(By Aryavart International University, India)
Savita P. Wani, B.V.Pawar, R. H. Gupta
Vol. 2, Jul-Dec 2016
Abstract:
The world is digitally connected and so is India. India’s digital population is growing faster as compared to other countries. Not just Indians’ but the whole world’s digital population is increasing. More than 41% of the world population is using broadband connection as reported by International Telegraph Union (ITU). In recent years mobile internet growth has increased by leaps and bonds. According to Internet & Mobile Association of India (IAMAI) in 2001, there were approximately 7 million Internet users in India. The number of Internet users in India reached 302 million by 2014, registering a Year-on- Year growth of 32% over previous year. Indians are online every day, spending ~40-45 hours over the Internet per month. Social media sites like Facebook, Twitter, LinkedIn and other electronic media’s provide a good source for gaining the information and socially active. The reviews and analysis posted on this medium has great impact on the shopping behavior of the consumers. It is an economical and convenient source of information for anyone shopping online or just searching for products and services. The chat mediums have provided platforms like traditional word-of-mouth marketing. Hence Marketers need to strategically use this media to market their products/services to the consumers. Marketers’ use of this media for informing the consumers of new products/services, creating brand awareness, or targeting personally or retargeting lost consumers is possible due to advent of technology and getting all this personal data easily from the service providers. This paper explores the facts and need to use digital social media. A survey done by authors revealed that 90% internet users are on the internet to check emails and connect to social networking websites and get updates of current affairs.