Social Media—A Key Pathway to Marketing Analytics

Abstract

AbstractSocial media is a dashboard of an individual, group, or society that offers all the information with or without the knowledge of the users, and it is one of the most prominent online activity. The nature of social media data is determined on real-time experience, and it enhances the marketers to pick this for their social media marketing. Hence, this research focuses on how social media information and its usage influence marketing analytics that strongly enhancing market analysis for the product or services improvement. The data from social media are gathered, analysed, tested, and the results of the analysis are used for marketing planning, designing, and decision-making. There are various third party tools offered in the market, but, however, there are analytical tools offered by social networking sites which would assist a lay person decision analysis. This research is performed to understand which segmentation focuses on social media data, and how the freely available data influence even the unfocused group to do a marketing analysis. It helps the social media users to understand the audience insights, emotions of the other social media users, helps to compare brands and represents brand positioning and mainly focus the trends that is currently adopted amongst the society. The various indispensable features of social media pave way to emergence of various marketing analytics tools, and this also impacts social media marketing since the social networking sites are one of the powerful medium which is common amongst demographic dimensions that carry advertising and awareness of various of brands, products, information, and services. The research results that social media is one of the core feature stimuli for marketing analytics which enables effective social media marketing.KeywordsSocial networkingCustomer engagementAnalytics toolsAdvertisingPerception and recognition