A Report About How Social and Digital Media Can Be Used to Reach a Wider Customer Base

How Social and Digital Media Can Be Used to Reach a Wider Customer Base

Digital marketing is the process of using technology to create and deliver marketing messages to customers through digital channels such as email, websites, social media, and mobile apps. It allows businesses to reach a wider customer base than traditional marketing methods, such as print advertising and radio broadcasts. Social media can be used to create a personal connection with customers. It allows businesses to share information, updates, and photos with their followers, allowing them to get a sense of what the business is all about. This can help build trust and loyalty among customers, who may then be more likely to buy products or services from the business. Digital marketing is an ever-growing field, and there are many different ways that can be used to reach a wider customer base.

Ways Social and Digital Media Can Be Used to Reach a Wider Customer Base

The first way is posting content regularly on social media platforms. This can be done through posts about the products or services that the business offers, as well as photos and videos of how customers can use the products or services. This allows businesses to build a relationship with their followers and show them that they are interested in what they have to say. Regular content also allows businesses to gauge the effectiveness of their social media marketing campaigns, which can be used to fine- tune their strategy (Tafesse & Wien, 2018). Another way that digital marketing can be used is through email marketing. This allows businesses to reach a large number of people with their message, as well as track which emails are being opened and which links are being clicked (Camil, 2017). This information can be used to improve the design of future emails, as well as tailor the content to best appeal to each individual. The third way is creating blog posts and articles that discuss the company’s products or services in detail.  This can be done in a way that is informative and interesting, as well as providing valuable insights for customers. This allows businesses to build a relationship with their customers, and create a conversation around the products that they are selling.

The fourth way is running surveys to gather feedback from customers.  This is done in a way that is anonymous, so that customers feel comfortable sharing their thoughts. This feedback can then be used to improve the products or services, as well as make better decisions about marketing campaigns. According to (Camil (2017) using surveys to gather feedback is one of the most effective ways to improve customer relationships, and therefore, if a business applies it, they are likely to see positive results. The fifth way is using social media to create engaging marketing content that showcases the company’s values and why its products are valuable.  This is done in a way that is personal and engaging, as well as highlighting the company’s unique selling points. This content can then be shared on social media platforms such as Facebook, Twitter, and Instagram. Research show that using social media to create marketing content can be an effective way of building relationships with customers and engaging with them (Camil, 2017). The sixth way is hosting webinars or other events where customers can learn more about the company and its products.  This can be done in a way that is interactive and engaging, so that customers feel like they are getting value for their money. Webinars and other events can also be used to promote the company’s products and services to a wider audience. Webinars and other events can be booked through online booking platforms such as EventBrite (Tafesse & Wien, 2018). The last way is Collaborating with similar businesses in the industry to share best practices and create a collective audience for promoting your brand. This can be done by working together to sponsor events, conduct joint marketing campaigns, and share content on social media. By collaborating with similar businesses, one can create a collective audience that will help promote your brand and drive sales ().

Advantages and Disadvantages the Social Media Tools Have on a Business

There are many advantages that social media tools can have for a business. They can help promote and sell products or services, connect with customers and potential customers, build brand awareness, and create a connection with people around the world (Drahošová & Balco, 2017). Additionally, social media tools can help businesses track and measure their success, identify and address problems early, and connect with people who may be interested in their products or services. By so doing, social media tools can help businesses improve their bottom line.

However, social media tools also have some disadvantages. They can be time-consuming to use and maintain, and their content can be easily spread online, which can lead to negative publicity. Additionally, social media tools can be used for personal rather than business purposes, which can create conflicts of interest. Finally, social media tools are not always reliable, and they can be blocked or removed by some users (Drahošová & Balco, 2017). When compared with other marketing methods, social media tools are considered to be less effective, but they can also have a greater impact when used correctly. As a result, businesses should carefully consider the benefits and drawbacks of using social media tools before making any decisions.


To sum up this paper, there are different ways in which social and digital media can be used to reach a wider customer base. Some of the major ones presented in this report include online advertising, social media platforms, and e-mail marketing. While all of these methods have their own advantages and disadvantages, it is important for businesses to make a decision based on the specific needs of their business. In the case of social media, for example, businesses should consider how best to use platforms like Twitter and Facebook to reach their target audience. Ultimately, the most important factor in whether or not social media tools are effective for a business is the strategy that is deployed.



Camil, A. J. (2017). The Effectiveness of Social Media Marketing In Small Business Performance: A Case Study of Central Business District Nairobi (Doctoral dissertation, United States International University-Africa).

Drahošová, M., & Balco, P. (2017). The analysis of advantages and disadvantages of use of social media in European Union. Procedia Computer Science109, 1005-1009.

Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: an empirical assessment. Journal of Marketing Management34(9-10), 732-749.

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