USAGE OF SOCIAL MEDIA AS AN INTEGRATED MARKETING TOOL IN BUSINESS

Globalization has increased the competitive pressure on the business organizations. The business organizations need to expand themselves in limited cost. The web 2.0 tools are providing an effective option for marketing and advertising to the business managers. Previous researchers have argued in the favour of social media tools because those tools have improved the brand visibility by reducing the cost of business operations. The traditional marketing tools haven't provided much needed flexibility to the business organization but social media tools are proving to be an effective integrated marketing tool Purpose – The purpose of this research paper is to check the importance of social media as an integrated marketing tool in the business. The globalization has put pressure on the international businesses to look for a solution in marketing and advertising which can provide competitive advantage. Many researchers have talked in favour of social media tools for marketing and advertising as replacement of traditional marketing tools. Many domestic businesses have took their business over international boundaries in last few years because social media tools have helped them.