Social media marketing: a tool to achieve competitive advantage

Since India is a young country i.e. median age of population is 26 and use of internet has become part and parcel of their life. Now social media has emerged as efficient way to connect with customers. Social media had become really important gradient in today's marketing mix in general and in promotion mix in particular. Marketing is now not limited to department of marketing team alone rather it is a tool in the hands of each employee. It is practically impossible to design a marketing strategy without considering social networks.. In today's competitive era Social Media Marketing has become an effective tool for marketing that helps the business houses irrespective of their sizes. As today's customers are Techno savvy, so it is very important to choose the appropriate and suitable social media platform. These media has a competitive edge over other popular public media like Television because there is a time gap between social event occurrence and the time it is being broadcasted. This research paper emphasizes on the importance and impact of social media which can take this viral marketing mode beyond the traditional marketing techniques at present. The purpose of the study is to investigate the use of social media as a new investigative and promotional tool in marketing.