“Digital marketing is the biggest field in marketing and one that will continue to diversify and grow in the decades to come”.
In the above statement, it can be said that digital marketing is linked with the marketing of products and services. Digital marketing is the term which is used to advertise the products and services with the help of digital channels. In context to generation Y, there are various digital channels which are taken into consideration like social media, search engines, websites, email and mobile application. Also with the help of internet digital marketing can be done. In generation X, there was no proper access to internet and also VCR was there at that time. There should be proper access to the internet then only it can be possible to access other applications or websites to promote services and products (Järvinen and Karjaluoto, 2015). Therefore, in this paper, the discussion will be made on digital marketing in the context of marketing.
In the present scenario, digital marketing is one of the popular sources which are taken into consideration by large and small companies to market their products. It is a platform through which the marketing of products and services can be done in an effective manner. The cost of marketing the products is low if the comparison is made with other advertisement sources like television and newspaper. It can be analyzed that inbound marketing is considered as a methodology which considers digital marketing assets. In this customers are attracted, engaged towards the products and services that are offered by the company. Digital marketing can also be known as the umbrella which is used to elaborate the online marketing tactics that can help the company to grow in the competitive market (Patrutiu-Baltes, 2016).
Figure 1: Cost of marketing through digital platform is low as compared to other sources.
(Source: Digital marketing Phillippnes, 2017)
The marketing of products is done by considering digital marketing so that a large number of customers can be attracted in less time. It also enhances the awareness of the customers in context of the products and services of the company. It has been seen that when the company introduces a new product or service in the market then digital marketing is one of the important sources which is taken into consideration. Without digital marketing, in the present scenario, it is difficult for the company to accomplish their goals and objectives. Nowadays, the companies are considering this source and due to this, the competition level is enhancing. To survive in the competitive market it is important for the company to focus on considering digital marketing as a technique which can be used in the marketing of products and services (Leeflang et al., 2014).
In the recent era, if companies are not emphasizing on considering digital marketing then it can be difficult for them to achieve a competitive advantage. With the help of digital marketing, the companies can easily focus on minimizing the level of competition which is prevailing in the market. Digital marketing not only helps to promote the products and services in the market but also grabs the attention of the customers towards the products and services. It is important for the companies to focus on digital marketing so that the target audience can be easily considered (Taiminen and Karjaluoto, 2015).
It has been analyzed that in generation X, sales and marketing was done through direct media or targeted media but now in generation Y can be done through electronic media. Marketing through digital platform has been a popular source and it has been seen that there many companies like Amazon, eBay and Flip kart who promote their products and services with the help of digital marketing. Like on Facebook which is one of the popular social media sites, the companies post the pictures and also messages which attract the attention of the customers towards the products and services. It has been seen that at the time of sale or discounts offered by Amazon. The advertisements are showcased on the social media page which makes enhances the overall awareness of customers towards the discounts given by the company (Lamberton and Stephen, 2016).
Figure 2: Amazon digital marketing on Facebook
(Source: Ivanov, 2017).
Digital marketing has also improved the overall sale of the products and services of the company. When the sale of company enhances it directly gives impact on the overall profits and growth. In the present scenario, it can be simple for the people to purchase products and services by sitting anywhere in the corner of the world. Marketing through a digital platform has also enhanced the shopping experience of the people. With proper access to internet, people can easily purchase products and services which are necessary. Also through digital platform, the feedback and opinion are shared by the customers (Todor, 2016).
Figure 3: Sales through digital marketing
(Source: Digital marketing Phillippnes, 2017)
There are many sites or companies who promote their products and services by posting the positive feedback shared by their customers. It has been seen that the post related to feedback are posted so that customers can change their mindset and get attracted towards the products and services offered by the company (Yadav, Joshi and Rahman, 2015).
Digital marketing has also focused on creating and maintaining good relations with the customers. It has been evaluated that companies can easily give information to the customers with the help of digital marketing. Also, queries are solved by the customers on the digital platform which gives a positive impact on the overall level of satisfaction of customers.
There are various examples which can be taken into consideration in context of digital marketing. There are companies who are creating social pages on Instagram, Facebook, and Twitter to promote their products and services. Through this, the companies also achieved a positive outcome which motivated them to offer effective services and products to the customers.
One of the online sites which are Amazon focuses on enhancing the level of satisfaction of the customers. The company considers the agenda of posting the advertisements related to sale on the site or the reviews of the customers on the social sites. It has attracted the attention of the customers and the demand for products has been enhanced. The company sells each segment of the products in the market which also makes the shopping experience of the customers better. Also with the help of digital marketing the company increases the comfort level of customers. Customers can purchase or avail products and services whenever they want and this gives impact on the overall image of the company (Kirti? and Karahan, 2011).
Digital marketing will diversify more as it is considered as one the convincing medium to purchase products and services. Through digital marketing correct information can be given to the customers that also offer clarity of message to the customers. Marketing through the digital platform is effective as it can be easy for the customers to get the information. It is also beneficial for the company as through one post on the social media the company can introduce or promote the products to the large market audience. Through digital marketing, the process of communication has also been improved. Now customers can easily interact with the executives of the company and solve their queries. When queries of the customers are solved then it gives a positive impact on the overall image of the company. Through this, the company can maintain its brand image in the market (Royle and Laing, 2014).
It has been evaluated that diversification is also one of the factors on which the companies focus so that growth can be achieved. With the help of digital marketing, the help can be given in integration of multi-channel marketing which is considered as an essential part of digital marketing. Through this online channels can also be managed which enhances the pre-sale to post-sale experience of the customers. Through digital platform, the relations of the customers are maintained. Also, with enhancing the customer relation it is also beneficial in giving information to the customers (Lim, Cheah and Wong, 2017). Like Club Factor is also one of the sites the focus on marketing the products through a digital platform. In this company advertise their offers and discounts on a social platform which attracts the attention of the customers by seeing attractive images.
So, by emphasizing on the entire paper it can be stated that digital marketing in the recent era, is considered as an important part of the company that can help to achieve the overall goals and objectives in an effective manner. The impact is seen on the diversification of the products and services with the help of digitalization. So, it can be evaluated that the company can achieve positive results by focusing on digital marketing.
References
Digital marketing Phillippnes., 2017. Why digital marketing can help to grow business. [Online]. Available at: https://digitalmarketingphilippines.com/12-reasons-why-digital-marketing-can-help-you-grow-your-business/. [Accessed on18 Aug , 2018].
Ivanov,I., 2017.Business 2 Community. [Online]. Available at: https://www.business2community.com/facebook/5-effective-facebook-ad-examples-brand-can-learn-01911519. [Accessed on18 Aug , 2018].
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kirti?, A.K. and Karahan, F., 2011. To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia-Social and Behavioral Sciences, 24, pp.260-268.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.
Lim, X.J., Cheah, J.H. and Wong, M.W., 2017. The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), p.19.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), p.61.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of digital marketing communications. Procedia-social and behavioral Sciences, 189, pp.335-343.
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