer trust and brand loyalty, while consumers are given what feels like behind-the-scenes access to the brand through live videos, brand ambassador opportunities, and consistent, open communication channels. This is the magic of social media marketing, and luckily it is also what continuously drives consumers to businesses. When the average consumer spends more of their time browsing through social media than magazines, newspapers, or emails, placing one’s key business strategy in the hands of the consumer (literally, through their devices) is a move that always pulls through and creates a significant influx in prospective consumer interest. Furthermore, that interest tends to bloom into consumer trust and loyalty, as consumers tend to flock to the businesses that they feel value and hear them the most – something that social media marketing helps to foster on both sides.

The rise of digital marketing strategizing in business models and methods came when the world was moving towards a consistently more technical future. Any type of marketing has its way of altering how consumers perceive businesses, industries, and even individuals, but what is so interesting about digital marketing is that its power seems to hold everyone, in some way. Every year, new digital marketing concepts become more or less popular, dependent entirely on the impact they have on consumers at the time. In 2019, social media marketing is set to have the most impact, after enjoying a steady rise to the top of the digital marketing ladder in the last few years. The overwhelming success of social media marketing would not have been possible without the rate at which modern consumers browse their own social media newsfeeds. Marketing has always teetered towards the inclinations of the consumers of the time, and social media marketing is no different.