Concept of Digital Marketing

The concept of digital marketing is associated with the use of internet and online technologies to promote products and services. It provides efficient and flexible modes of marketing to connect with customers. Small business owners should consider using relevant digital tools and platforms, especially social media, to effectively communicate with their audience. However, social media platforms also have limitations such as the risk of fraud and cyberbullying.

Concept of digital
marketing

Table of Contents
Concept of digital marketing...........................................................................................................1
Relevant digital tool/ platform that a small business owners want to consider...............................1
Uses of social media platforms for business..........................................................................1
Limitation of social media platforms for business.................................................................2
REFERENCES................................................................................................................................2

Concept of digital marketing
The concept of digital marketing is basically associated with the use of the components of
marketing that utilised and based on internet and other online based digital form of technologies.
Thus, the conception of digital marketing consist of implication and use of digital media and
online platforms to promotes and communicate about products and services (Chaffey, 2019). Use
of digital marketing provides a numerous and updated way and digital tactics and channels to
connect and interact with customers which enhance the ability of a company to reach global and
international marketplace in more efficient and viable manner (Why Digital Marketing is
Important for Small Business, 2020). Thus, in Today’s modern world digital marketing forms an
important and viable part of all organisation either small or larger as it facilitates a more
efficient, accessible and flexible modes of marketing to connect and interact with customers in a
more effective manner through use of digital and online platforms (Hanlon, 2019).
Relevant digital tool/ platform that a small business owners want to consider
The digital tools or platforms represent a set of electronic tool which mainly comprises of
relevant programmes, websites and other online resources that are used by business managers to
connect and interact with customers in an effective manner (Saura, Palos and Correia, 2019). Use
of various digital platforms and tools are made by small business owners to communicate
effectively with their potential customers which comprises of Social Media Platforms, Influencer
Marketing, e-mail marketing, content marketing , SEO, PPC, etc. Out of these digital platforms
and tools the most relevant and highly reliant tool is social media tools which comprises of
various digital platforms like Instagram, Facebook, LinkedIn, and Snapchat which provided an
enhanced connection with customer for small business in most cost and time efficient way
(Social Media Importance: 5 Reasons Your Brand Needs to Embrace It, 2019).
Uses of social media platforms for business
At present more than 97% of marketers are making use of social media platforms to
engage and connect with their audience as it provided collection of various digital platforms like
Facebook, YouTube, Instagram, Twitter and many more to attract and cater audience in an
effective manner with use of new and ever growing features (Social media best practice for
business, 2020). Mostly used social media platforms comprises of Facebook which allows
business owners to share an attracted content with the help of picture, videos or article which can
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be repost, liked and share by its user and allows easier reach to larger number of audience even
at international level. On the other hand, use of Linkedin tool provide a more professional space
and network for a small business owner to share their articles along with watching updates for
informative training to enhance knowledge and interaction with target audience (Heinze and et.
al., 2020).
Limitation of social media platforms for business
The main limitation of social media platforms comprises of enhanced chances of frauds
and scams as many fake accounts are also present in social media sites which can hack or miss
use the crucial information about business owners (Makrides, Vrontis and Christofi, 2020).
Further, chances of cyber bullying and misleading information are also enhanced by uses of
social media tools or platforms which can hamper the image and performance of a business.
REFERENCES
Books and journal
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Chaffey, D., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and Research,
8(1), pp.4-20.
Online:
Why Digital Marketing is Important for Small Business. 2020. [Online] Available Through:<
https://digitalmarketinginstitute.com/blog/why-digital-marketing-is-important-for-small-
business >.
Social Media Importance: 5 Reasons Your Brand Needs to Embrace It. 2019. [Online] Available
Through:< https://www.business2community.com/social-media/social-media-
importance-5-reasons-your-brand-needs-to-embrace-it-02245735>.
Social media best practice for business. 2020. [Online] Available Through:<
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-using-social-
media>.
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