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Edit 1 - https://en.wikipedia.org/wiki/Digital_marketing

Digital era Digitals marketing in the digital era has more benefits and approaches than simply for the purpose of brands to promote products and services to their targeted audiences. It has been recognized throughout the era that brands are able to use digital marketing to their advantage in the profitable distribution in numerous fixed ways. As digital marketing grows today, in order for a company marketing department to have become successful it is important that customer support collaborate consistently. Costumers help and value is crucial therefore the use of online customer support through 24/7 services has become a commonly available asset through social media sources, websites and blogs where any positive feedback and ratings as well as having concerns or issues can be addressed freely for brands to take into consideration for successful appropriate maximum results and creation of consistent content. Communication is key, with this instantaneous service it has allowed direct fast responses and contact between costumers and brands.

Assuring that the customer support is seamless a business is benefited long term from a free and uncomplicated marketing channel called the “word-of-mouth.” Word of mouth communications are not intended or openly sent from businesses hence a larger effect on costumers. Successful brands are developing due to channels that costumers have learned to trust; social networks and customers experiences. One example is Airbnb; ‘An online marketplace for arranging or offering lodging, primarily homestays, or tourism experiences’. As a result of the coronavirus pandemic travel amongst many countries have been banned therefore Airbnb, being a hospitality industry was seen to be most affected. however, their business still succeeded to make advancements on social media by accompanying a cause that has won further consumers trust and lifted their brand image.

In order to become a successful marketer in the digital era, it is important to always have customers’ needs in mind. You will need to be able to think like your customers, move with their moves, allow them to do the talking and develop their experience. Providing costumers more to build loyalty and meeting them at popular platforms with continues clear content is essential for success.

Benefits of social media marketing

•	Social media marketing will grow brand awareness. Once you make a post online, it is now there for anyone to access at any timing and place, at their own convenience making it ‘round the clock availability’.

•	Digital marketing is used with the idea of providing worth value to target audience members by using content marketing, on the other hand, traditional marketing is used for their benefit of increasing their sales.

•	In terms of cost efficiency, with only a limited amount of options available for marketing the traditional way; radio, billboards, prints etc, it is only realistically and statistically proven that digital marketing would be the smarter option as social media is free. “Worldwide digital ad spend is predicted to reach over $375 billion by 2021”, this shows how popular digital marketing has become therefore there is a strong indication that advertising online allows one to remain competitive.

Edit 1-(Tahani) https://en.wikipedia.org/wiki/Digital_marketing#Ineffective_forms_of_digital_marketing

Balancing search and display Balancing search and display is one way that digital marketing can be ineffective. For digital advertisements are significant; advertisers will normally look at the last inquiry and trait the entirety of the adequacy to this. This at that point dismisses other promoting endeavours, which set up brand value inside the buyer's mind. ComScore decided through drawing on information on the web, created by more than one hundred multichannel retailers that digital display marketing presents qualities when contrasted and or situated close by, paid inquiry (Whiteside, 2016). This is the reason it is prompted that when somebody taps on a display advertisement the organization opens a point of arrival, not its homepage. A landing page ordinarily has something to attract the customer to look past this page. Things, for example, free offers that the shopper can acquire through giving the organization contact data with the goal that they can utilize retargeting communication procedures (Square2Marketing, 2012). Ordinarily, advertisers see expanded deals among individuals presented to a search ad. Be that as it may, the reality of what number of individuals you can reach with a display campaign contrasted with a search campaign ought to be thought of. Multichannel retailers have an expanded reach if the display is considered in collaboration with search campaigns. In general, both search and display aspects are esteemed as display campaigns construct mindfulness for the brand with the goal that more individuals are probably going to tap on these digital advertisements when running a search (Whiteside, 2016).

Edit 2 - https://en.wikipedia.org/wiki/Internet_celebrity

Self Branding Self-branding, also known as personal branding, is the progress of a broadcasted image for profitable gain or social or cultural capital. Whether you use it to find a new job, develop your business, or purely grow your professional network, it has become an essential part of building your professional status. The concept of self-branding is common in society today due to the rise and development of different social media platforms. Persons pursuing personal fame and marketing have exploited the development of social media using it to the best of their advantages. Instagram, tick-tock, Snapchat and YouTube are most popular social media platforms in which influencers attempt to form a following on. Depending on one’s interests, fame is attained through these avenues. Examples of common media forms used for self-branding are modelling, educating, and music.

it is all in your control how you exist to the digital world via social media branding confirming how you want the public to perceive you, based on the content you post to social media, websites or any other online medium, how you communicate with others and present yourself also affects how you are understood online. The positive personal branding can help your career by assisting you to form yourself as skilled in your field, and understood leader, or an influencer. It can also work to your own personal advantages to improve your prospects in terms of forming your own business, attracting your potential targeted audiences, or getting access to new links within your chosen field. The content which you post should express your devotion and awareness to your chosen field. Your personal brand is visible to everyone that you interact with.

Tips for building a personal brand

•	Continuously Learning and building on previous knowledge of your chosen field is essential as it will allow you to ensure that any content you make available to be seen and interacted with is useful and helpful.

•	it is important to review your online presence frequently. This will assure you that you do not have wrong information online which can deceive audiences and potentially destroy and ruin a built reputation and persona.

•	Keeping active in preserving a stable online presence as well as interacting and providing value with content shared is important when creating a professional character and being successful in your chose field. The content you give must be sufficient, pleasing existent audiences and attracting more.

•	A personal website has been seen as an ideal tool successfully condensing all fundamentals of your personal brand in one clear easily accessed professional format. Simply a short explanatory bio, a CV link and all your social media platform links is enough to create an effective personal website.

•	Building a personal brand is made chaotically difficult and stressful if your personal life is separated. Creating your personal brand to match your lifestyle combining it with your brand makes the process simpler, enjoyable and most importantly creates a genuine and authentic perspective of you from audiences, representing you as the person you want to be.

Edit 2- (Tahani) -https://en.wikipedia.org/wiki/Internet_celebrity#Micro-celebrities

Micro-celebrities Micro- celebrities have been associated with what has been known as the celebrity economy. [1] They frequently work in a particular speciality. Examples of micro-celebrities can be travel vloggers and beauty bloggers. Commonly well-known inside that pleasant alone, micro-celebrities regularly don't show up on predominant media. As their fame is inserted in social media patterns, microcelebrities have been exemplified by their fleetingness [2]. Alice Marwick and Danah Boyd say that a micro-celebrity is "a self-portrayal strategy where individuals see themselves as an open persona to be devoured by others, utilize key closeness to interest supporters and see their audience as fans". The micro-celebrity is self-made and self-arranged; and if very well made, gives the normal individual a sample of fame, by gaining an audience of people outside their friend network and acquaintances. Someone choosing to turn into a micro-celebrity has a large group of choices available to them no matter what, from uploading videos on YouTube to Tweeting engaging updates. The microcelebrity has certain qualities that set them apart from standard famous people. The micro-celebrity assembles their own value simply like any brand; they arrange their own picture and take care to guarantee that their online nearness is in accordance with this picture. Micro celebrities put impressive time into dealing with their profiles, guaranteeing that their photographs, remarks and video are in accordance with their general image picture. A micro-celebrity, otherwise called a micro-influencer, is an individual acclaimed inside a speciality gathering of users on a social media platform. Micro celebrities regularly present themselves as open figures.