Unlike the traditional marketing efforts, customers are given spot on customer service facility and ability to be targeted via the businesses that they are interested in. The success of social media marketing lies in the ability of the marketers to be visible to the potential customers at all times. The internet marketing mechanism is such that the social groups, communities and individuals having similar interests are identified by their web-activities including search patterns, website visits and so on, which are then used to target them through the social media marketing techniques. Hence, it becomes more specific and focused toward the winning leads and customers feel more comfortable as they come across the required or appealing product/service and opt for it.
The vast pool of information available to them further entertains the need of consumers to compare alternatives and choose the best available alternative after analyzing the features as well as user reviews properly. In addition, customer experience and satisfaction is enhanced as they receive fast and proactive customer service with online chat and complaint options available to them