The ever-exceeding levels of digital influence and technological advancement are changing the world from the inside out, making it more convenient, efficient, fast-based, and exciting than ever. Consider the way that we do business. The world of business has never been more influenced by digitalisation and technologies as it is now, and this has changed the way of business around the world and across the board. The world of advertising, marketing, and business is a fickle one, always evolving and morphing into its next iteration. But thanks to digitalisation and technological impact, this is also a world that is ripe with exciting changes that are completely shaking up modern business and how consumers interact and respond to those businesses. Take modern business’ grasp on social media, for example. Throughout recent history, consumers have become more and more focused on their phone screens, investing more and more energy, effort, time, and even money in their social media platforms than they do in their real lives. When traditional marketing tactics stopped being as effective, businesses took a step back and considered why.

When watching their consumers closely, it became exceedingly obvious that the reason for this change was at the very least partially due to the increased reliance on social media (i.e. digitalisation). In making global connectivity so consistently and openly available around the clock, consumers were finding themselves drawn more and more into the world that could literally measure their impact (via likes, comments, messages, follow requests, posts, and even story views). When businesses realised this, they set to work figuring out how they could gain back the attention of their consumers. It quickly became apparent that instead of figuring out how to gain back attention, they should be focusing on finding their way into the same fold that had captured consumers’ attention so boldly and unapologetically. This is where social media marketing comes into play. Social media marketing is essentially the use of social media as a modern storefront window, to advertise a business.

In a feat never achieved solely by a marketing strategy, social media has given both consumers and businesses what they want and need respectively. For consumers, they feel a more personal connection to businesses, which makes them feel like part of the family rather than just an order number. They can connect with businesses via live videos, comments, likes, posts, follows, and messages – and vice versa. For businesses, the power in social media marketing is having an outlay of the competition available at the click of a button, as well as constant, unfiltered access to consumers’. They can understand better how their representation comes across, all in real time. What is more, is that social media is such an effective digital marketing strategy that it can be – and often is – used to market practically anything. Social media is understandably considered a multitool in digital marketing for this very reason.

Whether it is the latest in fashion and food, or more specifically cryptocurrency in Malaysia or even social media influencing itself, there is a market online for anything these days, and social media marketing is one of the best ways to advertise it all. These days, consumers crave personalisation above all else. They want to feel like they are valued as individuals, not just order numbers for a business. Today, the aim of the game in modern business’ longevity and success lies in digital marketing, and social media marketing has proven in recent times to be the height of digital marketing. While social media first started out as a social communication network that spanned the globe, it has evolved to become so much more than that, most notably expanding to be a key digital marketing strategy in an exceedingly competitive world. This is the magic in social media marketing, and it is what continues to drive its success.

Social media marketing is the epitome of smart business strategising in the digital age. While traditional marketing tactics have sometimes fallen short over the years, social media marketing has risen in their place to become a leading – if not the leading – digital marketing strategy across the world. Social media marketing has allowed for a sense of personalised connection between businesses and consumers that other marketing tactics have failed to accomplish. It is this reality that makes it such a weapon, a multitool in modern business strategising. Modern – and likely future – consumers crave to be heard, and they want to be and to feel involved in the businesses they give their loyalty, money, and time to. In return, businesses today want to know that they have the best possible insight into their respective industries, the movements of their competition, and the minds of their consumers. Because of social media’s success in achieving all of these ideals, it is likely to always have a prominent place in digital marketing – and, as a direct result, in the modern (and future) world.