Digital Marketing and business always walk hand in hand and a business cannot flourish without adequate marketing. The purpose of a business is to earn profit and make money by all legal means.
Establishing a business is a different process while running it and targeting the right segment of the market is a whole different phenomenon.
Marketers have adopted multiple methods and techniques of marketing throughout the history. Traditional ways of marketing had their impact on the market and the consumers in their ways. With the advancement in technology in every walk of life, the field of marketing has also adopted digitisation to influence the consumers.
Digitisation has impacted the field of marketing to a greater extent and also customer behaviour and approaches.
This report will examine the impact of digitisation on marketing and the influence of digital marketing on brand awareness and customer engagement. This field of study is very vast but this paper will put some light on one aspect of digital marketing.
Table of Contents
Chapter 1 Introduction 2
Chapter 2 Research Objective 1 3
2.1 Introduction 3
2.2 Business applications 3
2.3 Software examples (if appropriate) 3
2.4 Conclusion 3
Chapter 3 Research Objective 2 4
3.1 Introduction 4
3.2 Business applications 4
3.3 Software examples (if appropriate) 4
3.4 Conclusion 4
Chapter 4 Research Objective 3 5
4.1 Introduction 5
4.2 Business applications 5
4.3 Software examples (if appropriate) 5
4.4 Conclusion 5
Chapter 5 Research Objective 4 6
5.1 Introduction 6
5.2 Business applications 6
5.3 Software examples (if appropriate) 6
5.4 Conclusion 6
Chapter 6 Conclusion 7
Chapter 1 Introduction
Digital marketing is comprised of market efforts which depend on the internet or an electronic device. Businesses use digital channels like email, websites, social media, and search engine for connecting with prospective and current customers. There are some technologies related to digital market which can help an organization in accomplishing its marketing objectives.
These technologies can play an important role in enhancing the effectiveness of social media advertisement, search engine optimization, reporting etc (Kannan, 2017). With the use of technologies such as Hootsuite and Sprout Social, better outcomes can be achieved and resources can be saved as well (Watson, 2019).
First of all, the concept of traditional marketing will be explained along with common software which are utilised in organizations. Then, digital marketing technologies in the context of different business processes and aspects will be explained. Their associated software will also be explained and it will be determined how they influence or impact the business processes.
At present, digital marketing has become one of the core components of an organization for achieving success in the market and gaining the attention of customers. Digital marketing technologies facilitate the achievement of this efficiency and in this project they will be explored in depth (Kannan, 2017).
As explained above, digital marketing has become a significant component of almost every modern organization. It is because of its critical role in the development of online presence and awareness of people about the organization (Girchenko and Kossmann, 2017). There have been various studies which have focused on digital marketing and its significance in organizations.
However, there are not many studies which have focused on the impact of digital marketing technologies on business aspects. Thus, this project will play an important role in expanding the existing knowledge base about digital marketing technologies.
It was in the 1990s that ‘digital marketing’ was used as a term. The digital age emerged with the development of Web 1.0 platform and internet. This platform enabled users to find the information but didn’t enable its sharing. Until then, marketers were still unaware of the digital platform (Erragcha and Romdhane, 2014). The first clickable banner was introduced in 1994 and immediately some banner advertisements were purchased by HotWired.
This was the start of digital marketing. In the same year a number of digital technologies were introduced and Yahoo was lunched (Benes, 2017). The first surge of digital marketing emerged in 2006 when the traffic on search engine was reported to have reached 4.6 billion in only 30 days.
After Google, Web 2.0 was introduced and gradually social media platforms were developed (Patel and Bhatt, 2017). This is how digital marketing emerged and technologies associated with it were made for helping organizations in accomplishing their objectives.
Figure 1: (Sherman, 2019)
The objectives which will be accomplished in this project are as follow:
⦁ To explore the concept of traditional marketing and applications used to facilitate it.
⦁ To explore the impact of digital marketing technologies on marketing.
⦁ To analyse the impact of digital marketing technologies on brand awareness.
⦁ To determine the impact of digital marketing on customer engagement.
The accomplishment of these research objectives is quite important because there are not many studies which have explored digital marketing technologies in the selected business aspects.
Although there are several studies which have focused on digital marketing and technologies associated with it, only a few studies have considered it in the context of business.
That is the reason why these objectives are considered important as they contribute significantly to the existing knowledge base. It will help not only academicians but individual researchers who want to develop a research on digital marketing and its contribution to an organization.
Chapter 2 Research Objective 1: Concept of Traditional Marketing
In general, marketing refers to the efforts and measures which are considered to increase the sales of an organization through its services and products. There are a number of processes involved in marketing which are performed for making an organization achieve efficiency in the selected markets such as selection of target market and right approach towards customers (Baker, 2016).
Meanwhile, traditional marketing encompasses all methods and approaches which are aimed at attracting customers with the exception of digital media. Digital media has flourished only in the recent times and marketing prior to its emergence is considered traditional marketing.
It has been determined that the approach of traditional marketing is limited in comparison with digital marketing, which enables an organization to reach beyond the boundaries of nations. Hence, digital marketing enables an organization to amplify its marketing approach towards customers (Todor, 2016).
Figure 2: (Gadd, 2019) 2.2 Business applications
As explained above, the objective of traditional marketing is to increase sales and advertise products without the utilisation of digital media.
For instance, a number of methods are used for targeting customers and increasing their awareness of the products and services offered.
One of the most renowned methods of traditional marketing to advertise products is depending on electronic and print media (Petrosyan and Dimitriadis, 2016). In the past, advertisements were mainly delivered through televisions, radios, newspapers etc.
The flaw with these advertisement mediums was that their reach was quite limited due to which only a specific number of people were targeted (Belovski, 2017).
However, when digital media was not introduced in the past, traditional marketing played an effective role in gaining the attention of customers and increasing the sales of organizations (Todor, 2016).
For instance, different techniques of marketing such as 4Ps and marketing segmentation frameworks were utilised and advertisements were delivered to customers through televisions and newspapers etc., (Belovski, 20178).
At present, a combination of digital media and traditional media is utilised for targeting the audience and accomplishing marketing objectives (Todor, 2016). From 1950-2000, traditional marketing methods were used by organizations for targeting customers.
The reason was that the internet and social media were not common among the people. People only used televisions, radios, and newspapers for being attached with the world. Thus, traditional marketing focused on these modes for conveying the designed messages to customers.
With the use of marketing analyses, the approach towards customers used to be narrowed and traditional methods were used for targeting the target audience (Durmaz and Efendioglu, 2016).
2.3 Software examples (if appropriate)
There were no software used for the purpose of marketing back then because technology was not that advanced in the older times.
Traditional marketing techniques used before the emergence of digital media may include business cards, ads printed in newspapers and magazines, TV and radio commercials along with posters, billboards and pamphlets.
Companies also used to directly mail the postcards and brochures to consumers. Referral by consumers or word of mouth was also considered a reliable method of marketing (Zhu and Liang, 2018).
Marketing has always been a reliable source of getting to the consumers. The techniques and methods have evolved over the time. Traditionally, the businesses relied on print and then the electronic media to market their products and attract the customers.
Businesses in the past have used the sources available to make the most of the given situation to compete in the market (Zhu and Liang, 2018).
Chapter 3 Research Objective 2: Impact of Digital Marketing Technologies on brand marketing
The impact of the digital marketing technologies on the field of marketing is significant. There are multiple digital or e-marketing technologies being used by businesses to market their products and services.
These technologies may include chatbots, virtual reality, machine learning, artificial intelligence, and big data and so on (Karr, 2019). Data is the key towards identifying and catering the target audience based on its consumption behaviours (Zhang and Benyoucef, 2016).
Therefore, special applications and online forums are helping in collecting customer related information. Some of the latest online marketing technologies may include the introduction of automated shopping and digital payments etc.
3.2 Business applications
Digital marketing has successfully advanced with the help of online social forums, digital payments like mobile wallets, marketing clouds with use of Big Data analytics etc. Companies use Big Data to get individual data of every consumer and then exploit their choices and preferences to market their products.
Similarly, ecommerce websites and applications also serve the marketing for the physical retail stores.
These sites also reflect the inventory in-hand at the closest physical outlet, which makes it convenient for the customers to locate and purchase accordingly.
Modern businesses apply these technologies to increase the value of their business, productivity and efficiency of the employees, and enhance customer experience.
With more people spending money online, advanced technologies are helping the businesses to target the online markets (Harrison and Hair, 2017).
3.3 Software examples (if appropriate)
These are online chat-boxes used to improve customer service. These are in use now because they work quicker than human beings answering questions asked by consumers and providing any kind of information they require.
Chatbots are included in an online retail application, official website of any brand or sometime a social media platform to make it even easier for the consumer to approach the retailer and ask anything (Hildebrand and Bergner, 2019).
Machine Learning and Voice Searches:
Learning process of the machines is much quicker and efficient. These intelligent machines have been taught natural languages and are made able to listen and process a command from consumers (Lison, 2015).
An estimated 40% of Google searches by teenagers and adults every day, on mobile phones or a personal device providing assistance, are performed through voice (Digital Innovation and Future of Digital Marketing, 2017).
Figure 3: (Slideshare, 2017)
Artificial intelligence helps the businesses to provide a more personalised data to the consumers. Through artificial intelligence a consumer’s online searches are monitored and analysed.
Based on this analysis a personalised content is generated online for the consumer to search through with more ease. This technology targets utter customer satisfaction (Dirican, 2015).
It is said that if artificial intelligence is the engine; big data is its fuel. This technology extracts consumer data from huge and complex data sets where data extraction would have been impossible for the traditional data processing software.
This data is then provided to be analysed by artificial intelligence (Erevelles, Fukawa and Swayne, 2016).
Augmented and Virtual Reality: Augmented and virtual reality have added value to the customer experience. These technologies have been adopted according to the needs and demands of the customers.
Augmented reality works by adding digital elements to a real and live view of anything by using the camera of the phone. One example is the Snapchat filters.
While on the other hand virtual reality gives a complete physical experience of an environment without actually being present physically.
Marketers are using these technologies to showcase their products in a better way (Miller, O’Connor and Greco, 2019).
With the constant adaptation to these newly emerging techniques, retailers are now highly dependent on technology for marketing their business. Therefore, these technologies are continuously on the stage of evolving and improving, with the changes in the consumer behaviour and the market itself.
However, there are certain technologies that may turn obsolete like the ones in the past due to the dynamic market trends and consumer behaviour (Jackson and Ahuja, 2016). These technologies have surely helped the retailers to maximise their profit and reduced the effort of human beings but they have also made human lazy.
They do not have to do much hard work and that is making them lazy and weak as they want everything to be done by machines. It is rightly said that machines are becoming smarter and humans are getting dumb.
Chapter 4 Research Objective 3: Impact of Digital Marketing on Brand Awareness
Digital marketing gives opportunities to the brands to make the consumers aware about the quality, reliability and loyalty of the services and products they produce. Value is added to the brand image thorough the use of digital sources of marketing.
Marketing plays a significant role in making the first impression of the brand and influence the consumer behaviour.
Digital marketing provides the brands with personalised data of the consumers and have distinct and individual approach to market the products and services.
The techniques and digital media will not have a positive impact on brand awareness and will leave the consumers unsatisfied and unconvinced by the brand itself (Ahmed, Vveinhardt and Streimikiene, 2017).
4.2 Business applications
The application of the software and tools to the business for creating a positive image of the brand and making people aware of it is obvious. No company would want to go into the market unnoticed and unrecognised.
People need to know about a brand and any new service or product launched by an existing brand. Companies apply different tools to spread brand awareness in the market. In the world of technology digital marketing plays the most vital role.
Companies and businesses are now social media, company websites and the techniques of SEO to make the most of digitisation and market their products (Isoraite, 2016).
4.3 Software examples
Social Media: Social media has become one of the most influential factors of marketing. Companies are using the social networking sites for creating brand awareness by marketing their products.
Social media has the most number of audiences and is the one of the best help in creating brand awareness.
Other than marketing, social media is a platform for people to come together and discuss about multiple topics including brands and their products, hence creating awareness in consumers (Jamali and Khan, 2018).
Figure 4: (Ritcher, 2014)
World Wide Web:
A company’s website plays a vital role in projecting brand image. Brands create product relevant and interesting content on their websites to show a positive image of the brand that it is expert in its field of production and is passionate about providing the customers with the best of experiences. Using the world wide web a company can present itself to be top consumer choice (Barreda et al, 2016).
Search Engines provide a platform for a company to be popular in the consumer market. Most of the people use Search Engines to find brands to visit and explore. If the website of a brand or company is listed in the tops search results on a Search Engine, it is visited most frequently by the internet users.
This is called Search Engine Optimisation (SEO). Search Engines plays a vital role as one of the software tool used for digital marketing and creating brand awareness (Bhandari and Bansal, 2018).
Consumer awareness is a very important factor in the success of a company or brand. The main marketing tools may include blogs, company websites and social media platforms etc. Other than this many companies are using more interactive techniques of creating brand awareness. Conducting interactive social events is one of the techniques of marketing and spreading awareness about the brand.
Figure 5: (Abbasi, 2018)
Chapter 5 Research Objective 4: Impact of Digital Marketing on Customer Engagement
Technology is everywhere and the consumers are now driven by it. Businesses have multiple tools of marketing to engage their customers. Technology has made consumers more demanding and has forced organization’s to consider consumer market as the driving force of the manufacturing and marketing strategies.
Consumers now demand sophisticated and personalized content available for them online in order to engage and interact with the brand of their own choice.
Use of technology and data analysis is helping the brands to enhance and maintain customer engagement by creating multiple opportunities for the brands.
Significant customer engagement has been ensured through the use personalised data (Jimenez-Castillo and Sanchez-Fernandez, 2019).
5.2 Business applications
All the businesses are now moving towards engaging with their customers in a more effective way to earn their loyalty.
Companies are focusing on adopting digital ways to engage with their customers and keep them engaged with the brand as well.
Businesses maintain a healthy and lasting relationship with customer through multiple techniques used to keep the customers engaged.
In the digital world technology is also helping the companies in this regard. The application and use of CRM systems, social media platforms along with live chats and personalisation of the marketing process has helped the customer engagement to a greater extent.
The application of these technologies and software has successfully reduced the workload of the employees (Hochstein and Bolander, 2018).
5.3 Software examples (if appropriate)
Customer Relationship Management system: Customer Relationship Management or CRM system is the sales automation, contact management software, also focusing on customer engagement.
This system provides the brands or companies with information about all the customers throughout the company’s history.
CRM helps in developing relationships with the customers by interacting with them which contributes to the growth of business.
Attracting news customers and building relationship with them is 6-7 times more expensive than retaining a current customer, but it improves and maintains customer engagement by providing the company with a 360-degree view of the customer. This helps to improve the customer experience (So et al, 2016).
Social media platforms or software, provide social customer service or social care. Social care refers to engaging with customers on regular basis and answering their questions to educate them. Social media platforms help the brands to directly communicate with their customers.
This practice, being a blessing for both company and the consumers, may sometimes become a challenge for the company as it has to satisfy the customer through channels other than those already in use.
If the company fails to actively engage with the customers it may lose them as consumers choose not to purchase any product or service from the brands which ignore the social media interactions with them (Singhal, 2016).
Live Chats and Self-service:
Online chats help the companies to keep their customers engaged with and get back for more. Customer satisfaction through online engagement wins new customers for the brand. This also helps the employees to know customer preferences better and in a personalised manner.
Digital chat-rooms ensure the safety the relationship for being easily approachable and accessible (Methew, 2016). On the other hand, customer self-service is also helping the consumers to find solutions themselves at any time of the day. There is no need of a customer representative for customer assistance (Iqbal, Masood-ul-Hassan and Habibah, 2018).
Figure 6: (Slideshare et al.)
Personalised Digital Marketing through Big Data Analytics:
Big Data is helping the companies to interact with their consumers on more personalised level.
Personalised Marketing is a strategy used by brands to provide the customers with more personal content online by collecting and analysing individual data through automation. This use of data software focuses on customer engagement by individual communication with every single customer (Boudet et al, 2017).
Figure 7: (Big Data Made Simple, 2019)
Consumer engagement is deemed important for a brand or business to be successful. Companies now-a-days have realised the importance of consumer engagement are transforming their marketing strategies accordingly.
The businesses have decided now to apply modified techniques and use digital technology for the purpose. Technology has made a significant impact on the process of engaging consumers.
Digital marketing in the current period of time is the most important aspect of successful business.
There is also a drawback of digitisation and automation of the process of consumer engagement and that of marketing.
Human interaction is being eliminated by automated chat-rooms and marketing through dad analytics.
Chapter 6 Conclusion
From the very beginning in the field of business marketing has been one of the most important factors n the success of a business. It is said that marketing is important because it sells.
Without marketing the business would be unknown by the consumers. Till date uncountable numbers of marketing techniques have been used by the marketers to compliment their business.
These techniques and methods have evolved over the period of times and in every era the marketers have introduced new methods of marketing to have an edge over their competitors. The traditional ways of marketing targeted a smaller segment of the market and involved greater human effort.
Digital marketing is the practice of the current time. Almost all the businesses are working on innovative techniques and methods of marketing and getting to most numbers of consumers in an effective and efficient way.
The technologies used may range from social media platforms and live chat-rooms to the use of artificial intelligence, Big Data, AR and VR.
From the above research it is found that all these technologies have had positive impact on the field of marketing as it is now easy for the businesses to reach the consumers and they are even to target consumers on the individual level.
Digital marketing has also impacted the brand awareness and consumer engagement to a greater extent.
These two have been positively influenced by the use of technology in marketing. Social media, content creation on company websites and blogs, use of world wide web and Search Engines have made it easy for the companies to spread brand awareness and attract a larger number of consumers.
Additionally, all these techniques have also been helpful in engaging the consumers with the brands with CRM as an additional technique.
It is found that all these technologies have been influencing the businesses positively throughout the history and the future is also predicted to be brighter for use of technology in marketing and having a positive impact on marketing and businesses.
Despite a brighter future for businesses and brands technology in the future will make the human efforts obsolete.
As it is said that excess of everything is dangerous, so excessive use of technology may also cause harm to humanity as a whole.
Beginning with machines replacing humans and reducing their thinking and decision making abilities, technologies are also harmful for human health.
The radiations emitted from the machines and technological gadgets are harmful for human body. So limitations should always be considered while making its business application.
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