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Exploring the present and past of Instagram’s marketing path to success is eye opening. Instagram has become a mainstream app with over 800 million users total and more than 500 million users daily. Mike Krieger, the creator of Instagram,  first created the app for people to photo-share around the world. Little did Krieger know Instagram would be where it is today. Instagram has now become a main source for digital marketing, news, shopping, dining recommendations, promotions, and etc. Apps such as Instagram and Facebook are influencing and changing the way marketers reach their intended crowd.

Marketing can be expensive and ineffective because of the process it entails is long, not guaranteed to reach the right target group, and requires the help of other companies to create an ad.  For a long time marketing has been a big portion of cost for most companies, which limits the promotion of the the companies products or services. Instagram and Facebook have become the new norm for marketing, the change is cheaper and allows targeting groups to be more precise. Instagram does all this with the help of willing companies paying them to promote ads of the their products and services. To focus things in even more, Instagram uses the recent searches of their users to compile a list of searched companies and brands promoting on Instagram, to provide the willing companies the users they should and should not target. This allows companies to save money because they have less wasted promotion on broad target groups. A few other great features with Instagram’s digital marketing is that new ads, commercials, or post can be created new daily. With traditional marketing such as: billboards, TV commercials, and radio ads, companies can’t generate new material as often due to cost, production, and an already crowded market.

Digital marketing is the present and future focus for marketers. Companies like Instagram and Facebook have paved the way to new ways of promotion, and many other app companies are establishing or changing their ways to mimic and hope for the same success. Firms that don’t transfer to digital marketing at all, will most likely not be around for many more years. Technology is being used more now than ever and companies know in order to keep a competitive advantage, they must keep up with technological advances. Instagram has done a great job of not just keeping up, but being exceeding and setting digital marketing standards. The world has gone digital!

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