Daniel Yomtobian Discusses Why Social Media Continues To Dominate Marketing Strategies

Daniel Yomtobian
4 min readAug 24, 2021

Daniel Yomtobian is an ambitious entrepreneur from Los Angeles, California. Since he was 17, he has been career-focused and success-driven. As the owner of an investment company, Daniel Yomtobian shares his views on current marketing strategies.

The Difference Between Sales and Marketing

Both sales and marketing work to increase company revenue. While they are similar, their practices may vary. Mr. Yomtobian sees marketing as an essential part of any business.

The marketing industry creates awareness of a product, service, or brand. According to Daniel Yomtobian, this can be done using several methods. By designing a clear plan, marketing generates interest from potential clientele. Unlike sales, where the goal is transactional, marketing is much more subtle.

Understanding the scope of the marketplace is used to research the target audience, pricing structure, and demographics. An ongoing marketing strategy will build a thicker layer of support for both in-person and online businesses.

A Brief History of Social Media Marketing

Social media marketing did not occur in a vacuum. Daniel Yomtobian has been aware of the impact digital marketing has on society at large. Social interactions are key to building a reputable company and have always been a way to generate leads and potential customers.

Online chat rooms were one of the first ways digital media penetrated the marketing world. In 1994, an online platform called The Palace allowed users to interact over a chatroom server. Immediate communication was available to people in all locations. This was one of the first ways that online shifted marketing potential. By connecting with unknown individuals in other parts of the country, marketers could anonymously gather data.

The site Sixdegrees was one of the first social media platforms. The site went live in 1997 and encouraged users to upload profile pictures. Sixdegrees was unusually promising for marketers because of its ability to connect similar demographics. By grouping friends together, marketers could see which product or service was likely to succeed in a local area.

In 2000, the social platform LunarStorm became popular. Daniel Yomtobian has found this to be one of the first ad-financed social media sites. The site was targeted toward teenagers and primarily used in Sweden. This would be the start of a growing industry for marketing.

Social Media Marketing Today

Social media marketing is the #1 tool for businesses. It’s fast, effective, and inexpensive for small businesses to use. Without a digital strategy that incorporates social connections, companies will not generate as much revenue as possible.

Brand awareness is particularly important in today’s business world. Using sites like Facebook and Instagram can create an immediate association between graphics and the company. Business logos are one of the ways that marketing repetition works in the digital era. By using the business logo as a profile picture, every post made by the company will be reiterating the brand.

Humanizing The Business

Certain social platforms like Youtube can attract influencers. This is a relatively new genre of social media marketing that attracts many users. Influencers are well-versed in current trends and serve as idols to a younger demographic. Typically a company will give the influencer free samples of their product, and the influencer will promote it through their channel. The payment structure can be different depending on the influencer, but it has become a way for the individual and the company to gain exposure.

Humanizing a business is crucial when bonding with customers. While many businesses used to familiarize themselves with customers while shopping, social media provides a comfortable distance between the clientele and the business.

Social media platforms create a way for businesses to tell their narrative by showcasing family photos, pictures of happy clients, and posting personal or humorous updates. Since the platforms are digital, companies can provide as much or as little privacy as they want.

Businesses connect with potential clientele by being proactive. Reaching out to other users is a way to gain direct access to a target audience. When these connections are authentic, users are more likely to trust the brand and, therefore, the business.

Social interactions through media platforms don’t have to be about sales. Building connection is one of the top goals of marketing. Trying to understand others is at the core of the marketing industry, and it’s no different online.

Stay On Top

Once a business becomes successful, the work does not end. Staying successful requires effort and a highly organized company full of motivated employees. Using social media for marketing creates a way to measure success through social interaction.

Depending on the platform, social media metrics may measure different aspects of success. Many sites measure how many times a link was clicked, daily visitors, and user engagement. These core metrics help marketers understand what they are doing right. If the metrics decrease within a day or two, marketers can quickly gather the information needed for change.

The speed at which data is collected is one of the ways businesses continue to be successful throughout the year. Without a marketing professional, social media metrics may be miscalculated or not relevant. While the platforms themselves do not usually appear complicated, the data can be difficult for those who do not have experience with online communication.

Most business owners find social media marketing to be relatively easy. By tweaking communication styles, photos, and the “tone” of the brand, it can show immediate results. The personality of a business is enough to draw potential clients in or push them away.


Social media marketing increases traffic. They increase the number of people who come in contact with the brand as well as potential customers. Since marketing goals do not typically reflect the number of transactions, social media metrics gather a broader sense of future possibilities.



Daniel Yomtobian

Daniel Yomtobian from Los Angeles, California, is an innovator and leader in the online advertising industry.