The Role of Social Media Presence, Technology, and Personalization in Increasing Sales and Achieving Sustainable Business Growth

Abstract

While most businesses are now aware of the importance of focusing their marketing efforts on online advertising, many still struggle to effectively target their audience and convert online users to loyal customers. Nowadays, one of the main challenges faced by businesses is achieving sustainable growth and making profit in the long run while meeting the constantly changing demands of customers. Taking into consideration the psychology of consumer behaviour, the marketing strategies implemented, and the external factors that influence individuals, a comprehensive understanding of all those factors combined is necessary to plan and execute well-defined strategies for marketing professionals to follow. For that reason, a conceptual framework was designed to display all elements that contribute to increasing sales and achieving sustainable business growth by utilizing social media and technology strategically. Those factors were grouped into four main themes that cover effective marketing strategies, good customer relationships, personalization, and data collection.