“How Digital Marketing

Operations Can
Transform Business”
(MKT 201)
 Content

Topic Page No.

Introduction 1
Advantages 3
Disadvantages 5
Outcomes/Findings 7
Impact 9
Conclusion 11
References 12
 INTRODUCTION
Marketing is all about connecting with your audience in the right place at the right time.
In the age of digitization, your best strategy would be to meet your customers online
where they are already spending much time.

Digital platforms are increasingly getting associated with marketing schemes and
everyday life. In such circumstances, it’s essential to understand the key benefits of
digital marketing, it involves the use of channels and methods for a proper
understanding in the real-time scenario. Thus, organizations can analyze marketing
campaigns and implement necessary steps accordingly.
Regardless of what your company sells, digital marketing can work effectively for any
industry.
With digital marketing, you can see results much faster than you might with offline
marketing. The interactive nature of digital marketing strategies helps companies to
grow their client base in a short span of time.

Fundamentally, it's a collective term which is utilized where advertising meets the web
innovation and different types of newer forms of media.A process of building and
maintaining customer relationships through online activities and facilitate to exchange
ideas ,products and services to satisfy the goals of both the parties.

In the 1990s, the term Digital Marketing was first introduced.In the 2000s and the
2010s, digital marketing became more sophisticated as an effective way to create a
relationship with the consumer that has depth and relevance. While the term 'digital
marketing' may not have been used until the 1990s, digital marketing itself has roots to
the mid-1980s when theSoftAd Group, nowChannelNet, developed advertising
campaigns for several major automobile companies. Over the years, many brands
and businesses have started to adopt digital marketing much more extensively than
traditional mass media marketing.It remains a useful term because digital marketing
requires a certain skill set to utilize the digital technology effectively.Digital marketing
is revolutionizing the way business owners and consumers buy and sell goods and
services.Many of the businesses have realized the importance of it particularly as an
inbound marketing tool that delivers better results and revenues than traditional
marketing channels.By incorporating technology-focused strategies into marketing,
business owners can gain better outputs easily. The rapid evolution of digital media has
created new opportunities and avenues for advertising and marketing. Fueled by the
proliferation of devices to access digital media, this has led to the exponential growth of
digital advertising.In 2012 and 2013 statistics showed digital marketing remained a
growing field.Digital media growth is estimated at 4.5 trillion online ads served
annually with digital media spend at 48% growth in 2010. An increasing portion of
advertising 1
stems from businesses employing Online Behavioral Advertising (OBA) to tailor
advertising for Internet users. Though an innovative resource, OBA raises concern with
regards to consumer privacy and data protection. Such implications are important
considerations for responsible communications. Digital marketing is often referred to as
'online marketing', 'internet marketing' or 'web marketing'. The term 'digital marketing'
has grown in popularity over time, particularly in certain countries. In the USA for
example, 'online marketing' is still prevalent, and in Italy it is referred to as 'web
marketing,' but in the UK and worldwide, 'digital marketing' has become the most
common term, especially after the year 2013.

Digital technologies are becoming increasingly important in most sectors of

economic activity. Due to high levels of interconnectivity, the Internet has been
likened to the wheel and the airplane in terms of its ability to affect the future
development of business and society. Consequently, the Internet has provided the
impetus for many companies to rethink the role of technology, and evidence
already indicates the extent of its global impact.

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 Advantages of Digital Marketing

Build Brand Reputation- it increases once the expectations of the customers are met
.Eventually, it will open new doors of opportunities for reaching bigger markets.

Strategize with the Valuable Data and Analytics- With google analytics, we can tract
stats and information about the marketing website. We can determine the inbound traffic,
bounce rate,profit and the general trend of interested audience all in real time. Thus, it
helps in optimizing the budget by investing in the well-performing marketing
campaigns.With google analytics, you can track stats and information about your
marketing website. It will let us know about –
the number of people visiting your business page
their geographic location
the sex, age and interests of the visitors
how much time they are spending on your site
the source of traffic from various gadgets
website bounce rates
how the traffic has changed over time
By displaying a breakdown of all of this traffic information, this intelligence helps us to
prioritize the marketing channels.

Higher ROI -companies optimize conversion rates to achieve maximum ROI for
businesses.With smarter branding and better revenues, digital marketing can fetch a
better ROI than traditional marketing.With effective tracking and monitoring methods,
results can be analyzed. It helps the organizations to take necessary measures as soon as
possible.With digital marketing, you can generate a steady flow of targeted traffic that
gets converted into sales and leads. And, the more your business generates this kind of
traffic, the faster you can enjoy your ROI.

Higher Revenues-it's a well known fact that higher conversion rates can be generated
by effective digital marketing techniques.Hence,it will deliver loads of profitable
benefits for the business in terms of better and higher revenues.While advertising the
brand:
have a good layout that enables easy navigation
•use the digital platform to understand customer purchase patterns
•offer the right idea that meets the needs of your customers
•use multiple digital marketing channels to gather useful data
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With better revenue growth expectancy, small and medium enterprises will have better
chances of expanding their workforce.

Real Time Results-unlike traditional methods we can see in real time what is working
and what is not working for online business and this can be done with the touch of a
button.Such results can give a thorough idea through which we can choose necessary
steps to improve the results.

Know All About Your Competitors-we can observe competitor's online strategies.We
can see what they are doing to gain more customers.It helps to figure out marketing
oppurtunities and gain a strong competitive advantage.

Available 24/7-online promotion never rests. Thus, enabling business to run almost 24
hours and seven days a week.

Content Performance and Lead Generation- Through digital marketing, you can
measure exactly how many people viewed your marketing content. Thereafter, you can
collect the contact details of those who download it by using forms. Additionally, you’re
also generating qualified leads when people download it. With a solid lead nurturing
strategy, you can build better awareness and affinity for your brand.

More Cost Effective Than Traditional Marketing-Digital marketing lets you save
your money to a substantial extent. This has the potential to replace costly advertising
channels such as television, radio and yellow pages.With email marketing automation,
you can boost your leads. Thus, it will allow you to pre-load content and schedule it for
sending out the content at key times.

Get Prepared for the “Internet of Things”-The “Internet of Things” is a global

ecosystem of interconnected devices – smartphones, tablets and several other gadgets.
These can help people interact with each other through the world of web.Digital
marketing will prepare your business towards this eventuality. It will permeate through
every aspect of people’s lives.Business survival strategy needs to be equipped with this
interconnected grid. It will provide you an access window to reach out to targeted
audience belonging to this online grid.

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 Disadvantages
Promotion Strategy Can Be Copied-Trademarks or logos of companies can be used to
mislead customer and take away a sizeable market share from it creating a negative
impact about the brand Thus, it can ruin the reputation of the brand. One of the hazards
in Internet marketing is that a particular technique can easily be copied by a rival. And,
many have done so with finish ignore for the lawful repercussions their actions may
carry. Pictures or images can be used to mislead customers and take away an important
business from you. Not only that, these can also be used for perpetrating adverse and
incorrect information about your product, products or services that will harm your online
reputation – and reduce useful focused customers

Security Issues-Internet marketing has its own disadvantages which are not noticeable
on its experience value. so, For a person or client who queries online for products or
services,there is a caution not to reveal all private information as it might be used
against them by unidentified people.

Negative feedbacks and reviews online-it can damage the reputation of the brand. In
respect of social media, a single post, tweet or comment or any claim or any negative
feedback about your services or products can destroy your online reputation for a long
time. To make reputation, it takes much time, but to break it does not take much time.
Even it can damage the growth of the business.
Less Interest On the Internet:
There are some customers who are less interested in internet. They simply avoid Internet
advertisement. Even they do not trust the internet advertisement. This creates a loss of
valuable traffic. Because digital marketing wholly depends on internet.

It is prone to errors-it is highly dependent on technology so any errors can ruin the
hold of targeted customers and lose good business.

Involves too much Competition-it is a challenge to get into a better position for
optimum visibility for marketing and advertising campaigns and to gather attention
attention of targeted customers.

Requires more initial investment- paid marketing like search engines Ads,Adwords is
quite expensive for small enterprise owners.

Lack of Trust -Not all people prefer to buy products online as the quality may
differ.Another reason is that when any company offers, in certain cases it may appear to

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be scammers.This is a part that declines the picture and faithfulness of quality of
companies.

Limitations of Internet Access:The digital marketing mostly depends on the internet.

In this modern world, there are still some areas where the facility of the internet is not
available or the internet connection is very poor. So, in those remote areas, digital
marketing has no function. It is very difficult to target those customers who live in those
places. Because without internet, digital marketing is nothing but a puppet. This is a
major problem of digital marketing. There is no way of escaping from it.

DIGITAL MARKETING INCLUDES TOO MUCH COMPETITION:Just like the

growth of online ads, Internet promotion is experienced with a great process of too many
competitors. Digital promoters are not capable of getting into a more powerful place for
the best possible exposure for their promotion and promotion tasks, and with the use of
too many competitors, will make it even more difficult and expensive to get the interest
of targeted viewers.

Internet Marketing Can Get Drowned by Too Much Online Ad Clutter-With both
legitimate businesses and questionable entities like trolls, spammers and scammers
present in the digital marketplace, the Internet is flooded by lots of online clutter. It
would really be doubly hard for Internet marketers to get noticed by their targeted
customers. Some consumers now have the tendency to simply ignore Internet
advertising, making legitimate businesses lose valuable traffic and of course revenues in
the process.

Internet Marketing Will Not be Taken Seriously if Not Done Professionally-

Business owners and digital marketers should focus on bringing their Internet marketing
campaigns to professional levels, otherwise they will not be taken seriously by their
targeted customers. First impressions really matter whether you use traditional or
Internet marketing and advertising channels so it would be to your greatest advantage to
stay consistent and professional in whatever channel you are using for the campaigns.

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 Outcomes/findings

We can now integrate marketing across devices and channels.Theory and empirical
experience show that integrated marketing works – for example, when we connect
communications with in-store activations. The research done on digital marketing to
date shows that multiple usages of the same channels (compared to a single use) as well
as the use of multiple touch points across channels drive incremental behaviour and
deliver ROI.
Nearly one in five small business owners don’t plan to use any digital marketing at
all in 2017. Fortunately, digital marketing tactics have never been more accessible to
small businesses. By embracing tools and tactics like social media, marketing
automation, search engine optimization (SEO), and digital advertising, small businesses
can grow and thrive in an increasingly digital world.

Most small business owners still haven’t embraced email marketing-Only 44 percent
of the small business owners we surveyed plan to use email marketing in 2017. But
simply sending more email shouldn’t be the goal. Rather, small businesses should aim to
tailor their email marketing to specific customers and their stages in the buying process.
To make email marketing more personalized (and therefore more effective), small
businesses should consider marketing automation software—a tool used by less than 11
percent of respondents.
Bigger teams are (still) wrangling data-According to the 2018 survey, average team
size grew from a couple of people a few years ago to 45 full-time employees (FTEs). Yet
when asked which activities marketing analysts spend the majority of their time on, data
wrangling topped the list along with data integration and formatting. The good news is
that teams spend less time on ad hoc reports compared with 2016, indicating that process
improvements are underway.
Small Businesses Use Digital Marketing to Increase Brand Awareness-Small
businesses use digital marketing to improve brand awareness to break into competitive
markets.Smaller companies aren’t known.If you don’t get awareness, never going to get
someone to buy from you. Getting a big enough base of people who know who you are
is critical.A business can’t make a sale if consumers don’t know what it is in the first
place

Digital Marketing Goals Vary by Business Size-The size of a business determines

their digital marketing goals.Businesses with more than 5,000 employees are more likely
to use digital marketing to stand out from competitors(21%).

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Businesses with fewer than 5,000 employeesare more likely to use digital marketing to
improve brand awareness(21%).

Digital Marketing Is Essential for Driving Revenue-As more consumers use

technology to shop, businesses must use digital marketing to reach consumers and stand
out from the competition. It is essential for businesses to have a digital presence,
whether it uses social media marketing, SEO,email marketing, a website, or ideally, a
combination of channels.Most businesses believe they effectively use digital marketing
to increase sales and revenue, which is ultimately the goal of any business.

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 Impacts of Digital Marketing
46% of marketers say photography is critical to their current marketing and storytelling
strategies.Content marketing costs 62% less than traditional marketing and generates
about 3 times as many leads.

Ecommerce customers who receive multiple abandoned shopping cart emails are 2.4
times more likely to complete the purchase than those who receive only one follow up
email.The average ROI on CRO tools is 223%.

4.8% is the average conversion rate for websites using video compared to 2.9% who
don't.One-third of marketers have more customer data than they could ever analyse.

94% of B2B marketers use LinkedIn as part of their content strategy.Other popular
platforms include Twitter,Facebook, Youtube and Google+.72% of marketers worldwide
said relevant content creation was the most effective SEO technique.

55% of companies are building apps primarily to drive sales,while 50% are building to
improve a customer's online experience.45% marketers rate their interactive content as
either extremely effective or either effective.

Social Signals and Traffic-"Social signals" is a term used to describe everything that
people too do social content, including likes, shares, and comments.Generally – unless
you are being crude or argumentative – a high number of social signals is very healthy
for a brand. It indicates a lot of people are attracted to a particular type of content, and
are getting a sense of your business through it.So social signals are frequently used to
judge how powerful a brand is at any given time.It's a handy way to judge the efficacy of
particular campaigns as well, and these metrics should be a part of any digital
advertising strategy.The online brand is affected not only by what it produced, but by
what consumers do with it. It need both halves to be successful.

The Concept of "Going Viral"-"Going viral" isn't a phrase you hear very often
anymore, primarily because the concept has grown too large and ingrained in the online
world to be described with a single phrase.Today we have memes, signals, buzz, click-
bait, trending posts, hashtags – and so much more.However, the goal is still spreading
out content very quickly through the online world by making it eminently shareable, and
the concept is still key to representing the brand on the Internet.In the online world the
vast number of new consumers will come in contact with the brand through the most
popular, most shared content.Digital marketing is the ground zero for finding new leads
and bringing them in to look at business.It is really that simple.

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Successfully using digital marketing to create viral content – now that's the challenge.

Direct Customer Interaction-Digital marketing provides an unprecedented number of

opportunities to talk directly with customers and potential customers.Because these are
"real" conversations, they tend to have permanent effects on brand perception.Every
time the company makes a comment, responds to a tweet, or enters a forum, it is
creating immediate and immense brand movements.While direct responses are a great
way to answer questions, clarify points, and deal with customers, they need a deft hand
and knowledge of brand tone to be used effectively.Time and talent are important for
these responses.

Spreading Out Content-It's easy for marketers to think of their brand identity as being
the total sum of all the content produced and published.But those marketers are the only
ones actually seeing all that content.Consumers are making their brand decisions after
seeing only a few pieces of content available in their preferred channels – and more later
on depending on their interest and conversions. It means that multi-channel content and
consistency are both veryimportant.The content needs to have the same tones and brand
messages(colors, fonts, professionalism, sensor of humor, etc.) so that every consumer is
getting the same idea about your company.Then distribute that content across a number
of channels so ensure as many consumers see it as possible.

The Power of Profiles-Another key part of digital marketing is the business

profile.Because it's the content that is very frequently judged by consumers making
purchase decisions…especially in today's mobile world where Google delivers local
business profiles at the very top of its SERPs.Additionally, the information connected
with profiles, from Google to Facebook, is increasingly being tapped to affect page
rankings and SEO.Not only will customers make instant decisions about your brand
based on your profile information and connected reviews, they will see your profile
more often these days based on what they are searching.In other words, focus a lot of
effort on making your profiles clean, authentic, entertaining, information, and everything
else that good content should be.

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 Conclusion
Digital marketing has given an edge over contemporary marketing.It is potentially
moremeasurable. Actions resulting from measures, easier and faster to
determine.Enables a brand to reach a specific consumer and knowing whether it did.
Being able to adjust messages and channels, even “layering” them better.Enables deeper
levels of consumer understanding. More spontaneously, intuitively and more immediate.
Provides a richer and more personal consumer experience. Linking expected and
unexpected touch points.Enables deeper and wider consumer engagement than ever
before. The brand is a companion rather than an encounter.
Relies even more on relevant, exciting content. Boring consumers in a digital age is
simply not possible.It is easier and cheaper to experiment with.Depends on incremental
learning through degrees of trial and error.Requires a degree of risk, but less so than
remaining wedded to old methods that are losing their effectiveness.Must be built on a
sound technical and business architecture.Will to a fare greater degree expose business
inefficiencies and faults.Because it can be “proven”, will elevate the status of marketing
in companies.It is a new dimension in advertising field.It is a lot about data. The reason
is accurate segmentation and targetingThere are numerous matrices and tools to target
people on global and local levels through it.International business is gaining from this
immensely. It faces lesser barriers when doing things through the digital way.Hence, it is
all about utilizing digital technology in a proper way to achieve marketing objectives of
a business.

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 REFERENCES

https://www.digitalstrategist.tk

https://www.quora.com

https://www.techfunnel.com

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