Marketing Management Project - Parmar

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MARKETING MANAGEMENT

by
Parmar Hardevsinh Jitubha
A thesis submitted in partial fulfillment of the requirements for
the degree of
Bachelors in Business Administration

Indian Institute of Business Management & Studies


2021

Approved by Exams Department of IIBMS

1
INDEX Page
Number
Introduction 3
What is Digital Marketing? 5

Types of Digital Marketing 6

The Importance of Digital Marketing: Top 10 Reasons You Need It 14

Digital Marketing Vs Traditional Marketing 29

Case Studies on Digital Marketing 43


IMPACT OF DIGITAL MARKETING ON CONSUMER 50
BEHAVIOUR

Digital Marketing Trends for 2019 56

CONCLUSION 86
Introduction
Today’s era of Internet has opened a gate of vast variety of opportunities
for businesses. Using social networks, one cannot only share a private
picture of one’s birthday but also earn customers for one’s business and
reach them conveniently. The speed and ease with which the digital
media transmits information and help boost a business is amazing.

The history of Digital Marketing

In the 1990s, the term Digital Marketing was first coined, With the debut
of server/client architecture and the popularity of personal computers,
the Customer Relationship Management (CRM) applications became a
significant part of marketing technology Fierce competition forced
vendors to include more service into their software, for example,
marketing, sales and service applications. Marketers were also able to
own huge online customer data by eCRM software after the Internet was
born. Companies could update the data of customer needs and obtain the
priorities of their experience. This led to the first clickable banner
ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all
people who saw it clicked on the ad
In the 2000s, with more and more Internet users and the birth of iPhone,
customers started searching products and making decisions about their
needs online first, instead of consulting a salesperson, which created a
new problem for the marketing department of a company. In addition, a
survey in 2000 in the United Kingdom found that most retailers had not
registered their own domain address these problems made marketers find
the digital ways for market development.
In 2007, the concept of marketing automation was raised to solve the
problem above. Marketing automation helped company’s segment
customers, launch marketing campaigns and provide personalized
information for customers. However, the speed of its adaptability to
consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the 2010s,
when the proliferation of devices' capable of accessing digital media led
to sudden growth. Statistics produced in 2012 and 2013 showed that
digital marketing was still growing. With the development of social
media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter,
consumers became highly dependent on digital electronics in daily lives.
Therefore, they expected a seamless user experience across different
channels for searching product's information. The change of customer
behavior improved the diversification of marketing technology.
Digital marketing is also referred to as 'online marketing', 'internet
marketing' or 'web marketing'. The term digital marketing has grown in
popularity over time. In the USA online marketing is still a popular term.
In Italy, digital marketing is referred to as web
marketing. Worldwide digital marketing has become the most common
term, especially after the year 2013
What is Digital Marketing?

Digital Marketing is the term used for the targeted, measurable, and
interactive marketing of products or services using digital technologies
to reach the viewers, turn them into customers, and retain them.
So, how is digital marketing different from traditional marketing?
The traditional manner of marketing involved businesses to advertise
their products or services on print media, radio and television
commercials, business cards, bill boards, and in many other similar ways
where Internet or social media websites were not employed for
advertising. Traditional marketing policies had limited customer
reachability and scope of driving customers’ buying behavior.
Types of Digital Marketing
As people spend more and more time in front of screens, digital
marketing has become the most important tool to reach customers in an
effective way. Digital marketing targets users of all kinds of electronic
devices from desktop computers to smartphones. To successfully
promote a business online and engage an audience, you need to make use
of various types of digital marketing.

These days, merely having a website is not enough anymore if you want
to get qualified leads. You also need to be visible on as many types of
digital marketing platforms as possible, from search engines to social
media sites and smartphones. To build a successful online business and
stand out from the crowd, you need a complex digital strategy based on a
thorough market study, in-depth business analysis, and constant
feedback.

Ideally, you should use a mix of different types of digital marketing in


order to reach your audience through various channels. In this article, we
have collected the most frequent types of digital marketing of our times
that can help you achieve the highest success rate. They are as follows:

1. Search engine optimization (SEO)


2. Search engine marketing (SEM)
3. Social media marketing (SMM)
4. Content marketing
5. Email marketing
6. Online advertising
7. Landing page marketing
8. Smartphone marketing
9. Affiliate marketing
10. Viral marketing
1. Search Engine Optimization (SEO)

Search engine optimization (SEO) is probably the first thing that comes
to mind when people think about different types of digital marketing.
Online businesses basically live at the mercy of Google, Bing, Yahoo,
and other search engines. If you are doing SEO right you can attract
significant organic traffic to a website. The goal of SEO is to optimize
content in a way that makes it appear among the first results on a search
engine results page (SERP).

There are several methods you can use to rank high on a SERP, such as
building a mix of inbound and outbound links or optimizing the content
for specific keywords. Probably the hardest thing about SEO is to
constantly follow the changes of search engine algorithms and update
your strategy and methods accordingly. SEO is essential for any website,
as these days every business optimizes their content for search engines.
Therefore without SEO, it’s basically impossible to stay competitive in a
market.
2. Search Engine Marketing (SEM)

SEO is not the only way to increase incoming traffic from search
engines. Search engine marketing (SEM) makes it possible to advertise a
product in search engines and make it appear among paid search results.
Search engines usually display paid results above organic results on
SERPs. They almost look the same as organic results with only small
differences in appearance, for instance, Google shows a small “Ad” label
next to the related URL. On the screenshot below, you can see the paid
search results for the “web hosting” search query:
The most frequently used paid search services are Google
AdWords and Bing Ads. They allow you to buy ad space based on target
keywords, location, viewer demographics, and other data. Actually,
search engine marketing is a pretty effective method, as search engines
only show your ad to the audience you want to target. In most cases, you
need to pay for SEM results according to the pay-per-click (PPC)
advertising model, meaning you are only charged when someone clicks
your ad.

3. Social Media Marketing (SMM)

Without a doubt, social media is the queen of 21st-century digital


content. Therefore, it’s also one of the most important types of digital
marketing you need to focus on—especially if you want to promote a
B2C business. Social media is not simply a marketing channel but also a
way for people to keep in touch with their friends and family, get the
latest news, or follow topics they are interested in. There are a plethora of
social media platforms you can choose from, such as Facebook, Twitter,
Linkedin, Instagram, and many others. You need to find the ones that are
relevant to the niche you target and promote the business there.

Sharing quality content on social media sites is an excellent way to


engage viewers and position a brand as an authority in a specific niche.
It’s also important to place social sharing buttons below each blog post
and content page so that visitors can share it across their network. In
addition, every social media platform offers different solutions for
organic and paid advertising. Paid Twitter and Facebook ads, hashtag
campaigns, and influencer marketing are among the most popular
methods of social media marketing.

4. Content Marketing
Content marketing is another type of digital marketing you can use to
promote a business online. In fact, content marketing is an indirect way
of marketing, as you publish content that the audience finds naturally
while browsing the web. The main goal of content marketing is to make
viewers interact with the content by reading, sharing, and commenting
on it. You can use it together with other types of digital marketing such
as SEO or SEM as well. For instance, you can build the content around
targeted keywords in order to achieve an optimal result.

High-quality content also allows you to persuade an audience about the


expertise of a business in a certain niche. Gaining the trust of customers
is one of the most important long-term goals of digital marketing. You
can publish shareable content either in the form of blog posts, white
papers, reports, or webinars or by guest blogging in popular publications
in the same niche.
5. Email Marketing

Email marketing is a different kind of engagement, as you connect with


customers within their own mailboxes. Although email marketing is one
of the oldest types of digital marketing, it’s still very successful. It’s an
excellent way to increase brand loyalty and upsell to existing customers.
According to the Radicati market research group’s latest email statistics
report (2017-2021), the number of emails sent and received per day by
businesses is still growing, at an average rate of 4.4%.

There are many different ways you can reach out to customers through
email marketing. Besides creating newsletter campaigns, you can send
them confirmation emails, thank-you emails, and email notifications
about product updates. If you promote a local business, event invitations
are also an excellent way to engage the local audience. These days there
are many awesome tools you can use to run professional email
campaigns, from marketing automation platforms such as Mail
Chimp to newsletter plugins for popular content management platforms
like WordPress.
6. Online Advertising
Digital marketers have been using online advertising since the first days
of the web. Displaying banners or ads on other websites belonging to the
same niche is the most common form of online advertising. You can use
online platforms such as Google AdSense that allows you to
automatically serve ads on other content sites. Ad networks usually let
you configure the parameters of the sites your ads appear on based on
keyword, location, audience demographics, and other data.

Bigger online magazines frequently have their own advertising


departments as well. Therefore, it can also be a good solution to contact
them and buy an ad space on their website. Some niche magazines, such
as A List Apart web design magazine, also have sponsorship programs
that allow you to feature a brand, logo, and other visuals on their
platform for a certain period of time (usually a week).

7. Landing Page Marketing


Targeted landing pages can work excellently with other types of digital
marketing and increase conversion rates significantly. In the broader
sense, a landing page is any web page on which visitor’s first land when
they arrive at a website. In this sense, homepages frequently function as
landing pages as well. However, many brands create specific landing
pages for their marketing campaigns, too.

Digital marketers link landing pages to ads displayed as banners on other


websites or appearing on search engine result pages. Thus, when users
click an ad they are directed right to the landing page designed for the
specific marketing campaign. There are several tricks you can use to
create a converting landing page such as eye-catching headlines, a clean
and mobile-friendly design, and highly visible call-to-action buttons.
Below, you can see the landing page of the Slack messaging app on
which you can see all the necessary elements of a well-performing
landing page:
8. Smartphone Marketing
People use their smartphones all the time, therefore these days
smartphone marketing is also among the most important types of digital
marketing. This is especially true if your target audience is the younger
generation. In fact, you have many options to reach your prospects
through their smartphones. According to the recent report of the Esendex
business communication provider, text messages have had a 94 percent
global average open rate in 2018. As a result, smartphone marketing is an
incredible opportunity to promote a business online.

Besides sending text messages to subscribers, you can further engage an


audience by providing them with free mobile apps for Android and iOS
devices. Your app can also perform specific actions that increase
visibility. For instance, it can send users real-time push notifications that
appear on their smartphones when new content is available on the
website. Popular messaging platforms such as Messenger and Telegram
also allow you to create marketing bots with which you can acquire new
customers in a human-centered way.

9. Affiliate Marketing
Affiliate marketing makes it possible to reduce your marketing workload
by outsourcing it to external service providers. With affiliate marketing,
you only pay for conversions, after your affiliate closed a deal and the
customer purchased the product. Affiliate marketers do all the related
marketing activities from banner placements to landing pages. Probably
the best thing about affiliate marketing is that it has no upfront cost and
you can decide on the terms and rates you pay to the affiliates.

Probably the most notable online affiliate program is Amazon


Associates that lets anyone promote Amazon’s products and earn a
commission after closed deals. Smaller businesses can also make use of
affiliate programs—it’s an especially popular type of digital marketing in
the tech sector. However, you should only start an affiliate program if
you have the means to properly monitor and educate the affiliates.
10. Viral Marketing
Viral marketing makes use of all types of digital marketing mentioned in
this article. The essence of viral marketing is to create a post, video,
meme, or another short-form content type that spreads across the web
like a virus. To make a successful viral marketing campaign, you need to
promote the same content across multiple channels such as Twitter,
YouTube, blog posts, and newsletters over a short period of time.
To reach the best business results, you need to decide which types of
digital marketing you want to use. There are some types you should use
anyway such as search engine optimization and social media marketing,
while others depend on the industry. When you plan the types of digital
marketing you will use don’t only think about software but also
hardware. If the target audience uses a certain type of device you need a
presence on that kind of device as well. Also gather as much feedback
from existing customers as you can, as there’s no better way to build trust
and engage them on a personal level.
The Importance of Digital Marketing: Top 10 Reasons
You Need It

At one point online marketing was just a new and different way to
market. It opened up a new form of media on which to peddle goods and
services. But within just the past few years, the importance of digital
marketing has become something else.

It’s become an integral part of what a business is to its customers.

It’s no longer enough to have a website or run some un-focused


AdWords campaign. Don’t have integrated digital marketing strategies
working for your business? Time is working against you because of it.

As the Internet becomes entwined with everything we do, the importance


of digital marketing is becoming crystal clear.
1. Reaches People Where They Spend Their Time & Money

In 2018, the average Internet user has at least 7 social media accounts.
That’s up from 3 just 5 years ago.

97% of US adults under 65 are on social media at least once a month.


The vast majority are on it every day. Social media is strongly preferred
as a means of customer care.

Although as many as 89% of customer messages are ignored by


businesses.

22% of the world population is on Facebook. 62% of people in the US


are there. 76% of Facebook users and 51% of Instagram users are on it
every day.

30% of people on social media mention a specific brand when referring


to milestones in their lives. Gen X is slightly more likely to interact with
a brand on social media than millennials.

The trend right now is the average person spends over 2 hours a day
on social media. Teenagers average 9 hours.

Social media is integrated into everything they do from school, to


work, to entertainment, to hanging out with friends.

Social Media is where people are. But do people buy things there?

One of the top 10 reasons people say they’re on social media is to buy
products advertised to them. They spend around 37% of their social
media time interacting with branded content.

57% of Millennials say that social media has made the ads they see more
relevant to them. 48% of people say they made their last online purchase
as the direct result of a Facebook ad.
But only 45% of marketers think their social media efforts are paying off.
There are definitely some winners and losers on social media. Just having
a profile and sharing some content once in a while isn’t enough. You
need a social media marketing strategy.

When you understand how to maximize your ROI in social media


advertising, you win big.

Social media marketing and advertising are only a piece of digital


marketing. But it’s a very important one. Throughout this article, we’ll
look at many kinds of online marketing methods. This will show
the importance of digital marketing to your business.

2. Levels the Playing Field for Small Business

You’ve seen it happen before. A huge company like Walmart comes to


town and wipes out 100’s of local specialty shops. Starbucks rolls in and
mom and pop coffee and bagel shops close down.
We’ve seen the online equivalent of this with Amazon. It’s hard to
compete with the name recognition or the millions that they put into
marketing and reputation management.

That’s where the importance of digital marketing shines as a beacon of


hope for small businesses. It’s the same for brick & mortar, ecommerce,
and personal brands alike. Digital marketing actually allows smaller
businesses the ability to hold a top ranking position, like a client we
helped outrank Amazon and Lowe’s using our AdWords services.

Digital marketing allows small businesses to compete with a much


smaller advertising budget. When managed effectively, it gives them
laser-focused control over where and how they spend their money. When
you have this kind of control and the data to support decisions, you make
smarter ones.

Continue to explore the benefits and importance of digital marketing.


Just how it levels the playing field becomes increasingly clear.

3. More Targeted

When you run a magazine ad, for example, you definitely do some
targeting. You know if your target audience reads that publication. You
have some control over placement and size. You control the message
within certain publisher guidelines.

That ad may reach 1 million plus readers.

But what percent of this million is actually your target? A particular


fashion magazine might have a demographic 59% female ages 35-55.
They may have some college education. And you know they’re interested
in the type of fashion depicted in the magazine. But that’s a huge
demographic.

One of the gifts that digital marketing has given us is the ability to dissect
huge demographics. Whittle them down into very targeted groups to get
super-focused on a specific kind of person.
Who’s that person? It’s the person most likely purchase what you sell.

When you do targeting at this level, you create an ad that’s highly


relevant to your target market. Because it’s so relevant, it connects on a
level that more general advertising can’t. This connection gives it the
ability to influence decisions. You do it without annoying traditional
advertising techniques. You’re not showing the same ad thousands of
times over a month’s period. Or interrupting someone’s program over
and over.

So, what kind of targeting is possible with digital marketing? You’ll


probably be surprised.

Let’s look at search advertising as an example. That includes AdWords.


In this form of digital marketing, you target people doing searches in
Google. Search results now account for about 64% of website traffic
across the Internet.

For businesses who’ve put strong focus on SEO (search engine


optimization) as much as 80% of traffic arrives from search results.

Search advertising, aka PPC (pay per click) allows you to position
yourself near the top of searches. That’s even if that’s not where your
website would organically appear.

 With search advertising, you can target people with a very specific:

 Challenge
 Goal
 Profession
 Education level
 Buying behavior
 And more
Do this by bidding on search queries that represent these specific targets.
Build ads and landing pages around them to convert that traffic.

Social media advertising similarly allows you to narrow your target


audience Use the data they’ve collected about their users. Tell Facebook,
for example, to only show your ad to people with a very specific recent
behavior, interest, location or other identifier.

You don’t spend thousands on one ad. And you can run ads indefinitely.
So you can easily modify that ad to connect with different groups of
people. You don’t have this level of control over who sees your ad with
any other form of marketing.
4. Can Be Hyper-Personalized

we call this “segmentation“.


In some cases, you actually can get to the individual level. Marketers call
this “personalization“.

72% of consumers prefer that businesses use email to communicate with


them. This gives people a sense of control that makes them more
comfortable signing up for your emails and buying from you. If they
don’t like what you send them, they can just unsubscribe.

But when you send them content that is highly relevant, they stay on your
list and continue to buy again and again. You can see where in the
importance of digital marketing lies in a repeat lifetime customer.

There are basic programs that will allow you to add a person’s name or
certain information automatically to an email. But we’re talking about a
much more advanced approach that’s proven its ability to get results for
our clients, like the improvements in the chart below. That’s email
segmentation, automation, and personalization.
With segmentation, you’re collecting data about each email subscriber.
You use this data to sub-divide your list based upon certain traits or
behaviors identified through analytics. Once, divided, send each segment
content that is most relevant to that segment.

If it isn’t relevant, you don’t send it to them. And if you can make small
changes to a piece of content make to it more relevant to a different
segment, you do it to reach more people.

Automation allows you to send that content at the optimal time to obtain
the desired result. It takes the repetitiveness out of the process.

You learn what this optimal time is through your data collection process.
This time may be immediately. It may be a certain time of day. It may be
sending a certain message before another one.

Finally, you have personalization. You recognize a person on an


individual level. You are able to recommend the best products to them
because you know their purchase history. You recognize that they just
visited your website and abandoned their cart. You refer to them by
name. They feel that you respect their individuality. While these are 3
different things, when they work together they get results.

The Power of Segmentation, Automation & Personalization

According to MailChimp’s extensive data, subscribers are 14% more


likely to open emails that are segmented. They’re 101% more likely to
click a call to action in the email. Segmentation reduces bounce rates by
5%. That’s a lot in email marketing. It reduces unsubscription rate by
around 10%.

But what about sales and revenues? Segmentation sounds like a lot of
work. Does it have an ROI to justify it?

Aberdeen Research Firm found that conversion rates increase by 10%


with segmentation. But not only are conversion rates higher. People
receiving segmented emails spend more. Marketers saw a 760% increase
in revenues thanks to segmentation.

Businesses who use automation to send these emails at the optimal time
on average increase their conversion rates by 50%. Automated emails are
70% more likely to get opened and have 50% higher click-through rates.

A study found that businesses who use automation are 133% more likely
to send out highly relevant content. In a typical email campaign, 75% of
revenues are drawn from the segmented portion of the campaign. The
rest comes from general emails.

It’s this relevance that gets these kinds of results and further proves the
importance of digital marketing to a business. 81% of people who get an
email that’s personalized based on past purchases buy again.

But segmentation and automation aren’t something that just any small
business can do on their own. These do take an investment in advanced
tools that take a lot of the monotonous, repetitive and time-consuming
work out of the process.

5. More Advanced Analytics


What do you really know about how a TV ad performed? You can
determine best times for the ad to air and best frequency if you do some
testing. You might create a focus group to drill down on the data. But
generally, you only know its reach according to the agency and whether
it increased buzz, sales, or met a similar marketing goal.

 Now, let’s look at the importance of digital marketing in


comparison.

 With digital marketing you know the following about your ads and
users:

 Whether they actually saw it. With TV ads, you don’t even know
that much. They could have been in the kitchen or had the TV on
mute.
 If they interacted with it
 If they liked it
 If they lingered on it
 If they shared it with a friend
 If it prompted another action
 If it led to a sale down the road (this is important when deciding
how to best spend money)
 You also learn much more about the people interacting with that ad:

 Who’s most interested in your ads


 What are they like
 What makes them more likely to take an action
 Who is easiest to convert
 Who spends more
 What do they do online
 What terms do they use to find you online
 Which websites do they visit that lead them to yours
All of this is pretty easy to track with free analytics software like Google
Analytics. Or you can gain even more insight with paid tools. Use what
you learn to cut costs where you aren’t seeing a return on investment.
Increase spend and efforts where you get the best results.

Continue to streamline your campaigns to optimize your results.

You may still decide to shell out some money for traditional marketing.
Many businesses like to have a mix in their marketing plan. In that case,
the importance of digital marketing is how much you learn about who
your customers are that carries over to other marketing methods.
6. Easy to Scale & Adapt
As with any marketing, there’s initial investment required to get traffic
flowing. But the importance of digital marketing to small businesses
becomes very clear when you see how easy it is to scale and adapt as
your business grows.

For example, with social media campaigns, display ads and search ads
you can choose a daily budget. You know exactly how much that
campaign will cost you.

Now you begin to see amazing results. You don’t have to go in and
renegotiate an ad spot to keep the ad running. Your ad continues
uninterrupted. As you continue to convert that traffic, you just increase
your daily spend and revenues with it.

If you got a massive order in from a customer and need to scale back to
avoid getting backlogged, it’s just as easy to do that.

If something isn’t working in your marketing, you don’t have to wait for
the ad contract to run out. You don’t have to start from scratch.
The importance of digital marketing lies in the fact that you can get
instant results. Analyze data and make changes fast to reduce wasted ad
spend and lost revenues.

This leads us to just how cost-effective digital marketing is for a small


business.

7. Best ROI
Email marketing has the highest ROI of any marketing method…period.
It can get a whopping 3800% return. That’s $38 in revenue for every $1
you spend. About 20% of companies are seeing an ROI of $70 to $1
spent.
Email marketing is a conversion machine. But you do need a way
to build your email list with quality subscribers. Then deliver highly
relevant content to a subscriber’s inbox.

This is most often accomplished through a combination of social media


marketing and content marketing. But these marketing methods have an
impressive ROI of their own.

Content marketing can generate 3X the leads for about 62% less than
traditional marketing. Of course, when we say “lead” we’re not just
talking about website traffic. These are people who are very likely to buy
your product and become loyal customers as you nurture that
relationship.

Social media’s ROI can be indirect at times. But a Forbes study found
that companies using social media outsell 78% of businesses who don’t
use social media. IBM found that a lead that comes in through social
media is 7X more likely to become a paying customer. More likely to
convert also means you’re spending less money trying to convert people
who will never become paying customers.

As a small business, cost-effectiveness is your ultimate priority. You


have to be able to stretch those dollars as you grow your business. Every
dollar you spend matters. You need to know it’s going to provide you an
ROI.

That’s the importance of digital marketing to small business.

8. Aligns with How People Today Shop

88% of people consider online reviews an important part of the buying


decision.

How to Be Relevant Online

To be relevant online today you need to:

 Have a user-friendly website.


 Invest in SEO so that you appear in search results from some
keywords
 Have at least one active social media profile where you engage with
customers
 Some paid advertising like AdWords, Instagram or Promoted
Tweets. It’s impossible to get found online without some paid
media.
 Reputation management. Know what people are saying about you.
Solicit more reviews. When asked to review, most people write a
positive review. When not asked, only unhappy people tend to
write reviews.
 Integrated touch points. All of the places that you’re online should
work together. Engage your target customers both online and in
your physical shop if you’re a brick and mortar business.
9. How People Prefer that Businesses Reach Them

People are tired of traditional advertising. They learned that they have a
choice. 20% of 16 to 34 year olds use an ad blocker online.
Overwhelmingly, people flee websites that pop up annoying invites and
ads when they first land on the page.

They’re choosing to consume media that doesn’t force them to sit


through commercials.

It seems cliché. But people want respect. They want someone to provide
them with information that helps them make informed decisions. They
want to buy from brands that value what they value. They want you to be
part of their conversations.

The importance of digital marketing is that it allows you to market to


people in ways that show you respect them and value them as human
beings.

10. Integrates Marketing with Mobile Technology

According to research by IBM, mobile transactions are increasing at the


lightning fast speed of 35% year over year. But it’s not just the actual
buying and selling happening on mobile.

People are increasingly using their mobile phones as a kind of augmented


reality layered over a business. They’re looking at reviews and product
information while in your store. They may be ordering online or
communicating with customer care enroute.

A selfie they take in your store becomes a promotional opportunity for


you. They may write a review for you before they even leave your office.

Integrate the mobile experience with the physical experience. As you do,
the better your business will take advantage of these opportunities.
Send an alert to let someone to let them know something they were
interested in is on sale as they walk down that aisle. Use physical store
behavior as tracked by their phone (with permission, of course).

With it, send more relevant offers. Invite someone to visit the store when
geo-location shows that they’re in the area.
Digital Marketing Vs Traditional Marketing

While having a marketing budget is important for any small business, it’s
equally important to spend it in the right direction and make the most of
it. How do you know where to spend it when it comes to digital
marketing vs traditional marketing?

For many businesses, reaching the right “marketing” decision is not easy,
even though it can make a huge difference in their results.

By gaining clarity on the digital marketing vs traditional marketing


aspect, a business can get a better idea of which marketing method is
appropriate and how it is should be applied. For instance, if you decide to
use social media marketing to build your brand and increase your
customer base, you could do it yourself or hire a reputeddigital marketing
firm like LYFE Marketing to take care of it.
Running a successful business is not just about choosing the appropriate
market or having a high quality product. It’s also about leveraging the
right kind of marketing techniques in order to reach out to your target
audience and convert them into leads or customers.

Some businesses may give less preference to marketing, but if any


serious business wants to increase profits, it will almost always have set
aside a proper budget for marketing.

Even if you do acknowledge the need for effective marketing, the whole
digital marketing vs traditional marketing debate might stump you. The
reason for this confusion may arise due to the fact that even though a lot
of marketing is done in the traditional way, digital marketing is steadily
gaining an edge.

Yes, there are a percentage of people who don’t use the Internet for
conducting any transactions. However, a considerable chunk of the
population is regularly using the Internet for multiple purposes, including
making their day-to-day transactions.
As a business, you need to ensure that you are ahead of your competition.
Which means you cannot just depend on outdated marketing methods
anymore. You need to look beyond and understand how you can leverage
the latest digital marketing techniques to grow your reach.

Before we get into the nitty gritty details of digital marketing vs


traditional marketing, let’s first look into some of the basic ideas you
need to understand clearly.

Digital Marketing vs Traditional Marketing: What is


Traditional?
Traditional marketing is nothing new as it’s a form of marketing that we
have been exposed to at one point or another. It is a conventional mode
of marketing that helps to reach out to a semi-targeted audience with
various offline advertising and promotional methods.

Traditional marketing is a type of marketing that is hard to ignore and


includes the traditional ads we encounter on a daily basis. Many of the
common and most tried offline marketing tactics come under the
following five major categories:
 Print (magazines, newspapers, etc.)

 Broadcast (TV, radio, etc.)

 Direct Mail (catalogues, postcards, etc.)

 Telephone (telemarketing, sms marketing, etc.)

 Outdoor (billboards, fliers, etc.)

Traditional marketing may have evolved over the past few decades, but
the fundamental aspects remain the same. The selling techniques that we
use today heavily rely on the infamous four P’s of marketing: product,
price, place, and promotion.

Every successful business knows how integral it is to create a proper


sales funnel. By leveraging the four P’s of marketing, a business can
actually lead its prospects and customers through any sales funnel and
see favorable results.

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Let’s take a brief look at each of the 4 P’s that power every form of
marketing technique:

1. Product: Effective marketing starts with a good understanding of


your own product. Which could be an intangible service or type of a
good that fulfills the demand of a target market.
2. Price: The overall cost of the product depends on how well you
know it. Price is always the determining factor when it comes to
things like supply, demand, profit margin, etc.

3. Promotion: How you get the word out about your product and
market it to your target audience is promotion. Any method
that helps you promote the product and help it gain more
visibility/exposure comes under promotion — whether it is
advertising on a billboard or setting up an ad campaign on
Facebook.
4. Place: Traditional marketing heavily relies on getting your product
in front of your target audience at the right time and place. Which
also means pricing it right. In the marketing world, placement plays
a crucial role. Because when a product is placed in an ideal
location, the chances of converting prospects to customers or clients
increase manifold.

On the surface, digital marketing may look different than traditional


marketing in a big way as it is all about the fourth P: promotion.
However, the fact of the matter is, digital marketing is highly effective
because it does not ignore any of the four Ps of marketing. It rather uses
each one of them in a unique manner, and sometimes even better than
traditional marketing.

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Digital Marketing vs Traditional Marketing: Downside of Going
Traditional

While traditional marketing is still effective, it’s not the only way to
make your product popular among your target market. Today, technology
has grown and is enabling businesses to connect to their audience like
never before. Which is why it’s important to consider the drawbacks of
traditional marketing before investing in it

 Little Interaction

One of the biggest and the most obvious limitations of digital marketing
is that there is little or no interaction between the customers and the
medium used for marketing.

Traditional marketing is a one way street where a business is able to


broadcast or provide information to their target audience about its
product or service. This brand building exercise is done in the hope to
attract the attention of the right people and maybe convert them into
customers.

 No Control Over Timing

Traditional marketing is dependent on promotional methods that


once executed cannot be updated. Whether it is a static text print ad
in your local newspaper or a television commercial, you will have
to place a new ad to replace the old one in case of any change.
While this may not seem like a huge factor, but it does make a big
difference in the long run.

For instance, let’s say you run a magazine ad promoting your latest
widget. After which, you make a major update to it that can make a
significant impact to the sales numbers. Can you change the ad on
fly? Of course not, which can put a huge dent in your marketing
budget overtime.

 Higher Costs

The recurring costs in traditional marketing can prove to be a huge


investment that may or may not give a good return. Your ad in the
local newspaper will only be effective if it is seen by your target
audience on the day it gets published. And what are your chances of
that?

If you want to reach out to them again, you need to create and run a
new print ad campaign. Or when you create and distribute posters
or fliers in your area, it’s an investment you are making for a one
time exposure. Compare that to content that you create on your
website that can bring in target visitors for years to come at no
additional cost.

 Limited Customization Options

Do you want to target customers working in a certain industry and


fall in particular age group? Traditional marketing offers you little
help when it comes to customizing your campaign and targeting a
specific customers.

Even though you can use traditional marketing techniques to market


to certain segments, you cannot go after targeted customers. When
you’re using online ads, you have the option to not only reach out to
the right kind of customers, but also show them offers that are
tailored towards them.

 Inability to Disclose Full Pricing Details

At the basic level, traditional marketing has never failed to attract


people based on discounted prices or special sales. However, when
it comes down to offering more unique, customized pricing options,
you may hit a brick wall. If you analyze the options given to you in
print marketing, you may not find the needed space to display all
your pricing options – even though these can help you convert more
people into customers.

 Poor Campaign Measurement

When executing a traditional marketing strategy, it is essential to


know how effective it is to ensure you’re not investing in the wrong
direction. Unfortunately, results that you get from traditional
marketing cannot be measured easily and efficiently.

However, when you launch an online marketing campaign, you can


effortlessly identify where you are going wrong and if it is
successful or not. This alone makes digital marketing much better
than its traditional counterpart.

Digital Marketing vs Traditional Marketing: What is Digital?


Digital marketing or online marketing refers to the marketed related work
that a business does through the Internet or an electronic device such as a
mobile phone. Any business (regardless of its size) can leverage digital
marketing to reach out to their target market, connect with prospects and
convert more of them into customers/clients. Everything from search
engine marketing to Facebook marketing comes under digital marketing.
And we offer an array of digital marketing serviceshere at LYFE. Feel
free to check them out and see which ones might be best for your
business.

The reason why digital marketing is crucial for a business today is


because the Internet is becoming one of the most used tools. More and
more people are logging on the web to carry out their day to day
activities, which includes purchasing goods and services.
If you look at the past decade you’ll see that online marketing has grown
exponentially. So when it comes to digital marketing vs traditional
marketing, it’s clear that that digital as a definite edge.

Successful marketing requires a business to connect to prospects and


customers in the best possible way, so that their is an actual return on the
investment. Given the fact that a large majority of people (especially
the Millenials) are spending their time on the Internet, it makes sense for
you, as a business, to connect to them on it.

As technology grows and the new digital ideas are brought to life, the
digital marketing world grows with it. One of the reasons why it
continues to deliver results is because it is a form of inbound marketing.
Which means, instead of you going out there to find people, they find
you. Whether it is running an advertisement on Google or creating
marketing related content for your blog, it’s all about attracting your
target audience and spreading awareness.

The idea is to get out there and gain exposure. Because the more people
know about your website, your brand and the products you sell, the more
familiar they become with your agenda. Which eventually leads to close
relationships or bonding that is developed on the basis of trust.

Being a business, the Internet offers you a way to build an authority in


your niche and grow your online presence like never before.

Digital Marketing vs Traditional Marketing: What Do the


Stats Say?
Keeping the current growth of digital marketing in mind, particularly in
the U.S., it won’t be long before digital ad spend takes over traditional
advertising such as television ads. As of today, 60% of marketers across
various industries have already shifted their efforts towards digital
marketing.

Here are some more stats to help you understand the growth and
prominence of digital marketing…
 More than 80% of shoppers/buyers do their research online before
investing in a product/service.
 Almost 60% of U.S. adults use Facebook on a regular basis.
 94% of B2B marketers are actively using LinkedIn for marketing.
 Mobile will be accounting for over 70% of digital ad spend by
2019.
 90% B2C businesses report social media as being the most effective
content marketing tactic.

Regardless of the business you are in, you need to take the importance of
digital marketing into consideration. Or else you may lose out to
competition that is taking advantage of the latest digital marketing
techniques.

Now, truly understanding digital marketing trends and applying methods


that are suitable for your business may not be your specialty. It may take
a considerable amount of time and investment to see favorable results. In
such a scenario, working with a specialized digital marketing agency like
ours can help you get a high return on investment.
Digital Marketing vs Traditional Marketing: Where to
Invest?
Setting a marketing budget is one thing, but making sure you get a good
return on your investment is something else. Which is why it makes
sense to focus only on those marketing channels and methods that are
more likely to give you the best bang for your buck.

The digital marketing vs traditional marketing debate is age old, and it’s
far from over. However, given the advancement in technology, there is
no denying the fact that digital marketing can help a business generate
qualified leads/sales without putting a dent in the wallet. The risk is
definitely smaller when compared to traditional marketing.

If you look around, you’ll find businesses of all sizes taking advantage of
digital marketing, especially because of the lower cost/barrier to entry
when compared to offline marketing methods such as print advertising.
Even though print ads can help in brand building, digital marketing can
assist a company in building a strong foundation for effective promotion.
And it can be done with a much smaller budget.
Investing in Print Ads
There’s no doubt that print ads can work great if done properly.
However, without consistency, print advertising will fail to give
favorable results. Whether you choose to advertise in a major magazine
or your local newspaper, you need to be ready to spend huge money over
a long period of time.

Here’s what the results looked like when Blue Fountain Media decided to
advertise with a major magazine.

Also, when it comes to print ads, what many businesses fail to


understand is the circulation aspect. The number of readers who actually
see your ad will be less than the number of magazines in circulation.
Because a good percentage of magazine issues will almost always go
unsold.

Investing in Digital Ads


Digital ads are more customizable than print ads, which makes them
less risky. For instance, if you are running a search campaign, you can
target your ad to a certain audience and change it later on. Making
adjustments and tweaking your ads according to real-time data is simply
easier.

Then comes the question of CPM, which can be pricey with magazine
ads. According to Gaebler, a full page (black and white) ad costs close to
$120k, for a CPM of $50 USD. Compare this to a digital marketing
channel such as Google Display Ads, where you are charged per click,
rather than per impression. Which means CPM can in some cases cost
you zero dollars. So if you are a business with a limited budget and want
to increase your chances of success, digital marketing may be your best
bet.
Digital Marketing vs Traditional Marketing: Why Choose
Digital
For some brands, especially the well-established ones with a huge offline
audience, traditional marketing may be too expensive to ignore. But for
the many small businesses that are trying to make a mark on a tight
budget, digital marketing can prove to be a savior. Which is why many
new and old businesses are leveraging the power of digital marketing and
rethinking the marketing funnel.

Best digital marketing case studies are meant to not only inform us on
significant accomplishments for this year but to inspire us in the year to
come.
A digital marketing campaign is an online marketing effort by a company
to drive engagement, conversions, traffic and revenue.
While the best digital marketing case studies demonstrate
integration, depending on the unique aspects of the business, certain
channels can stand out.
Here are the 20 best digital marketing case studies of 2018 to inspire in
2019 across the areas of content marketing, ecommerce, mobile, social
media, UX experience and video.
Some Cases With Best use of Digital Marketing

CONTENT MARKETING
 LEVONO: Developed a digital content hub called “Tech
Revolution” to deliver technical news and technology information to
IT decision makers for best digital marketing case studies of the year
in content marketing. They were able to successfully engage with
their target audience through this content marketing hub. The leads
generated via Tech Revolution, were routed to their website, based on
which sales executives were able to readily connect with consumers.
The digital content hub had more than 250 articles with 34 million
impressions, 308 link clicks, and was visited by 1,70,000 new web
users, In terms of financials, $300 million in sales was attributable to
this initiative alone.

 HUBSPOT: Coined the phrase “inbound marketing.” The main


reason HubSpot has grown so fast is because of their content
marketing strategy. Their blogs are central to their content strategy:
one focused on marketing, the other on sales. The goal of these blogs
is to help HubSpot acquire traffic to their funnel. Content marketing
has been one of HubSpot’s main growth drivers. It helped the
company go from being funded in 2006 to a $75 million run rate
public company worth over a billion dollars.

 STR SOFTWARE: Attracted large businesses with big budgets


and long, complex sales cycles. So instead of investing thousands of
dollars to acquire each customer, STR Software decided to to set
themselves apart by developing a content marketing strategy. STR
Software promoted their “University” extensively throughout their
site, including on their homepage, sidebar, and other articles. They
also used email marketing to promote it to their audience. They
saw 54% increase in website traffic, 67% increase in pageviews
and 10% conversion rate on forms, up from 1-2 percent on other
forms.
ECOMMERCE

 ENVELOPE.COM: Wanted to see if they could “rekindle the


flame” and land some sales from hot leads using target followups in
best digital marketing case studies for ecommerce. These are visitors
who created an account and put an item in their shopping cart. So
they tested out email sends at two alternate time lapses post cart
abandonment; the first group sent the following morning at 11 a.m.
and the second group 48 hours post cart abandonment. The emails
sent after 48 hours delivered: 1) An open rate of 38.01%, 2) click-
through rate of 24.71% and 3) a conversion rate of 40.00%
 RAW GENERATION: A company that makes drinking raw,
unpasteurized juice from fresh fruits and vegetables more convenient.
For their business, deal sites like Groupon, Gilt and Rue La La proved
to be a major channel. After initially promoting on social media and
getting no traction, Jessica, the founder was introduced to Lifebooker,
a deal site. After promoting on Lifebooker, they hit a homerun. Once
they discovered a marketing channel that working, they didn’t go
seeking new marketing channels. Doubling down on the channel
that’s working took ecommerce sales from $8K to $96K per month.

 BEARDBRAND: An Ecommerce store that sells beard oil and


beard care products and that prides themselves in leading the
movement for all the “urban beardsmen” of the world, chose not to
put ads or not to put products on sale because they wanted their brand
to be as consistent as possible in providing premium customer
experience. Then focused on offering premium customer experience
by using high-quality oils for beard care, high-end packaging, one-
business-day shipping and offering no discounts on products. Within
a year, they created an ecommerce business that went from $0 to
$120K per month.
MOBILE

 CAROLINA PANTHERS: Wanted to elevate their ecommerce


experience for their football apparel best digital marketing case
studies for mobile. They enlisted the help of their official retail
provider Delaware North Sportservice. One particular focus of the
Panthers was to improve the mobile shopping experience. They not
only looked at the desktop experience, but focused equally on the
tablet and mobile shopping experience to be sure that customers
would be able to navigate the site, find items, and checkout with
ease
–– no matter where they were shopping. Since the site has gone live,
the Panthers mobile conversion rate, has increased 83%, with overall
conversion rate growing by 37%.

 DUNKIN DONUTS: Launched a new text messaging promotion


towards young adults in the Boston area. Via a local radio DJ,
Dunkin’ Donuts advertised the text message promotion on-air and ran
mobile internet ads encouraging people to opt-in to text message
promotions. The result was 7,500 consumers opting in. 17% of
participants forwarded or showed the text message promotion to their
friends. 35% of the participants considered themselves more likely to
buy lattes and coffee from Dunkin’ Donuts. 21% increase in store
traffic occurred due to the mobile promotion.

 ARGOS: The British retail major wanted to deliver a multi-channel


experience comprising 14 combinations of order and fulfillment. The
British retail major wanted to deliver a multi-channel experience
comprising 14 combinations of order and fulfillment. Its multi-
channel sales comprised over 50% of the total sales.
SOCIAL MEDIA

 CHEVROLET AND BUICK DEALERSHIP: Castle


Chevrolet & Castle Buick GMC turned to Facebook Advertising,
targeting the campaign to Facebook users who were located within a
few miles of their showrooms as well as those that lived near
Castle’s top competitors. The ads featured a map that showed exactly
how close Castle’s dealerships were to the audience. The three-
month campaign generated 2,212 unique visits to the dealership
website at a cost of $0.98 per click. 23 vehicle sales were directly
attributed to the campaign, providing a 23x return of advertising
spend.

 DISNEY: Came up with a wonderfully simple idea. For every photo


that featured Mickey Mouse ears and the hashtag #ShareYourEars
uploaded to Facebook, Twitter or Instagram, Disney would donate $5
to Make A Wish Foundation. The campaign for best digital marketing
case studies of the year was a huge success and Disney ended up
donating $2 million.

 SHUTTERFLY: A company who flagship products are photo


books, came up with a promotion to offer a free personalised
ceramic mug. And the audience they chose to target in best digital
marketing case studies for social media? Mothers with kids at home.
Using Facebook’s Offer Claims feature, Shutterfly reached out to
their target audience and distribute a unique, single-use offer code to
each person who clicked its ad. The three-day campaign resulted in
over 16,000 offers reclaimed. But crucially there were 8,000
additional purchases generated, resulting in an 11-fold return on ad
spend.

 STATE BYCYCLE CO.: Came up with a number of ways to


reach out to cycling lovers. One of the most popular is their weekly
photo challenge, where State Bicycle Co. reward the follower who
submits the best snap on a given theme (e.g. the winner of the “most
beat-up bike” theme landed themselves a brand new ride). State
Bicycle Co. also offer unique discount codes on ‘Facebook Fridays’
and encourage followers to like posts to reveal sneak previews of new
products. Since 2013 State Bicycle Co. has grown its followers from
4,500 to 480,000. Today, 12 per cent of State Bicycle Co.’s website
traffic comes from Facebook, at a fifth of the cost per click of other
platforms. Best of all? State Bicycle Co. attribute $500,000 in annual
sales to coupon codes and traffic from Facebook.

 CONCORDIA PLAN SERVICES: An insurance provider, had


a major problem for best digital marketing case studies in UX
experience. Its three disjointed websites made it nearly impossible for
users to find information and forms. As a result, customers resorted to
calling support with basic requests, tying up support lines, causing
customer dissatisfaction and increased support costs. They
consolidated three websites and over 800 disjointed pages into a
single 60-page user-centric website. The new website makes it easy
for users to find information, resulting in a significant reduction of
support calls and resulted in an improvement in 92% customer
satisfaction.

 HEARTLAND SENIOR FINANCE: (HSF): Australia’s largest


leading provider of reverse mortgages, enables seniors to release
equity in their property to help them live better in retirement. They
developed content around solving problem to use keywords their
customers used in organic search. They created a drop-down widget
on the homepage which led to optimized landing pages, each focusing
on one of the reasons for taking out a reverse mortgage. They did
systems consolidations to ensure they converted as many leads as
possible. In just a few months, the saw: 1) 29.5% increase in page
views, 2) 25.38% increase in new visitors, 3) 81.2% increase in
returning visitors, 4) 71.95% increase in guide downloads (leads) and
5) 19.94% increase in conversion rate.
 STANLEY: Consolidated two separate brand web properties into
one site. The process needed to mitigate traffic disruption, improve
traffic, and increase organic search results. So they focused on
increase search rank of top performing keywords as the key
measurement of web design success. The results? Almost 40% of
keywords Stanley ranked for were on the first page of organic results,
and the company generated a 100% lift in revenue.

VIDEO:
 CHILI’S: Decided to run a digital campaign to raise awareness
of its 3 for $10 deal. The plan was to capture people’s attention
using a made-for-digital 15-second creative spot that highlighted
one of the meals from the promotion. Form ads — a new TrueView
for
action format optimized for lead generation — create a sign-up form
that enables viewers to submit their name and email right below a
video ad. It’s a quick and easy process that doesn’t interrupt the
viewing experience. The campaign ended up generating over 7,800
form leads, a valuable addition for a campaign focused on brand
consideration.

 OVERSTOCK: Personalized each of the 15-second pieces of


creative on YouTube. While the first half was one of several funny
plays on a person’s name, the second half was tailored to a specific
set of products, like furniture, dining, or bedding. Overstock regularly
used search ads. If someone is browsing online for, say, a table, the
company can serve up a relevant ad featuring tables. Using a new
YouTube tool, Overstock was able to take this understanding of what
customers were actively looking to buy and apply it to video.
Overstock used TrueView for action, a direct-response format,
placing a call to action underneath the ad that told people to “Shop
Now” or “Save Big.” When viewers clicked, they were taken directly
to Overstock’s website. The direct-response video campaign an 80%
increase in the conversion rate compared to other campaigns.
 NAVY: Shot their first made-for-digital creative and personalized it
for those audiences for best digital marketing case studies of the year.
The creative was built into over 60 different 15-second and six-
second video ads, all tied together with the tagline “Forged by the
Sea.” Finally, they served the ads in a specific order, making sure
each viewer saw more than one. People who saw the ads two or more
times were 16% more likely to consider joining the U.S. Navy, and
users who saw the ads at least twice were 19% more likely to search
for U.S. Navy keywords on YouTube within three days.

 PEEL: Sells thin phone cases, with the major selling point being
they’re both functional and stylish. They used Facebook video ads to
help tell the story of what separates their products from everyone else.
When one of your brand’s major selling points is aesthetics, little
details conveyed in video proved critical to messaging. The campaign
proved successful resulting in a 16x increase in revenue and 3x higher
ROI in best digital marketing case studies for video.
IMPACT OF DIGITAL MARKETING ON CONSUMER
BEHAVIOUR

Introduction
According to some scholars, global internet connectivity continues to
grow at an unprecedented rate that has never been experienced over the
past decades. Accordingly, this trend is expected to rise faster in terms of
use and growth of internet and its related technologies across all sectors
of product and services categories . This massive internet penetration
allows for the adoption of internet as a strategic medium for personal and
business use. For businesses it serves as a strategic tool in planning and
execution of activities and processes that enhance the competitiveness of
one firm against others. For those firms it is not only a communication
tool but a source of information, and platform for customer engagement
and retention
The growth of new technologies such as smart phones, smart watches,
and a host of others allow market expansion through vast audience and
access beyond physical distance of brick and mortar stores. Its usage
among all demographics becomes significant part of lifestyle and hence
its influence is far overreaching across sectors and markets. Internet
helps reach more markets effectively compared to traditional means. To
remain competitive in today's turbulent market conditions, corporations
require effective use of resources (including web 1.0 and 2.0) to build
bridges and reduce physical distance between the business and channel
members along the supply chain, as well as in real time. Businesses can
further leverage internet and its related technologies to increase market
presence both virtually as well as physically at every stage of consumer
buying decision process. In addition to physical presence, digital
footprints enhances brand awareness, create resonance and further
influence customer purchase decision making When consumers have
easy access to a brand whether through person-to-person direct contact or
internet connectivity prior to, during, and after purchase transactions, this
further increases the brand’s authenticity.
Virtual platforms such as digital media provide mass availability and
access to more recent information. Taylor argues that internet has
become a major source of information consumption and to a great extent,
has almost replaced traditional media such as radio, newspaper, and
television. Also, the use of internet has become popular among
consumers for searching product or service information (or reviews) and
purchasing . For this reason, companies use internet for many reasons: to
enhance real time communication with customers, to increase sales,
improve brand awareness, and raise the share of voice in the marketplace.
Digital medium such as smartphones, tablets, smart televisions, and
computers are used to place digital marketing message in any form, time
and place. These messages can be placed in several forms on the internet
such as images, video, text, animation and games. Using several digital
media platforms, companies can demonstrate their products and services
and enhance interactivity with its target customers. Therefore, digital
advertising can be said to be a form of promotion that uses the internet
and the World Wide Web for the purpose of delivering marketing
messages for customer attractions and purchasing .
Despite the popularity of digital advertising, proliferation of online
presence among businesses, which remained highly unregulated,
rendered the content of online advertising popularly doubted among
consumers due to lack of trust, poor content, obtrusive to personal
privacy amongst others.

How digital marketing affects consumer behavior ?


Before internet, people used to buy products by considering other’s
opinions who already bought that product. No matter how good the
product is, its fate is dependent on the users who use it. Because if they
certify it’s not good, others will not show interest in buying.
After the introduction of Internet and digital marketing for promoting the
business, people are no more dependent on each other. Almost everyone
follows reviews and ratings and decide on buying the product. Digital
marketing indeed affects consumer behavior and let’s discuss how it
affects consumers.

Public are more attracted to a product’s looks compared to


functionality:
You often come across news where sometimes consumers get products
different from what they booked online. It is in fact the same product but
the seller cheated by posting nice pictures of that product.

We also know that there are a lot of products within same categories. It’s
hard to choose among all. First thing consumers check is the reviews and
next one is price tag. According to reports, if they have to choose
between two products with equal positive reviews, they go for price and
take a product which is low price.
People are not loyal anymore:
Earlier there used to be certain brands fixed to buy like for example
Nokia for mobiles. Now it is not the case. So many brands are offering
products with high features at less cost and it’s really difficult to choose
one and proceed to buy that.
There are still some people who believe in one brand and buy those
products. New comers in business want to establish themselves and they
release products at low prices with more specifications. Negative
publicity will also be done describing like Quality never comes cheap but
still most of the people go for that products only.

No chance of fooling consumers:


With the internet evolution coupled with powerful Google search engine,
almost details about everything are available online. There are detailed
explanations from working of a specific product to what features you
should look at while buying those products.
Before choosing one among many, consumers check the ratings and
reviews. Adding to these, they will also compare technical specifications
of your product with other competitor products. The idea of more pricing
with few specifications will fail at the market. Due to huge competition,
business will do well if a product comes with low price with more
features than competitors.
Consumers are everywhere in social media:
Before Digital marketing took the job, promoting and advertising of
business is done with traditional marketing. Sources are few like
newspapers, TV channels ads and radio. Conversion rate is low and
tracking of progress is not possible with this marketing.
Nowadays, almost everyone has smartphones and majority of people
spend their time on social media. Websites and apps like facebook,
snapchat, whatsapp, instagram and many more are ruling with millions of
followers and active members daily.
Marketing should be done in a place where more people spend their time.
Digital marketing is focused on audience present in social media. If right
audience is targeted with strategic approach, many leads can be obtained.
Even if few of them convert to clients, lots of revenue is generated.

Consumers are everywhere in social media:


Before Digital marketing took the job, promoting and advertising of
business is done with traditional marketing. Sources are few like
newspapers, TV channels ads and radio. Conversion rate is low and
tracking of progress is not possible with this marketing.
Nowadays, almost everyone has smartphones and majority of people
spend their time on social media. Websites and apps like facebook,
snapchat, whatsapp, instagram and many more are ruling with millions of
followers and active members daily.
Marketing should be done in a place where more people spend their
time. Digital marketing is focused on audience present in social media. If
right audience is targeted with strategic approach, many leads can be
obtained. Even if few of them convert to clients, lots of revenue is
generated.
Attracting customers the right way:
As there are many products already available online, it is difficult for a
new business to grow. Existing brands have their impression and people
give first preference to them only. You have to show how your products
are more special and why people should buy them?
For example, taking up mobile phones business where Samsung and
Apple are known and preferred brands. But Oppo, Vivo and Xiaomi
phones are slowly taking over the market. And what they done is they
displayed the specifications compared to big phones and price range is
low.
Consequently, new users who are willing to buy smartphones think
whether to buy these new phones are not. They will review online and if
the result is with more positive reviews than negatives, then people will
shift their preference to new ones.
Not only in mobile phones business, in every business, this is a way to
compete with existing competitors. People will buy a product which is
superior in specification wise and relatively low price. It doesn’t mean
that consumers only buy less priced products, but in order for a head start
it is good to give more features with low pricing factor.

Digital marketing is good on both sides (clients and


owners):
Digital marketing has to be done in right way. Without proper planning,
lots of money will be wasted with less or no customers to your business.
With the help of digital marketing, extra charges like paying salaries for
marketing people and some things like these can be avoided.
That’s one of the reasons why e-commerce websites give special
discounts and offers. You can observe the difference in pricing of a
product when compared to online websites and shops. Products are cheap
online as maintenance costs are avoided mostly.

55
Digital Marketing Trends for 2019

As digital trends evolve every year, marketers should always be aware of


the changes in order to easily adapt with emerging technologies and stay
ahead in the market. This will help them gain a competitive edge and
become able to develop new ways to grow their businesses, generate
leads and improve the relationship with their existing customers.

Based on the digital marketing trends article that we developed last


year, 2018 has been the year of rising augmented reality, video content,
voice search and influencer marketing... And now that 2019 is around the
corner, you may ask yourself “what will the next year have for me?”

56
To help you determine where the trajectory is heading over in 2019 ,
we’ve listed out 10 digital marketing trends that you can take advantage
of to improve your marketing strategy and meet a desired outcome.

1) SEO A/B Split Testing


Marketing is all about testing, which is why SEO A/B split testing tops
our list for 2019.

Search engine optimization A/B split testing — like all split testing
allows you to isolate the variables increasing traffic so you can take a
targeted approach to content changes.

Platforms like Click flow suggest pages with untapped SEO potential —
a high-impression count but low click-through rate (CTR) — which can
be improved to increase clicks and traffic:

Clickflow lets you choose your target CTR increase, then it serves up
pages along with a keyword report that lists what your page is ranking
for and which keywords will help you get more traffic. Inside the app,
you make changes to title, meta description, title tag and body content,
which are automatically reflected on your site:
Choose your target CTR:

Run the experiment for at least 15 days and Clickflow will show you
how many more clicks you’re getting — and the revenue you’re gaining
from the click increase.

SEO A/B split testing squeezes the most SEO juice out of your site and
gives you insight into the variables that move the needle.
2) Artificial Intelligence

Artificial intelligence will take over the world! Or at least the world’s
simpler jobs.

For example, Microsoft and Uber are two companies – in addition to


malls, sports arenas and campuses – that are using Knightscope K5
robots to “patrol parking lots and large outdoor areas to predict and
prevent crime. The robots can read license plates, report suspicious
activity and collect data to report to their owners.” You can rent these
R2-D2-like robots for $7 an hour — which is less expensive than a
human security guard's wage.

Just a couple years ago, Gartner analysts predicted that by 2020 (now a
mere 6 months away!), AI technologies would be pervasive in almost
every new software product and service – a prediction that Harvard
Business Review seconded earlier this year.

As per Techgrabyte, “Artificial intelligence is the biggest commercial


opportunity for companies, industries, and nations over the next few
decades” and “will increase global GDP by up to 14% between now and
2030.” An indisputable fact that means “AI latecomers will find
themselves at a serious competitive disadvantage within the next several
years.”
Here are the top reasons why organizations are adopting AI into their
business:

AI can analyze consumer behavior and search patterns, and use data
from social media platforms and blog posts to help businesses
understand how customers find their products and services.

One exciting example of AI in practice is chatbots (more on that


later). Mastercard created a Facebook messenger bot – that uses natural
language processing software to decipher what the customer wants and
respond as if it were a real person – to automate handling payments:
Artificial intelligence will soon be the driving force behind many
services, and currently we’re already seeing it implemented in such areas
as:
 Customer service chatbots (25% of customer service will use virtual
assistant technology by 2020, up from 2% in 2017)
 Basic communication
 Product recommendations
 Content creation
 Email personalization
 E-commerce transactions

Businesses adopting AI in 2019 will be able to cut staffing costs and


accelerate growth, getting an edge over their competitors.
3) Programmatic Advertising

Programmatic advertising means using AI to automate ad buying so you


can target more specific audiences. Real-time bidding, for example, is a
type of programmatic ad buying. This automation is much more efficient
and fast, which means higher conversions and lower customer acquisition
costs.

It’s changing the face of digital advertising so swiftly that, according


to eMarketer, 86.2% of digital display ads in the U.S. will be
programmatic by 2020.

According to Irina Kovalenko of SmartyAds,

“Most search-driven manual advertising campaigns (even those


performed with professional tools) take into account three or four
targets: the keyword, time of day, and location. Such tools like
programmatic demand-side platforms can use hundreds of targeting
signals to individualize the advertisement and even target according to
lifestyle or behavior habits when integrated with customer data
platforms.”
Here’s a quick look at how programmatic advertising works:
4) Chatbots

Chatbots will continue to be an important part of digital marketing in


2019. This AI-based technology uses instant messaging to chat in real-
time, day or night, with your customers or site visitors.
Surveys show that:

 63% of respondents prefer messaging an online chatbot to


communicate with a business or brand
 Chatbots will power 85% of customer service by 2020
 Top benefits of chatbots are 24-hour service (64%), instant
responses to inquiries (55%) and answers to simple
questions (55%).
 By 2022, chatbots will help businesses save over $8 billion
per annum
 80% of businesses want chatbots by 2020

Many customers prefer interacting with chatbots as they are responsive


24/7, give answers promptly, accurately recall your entire buying history,
and never lose patience. These virtual assistants offer outstanding
customer service, meeting customers’ expectations and automating
repetitive tasks – which means you can focus on more important work.

Many brands already use chatbot technology, including Uber, whose


chatbot communicates with customers, making it easy for them to hire
cars via their mobile app, Facebook Messenger, Slack or Google Maps:
Passengers can use the menu to choose the type of ride, make a request,
track the location of the car, send friends a time estimate of their arrival,
and even make payment.
Other brands who are successfully using chatbot technology include
Whole Foods Market, Fandango, Sephora, Staples, The Wall Street
Journal and Pizza Hut.

5) Personalization

If you want to stand out in 2019, you need to personalize your marketing
– and that means personalized content, products, emails, and more.
With the availability of data like purchase history, consumer behavior
and links clicked, as well as sophisticated software to implement
campaigns, custom content has never been easier.

Consider these personalization stats:

 63% of consumers are highly annoyed with generic advertising


blasts
 80% say they are more likely to do business with a company if it
offers personalized experiences
 90% claim they find personalization appealing

As per EmailMonks, “Personalized, triggered e-mails based on behavior


are 3x better than batch-and-blast e-mails.”

Top examples of businesses leveraging the power of personalization


always include Netflix and Amazon, with their tailored recommended
products or movie titles. But other companies successfully using
personalization include:

 EasyJet launched a data-driven email campaign that used


customers’ travel history with the airline to build personalized
stories, which then suggested where they might like to travel next.
About 12.5 million unique emails were sent, which had a 25%
higher click-through rate than non-personalized emails.
 Cadbury’s created a personalized video campaign that matched a
Dairy Milk flavor with users based on data from their Facebook
profile, including age, interest and location. The campaign saw a
65% click-through rate and a 33.6% conversation rate, proving the
personal touch works.
 Starbucks uses a gamified mobile app that draws on data like
purchase history and location to get as personal as possible, allows
customers to customize their drinks, and encourages further use
with its rewards system – which skyrocketed their revenue to $2.56
billion.

6) Video Marketing
Video marketing is one of, if not the, most important marketing trend
today and likely for the next 5-10 years. These numbers show
the importance of incorporating video into your digital marketing
strategy in 2019:

 70% of consumers say that they have shared a brand’s video


 72% of businesses say video has improved their conversion rate
 52% of consumers say that watching product videos makes them
more confident in online purchase decisions
 65% of executives visit the marketer’s website and 39% call a
vendor after viewing a video
 Video is by far the most popular way customers want to learn about
new products:
And don’t just think YouTube. To witness higher engagement with your
video marketing, you can make a video post or start a live broadcast on
Facebook, Instagram or LinkedIn.

One of the issues that marketers have faced in recent years is the growing
shift to mobile devices. Those long-form sales pages and emails of
yesteryear are losing efficiency because on mobile screens, they’re
simply too difficult to read. But video can present the same information
in a format that works perfectly regardless of platform.
Google’s noticed this and is rewarding video producers: If your site
includes video, it’s 53X more likely to get a first page spot in search
results. Why? Because video improves SEO, which boosting a business’
ranking.

However, one of the most valuable benefits of implementing a video


marketing campaign is how it allows you to easily reformat your
content. Imagine that you’ve recorded a video for your YouTube
channel. Instead of just publishing it to youtube you could also:
 Get it transcribed so you have a text version of the video
 Publish the transcription on your blog under an embedded YouTube
video for better rankings
Upload the raw video with the transcription as subtitles to Facebook
(native Facebook videos get a much higher impression share and
engagement than shared YouTube videos)

Turn the transcription into a standalone blog article with a short rewrite
and addition of relevant stats/images

Rip the audio alone and use it as a podcast episode

Use video thumbnails in your email marketing campaigns and the word
“Video” in subject lines to increase email engagement

Here are some other video marketing trends that are gaining more and
more traction:

Live video is particularly popular with a large number of businesses who


use it for interviews, product demos and behind-the-scenes glimpses of
the brand, such as life in the office, how products are made, company
events, etc.
1:1 video is when businesses or marketers create personalized video
messages rather than make phone calls or send emails. With the
decreasing cost of film equipment and increasingly high-quality
smartphone cameras, this is easier than ever.

Shoppable video content has become a super easy way to shorten the
customer journey by allowing people to buy products directly from a
video or image. When someone hovers their cursor over the image, a
“shop now” button pops up and takes you to the product page:
Video SEO. YouTube and other videos are displayed in the SERPs, so
video optimization is becoming much more important – like using text
overlays and closed captions, in addition to your description, title and file
names. Check out this guide to learn more about YouTube SEO.

360-degree video content, which allows for a more interactive


experience, is on the rise – just look for the circular symbol in the top left
corner to start sliding the moving image left or right as it’s playing:
7) Influencer Marketing

Influencer marketing is a type of word-of-mouth marketing that focuses


on using key leaders to drive your brand’s message to the larger market.
Influencers can be well-known celebrities, but more often they are
Instagram or YouTube personalities with a huge following who can help
spread the word about your business or product through their social
channels.
Because influencer marketing is generally more authentic, 92% of people
trust other consumer recommendations over corporate advertising. For
this reason, Iceland, a popular British supermarket chain, switched from
TV ads to a campaign that featured real-life moms.

Teaming up with YouTube community, Channel Mum, it now works


with a number of vloggers to promote its products in a more ‘authentic’
fashion, which resulted in approval ratings that increased from 10% to
80%.
Influencer marketing is another tactic that is not going away anytime
soon: A mediakix study predicts that the ad spend for influencer
marketing could reach $10 billion by next year:
Influencer marketing is also going to be influenced by artificial
intelligence. With each year, AI is making the process of finding the right
influencers to partner with easier and faster. It’s helping identify those
with better engagement, fewer fake followers, and a higher chance at
generating a positive ROI. In addition, artificial intelligence is
transforming influencer marketing in the following ways:
 Image recognition with ANN
 Determining influencer performance with NLP
 Predicting incentives with ANN
 Determining an influencer's influence
 Flagging posts that don’t follow disclosure guidelines
 Elimination of fake engagements and spam bots
8) Social Messaging Apps

If you think social messaging apps are just for sending emojis to your
friends, take a look at these numbers:

 1.3 billion monthly users are active on Facebook Messenger


 10 billion messages are sent between people and businesses on
Facebook Messenger every month
 WhatsApp has 1.6 billion active users and 55 billion messages are
sent via every day
 The top three social messaging apps – WhatsApp, Facebook
Messenger and WeChat – have more combined users than
Facebook or YouTube (not by much, but still…)

These statistics show the popularity of social messaging apps and since
people are spending more time messaging each other, it makes sense to
market your company’s products and services where your potential
customers are hanging out.
Social messaging apps can be very useful in sending messages to
customers directly, as they allow personalization (see #4 above) and add
value to users’ experience. In addition, people expect businesses to have
a presence on messaging apps because it’s a direct and easy way to
interact with them. In fact, 50% of people say they are willing to shop at
a company that communicates through messaging apps.

Reasons for your brand to use messaging apps include:


 Cultivate contact
 Deliver information
 Boost sales
 Involve people in events
 Regain potential customers
 Provide support and assistance

9) Visual Search

Visual search can take the user experience to a totally new level: people
can upload an image to conduct a search and get more specific results.

Not surprisingly, Pinterest has jumped on the visual search bandwagon –


they came out with Lens, a visual search tool that allows users to take a
photo of an item to find out where to buy it online, search for similar
products or view pinboards of related items. As Marketing Land puts it, it
turns your phone’s camera into a search bar:
In the year and a half since the launch of Lens, Pinterest has continued
to update its functionality:

 They introduced Pincodes, a QR code-type technology that enables


you to find inspiration while you're out shopping or flipping
through your favorite magazines.
 They launched Lens Your Look to take the guesswork out of outfit
planning.
 They partnered with brands like Target to allow people to
search their catalog using related products from the real world.

Make sure you are optimizing for visual search, because (not
surprisingly) the top search categories for Lens are:

 Fashion
 Home decor
 Art
 Food
 Products
 Animals
 Outfits
 Beauty
 Vehicles
 Travel

And Pinterest is not the only one with visual search.

Google Lens is a visual search engine by Google, which recognizes


objects and landmarks through a camera app. If you take a photo of a:
 Business card: You can save the phone number or address to a
contact.
 Book: You can get reviews and other details about it.
 Landmark or building: You can get more details about it.
 Painting in a museum: You can get details about it.

As CNet says, “Google Lens is turning into what Google Glass never
was” when it comes to real-time augmented reality.

CamFind is another visual search mobile app which enables you to


search for anything from your mobile phone simply by snapping a
picture.
Instead of typing queries into a search engine, you can directly search
through images to find similar images, price comparisons, local shopping
results, etc. You can also take a picture of a movie poster and CamFind
will show you movie information, trailers, showtimes and local theaters.

And with Bing Visual Search, you can search for a specific
element within an image without having to go through all the current
hoops. For example, let’s say you’re looking for kitchen decoration
images. You click on a thumbnail result to get to the “Detail View”,
decide you like the chandelier in the image, and then can easily discover
where to purchase it.
As per Social Media Today:

 62% of Millennials are more interested in visual search capabilities


than any other new technology
 Images are returned for 19% of search queries on Google
 There are over 600 million visual searches on Pinterest each month

10) Micro-Moments

Micro-Moments are “moments when we turn to a device – often a


smartphone – to take action on whatever we need or want right now.”

People generally make instant decisions on what to eat, which restaurant


to choose, what to purchase or where to go, so the Micro-Moments that
every marketer should know about are:
To take advantage of micro-moments in 2019, you need to be where
consumers are searching for information in the moment – or, as Google
puts it, marketers have to “be there, be useful, be quick.”

The growing popularity of micro-moments means that marketers must


rethink the linear buyer funnel that follows a set path: awareness,
consideration and decision. In 2019 and beyond, the customer journey is
becoming more of a whirling dervish type of funnel wherein people think
of, see or talk about something and presto! they need to learn about it,
watch it, buy it, etc. right NOW. Our almost complete dependence on our
smartphones aids and encourages this.
As per Mention, “When we act on our needs in the moment, our
expectations are high and our patience is low. This makes the quality,
relevance and usefulness of marketing more important than ever.” To
get the most out of micro-moments, you should:
 Identify your consumers’ “I-want-to-buy” moments
 Be there in these moments of need
 Deliver relevant content
 Make it easy for them to make a purchase
 Measure every moment that matters
11) Voice Search & Smart Speakers

The increasing use of voice search has made it important for companies
to rethink their digital marketing strategies in 2019. Consider
these numbers:
 50% of all searches will be via voice by 2020
 13% of all American homes owned a smart speaker in 2017, and is
expected to increase to 55% by 2022
 As of January 2018, there were an estimated one billion voice
searches per month
 25% of shoppers used voice assistants during their holiday
shopping in 2017
 72% of people who own voice-activated speakers say that their
devices are used as part of their daily routines
 Voice shopping is set to jump to $40 billion in 2022, up from $2
billion today
 Global smart speaker shipments grew nearly 200% year-over-year
in Q3 2018 reaching 22.7 million units in the quarter

Overall, people are expecting to be using voice search far more in the
future:

Voice search plays an important role in providing all the relevant


information people are searching for through audio content. AI is getting
smarter and the number of errors made by voice assistants like Alexa,
Siri and Google has reduced.

As Digital Marketing Institute puts it: “Adopting a voice search strategy


isn't just about remaining relevant – it’s also about creating a unique and
optimized customer experience that will foster relationships and build
brand loyalty.”
Many brands have included voice search in their digital marketing
strategies to deliver value-based content effectively to their customers,
such as:

 Patron tequila helps consumers access personalized cocktail recipes


 Domino’s allows pizza-lovers to order from the comfort of their
couch without having to pick up the phone or even place an online
order
 PayPal users can engage Siri to send money to friends, family or
businesses
 Nestlé created a skill that provides voice cooking instructions as
you cook
 Tide provides advice about removing stains caused by over 200
different substances
 Campbell’s has a skill that helps hungry consumers to choose
and cook recipes
Google Assistant has 2,000 “actions” and Alexa has 30,000 “skills,”
which are functions that allow these voice assistants to react very
specifically to user commands and queries.
And keep in mind that not only will more companies produce audio
content in the hopes of gaining brand awareness (so you should, too), but
ads are likely on their way next. That means that Alexa will tell you the
answer to your question along with a “word from her sponsor”.

For all voice technology, remember to write in a conversational tone,


focus on getting featured snippets on Google, and think about keywords
that people will speak rather than type.
12) Social Media Stories

First Snapchat came out with the concept of “My Story,”


then Instagram and Facebook stories were introduced, and then YouTube
unveiled their own story format: Reels. Here’s a social media stories
timeline:

Since these types of stories disappear after a set period of time, this is a
great opportunity for marketers to make good use of FOMO (fear of
missing out).

The benefits of using social media stories include:


 Increased brand awareness
 Constant engagement with followers
 Cost-effectiveness
 Increased traffic to your web page
 Opportunity to reach younger audiences
 Get inspired by some of these brands using social media stories.
13) Browser Push Notifications

Because email has been running into all sorts of issues with tighter
controls, including GDPR and stricter filters, and with the younger
audience favoring other methods of communication, push notifications
are on the rise.
Statistics show that 33% of 18-34 year olds always opt in to web push
notifications:

As part of the bid to engage users on multiple channels, browser push


notifications are something you will see more and more brands adopting
in 2019 – and they are getting more and more sophisticated and
personalized. In fact, using personalized push notifications increases
conversions:
 7% open rate for segmented push messaging compared to a 3%
open rate for generic, broadcast messages (a 2x improvement)
 54% of users convert from a segmented push notification, compared
to only 15% for broadcast messages (a 3x improvement)

Notifications triggered by behavior are being used to re-engage users


who have shown interest but failed to convert, and in recovering revenue
from abandoned shopping carts.
Notifications can even include images and CTAs to maximize conversion
rates from such efforts:

14) Content Marketing Continues to Dominate SEO


The effects of Google’s latest search algorithm update in March 2019 are
still being analyzed, but early indications show that regularly updated
complete content is again being heavily favored.

Content marketing is so important that 88% of B2B content


marketers agree that creating content makes their audience view their
organization as a credible and trusted resource:

Stats from Content Marketing Institute:


 Content marketing costs 62% less than outbound marketing &
generates 3x as many leads
 Content marketing has lower up-front costs & deeper long-term
benefits than paid search
 615 million devices now use ad blockers, which means your ads are
not being seen by as many people
 Small businesses with blogs get 126% more lead growth than those
without
 Content marketing rakes in conversion rates 6x higher than
other methods
With Google continuing to value well-researched, regularly updated
articles, content marketing is something that marketers are going to
continue to invest in. In short, content marketing is a great way to attract
new customers to your site and build relationships with them in real,
quantifiable ways over a period of time.

15) Social Commerce

With e-commerce and social media both growing at alarming rates, it’s
no wonder clever people are pulling the two together to maximize
opportunities for sales.

Instagram introduced shoppable posts last year, allowing brands to link


to their store from Instagram posts with ‘Buy Now’ buttons.

In March of this year, Instagram unveiled Instagram Checkout, which


lets users complete their purchase from within Instagram:

E-commerce brands hope this will reduce the risk that customers will
abandon their purchase because they have to switch apps or sign in to an
unknown store.
The feature is currently limited to a small number of high-profile brands
(but is sure to be rolled out to everyone else soon enough), including:

 Adidas
 Burberry
 Dior
 H&M
 MAC Cosmetics
 Michael Kors
 Net-a-Porter
 Nike
 Oscar de la Renta
 Prada

However, if you’re keen to get started now with social commerce, there
are plenty of other services offering a solution, such
as Jumper.ai and ManyChat’s payments option.
CONCLUSION

The conclusion of digital marketing has now become a hot topic for
discussion. Modern technology has changed a lot. Besides the growth of
modern technology, the technique of businesses has also changed. In this
regard, digital marketing comes to take the leading position. Modern
generation does not want to go to any shop or shopping mall to buy
anything. They want to buy everything online. So, the various companies
always try to stay connected with their consumers or customers via the
internet. To get the best of it, consumers and marketers must know the
advantage and disadvantage of digital marketing. If you do not know the
benefits and harmful sides, then you won’t get the full advantage of
digital marketing.
The research and practice of digital marketing is improving with the
advancement of technology. The advancement in technology fosters
multifaceted opportunities and at the same time poses unprecedented
challenges for the marketers. Marketers make use of Digital Portfolio as
a platform to promote a professional brand by defining the product in a
manner that adds credibility. Research highlights that B2B buyers
dislike cold emails and calls, hence, Digital marketing allows enough
provisions for finding the right people through its streamlined search
engine and connections . In the present era, buyers expect knowledge
that offers potential solution to their product related problems. The
strong visibility of the organization or the brand through digital
marketing allows the consumers to develop perceived knowledge about
the brand. By the spread of word of mouth and getting recommendations
from their connections assist the users in making active decisions about
purchasing.

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