Introduction
One of the most influential things or technologies to exist in today’s day and age is the internet as we know it. We have witnessed with the passing of more time that the internet is a very big part of people’s routine in today’s times. It has made a massive change and influenced on how business is regulated and performed in present times. The internet has completely turned the world we know today and made it much more efficient ad accessible to everyone across the globe. The internet has created a lot of new ways of doing business which has completely transformed the whole atmosphere of the business world. There also have been newer strategies and methods being used by businesses to expand and improve their reach and performance. But as we know that new methods and techniques bring greater challenges along with them. Companies now have to hire marketing managers in order to tackle some of these issues. They are responsible for making the decisions about which techniques they need to utilize in order to achieve the company’s ultimate marketing goal and ambition. This is very crucial because companies usually invest a lot in these marketing campaigns. Some of the business ways and methods we use when analyzing these priorities are differentiated defenders., analyzers, low-cost defenders, and prospectors. At the crux of this assignment, we dive into the deep knowledge of digital marketing to provide the best possible approaches a company can utilize so that their marketing managers can fulfill the needs of the company and ultimately be efficient and effective in their work. (Andy, 2018)
Reasons
One of the biggest reasons that force a company to rethink and revamp its marketing strategy and planning related to the digital part of the company is the continuous changing of customer types and mainly behavior. The focus of big corporations is to understand their customer base and make customized campaigns and products that are specifically focused on their desired end users. The company adopts a lot of different strategies when working in this field. And in order to resolve this shortcoming in one department, the company has to become more focused on the understanding of digital marketing and the use of social media for the betterment of understanding of the working of this. Companies also analyze the challenges and issues that they might face while working with these technologies. And of course, there are pros and cons to every approach but in this specific scenario, the benefits outweigh the cons easily. Now a days the new and improved current types of digital platforms allow the companies to be more interactive with their customers and collaborate with each other to benefit both sides of the mirror. With the modernization and digitalization of this world, the existing companies are forced to become more involved and invested in digital forms of marketing and communication. Companies are now paying more attention to targeted customer bases while conducting their digital marketing research and analysis. (Edelman, 2010)
Ever since technology has been introduced into the business world, it has completely turned things around for businesses and corporations. Advertisements have also evolved with the integration of technology and innovation in them (Matarazzo et al. 2021; Sestina et al. 2020). The digitization has not only affected the companies but it has also changed the ways the customer or consumers handles the product and the customers now have more and more effect on the development and making of the product because they are more easily connected to one another (Grewal et al. 2020). Customers now have much more control and influence over the products that they are provided with on a regular basis. Digitization has really thinned the gap between the provider and the consumer which has been very beneficial to most of the industrial processes (Cham et al. 2020, 2022; Cheah et al. 2022; Lim et al. 2022).
Social networking websites and applications have evolved over the years and have become much more than just places for people to interact online. It has become more of a place for businesses to grow themselves and advertise their portfolio and reach a targeted audience. This way the business not only understands its customers but they also have a much more focused approach toward advertising and new campaigns. (Cham et al. 2022; Cheung et al. 2021). The most fascinating thing about digital marketing now a days is that the corporations are more closely connected with the customer in the communication process. This allows the companies to listen to the all the suggestions and feedback of the customer almost instantly. Due to this phenomenon companies are able to develop more focused and efficient marketing strategies in order to reach more and more customers everywhere. (digitalthirdcoast.com 2022). By the use of such strategies, companies are more closer to the customer opinion, so they just become broadcasters and the marketing team doesn’t have any important influence on them. (Li et al. 2021; Olson et al. 2021). This type of digital marketing strategy works great and is able to produce a very high return on investment. This automatically makes it the best choice for the marketer to reach their goals efficiently and effectively (Cham et al. 2021; Kankava et al. 2019).
One of the main things that we can note in the modern day marketing strategies is that it is inevitable to use digital marketing. It has also made the whole marketing process depend upon digital resources and it is much more based upon science. This makes it possible for digital marketing teams to analyze the performance of the company thoroughly and make necessary improvements to it. (Petrescu and Krashen 2020; Yu et al. 2019). With the availability of marketing and data analysis tools (e.g., Goo.gle Analytics, Pyth.on, Heap Analytic.s, Optimize.ly, Kilofoot, etc.), the importance of how data can explain market trends and better understand consumer preferences are spelled out (Ritter and Pedersen, 2020). More importantly, marketing analytics help businesses and marketers optimize their marketing campaigns, segment their market, and reduce costs associated with marketing activities, providing big corporations and businesses with a much more easy and smooth strategy in the long term.
As we have all seen that there has been a lot of research and development in the digital marketing field, but it is still an emerging field which makes it immature and still in dire need of more research and attention. This field can have a negative and positive impact on the development of the marketing strategy (Chittenden and Rattie, 2003:203). As it is seen and observed that these fields of digital marketing and marketing strategies have a very in demand and crucial role in making a business successful or sometimes unsuccessful. Our analysis tells us that there must be more extensive research and development put into this field which will allow us to better understand the issues and the advantages of this emerging field. This would allow us to be more aware of this new field in the upcoming future. Most importantly in the fields that require a lot more than just by the book traditional marketing strategies (Petrescu and Krishen 2021, 2022). For example the use of different technologies like blockchain, gamification, and metaverse can be implemented to make the digital marketing strategies much more effective. (Ištvanić, 2017)
IV. Stages of Digital Marketing
a) Acquiring Customers
The most important and crucial steps that need to be taken is to try and bring in more customers and traffic to the company’s web site. Many techniques can be used efficiently like ads, searc.h en.gine op.timization, search engine ads, emai.l marketing, socia.l media netw.ork marketing, mo.bile marketing, viral ma.rketing, collaborations, reven.ue partnerships, sponsorships, influencers, and much more. (Tat-Huei Cham, 2022)
The main purpose of Search Engine Optimization
Search Engine Optimization is in simple words, it basically means being at the top of the search results on the customer’s device. Companies invest a lot in Search Engine Optimization because it is the most efficient way to get revenue and generate leads. Search engine optimization makes the majority percentage of the revenue generated through search engines. (Wilson, 2000:1-2)
Ever since technology has been introduced into the business world, it has completely turned things around for businesses and corporations. Advertisements have also evolved with the integration of technology and innovation in them (Matarazzo et al. 2021; Sestina et al. 2020). The digitization has not only affected the companies but it has also changed the ways the customer or consumers handles the product and the customers now have more and more effect on the development and making of the product because they are more easily connected to one another (Grewal et al. 2020). Customers now have much more control and influence over the products that they are provided with on a regular basis. Digitization has really thinned the gap between the provider and the consumer which has been very beneficial to most of the industrial processes (Cham et al. 2020, 2022; Cheah et al. 2022; Lim et al. 2022).
(Hoffman and Novak, 2000).
As we have all seen that there has been a lot of research and development in the digital marketing field, but it is still an emerging field which makes it immature and still in dire need of more research and attention. This field can have a negative and positive impact on the development of the marketing strategy (Chittenden and Rattie, 2003:203). As it is seen and observed that these fields of digital marketing and marketing strategies have a very in demand and crucial role in making a business successful or sometimes unsuccessful. (Chen et al., 2011:4545).
Social network marketing is the process of attracting customers to related web site s by using social media items. The main purpose of this type of marketing is to make advertisements for the brands, products, and services by having the opinions and suggestions of customers (Richardson and Domingos, 2002:2).
With the modernization and digitalization of this world, existing companies are forced to become more involved and invested in digital forms of marketing and communication. Companies are now paying more attention to targeted customer bases while conducting their digital marketing research and analysis. One of the biggest reasons that force a company to rethink and revamp its marketing strategy and planning related to the digital part of the company is the continuous changing of customer types and mainly behavior. (Argen and Tokay, 2006:232-233).
Companies also analyze the challenges and issues that they might face while working with these technologies. And of course, there are pros and cons to every approach but in this specific scenario, the benefits outweigh the cons easily. (Plaza, 2011:477) Now a days the new and improved current types of digital platforms allow the companies to be more interactive with their customers and collaborate with each other to benefit both sides of the mirror (Andy, 2018). There are multiple reasons for viral marketing that are mentioned below (Dhruv Grewal, 2020):
- Free service
- Easy advertising
- Established network
- Quick transfer
- Intriguing growth
- Other infrastructures
The term mobile has been evolving over the passage of time. This happened with advancements in technologies and digitization. One of the main things that we can note in the modern day marketing strategies is that it is inevitable to use digital marketing. (Açıkel and Çelikol, 2012:52). It has also made the whole marketing process depend upon digital resources and it is much more based upon science. This makes it possible for digital marketing teams to analyze the performance of the company thoroughly and make necessary improvements to it. (Petrescu and Krashen 2020; Yu et al. 2019). With the availability of marketing and data analysis tools (e.g., Goo.gle Analytics, Pyth.on, Heap Analytic.s, (Aksoy, 2006:81). Optimize.ly, Kilofoot, etc.), the importance of how data can explain market trends and better understand consumer preferences are spelled out (Ritter and Pedersen, 2020). More importantly, marketing analytics help businesses and marketers optimize their marketing campaigns, segment their market, and reduce costs associated with marketing activities, providing big corporations and businesses with a much more easy and smooth strategy in the long term. (Okumuş et al., 2010:106)
The concept of “mobile” has also undergone some changes with developments. Now the word “mobile” also means smartphones, tablets, smart watches together with other wearables technological devices. Companies and customers who use this hardware are now much closer to digital media thanks to the Internet. These are: SMS, MMS, mobile applications, QR codes, and location services Most of the consumers seem to have a bright view of mobile advertising. Consumers now want to be able to reach the web sites through mobile phones, tablets, and PC. In this regard, most of the web pages have mobile applications nowadays.
b) Converting Customers
In this domain or part, we perform the activities which have to be performed in order to achieve the desired sales and revenue end goal of any web site. Ecommerce or commercial web pages are required to have a user interface and user experience that allows them to take in and reach a wider customer base (Plaza, 2011:477). Also, an important aspect of this whole process is an advertisement. We can add multiple interactive features to a web site to make it more attractive and easy to use for customers. We might put multiple payment options. searching options etc to the main landing page of a web site (Bauer et al., 2005:189).
c) Measurement and Optimization of the Media
Web pages with an effective search engine optimization can reach higher on the search result lists without even making any financial investment (Korkmaz, 2002:37). By simply making these tools private page traffic can be measured. (Plaza, 2011:477) Customers now have much more control and influence over the products that they are provided with on a regular basis. Digitization has really thinned the gap between the provider and the consumer which has been very beneficial to most of the industrial processes. Ever since technology has been introduced into the business world, it has completely turned things around for businesses and corporations. Advertisements have also evolved with the integration of technology and innovation in them (Matarazzo et al. 2021; Sestina et al. 2020). The digitization has not only affected the companies but it has also changed the ways the customer or consumers handles the product and the customers now have more and more effect on the development and making of the product because they are more easily connected to one another (Singh and Sirdeshmukh, 2000:150).
d) Satisfying the Customers
Customers can prefer one or more websites to visit again and again. But it is greatly dependent upon the features and benefits that the web site can provide the customer with. This loyalty also allows the companies to generate revenue and financial gains (Plaza, 2011:477). Major profits of the company are generated through the already existing regular customers of the company. This is one of the main goals of the company at this point to make them regular customers (Darlin Apasrawirote, 2022) (Tat-Huei Cham, 2022).
Technology is a huge part of our lives and also our businesses. (Plaza, 2011:477) Customers now have much more control and influence over the products that they are provided with on a regular basis. Digitization has really thinned the gap between the provider and the consumer which has been very beneficial to most of the industrial processes. Ever since technology has been introduced into the business world, it has completely turned things around for businesses and corporations. Advertisements have also evolved with the integration of technology and innovation in them (Matarazzo et al. 2021; Sestina et al. 2020). The digitization has not only affected the companies but it has also changed the ways the customer or consumers handles the product and the customers now have more and more effect on the development and making of the product because they are more easily connected to one another (Grewal et al. 2020).
With the rise in more and more advanced inventions and advancements which include smart devices which we use in our day-to-day life, we have become dependent on technology to function properly in our daily life. This is a good thing and somewhat a bad thing because, on one hand, it makes life easier for us saves time, and increases convenience, on the other hand, it sort of puts us in a handicap when we are without it. (Matarazzo et al. 2021; Sestina et al. 2020). Now the people who use normally use social media e-mails and other technological stuff in their daily life they tend to also buy stuff from these online resources. Just due to the reason that it gives them convenience. This introduces an opportunity for businesses to reach their customers at a more closer level. For this purpose, the search engines are set up in a manner that allows people to search for things and navigate the interwebs seamlessly and smoothly. (Page, 2015)
CONCLUSION
With the modernization and digitalization of this world, the existing companies are forced to become more involved and invested in digital forms of marketing and communication. Companies are now paying more attention to targeted customer bases while conducting their digital marketing research and analysis. One of the biggest reasons that force a company to rethink and revamp its marketing strategy and planning related to the digital part of the company is the continuous changing of customer types and mainly behavior. During this time the majority of the resources being spent on r and d are being spent on the research about the preference and dereference and the behavior of the end user. The focus of big corporations is to understand their customer base and make customized campaigns and products that are specifically focused on their desired end users. (EFENDIOGLU, 2016) The company adopts a lot of different strategies when working in this field. And in order to resolve this shortcoming in one department, the company has to become more focused on the understanding of digital marketing and the use of social media for the betterment of understanding of the working of this. Companies also analyze the challenges and issues that they might face while working with these technologies. And of course, there are pros and cons to every approach but in this specific scenario, the benefits outweigh the cons easily. (Plaza, 2011:477) Now a days the new and improved current types of digital platforms allow the companies to be more interactive with their customers and collaborate with each other to benefit both sides of the mirror. (Tsvetanova1, 2019)
