The Pathway to Success in Online Marketing

Abstract

          Changes that happened in the past few years whether from the outbreak of COVID-19, rapid changes in technology, or evolving of consumer behavior result in the changes of lifestyle of people in the society. Especially the dependency on daily-used technology for various transactions including shopping has impacted the current sales and marketing practice. Entrepreneurs who are able to adapt well to situations or changing environments will be more successful.  Today, many entrepreneurs have been engaged in social media marketing through various applications and developed a model to reach more target groups including increasing the convenience of selling, searching, advertising, and delivering products to end consumers.  However, marketing operation in a highly competitive landscape also comes with high costs and the relatively high cost mostly is from the use of media advertising on social media advertising that service providers offer.  The key to success in selling on social media platforms is a strategy to perfect the connection with the target audiences.  Therefore, the analysis of social media selling for maximum efficiency without relying only on advertising is extremely necessary.  Components of social media marketing include followers acquisition, having a powerful customer database, building relationship, building community, creating interesting content and sharing information, and creating a good customer experience, using technology to support sales, tracking and measurement to improve sales. Sellers must also keep an eye on changes in certain market conditions and variables. Market quality indicators will need to be adjusted to suit changing circumstances.