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With the emergence of social media, digital marketing is the thing for brand and product promotion. Indian marketers and agencies too are resorting to digital marketing in a big way. The activity comprises SEO, content distribution, and both organic and paid marketing solutions. In the year 2021, the Ad spend was over 80000 crore while in the year 2022, it is expected to cross over 100000 crores Rupees. This is not surprising in Ad spending, as over 46 core people in the country are hooked to social media. While most of the involvement is for recreation and networking, a large quantum of involvement is for marketing purposes as one can make out from the Ad spend figures. The most popular social media among smartphone users is Instagram followed by Facebook and Twitter. SEO, content marketing, and visual contenting are the primary method of organic traffic accumulation, customer acquisition, and goal conversion. The paid involvement includes Google Ads, Facebook, and Instagram Ads using the Meta Business Suite. Twitter and Pinterest too are making inroads and attracting paid advertisements through their medium. Broad Spectrum Technology Social media is a broad-spectrum technology that makes content publication, messaging, and networking possible. Though the media comprises content publishing and blogging platforms, digital marketers create profiles assiduously on the ones with the most users. The target audience comprises active users on these platforms and they are roped in using content to promote brands, products, and services. Small businesses resort to organic marketing solutions while major businesses use a combination of organic and paid marketing solutions. Choosing a Platform Each social media is a typical niche, for example, if you wish to target business owners and professionals you would choose LinkedIn. If you wish to target women, you would choose Pinterest and Instagram. All said and done, these facts are data-driven. But depending on many other factors, your choice of platform may differ for the same target audience. Another fact that determines the choice of platform is the tone and style of content that are acceptable to the active users or subscribers. A straightforward example is YouTube which is focused on audio-visual content namely videos. For promoting recipes and beverages, I would definitely choose Pinterest. Thus, for organic marketing, the strategy is shaped by the content type and the gathering of the audience. YouTube creators and publishers may not be active on other social media, and only use them to distribute audio-visual content. Facebook and Whatsapp groups comprise communities of family and friends but even professional grouping is making inroads.