Digital marketing is the biggest field in marketing and also it helps the companies to diversify and grow in the competitive market. Digital marketing is related with advertising through digital channels. There are various search channels like websites, social media and mobile application. Through digital marketing, products and services are marketed to grab the attention of large audience (Baker and Saren, 2016). The main of digital marketing is to promote brands through various forms of digital media. It is essential for the company to consider digital marketing so that it can be easy to accomplish goals and objectives.
Products and services are introduced in the market with the help of digital marketing. Digital marketing is a great platform that can assist the companies to focus introducing the products and services in the market (Baltes, 2015). Awareness can be enhanced of the customers by promoting services and products through digital platform.
In the recent scenario, digital marketing plays a great role to enhance awareness about the products and services which are introduced by the company. It has been seen that this has also given positive impact on the overall sales of products and services of the company. Now day’s people have proper access of information and they can access any time at any place. This is also because of internet and globalization that it can be easy for the people to access the information. Proper and accurate information can be considered by the individuals through digital marketing (Kannan, 2017).
Through digital marketing the products and services can be availed by people easily by sitting at any place and at any time. It is also one of the cost effective method for the customers to avail the services and products. The process of purchasing the products has been easy through digital marketing. People also get help to purchase products and services. The decisions of purchasing get influenced by seeing the feedback and opinion of the people. It has been seen that people have the opportunity to give feedback and views on the products which they have availed or purchased. This influence the purchasing decision of the people as people can consider the opinions and feedback given on application or website (Leeflang et al., 2014).
Digital marketing is a platform that helps to attract the people towards the new products and services offered by the company. Also the positive impact is seen on the relation with the customers. Digital marketing tries to boost long time relationships with the customers. It has been analyzed that satisfaction level of customers is essential for the company, so they emphasize on satisfying the customers through digital marketing. It can be stated that customers who are happy can help you, but customers who are not happy can harm business. So, through digital marketing the companies try to enhance awareness and also satisfied the customers by giving services or the products on time (Stephen, 2016).
By focusing on high interest of customers in online buying, the companies have considered and accepted the route of digital marketing. Digital marketing is considered as the easiest way to market the products to the target audience. There are many companies like Amazon, Flip Kart and Uber eats who are considering this opportunity by offering services and products through online medium. Through digital marketing the positive impact is also seen on the overall productivity level of the companies (Ryan, 2016).
Digital marketing provide comfort, ease, and versatility and also it is easy for the customers to purchase the items. Digital marketing is less costly for companies if comparison is made with the other modes or means of marketing. Introduction of the products and services through online platforms is not costly if compared to the other sources like newspaper. If comparison is made with digital marketing with print marketing it has been seen digital market attracts the customers of the people (Järvinen and Karjaluoto, 2015).
The chances are more for company to introduce products in market and through this customer are more convinced. Customers always focus on advertisements on digital platform if compared with newspaper. Digital marketing is an effective source of marketing as it helps to give information to large audience in less time. It has been analyzed that through digital marketing people give proper attention towards products and services offered by the company. Through technology it has been analyzed that marketers can track and monitor the exact results through online. The information can be gathered with the help of digital technology in a proper manner (Holliman and Rowley, 2014).
In the current scenario, digital marketing is one of the widely used marketing aids that help people to gain information and also customers can easily compare the prices of the other products.
Also through digital marketing it has been seen that communication is one of the easy way. It has analyzed that customers can easily get to know about products and services and can also communicate with the executives of the company. The process of communication has been simple with the help of digital marketing. People can easily solve their queries through online platform (Fill and Turnbull, 2016).
Now day’s people are attracted towards online platforms to purchase the products and services. It has been seen that there are many sites through which people can order by sitting at any place. Like Amazon is one of the shopping site through which people can easily purchase products and services. It has been seen that varieties of products are available on the sites which help the people to purchase the items by making proper comparison of the products. Amazon provides quick home delivery and also services are effective which enhance the satisfaction level of the customers. Also there are many discounts and offers which are offered to the customers so that they can be attracted towards products and services of the company (Ramanathan, Subramanian and Parrott, 2017).
Digital marketing is important for the company as it helps the company into effective diversification. The profits of the company are also earned with the use of digital marketing. Digital marketing helps the people to be motivated to purchase the products and it induces customers by seeing the offers and discounts which are offered to them. Through digital marketing people can order each and every item which is required for their daily us. It has been seen that digital marketing is also the platform which not only give positive impact on the individuals but also helps the company to earn profits. The goodwill of the company can also be maintained by offering effective services to the people. Digital marketing is the way which engages the customers towards the products and services of the company and also it is easy to use (Karjaluoto, Mustonen and Ulkuniemi, 2015).
Through digital marketing the revenue of the company is also generated which help to earn and sustain in the competitive market. In the recent situation there are many companies who are using latest technologies or medium to advertise their products. As it has been seen that digital technology helps to introduce the products in the markets and also focus on engaging in the customers (Belch et al., 2014).
Through digital technology people can save their time as now companies are focusing on delivering the products and services on their door steps. It has been analyzed that by having proper attention towards delivering best services it can be easy for the customers to purchase the products and services by having trust on the online websites. Digital technology focuses on providing quality products to the customers and also on social media sites like Facebook and instagram the products and services are marketed so that people can be aware and induced towards the products and services. Digital marketing also opens up growth options for small businesses. It has been seen that digital marketing helps to diversify the services and products of the company which give positive impact on the operations of the company (Caraher, 2016).
There are many companies who focus on introducing and giving advertisements through social media and also they invest in online marketing. Also social media marketing and email marketing are the ways through which high conversation rates of communication and effective communication with the customers takes place (Killian and McManus, 2015).
Therefore, by analyzing the paper it has been concluded that digital marketing plays an important role in the present situation. The companies’ focuses on digital marketing so that proper diversification can take place and also growth can be achieved in the competitive market. Digital marketing change the mindset of the customers and make them aware about the products and services which are offered in the market. So, digital marketing should be considered by companies so that their goals and objectives can be achieved in the right direction.
References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.
Caraher, L., 2016. Millennials & management: The essential guide to making it work at work. Routledge.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
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.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), pp.105-123.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.
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