First it connected us across vast oceans, and now it is fast becoming the modern-day store front window…welcome to social media. Over the years, social media platforms have evolved to become more than their initial social connectivity platforms. These days, the world is going increasingly digital, and most (if not all) sectors are moving along with it, realising the danger of refusing to do so. Adaptation and realignment are key to traditionally-driven industries surviving in a modernised, digital future – a future that is rapidly becoming more and more likely as time goes on. Technological advancement and development are bringing consistent and evolutionary movement to the sector, and social media is falling into place as business’ saving grace in these transitory times. Global consumer bases are moving online, and social media marketing is being praised as this era’s storefront window, the gleaming imprint of what a business can offer, a glimpse into the possibilities. But it has not come without its challenges.

One aspect of using social media advertising and marketing tactics that businesses have had to adapt to, is the shifting and eventual realignment of mobile plans. Every business is run using, at the very least, one mobile phone for some aspects of said business. With businesses using their phones more than ever to embrace digital marketing strategies – like social media marketing – they need accessibility without the higher costs. This is where the companies that are making mobile plans more adaptive. Not only are they realigning to accommodate more on-demand social media usage, but they are realising that as our lives become ever more digitally focused, so too does our craving for digital connection and convenience. The world – and business as a sector – are becoming more dependent on technologies like the devices we access social media from, so of course it only makes sense to realise, adapt, and cater to these needs ahead of the need for it. Without appropriate access pathways to be able to use social media on mobile devices, businesses risk losing valuable exposure and consumer interest and spending.

Social media has brought with it a communication style that is unrivalled in its entirety. Not only is social media the fastest way to connect instantaneously, but it is also the fastest channel available for real-time connectivity that actively allows both businesses and prospective and existing consumers to connect, interact, and build brand loyalty and trust. With the entire world shifting towards a technologically efficient future, businesses are catching on to the transition that is currently taking place. Further, the smartest of them are already actively working towards realigning their business models and methods to make them more aligning with those of the gravitating world around them. Businesses operate around the wants and needs of the consumers, and the realisation that the best way to reach those consumers is through their most active online presence – their social media accounts – is a stroke of marketing genius that has taken flight and continued to soar to new heights.

Social media is the perfect advertising and marketing tool for this modern era (and going forward) because of the global population increased activity and reliance on social media platforms. The average person logs into their social media apps on their mobile phones, laptops, or tablets at least six times a day. When a person logs into their social media, not only is their newsfeed ripe with photos of brands they follow, but social media is now also being actively used as a breeding grounds for personalised marketing tactics; as users log in, they see an advertisement live in their platform that markets the exact (or shockingly similar) products they have been looking for online. Facebook is the social media platform most famous for doing this, but it has begun to pop up on other social media platforms such as Instagram and Snapchat (though decidedly less often than on Facebook).

The facts speak for themselves. By the year 2020 it is expected that social media advertising will surpass traditional television advertised by around $500 million. Digital ads already represent around 50% of advertising in the US alone, for the first time in history. This milestone cites a promising future in which digital connection is scaled ever-higher to completely engulf the advertising and marketing sectors of the modern world. Historically, this force for businesses has been driven by traditional advertising and marketing tactics (like television ad campaigns and print marketing, for example).

Social media advertising and marketing are this modern era’s saving grace when it comes to businesses surviving and thriving in this most recent transitory period. More and more often, we are seeing the influence that social media advertising and marketing are having on businesses and even entire industries. What was initially designed to be the basis of globally digital communication has evolved to become the modern day’s storefront window. As time moves us on, and the world evolves to become increasingly digitally-focused, businesses are realising the potential for long-lasting impact that social media advertising and marketing could have for them, and they are embracing it and taking full advantage of it.