ADEDEJI ADEDAYO SAMUEL

This study examines the transformation of marketing practices from traditional approaches to digital strategies, with particular emphasis on the role of social media platforms in contemporary business environments. The research explores how technological advancements and evolving consumer behavior have shifted marketing communication from conventional channels such as print media and television to interactive, data-driven online platforms. It highlights the growing importance of social media as a strategic tool for brand promotion, customer engagement, and market research. The study further analyzes the unique features and contributions of major platforms, including Facebook and Instagram for targeted advertising, Twitter for real-time engagement, and LinkedIn for business-to-business (B2B) networking. Drawing on recent global statistics, the research underscores the extensive reach of social media, noting its rapid adoption and increasing influence on marketing outcomes. Findings suggest that social media has become indispensable for modern marketers, offering cost-effective, measurable, and highly targeted communication opportunities. The study concludes that businesses must strategically integrate social media into their marketing frameworks to remain competitive, enhance customer relationships, and achieve sustainable growth in an increasingly digitalized marketplace.