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Raise brand awareness

drive traffic to the official site

increase sells

company will reach its digital marketing objectives

create brand loyalty

fanbase

can be linked with other applications- for example the company can link its social media links, official site, blog posts, contact details etc

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If the emails are not tailored to the write audience, they will just end up being:

deleted

spammed

ignored

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Allows companies to send marketing emails to customers promoting new/existing. Whenever we buy something online, the company asks us to create an account or provide an email address. This information is then collected and stored in their database for email marketing.
Email marketing can be used to promote competitions such as discounts. This helps drive traffic to their website, increase sells.
For example:

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 H&M on Instagram: "Channel the tough-yet-sensitive troubadour in this hot-rocki'n look 🎸#HMMan #HM❤️"

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 96K likes, 411 comments -  hmFebruary 17, 2017 on : "Channel the tough-yet-sensitive troubadour in this hot-rocki'n look 🎸#HMMan #HM❤️"

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View this post on Instagram

A post shared by H&M (@hm)

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Companies use several social media platforms to attract different customers from all angels. For example H&M uses Snapchat, Instagram and Facebook to attract their clientele base which are people from the age groups between 15-35. These social media platforms are relevant to their products because these age groups are more familiar with these technology apps. It is a widely view that H&M products are trendy, therefore, it is suitable to use these trendy social media platforms that are pertinent to their target audience.

Snapchat
A free platform that allows people to take pictures or take 10 seconds long videos and share them. A great PR tool for businesses to promote their business and raise brand awareness. This application shows the visual side of the products which is always beneficial to the company as they can be creative and engaging.
Customers can share their new trendy products. Again promoting brand awareness.

Instagram and Facebook
Just like Snapchat, thes social media platforms are free apps which allows you to share pictures, conversations and videos. Customers can interact with other customers sharing their new products or experiences. It also allows businesses to private message anyone who might have posted a complaint about the company. Taking aware the negative focus of the business and solving it privately.
These platforms can be used for job marketing by potential employees as well. Fashion bloggers can post on company's Facebook page looking for blogging job roles. Moreover, a company might hire people through social media. For example, I got recruited to work at John Lewis call centre through Facebook because I had contributed a valid and lucid solution to someone's complaint.

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 NEXT on Instagram: "Got your own little animal who'd look CUTE in this? 🐘 Then get him prepped for the weekend by shopping it through the link in our bio. #kids #kidswear #kidsfashion #kidstyle #fashion #style #coat #outerwear #animal #cute #nextkids"

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 2,477 likes, 52 comments -  nextofficialFebruary 17, 2017 on : "Got your own little animal who'd look CUTE in this? 🐘 Then get him prepped for the weekend by shopping it through the link in our bio...."

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View this post on Instagram

A post shared by NEXT (@nextofficial)

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Definition: It can be defined as a platform which allows customers and corporations to interact, engage and share information. Customers can learn more about  the company, service, products, other people's experiences.
Businesses can build a fanbase, promote brand awareness, promote new and existing products, solve customers' issues that might damage the company's reputation.

1) C2C customers can interact with other customers, sharing experiences of the product/service. These experiences can be bad or good, however, it is up to the company to engage with customers and maintain a positive attitude for the business. For example, reviews.

2) B2C Businesses can interact with their customers to solve any issues the customers might have with their product/service.

Businesses can interact with existing and new customers to do the following: promote new products/service. I work in NEXT and they are promoting their 'designer-look-a-like-shoes' and customers have to take a picture of their new shoes tagging Next on social media for a chance to win another pair of shoes. Here is an example:

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1) Marketing on YouTube assists your company to be found on Google.

2) Tap into YouTuber traffic

3) Content never dies

Limitations of YouTube -

1) There is no guarantee a competitor won't advertise their brand on your video.

2) YouTube's analytic systems are basic and can be unable to read (at times.)

3) You are not able to upload your company's logo on your video.

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Twitter -
Twitter is a social media channel that allows you to interact with other users and share photos, conversations, videos and live streams.

Twitter can be used in the field of marketing to interact with both current and future customers allowing companies, such as H&M to boost and enhance their customer relations. Through Twitter companies can deal with customer queries, share new products and gain customer interaction. Twitter allows businesses to inform customers about new products, for example H&M could share a new item of clothing on their Twitter page and inform consumers the release date of the product, the price and style advice. Through Twitter, companies are able to stay up to date with their competitors by following their page. Twitter allows companies to post links to competition promotions, links to blogs and call to action; hashtags.

An example of this is;
H&M collaborated with David Beckham and through their twitter feed they hosted an 'Ask Beckham' hashtag - #AskBeckham which allowed consumers to interact with David Beckham after the launch of his underwear H&M line.Benefits of Twitter -

1) Increasing customer satisfaction by giving better customer service; quick and responsive.

2) Twitter allows a business to appear as more 'relate-able' and 'personable' to consumers; using a Twitter account almost gives consumers a 'face' to the brand.

3) Allows businesses to follow trends in their industry closely and watch competitors, this will hopefully enable businesses to beat their competition.

Limitations -

1) There can be misinterpretation as words are only typed they are not spoken.

2) There can be potential hackers.

3) Where is the line? (regarding appropriation)

Pinterest -

Pinterest is a free website that requires registration to use. Users can upload, save, sort, and manage images—known as pins—and other media content (e.g., videos) through collections known as pinboards, it acts as a personalized media platform. Users can browse the content of others in their feed.

Pinterest could be used in the field of marketing as it allows those who do not already follow your company/brand to see your products; this can bring a lot of traffic to your main site through a pinterest link (which could also be shared for an unlimited amount of times,) Pinterest boards get recognized by Google search engines which also enhances your website traffic.

Benefits -

1) Increased awareness

2) Increased blog traffic

3) Increased sales

Limitations -

1) Link spam

2) Shopping spam

3) Copycats

YouTube -

YouTube is a free video sharing website that makes it easy to watch online videos. You can even create and upload your own videos to share with others.

YouTube could be used in the field of marketing as companies can have their own YouTube channel; interaction with consumers and their products and so on. "Behind the Scenes" footage can also be uploaded and shown to followers of H&M clothing design, for example, or clips from their fashion shows. Along with this, YouTuber's could also inform their followers of a company/brand; a fashion 'haul' video for example. Companies can also advertise their brand through paid advertising breaks on a YouTube video; before, during or after a consumer watches a YouTube video.

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Hey guys! Check out my new haul from H&M and enjoy! All 5 items under $40!! Like & Subscribe :) See you all next time! Follow me on instagram @segagenesis_

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- What they are : Artificial intelligence (AI) recreates the human thought process, exhibited by machines.

- In the field of marketing & Specific business examples :

In the field of marketing, the AI It can intervene in the purchasing process, for the Recommendations,  for the Search engines, for the Social semantics, for the Website design or also for the Product pricing.

For example, Amazon uses it to suggest products and Netflix to recommend movies.

Facebook and Twitter use it as retargeting, for choose what posts to show.

It also exist AI as the form of a voice who command services like Siri, GoogleNow, Cortana and, most recently, Amazon Echo.

- Benefits and limitations :
AI is a simplification for compagnies and also for customers. We are increasingly going to see the impact of machine learning on our lives, influencing our decisions and purchases.

For connected consumers, AI presents even more opportunities for brands to reach them with relevant messages and recommendations. For brands, there is the chance for a dialogue with consumers that builds trust. Right now, brands should be focusing their efforts on monitoring and assessing the market impact of AI.

In the scientific community there is term called singularity which is the point where AI will have human level intelligence. Such a point might cause the destruction of our civilization or the enable us to enter into a new more prosperous era.