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Digital Marketing: Changing the world of Traditional Marketing
The era of traditional marketing is slowing fading out owing to its high cost and low conversion ratio, and is being replaced by heavy investments in Digital Marketing by all firms alike. Digital Marketing uses various digital tools and technology to reach the target customers and performs data driven marketing of products and services. Identification of target customer is comparatively easy in digital media marketing and hence is more effective compared to traditional media marketing. This paper gives an insight on how by using digital marketing, the customer reach can be enhanced in a cost-effective way. It also gives a review of how the digital marketing landscape is changing. It emphases on how social media platforms can be leveraged for digital marketing and discussing the effectiveness of different platform. Besides this, various channels are available to make the digital marketing experience smoother. Tools like search engine optimization, influencer marketing, product placement etc. helps in increasing the visibility of the product significantly. Below the line activities such as e-mail marketing, content marketing, affiliate marketing helps you to connect with the customer directly. Various channels such as Pay per click marketing, Social Media Marketing, YouTube marketing and effectiveness of each channel has been discussed in this paper. The elements of a digital marketing program for attracting the customers, engaging them and retaining them and how to understand their preferences would be known after reading this paper. This will help to choose the best digital marketing channel based on products and services that you are offering. The final aim is to decide upon which channels and social media platforms to be used strategically and achieve the right mix and desired ROI. This research can provide a general framework for comparing different social media platforms and how the selection of particular channel and digital platform will influence the product or service communication. Also, the way forward and the need for organizations to go digital has been stressed upon. The shift towards a digital India will take place over a period of time. The internet penetration of urban India is close to 60% but that of rural India still stays at less than 20%, hence it will be a slow and steady process. The market is becoming very competitive and digital organizations need to update their marketing strategy in accordance with the consumer behaviour. Digital marketing allows marketers to come up with more innovative ideas to market their products. Latest technologies like 3D printing have also been discussed which may change the way marketing happens in future. It is now possible to create a 3D object from a digital model. This can be a viable marketing tactic for businesses in future. In future it will be possible for businesses to create accessories which can then be printed by customers who have 3D printers. This will result into elimination of unnecessary processes and also help in customization. The future of marketing is here, ready?
Emerald Publishing Limited eBooks, 2019
No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use. This volume is dedicated to Sidney J. Levy, a marketing legend who made the world more magical.
Digital marketing as a digital revolution in marketing communication
Informatyka Ekonomiczna, 2020
Today's market has been subordinated to the information which, to a large extent, reaches us in an uncontrolled way at any time. Thus the article presents the key factors resulting from the forms of communication which influenced the creation of digital marketing, i.e. the resultant soft features derived from interpersonal interactions and the technological aspects which are the channels of communication, thanks to which the transmission of information and its reception can take place through a mass recipient and sender. The aim of the article is to illustrate the relations between communication and marketing, from interpersonal communication through marketing and Internet communication. The research method used in the article was a critical analysis of literature and identification with the characteristics of technological solutions in the area of digital marketing available on the market.
The importance of ICT in creating digital marketing
Informatyka Ekonomiczna, 2020
The creation of digital marketing was conditioned by many experiences of using its previous forms, derived from interpersonal communication itself. The moment when society entered into interaction with new information and communication technologies forced a kind of integration of both issues, which began to create a new concept known today as digital marketing. Its key channels, including online technologies used to communicate with recipients, serve many businesses as a leading tool for promoting their own brand. The aim of the article is to illustrate the process of a marketing evolution towards its digital version through the presentation of the technologies used, as well as a step-by-step approach to online sales using methods from the borderline of ICT in image building and sales. It can be said without any doubt that marketing communication is evolving from classic solutions and interactions to its digitalized counterpart, which is mainly found in online solutions. The researc...
Considering modern trends in digital marketing
Journal of Marketing, 2020
The authors of this paper have analysed the current and future tendencies in digital marketing communications (DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident , as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.
Marketing and Technology: Role of Technology in Modern Marketing
The paper is focused over understanding new developments which had influenced modern day marketing. The paper also discusses the concepts of technology which changed the perspective of marketing. When we talk about marketing and role of technology in it, we understand that new marketing concepts have changed the face of 21 st century marketing techniques. Now marketing is majorly dependent over technology, emergence of new dimension of marketing is also known as digital marketing. Digital marketing is majorly focused over marketing through digital media devices such as smartphones and computers.
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics, 2019
This chapter aims to show the extent of digital marketing when using technological tools to create interaction between the company, customers, and stakeholders. The literature about the main tech tools used nowadays was extensively read to develop this chapter. Next, the authors delve into the digital behavior of the consumer when using these tools. Thus, they propose the OXS model to show the stages of eBehavior and connected with digital marketing tools (DMT) backed with security, which creates a new value string (digital) that results in a more powerful and effective eWOM. The proposal of this model explains the classification of brands within the digital context.
IARJSET, 2021
For hundreds of years, self-business is a critical term that consistently comes to market, particularly for helpless families who set up small-scale businesses to earn the necessities. But with the advancement of technology and a step towards the digital world, we shifted from manual work to digital form.[1] To counter this manual work, marketers decided to use the most powerful platform that is DIGITAL MARKETING. It is a component of marketing that utilizes the Internet and digital technologies like smartphones, laptops to reach consumers at a significant level, promote their products to them, and earn great profit. [12]This paper mainly studies digital marketing, including the difference and contact between digital and traditional marketing, digital marketing over traditional marketing, solutions to digital marketing, the role of social media as a promoter of it, and its future scope.[2] As per the research, every country has oriented to UPI payment, Aadhar connects payment,[10] android/iOS applications, and many more.[1] These solutions help us to build a secure platform for any transaction and help our business to grow. Social media is one of the best platforms to support digital marketing as it furnishes individuals with the chance to communicate and share posts and points.[3] If this approach of digital marketing has taken to all parts of the world, then the result will be very fruitful.[9]
Understanding Digital Marketing - Theories and Strategies
International Research journal of Management Science and Technology ISSN 2250 – 1959 (online) ISSN 2348 – 9367 (Print), 2016
Today is the age of digital marketing, every nook and corner of the world is getting connected with the help of the advanced forms of digital media. The article is an attempt to understand what exactly digital marketing is and how it affects today‟s marketing scenario. It elaborates the various strategies which a firm can use to make it more impactful in the world of marketing. It tries to explain the evolution of digital marketing from the primary objective of “customer servicing “to more serious and secondary objective of “engagement”.
2018
Ongoing advancements in technology have significantly shaped the marketing landscape over the course of the last decades. Consequently, new technology-driven opportunities and challenges for marketing research and practice emerge. Those urge the need to redefine firm-based value propositions, to adapt business models, to place significant emphasis on topics such as innovation, design and strategy, but also to develop new knowledge and skill sets. In response to those changes, this dissertation addresses two major developments and related opportunities and challenges – namely, digitized retail environments and innovative, complex business models – in three different essays. Thereby, this dissertation contributes to a better understanding of the evolving relationship between marketing and technology. Essay 1 and Essay 2 address the increasing digitization of physical retail environments. Retailers embrace a plethora of retail technologies to facilitate activities and processes for cre...