How Does Digital Marketing and Social Networking Affect Business.

Faisal Akbar
School of Aviation Management
Faculty of Business and Social Science
International University Liaison Indonesia (IULI), BSD City, Banten, Indonesia
Email: faisalakbar4411@gmail.com

Daniel Rompas
School of International Business Administration
Faculty of Business and Social Science
International University Liaison Indonesia (IULI), BSD City, Banten, Indonesia
Email: rompasdaniel@gmail.com

Ignatius Adi Bagaskara

School of International Business Administration
Faculty of Business and Social Science
International University Liaison Indonesia (IULI), BSD City, Banten, Indonesia
Email: adi.bagaskara99@gmail.com

Louis Sekkour
School of International Business Administration
Faculty of Business and Social Science
International University Liaison Indonesia (IULI), BSD City, Banten, Indonesia
Email: loui00963@gmail.com

Wilbert Melvern
School of Hotel and Tourism Management
Faculty of Business and Social Science
International University Liaison Indonesia (IULI), BSD City, Banten, Indonesia
Email: wilbertmelvern@gmail.com

ABSTRACT

In this world of digitisation, digital marketing is a vogue that is clearing over the entire world. The
pattern of digital marketing is moving forward day by day with the ideas of Internet marketing that is turning
into an essential stage of digital marketing alongside the electronic devices like the digital billboards, tablets
and smart-phones, gaming consoles, and numerous other gadgets that helps with digital marketing. Flipkart
with its imaginative advanced advertising have made a specialty showcase in online stores contending with the
ordinary stores demonstrating the intensity of web based showcasing. The contextual investigation examinations
how Flipkart.com has acquired an exhibit advanced and web based advertising systems to succeed and make it
huge in the digital marketing district. The case likewise examines how flipkart has had an immense
accomplishment in the internet promoting area as they got new bits of knowledge into the advanced advertising
field. Furthermore, couple of years from now it will be in the long run observed that the customary advertising
being supplanted by digital marketing. Advanced promoting will be top on the plan of numerous advertisers, and
they may be searching for inventive approaches to advertise on the web, lessen cost per lead, increment navigate
rates and conversion rates.

Keywords: Organizing Business, needs and wants, financial status

1
I. INTRODUCTION

The importance of social media in the business industry is growing rapidly. With more
people being a part in social media sites and using them daily and efficiently, the social media
industry is expected to become more huge in the sooner years. It’s booming like never before.
With such amazing growth, every business nowadays needs to leverage proper social media
channels in the best possible way. Not because it’s the “in thing”, nor because it just sounds
simple, but because their target audience is hanging around the popular social networks.
Moreover they’re engaging with their favorite brands and connecting with them on various
levels. (Smith, 2017)

Figure 1. Digital Marketing

2
I.1. Impact of Digital Marketing on Business

Digital Marketing is more effective procedure of getting a wider audience.

This marketing strategy is cheaper than print advertising, as we know print advertising needs
papers which will add an extra cost. With digitalized world people can easily reach
advertisement through their smart phones, tablet, computer even billboards. Digital marketing
give new methods in business world to run their advertisement. (Barkman, 2018)

1.2. Growth and Benefits of Digital Communication

Using the Internet. Computerized Media are electronic Media that function using
digital codes. When we refer to digital media, we mean media accessible by means of the
Personal Computer and other computerized gadgets, including versatile and remote ones like
Smartphones. (James Ferrel, Growth and Benefit of Digital Communication, 2015)

Digitalized Marketing utilizes every single Digital Medium, including the Internet and Mobile
intelligent channels, to create correspondence and trades with clients. Advanced Marketing is
a term we will frequently utilize on the grounds that we are keen on a wide range of Digital
correspondences, regardless of the electronic channel that transmits the data. Advanced
Marketing goes beyond the Internet and includes Mobile Phones, Banner, Ads, Digital
Outdoor Marketing and Social Networks. (James Ferrel, Growth and Benefit of Digital
Communication, 2015)

The Internet has made huge open doors for Businesses to produce associations with
Consumers and Business Customers, Target Markets more specifically and even achieve
already difficult to reach Markets at home and around the globe. The Internet additionally
encouraged Business exchanges, enabling organizations to connect with Manufacturers,
Wholesalers, Retailers, Suppliers, and Outsource firms to serve clients all the more rapidly
and all the more productively. The media transmission openings made by the Internet has set
the phase for Digital Marketing's advancement and development. (James Ferrel, Growth and
Benefit of Digital Communication, 2015)

Figure 1.2. Characteristics of Digital Marketing

Characteristic Definition Example

Addressability The capability of the Amazon uses cookies on its
marketer to establish website which allows them to
customers before they even identify the owner when they
make a purchase. return to the site.
Interactivity The capability of customers Tokopedia interacts with
to express their needs and customers before and after a
wants precisely to the firm in purchase to make sure
return to its marketing customers get what they
communications. want.

3
Accessibility The capability for marketers Google uses web searches
to obtain digital information. through its search engine to
learn about the customer’s
behavior and interests.
Connectivity The ability of consumers to Youtube encourages content
stay connected with creator to upload their videos
marketers along with other so other can vote their videos
consumers for a chance to be discovered.
Control The customer’s capability to Consumers use Traveloka to
adjust the information they discover the best deals for
see as well as the rate and travels.
exposure to that information

Source: (Barkman, 2018)

1.3. NEGATIVE IMPACT OF DIGITAL MARKETING ON BUSINESS

The impact of digital marketing on traditional marketing has been profound, and
rightfully so. The world of digital marketing opens doors that offer a potential client the
opportunity to feel as if he or she is connected with a business, as if the client is a part of it,
simply because one sees content from that business online on a regular basis. These types of
things entice potential buyers to give products and services a try that they once wouldn’t have
even known about. The benefits of digital marketing for the business world are vast and easily
outweigh any potential negatives. While the benefits are easy to see, another important
consideration when going digital with your marketing plan is the negative impact of digital
marketing. It’s easy to think, “What could possibly go wrong with online advertising?” Well,
when more people are viewing marketing content, there’s always the fear (or there should be)
that the wrong message could be perceived. If marketers aren’t conscious of what’s going on
around them, it’s easy to put out a message that can be misinterpreted. For example, consider
the #METOO movement. If a marketer was unaware of the movement (perhaps they’ve been
hiding under a rock) and ran a banner ad on Facebook with some humor about something that
could even slightly, in some far-off universe, be considered sexist, it could be the death of that
company. While that might sound severe, consider the line, “Once it’s been on the internet,
it’s out there forever.” Once an ad has run that can be affiliated with a company and is
interpreted in an offensive manner, it’s out there, never to be retracted. It’s often death by
digital suicide for the company behind the message. While there are always negatives with
any marketing strategy, the impact of digital marketing on businesses has, overall, been a
positive one. With more access to a broader audience, digital marketing illuminates’
businesses in ways that were once impossible, saving businesses time, money, and bringing in
new customers like never before. (Barkman, 2018)

1.4. Use of Digital Marketing in Business

Nowadays digital technology is very effective and powerful to grow our business.
This type of marketing has the ability to go viral quickly. For instance, we only need a few

4
sentences and a picture of a product to describe the product that we are going to sell. People
can easily access out advertisement through their phone, laptop or tablet. Within digital
marketing a company is able to reach their goals. The goal of business is making a revenue to
gain profit. There are many platforms that we can use as marketing media such as search
engine, social media, email and websites. Businesses use digital marketing to increase sales
and revenue and digital marketing’s value has a talent to influence customers to purchase
products. Digital marketing also helps companies build their brand awareness. As we already
know, if customers do not know our brand, they have no interest to buy our product. In
comparison with traditional marketing, digital marketing is more effective and efficient to
advertise the product. It will also give a chance to decrease expenses to advertisement cost.
(Herhold, 2018)

1.5. Using Digital Media to Reach Consumers

Businesses nowadays don’t really find it hard to determine who their consumers are,
but what’s challenging for them is how to deliver or influence their consumers in order to
reach them. Almost all brands now use modern technologies such as social media and live
streaming. The influence of Social Media is no longer niche. It has been studied that today’s
millennial trust a social-media star’s recommendations nearly as much as those of their best
friends’ or family members. (Hoffman, 2018)

The key is to look for the right influencer and the proper platforms for most optimum results
possible. It is very important who to look for, because not any famous celebrity/influencer on
social media would do the trick for any content. Different stars have different audience with
different corners of interests. Businesses also tend to provide online surveys for consumers as
a feedback tool in order for them to communicate with each other and understand what they
think about a specific content. In this way, businesses are able to have an idea for the next
action. (Hoffman, 2018)

Marketing through digital media will contribute in the increase of brand recognition. Profiles
of the business social media present new opportunities for sharing content along with
presenting the voice and personality of the brand. By posting mesmerizing content that adds
up more value to the target audience, the business would be making its brand more accessible
to new leaders and current customers as well as more familiar. Let’s say that a new lead
tumbles on the brand on social media. Customers may not have heard of the brand before, but
they can learn about the brand and what value it offers through social media. This could also
be applied on the current customers. After viewing the content on social media on multiple
networks, existing customers become more comfortable and trustworthy towards the brand,
which may increase their interest in constant purchase from that specific brand. (SMITH,
2018)

On the downside, firms are having a very difficult time trying to adapt to flashing new
technology emerging, as well as where the consumers are moving from which digital media

5
channels to which. It might seem like a challenging task but it does require so much research,
change in the way the content is distributed and which influencer to sign up. Those firms that
are not able to adapt to such a constant change will fail.

1.6. Using Digital Media to Learn About Customers

Internet based life is the cutting edge field in which marks crosswise over various
enterprises are engaging to discover and interface with both existing and new clients. The
basic way to deal with hierarchical online networking accounts is to give administration by
means of snappy informing, learn client sentiments about items or administrations, and
assemble a general impression of the manner in which clients connect with your image.
Clients can pick up esteem and find out about brands, internet based life stages can be a
practical wellspring of client information that can be utilized to shape an authoritative client
experience. This is an immense gully of valuable data that can be used to paint a clearer
picture about the interests of the clients a brand serves. It can even now be helpful to utilize
Facebook or other social stages as a listening device to keep a finger on the beat of general
conclusion. Customer’s today hope to have the capacity to contact you promptly with
inquiries and issues. They will tweet at you, Facebook Message you or DM you on Instagram.
a few people will particularly anticipate that social informing should be their essential mode
for communication with organizations, brands, and craftsmen. (Meyerson, 2018) (Hall, 2018)

2. Legal and Social Issues in Internet Marketing

The extraordinary growth of information technology, the Internet, and social networks
has generated many legal and social issues for consumers and businesses because of Privacy
concerns, Risk of identity theft, Risk of online fraud, and Need to protect intellectual property
(James Ferrel, Legal And Social Issues In Internet Marketing, 2015)

That is why U.S. Federal Trade Commission (FTC) compiles an annual list of consumer
complaints related to the Internet and digital media because the extraordinary growth of
information technology, the Internet, and social networks has generated many legal and social
issues for consumers and businesses. These issues include privacy concerns, the risk of
identity theft and online fraud, and the need to protect intellectual property. The U.S. Federal
Trade Commission (FTC) compiles an annual list of consumer complaints related to the
Internet and digital media (James Ferrel, Legal And Social Issues In Internet Marketing,
2015)

2.1 PRIVACY

Current technology has made it possible for marketers to amass vast quantities of personal
information, often without consumers’ knowledge, and to share and sell this information to
interested third parties Because Cookies are often used for tracking & scraping is an activity

6
where companies offer to collect personal information from social networking sites and other
forums (James Ferrel, Online Fraud, 2015)

And because of that Laws and regulations have difficulty keeping up with the rapidly-
changing Internet Laws and regulations have difficulty keeping up with the rapidly- changing
Internet that is why Federal Trade Commission considering creating legislation that limits
information companies can gather online (James Ferrell, 2015)

2.2 IDENTITY THEFT

Identity Theft occurs When criminals obtain personal information that allows them to
impersonate someone else in order to use their credit to access financial accounts and make
purchases it happened because the security has been breached and become a serious threat to
organizations and individuals (James Ferrell, 2015)

Phishing is using a counterfeit of a familiar website to deceive people into divulging private
information to deter identity theft, the National Fraud Center wants financial institutions to
implement new technologies such as digital certificates, digital signatures, and biometrics (the
use of fingerprinting or retina scanning) (James Ferrell, 2015)

2.3 ONLINE FRAUD

Online Fraud is an attempt to conduct fraudulent activities online because Cybercriminals are
increasingly using online social networking sites and other digital media to commit fraud,
they sometimes use social networking sites to pose as charities and collect donations Another
tactic is to create typo squatting sites based on common misspellings of search engines or
social networks (James Ferrel, Online Fraud, 2015)

for Example, Faecbook vs. Facebook Always be careful what information you give
out when online and use trusted sites whenever possible because Online fraud includes any
attempt to conduct fraudulent activities online such as by deceiving consumers into releasing
personal information. Cybercriminals are finding new ways to use sites like Facebook and
Twitter to commit fraudulent activities. The best protection for consumers is to be careful
when they divulge information online (James Ferrel, Online Fraud, 2015)

2.4 INTELLECTUAL PROPERTY

Intellectual property can include songs, movies, books, and software and consists of the ideas
and creative materials developed to solve problems, carry out applications, and educate and
entertain others It is generally protected by patents and copyrights, but these can be difficult
to enforce globally Piracy and illegal sharing costs global industries billions annually because
90% of illegal software copying is done by businesses (James Ferrell, 2015)

7
3. DIGITAL MEDIA AND MARKETING MIX

Digital Media is a blend of technology and content, and building digital media products
requires teams of professionals with diverse skills, including technical skills, artistic skills,
analytical and production coordination skills. All of these skills need to be balanced on a
team, with all team members focused on creating the best user experience. (Carr, 2019)

Marketing Mix is a marketing strategy that combines several elements in the marketing mix
itself that is carried out in an integrated manner. To achieve business success, complex skills
are needed in the process of managing the business. Not only have quality products, many
other factors also need to be considered. One of them is the marketing or marketing line.

With the application of a mature marketing strategy, it will certainly affect the final outcome
of a business's success. Simply put, no matter how good the product or service we offer if we
don't know or fail to market it, it will be useless too.

Marketing Mix According to Experts Some experts in the field of marketing have explained
about the definition of marketing mix, including:

1. Kotler and Armstrong

According to Kotler and Armstrong (1997: 48), the notion of marketing mix is a tool
of tactical marketing tools that can be controlled, product, price, distribution, and
promotion combined by the company to produce the desired response in the target
market.

2. Buchari Alma
According to Buchari Alma (2005: 205), the notion of marketing mix is a strategy of
combining marketing activities, in order to create the maximum combination so that
the most satisfying results will emerge.

3. Sumarmi and Soeprihanto

According to Sumarmi and Soeprihanto (2010: 274), the definition of marketing mix
is a combination of variables or activities which are the core of the marketing system,
namely products, prices, promotions, and distribution. In other words the definition of
marketing mix is a collection of variables that can be used by companies to influence
consumer responses.

4. Sofjan Assauri
According to Sofjan Assauri (2013: 12), marketing mix is a combination of variables
or activities which are the core of marketing systems, which variables can be
controlled by marketing to influence the reaction of buyers or consumers.

5. Nervous Kismono

8
According to Gupup Kismono (2001: 308), the notion of marketing mix is a
combination of variables or activities which are the core of marketing which consists
of product strategy, price, promotion, and place.

6. Dhaimesta and Irwan

According to Dhaimesta and Irwan (2000: 74), the notion of marketing mix is the
variables used by companies as a means to meet or serve the needs and desires of
consumers.

Activities and Objectives of Marketing Mix

After understanding the definition of marketing mix, then we also need to know what
are the objectives of this marketing mix. Some of the objectives of the marketing mix
are:

1. Advertising (Advertising)
Advertising is one of the important activities in the marketing mix. The main purpose
of this advertising is to provide information about products (goods / services) to target
consumers and to increase sales.

2. Sales Promotion (Sales Promotion)

This is a collection of various intensive tools designed to encourage the purchase of an
item / service. The core activities are mostly short-term and are not repeated.

The purpose of this sales promotion is to increase sales. This activity can be done by
giving discounts, procuring contests, giving coupons or product samples.

Direct Marketing
Direct marketing is an interactive marketing system that uses one or more advertising
media to generate responses and / or transactions that can be measured at a location.
The aim of direct marketing is to communicate products or services directly to
consumers who are considered potential target markets.

Marketing Mix Concept

If talking about the realm of marketing, there is one general concept that must be
known by every businessman, namely the concept of Marketing 4. Q. What does that
mean? Marketing 4 P is a marketing concept that focuses on 4 things, namely Product
(product), Price (price), Place (place) and Promotion (promotion). These four things
must be the main consideration in preparing how we will do marketing.

However, with the development of market conditions that are already very dynamic
now, the 4P concept is considered to be less effective. Therefore many observers feel

9
the need to add other points to the concept. Until popularized the term Marketing Mix
or Marketing 7 P.

It is a development of the 4 P concept, the 7 P concept is arranged with 3 additional

points, namely Process (process), People (people) and Physical Evidence (physical
evidence). To find out more about all the points in the concept of Marketing Mix,
consider the following details:

1. Product Aspect (Product)

What is meant by products are things that we sell in a business including goods or
services that have use values and are needed by consumers. The main key of a product
that is goods or services must be able to meet the needs or desires of consumers.
In addition, more value is needed than other products so that our products are more
easily accepted by consumers.

2. Price Aspect (Price)

Price is money that must be given by consumers to get goods or services sold. Price
becomes a very important aspect because generally consumers make prices as the
main consideration before buying.

Given its very flexible nature, it's a good idea to always follow market dynamics so
you can set prices at the right level. Where prices can still be at the right level. Where
prices can still be accepted by the community but also still make a profit.

3. Aspect of Place

The place of business is the location where we will carry out the process of buying and
selling. For conventional business this aspect is indeed very important. You must pay
attention to whether the location is quite strategic and easily visited by consumers.

But with the development of modern businesses such as online businesses, now the
notion of various aspects of the place is matched with the media used.

4. Promotion Aspect (Promotion)

Promotion is a business activity that has a goal so that consumers can get to know and
be interested in your business products. In this activity, you must be able to change
consumer perceptions to be positive about our business.

To do so many good promotional techniques manually through face to face promotion

to online promotions that are now growing rapidly.

10
 5. Process Aspects (Process)

In business, processes can be interpreted as steps taken between sellers and

consumers. It includes service and transaction processes. Provide a satisfying service
experience for consumers through various techniques so that they feel satisfied.

6. People Aspect (People)

Included in this aspect is of course not only consumers but all the human resources
involved include workers or business teams. This is very important to note considering
that all people must have different tendencies in the business world. Giving good
attention to the people involved in your business, is a very good first step.

7. Aspects of Physical Evidence (Physical Evidence)

Physical evidence is all in the form of equipment or devices used to support the
running of our business. Mainly for large-scale businesses, of course, of course
requires more equipment and more complex functions and uses.

Considering all aspects in the concept of Marketing Mix are interrelated with each
other, then you have to run it in tandem and proportionally. (Majid, 2019)

3.1 DIGITAL MEDIA

FACEBOOK

Facebook is a social networking website where all the users can post comments, share
photographs and post any links to give their friends news or other interesting content
on the web, chat live, and watch short-form video. Shared content can be accessed
publicly, or it can only be shared with a selected group of friends or family, or with a
single person. (Nations, 2017)

Facebook starts in February of 2004 as a school-based social network at Harvard

University. It was started by Mark Zuckerberg along with Edward Saverin, both
students were at the college. It wasn't until 2006 that Facebook opened to anyone 13
years or older and took off, rapidly overtaking MySpace as the most popular social
network in the world. (Nations, 2017)

Facebook's success can be credited to its ability to appeal to both people and
businesses and its ability to interact with websites around the internet by just a simple
single login that works across multiple sites. (Nations, 2017)

11
Facebook is user-friendly and open to everyone. Even the least technical-minded
people can sign up and begin posting on Facebook. Even if it started out as a way to
keep in touch or rebuilding the connection with long-lost friends, it rapidly became the
darling of businesses that were able to closely target an audience and deliver ads
directly to the people most likely to want their products or services. (Nations, 2017)

Facebook makes it simple to share photos, text messages, videos, status posts and
feelings on Facebook. The site is entertaining and a regular daily stop for many users.
Unlike some social network sites, Facebook does not allow adult content. When users
transgress and are reported, they are banned from the site.

Here are a few features that make Facebook so popular:

• Facebook allows you to maintain a friends list and choose privacy settings to
tailor who can see content on your profile.
• Facebook allows you to upload photos and maintain photo albums that can be
shared with your friends.
• Facebook supports interactive online chat and the ability to comment on your
friend's profile pages to keep in touch, share information or to say "hi."
• Facebook supports group pages, fan pages, and business pages that let
businesses use Facebook as a vehicle for social media marketing.
• Facebook's developer network delivers advanced functionality and
monetization options.
• You can stream video live using Facebook Live.
• Chat with Facebook friends and family members, or auto-display Facebook
pictures with the Facebook Portal device. (Nations, 2017)

TWITTER

Twitter is an online social networking site where people exchange information or give
their feelings or thoughts in short messages called tweets. Tweeting is some kind of
posting short messages for anyone who follows you on Twitter, with the hope that
your tweets are useful and interesting to your followers.

Most people use Twitter to discover interesting stuff and companies online, opting to
follow their tweets. (Gil, 2018)

Why Twitter Is So Popular

In extension to its relative quality of being new, Twitter's big appeal is how scan-
friendly it is. You can find a lot of interesting Twitter users and read their content
quickly. This is ideal for our modern attention-deficit world. (Gil, 2018)

12
Twitter employs a meaningful message to some limit to keep things scan-friendly.
Every microblog tweet entry is limited to 280 characters or less. This function is to
promotes the focused and clever use of language, which makes easy to scan easily,
and challenging to write. This size restriction made Twitter a very popular social tool.
(Gil, 2018)

Twitter as a Form of Amateur News Reporting

Among other things, Twitter is one of many way to learn about the world through
another point of view. Tweets might as well come from Thailand person as their cities
being overwhelmed, from American soldier in Afghanistan who shared his war
experiences. These microbloggers are all mini-journalists in their own way, and
Twitter gave them a platform to send their story or thoughts right from their laptops
and smartphones. (Gil, 2018)

Twitter as a Marketing Tool

A lot of people advertise their services, consulting businesses, and retail stores by
using Twitter, and it works. The modern internet user has tired of television
advertisements. People prefer advertising that is fast, less intrusive, and can be turned
on or off if they want to. Twitter is exactly that. When you learn how the nuances of
tweeting work, you can get great advertising results by using Twitter. (Gil, 2018)

Twitter as a Social Messaging Tool

Yes, Twitter is social media, but it's more than instant messaging. Twitter is about
discovering interesting people around the globe. It can also be about building a
following of people who are interested in you, also your work, hobbies, activities and
then giving your followers with some valuable knowledge every day. (Gil, 2018)

Whether you are a mountain climber who wants to share your wild adventures with
other nature freak or you are celebrity which is trying to entertain your fans, Twitter is
a way to maintain a low maintenance social connection with others and maybe
influence other people in both small way or big way. (Gil, 2018)

INSTAGRAM

Instagram allows their users to edit and upload photos and also short videos through a
mobile application. Users can also add a caption to every posts and use hashtags and
put the location on, to index these posts and ease them to search by other users within
the application. Each post by an instagram user appears on their followers' Instagram
feeds and can also be viewed publicly when the post is tagged using hashtags or

13
geotags. Users also have the option of making their profile private so that only their
followers can view their posts. (Rouse, 2017)

As with other social networking platforms, Instagram users can like, comment on and
save others' posts, also send a direct messages to their friends via the Instagram Direct
feature. Photos can be shared on one or several other social media sites,including
Twitter, Facebook and Tumblr with a single click. (Rouse, 2017)

Instagram is also for businesses. The photo-sharing app offers companies the
opportunity to start a business account for free to promote their brand and products.
Companies with business accounts have access to free engagement and impression
metrics. According to Instagram's website, more than 1 million advertisers in every
country .use Instagram to share their stories and drive business results. (Rouse, 2017)

History of Instagram

Instagram was created in San Francisco by Kevin Systrom and Mike Krieger, who was
trying to creating a platform similar to Foursquare but then turned their attention to
photo sharing. The word Instagram is an mixture of "instant camera" and "telegram."
(Rouse, 2017)

The Instagram on iOS app was released through the iTunes App Store on Oct. 6, 2010,
and for the Android app was released on April 3, 2012. The platform's popularity
skyrocketed, with the company has more than 40 million active users just a couple of
years after launch. This caught the attention of Facebook, which officially purchased
Instagram for $1 billion in the summer of 2012. (Rouse, 2017)

You can also use Instagram for marketing and business. Such as promoting your
business worldwide through Instagram, by using the advertisement on the Instagram.
You just need to pay a few dollars to Instagram, and switch your account into a
business account, and pay memberly for the advertisement that Instagram will spread
to every user’s feeds.

YOUTUBE

As you probably already know, Youtube is a video hosting platform. It is evolved

from a simple video sharing site to a powerful platform that can be used by for
amateurs and professionals. YouTube was officially purchased by Google in 2006
after Google failed to gain enroachment with its competing product, Google Video.
(Karch, 2019)

14
YouTube let users view, edit, and upload their video files. Users can also comment
and rate any videos, along with subscribing to the channels of their favorite video
producers. In addition to viewing free content, the service lets users rent and purchase
commercial videos through Google Play and offers a premium subscription service,
YouTube Premium, which removes ads, allows offline playback, and features original
content. (Karch, 2019)

Registration is not required to view videos, but it is required to comment or subscribe

to channels. Registration for YouTube is automatic with your Google Account. If you
have Gmail, you have a YouTube account. (Karch, 2019)

History

YouTube, like many successful tech companies today, was founded in a California
garage in February 2005 and officially launched in December of that same year. The
service became an almost instant hit. YouTube was purchased by Google the next year
for approximately 1.6 billion dollars. At the time, YouTube was not earning a profit,
and it wasn't clear how the service would become a money maker until Google bought
it. Google added streaming ads (which share part of the revenue with original content
creators) in order to generate income. (Karch, 2019)

Watching Videos

You can watch videos directly at www.youtube.com or you can watch YouTube
videos embedded in other locations, such as websites. The owner of the video can
restrict the viewers by making their video private to only select viewers or by
disabling the ability to embed the videos. YouTube allows some video creators to
charge viewers in order to watch videos. (Karch, 2019)

YouTube Community

One of the reasons YouTube is so popular is because it develops a sense of

community. You can not only view some videos, but you can also give a rating to a
videos and also give a comment on it. Some users even respond with video comments.
This community atmosphere has created a lot internet video stars, including mentions
in magazines and television appearances, also influencers. Justin Bieber owes a lot of
his career to YouTube. (Karch, 2019)

15
3.2. CONCLUSION

In a world with more than 70% of active internet users on all social media, who spend a
minimum average of one hour daily on such social networks, we shall conclude that social
networks have clearly become a form of reality in which people are able to communicate,
interact and even have further trust. We also have to put an account on the fact that over 60%
of these users are accessing social networks with mobile devices, with strong predictions that
the percentage will definitely rise in the near future. More than 90% of marketers claimed that
they use social media for business purposes, of which 60% of them say they have acquired
new customers over social networks. The use of social networks have been very beneficial for
businesses, as it contributed in the new findings of businesses. It is not considered probation
anymore, but instead it has become a crucial segment of the business world. Digital marketing
is a continuous process with periodic updates. The secret behind every digital marketing
strategy’s success is based on coping and dealing with changes while focusing on the right
segment of your target audience. Results would thus be determined based on the behavioral
change of the target market and how much of an effect it caused. Having an attorney working
with your marketing team will assist in drafting ethics and legal policies for your organization
that will protect you in every aspect of your digital marketing efforts. Understanding the
digital marketing’s ethics and legalities helps companies to avoid litigation and questions
about your ethical integrity both now and in future. Digital marketing simply the definition of
the utilization of digital technology to successfully achieve marketing goals. Digital
marketing and marketing department isn’t so different from one another. The aforementioned
information will help those digital marketers to further understand the general strengths and
weaknesses of Digital Marketing. The conclusion of digital marketing is a helpful
terminology and that’s because digital marketing requires certain skills to utilize the digital
technology. After applying the such knowledge, one shall take risk to invest in the digital
marketplace.

16
III. BIBLIOGRAPHY

Bibliography
The Importance of social media in marketing. (2016). Retrieved from Emarketing Institute.
Barkman, A. (2018, March 6). Impact of Digital Marketing on Business. Retrieved 3 3, 2019,
from Tech Funnel: https://www.techfunnel.com/martech/impact-digital-marketing-
business/
Carr, E. (2019, May 30). What is Digital Media. Retrieved from Centre of Digital Media:
https://thecdm.ca/program/digital-media
Gil, P. (2018, June 18). What is Twitter and How Does Twitter Work. Retrieved from
LifeWire: https://www.lifewire.com/what-exactly-is-twitter-2483331
Hall, J. (2018, January 16). Use social media to learn more about your customers. Retrieved
May 16, 2019, from advertisemint: https://www.advertisemint.com/use-social-media-
learn-customers/
Herhold. (2018, July 18). How Businesses Use Digital Marketing in 2018. Retrieved May 28,
2019, from Clutch.co: https://clutch.co/agencies/digital-marketing/resources/how-
businesses-use-digital-marketing-2018
Hoffman, C. (2018, February 8). BIZBASH. Retrieved May 1, 2019, from 5 Ways Brands
Should Be Using Technology to Reach Consumers:
https://www.bizbash.com/experiential/article/13233716/5-ways-brands-should-be-
using-technology-to-reach-consumers
James Ferrel, L. H. (2015). Growth and Benefit of Digital Communication. In L. H. James
Ferrel, Business A Changing World 10th Edition (pp. 410-411). MC Graw Hill
Education.
James Ferrel, L. H. (2015). Intelectual Property. In L. H. James Ferrel, Business A Changing
World 10th Edition (pp. 412-413). MC Graw Hill Education.
James Ferrel, L. H. (2015). Legal And Social Issues In Internet Marketing. In L. A.
Marketing, Business A Changing World 10th Edition (p. 410). MC Graw Hill
Education.

17
James Ferrel, L. H. (2015). Online Fraud. In L. H. James Ferrel, Business A Changing World
10th Edition (p. 412). MC Graw Hill Education.
James Ferrell, L. H. (2015). Identity Thief. In L. H. James Ferrell, Business in a Changing
World 10th Edition (pp. 411-412). Mc Graw Hill Education.
Karch, M. (2019, May 4). Youtube: Everything You Need to Know. Retrieved from LifeWire:
https://www.lifewire.com/youtube-explained-1616693
Majid, M. (2019, MAY 30). maxmanroe.com. Retrieved from Marketing Mix: Definition,
Purpose, and Concept of Marketing Mix: https://www.maxmanroe.com/pengertian-
marketing-mix.html
Meyerson, E. (2018, October 22). How to Use Social Media to Drive a Better Customer
Experience. Retrieved May 1, 2019, from Martech Advisor:
https://www.martechadvisor.com/articles/social-media-marketing-2/how-to-use-
social-media-to-drive-a-better-customer-experience/
Nations, D. (2017, September 23). What is Facebook. Retrieved from Lifewire:
https://www.lifewire.com/what-is-facebook-3486391
Rouse, M. (2017, May). What is Instagram. Retrieved from Search CIO:
https://searchcio.techtarget.com/definition/Instagram
Smith, K. (2017, september 8). The Importance of Social Media in Business. Retrieved May
28, 2019, from LYFE Marketing: https://www.lyfemarketing.com/blog/importance-
social-media-business/
SMITH, K. (2018, January 2). Lyfemarketing. Retrieved May 1, 2019, from 15 Reasons Why
Marketing Through Social Media is a Must For Every Small Business:
https://www.lyfemarketing.com/blog/marketing-through-social-media/
tantra, P. (2013, november 4). blogger. Retrieved from Understanding Digital Media:
http://ariisurya.blogspot.com/

18