Brands can use digital marketing in different ways to improve their marketing efforts. The use of digital marketing in the digital age not only enables brands to sell their products and services but also provides online customer service through 24-hour service to help customers feel and enjoy themselves. By using social media interaction, brands can get positive and negative feedback from their customers and determine which media platforms work well for them. In this sense, digital marketing is an additional benefit for brands and companies. It has become commonplace for consumers of social networks, blogs and websites to comment on their experiences with the product or the brand.
Word-of-mouth and peer-to-peer dialogues often have a more significant impact on customers as they are not sent directly by the company and are not planned. Customers rely on the experience of other customers. Some examples show that social network users share culinary experiences by highlighting specific brands and franchises. This was noted in the Instagram study, where researchers found that Instagram teens posted food photos on their social networks that offer free advertising for the products.
It is becoming increasingly important for companies to use social media platforms to communicate with their customers and to create these dialogues and discussions. Potential social networking coverage is reflected in the fact that the Facebook app had more than 126 million unique users per month and YouTube in 2015, averaging more than 97 million individual users
The new digital era has enabled brands to reach out to potential customers interested in their brand or interests in the past. Now, businesses can use social networks to select the age group, location, gender, and interests of the people they want to see in their specific news. Depending on the customer’s current search history, these can be used on the Internet for similar brands, products and services. This allows companies to target specific customers who benefit most from their products or services, which are limited to the digital vector.