THE ROLE OF DIGITAL AND SOCIAL MEDIA MARKETING IN COMPETITIVE ADVANTAGE

Abstract

Digital marketing refers to the advent of technologically based methods to traditional marketing that are aided by digital aspects. There are over 4.7 billion Indians on social media, and businesses are increasingly embracing the internet for promotion. To self-diagnose their troubles and create judgments approximately alternatives, ability clients rapidly flip to their personal networks and publicly to be had information - an increasing number of digital and social media platforms. It has progressively grown in popularity among marketers in both the business-to-customer (B2C) and business-to-business (B2B) sectors. However, more study has been conducted on how to use and exploit digital marketing and social media in the B2C situation, whereas there are fewer explanations for B2B scenarios. The current study was conducted to analyse the effect of digital and social media marketing in B2B firms and identify the issues in following B2B content-led marketing. Digital Marketing helps in reaching a massive audience in a cost-effective and measurable method. Digital marketing allows customers to communicate directly with the company. With the use of social media monitoring, manufacturers can acquire product feedback, sales leads, referrals, and initial reactions. Furthermore, being present on social media makes businesses more visible to search engines, generates organic search, and improves search engine optimization. Overall, B2B firms utilise social media as a supplemental marketing strategy; nevertheless, they must be present to be seen by search engines and, consequently, attract potential consumers and drive them to their website.