Social media is considered as the most trending tool for increasing brand awareness as well as customer acquisition of companies. Both multinational companies and small medium enterprises are using various social media websites for expanding their business growth across different parts of the world. It is found that almost 3 billion people uses social media among them 2 million people are considered as active users. Recent research have found that almost 80% of the customers in the near future will be inclined to buy products from the internet rather than visiting physical stores. Apart from that, the social media websites provide details of customers regarding their preferences and choices that help the companies in building marketing strategies that will hit the mind of the target customers. The companies use both traditional marketing approach and digital marketing approach in order to increase the brand awareness and customer acquisition.
The paper illustrates the effectiveness of the use of social media in the marketing approaches of companies compared to traditional marketing approaches. Enterprises nowadays can collect customer feedback from social media websites by introducing various promotional campaigns. It will not only help in collecting feedback, trust of consumers, but also it will help in attracting more customers by converting the followers of the websites into potential customers. Due to the immense opportunities available by using social media websites, companies are preferring more social media channels rather than legacy media.