Global Marketing and the Digital Revolution Research Paper

Global Marketing and the Digital Revolution - Research Paper Example line, the development of the paperless society and the increasing influence of electronic money transfer, the innovation in mobile apps and internet enabled mobile phones, the development of electronic data exchange (EDE) and the increasing development of social media represents some of the developments arising out of the digital revolution. The advent of the internet and its related social media networks has significantly affected and influenced the concept of marketing and the specific roles of marketing professionals (Jurras, 2012). Social media networks such as Facebook, instagram, pinterest and twitter are forever transforming the landscape of the marketing function and how consumers interact with each other, products and organizations. Jurras argues that with many consumers having online presence and finding it increasingly convenient and safe to engage in online purchases and payments, only firms with an effective social media strategy will achieve a cutting edge in the highly competitive global industry. Social media networks represent an online community of customers with shared attributes, characteristics and interests. These social media sites employ virtual and internet accessible technologies such as smart phones and tablets to facilitate real time interaction and connectivity of online consumers. The customers share their thoughts, experiences with products and organizations, their perceptions regarding the ability of certain products to meet their needs and preferences, and their likes and dislikes about particular brands (Field, 2013). Astute social marketers are increasingly recognizing the importance of social media sites, especially instagram, to interact with the online consumers, develop and enhance brand awareness, and implement their market communication strategies and campaigns. Field (2013) observes that small and local businesses are no longer disadvantaged in regards to size and financial capital because they do not need to be