Social media has changed the marketing landscape and enabled consumers to be more interactive – what can marketers do to better adapt to this new landscape?

With the emergence of social media the marketing landscape have changed, and marketers have to develop a new approach to there marketing strategy. Traditional media such as TV, radio and newspapers are now challenged by social media platforms such as Facebook, Twitter and Instagram and YouTube. Social media has also enabled consumers to be more interactive through different platforms, where they create and share information, opinions, thoughts and experiences about a specific brand or in a consumer community with other consumers. This paper will highlight how consumers now have more power to influence marketing activities and what marketers should do to better adapt to this new marketing landscape.

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