The Implication of Social Media Marketing in Modern Marketing Communication
Jati Waluyo

Universitas Pendidikan Indonesia
Bandung

Abstract

In this era of globalization, business development is in a very competitive, fast, and unpredictable situation and condition. All companies are required to make continuous improvements in all divisions, including the marketing division. The purpose of this research is to analyze the development of social media, especially Facebook Marketing implication in modern marketing communication. This research uses descriptive qualitative research method and provides an overview of the current digital marketing phenomenon based on the theories, the study of various literature review and the study of other relevant research. Facebook Marketing has the following advantages: provides information, the focus of market segmentation, easily accessible, easy to communicate, zero time feedback, always connected, low budget, high impact, and the new wave marketing in modern marketing communication.

Keywords: Internet, Social Media, Social Networking, Facebook Marketing, Modern Marketing Communication

Topic: Marketing Management