Digital Business: Channels, Advantages, Technologies, and Impact on Consumer Behaviour

SUMMARY
In this report it has been discussed the various channels used in digital marketing such as
SEO, E-mail marketing, social media marketing and many more Chaffey, Edmundson-Bird,. and
Hemphill, 2019. Also the various advantages of digital marketing like Low cost, Easy to
measure, Easy to adjust, high rate of return on investment have been discussed. Apart from this
various development of digital marketing have also been discussed like Growth opportunity-
This way of marketing has provide several growth opportunities to business which has increased
the effectiveness and efficiency of business regarding their operational functionality. Secondly it
also helps in improve brand reputation of business in market. Thirdly it also helps businesses to
solve their customer queries in timely manner which has helped to increase customer satisfaction
and help in effective growth and management of an organisation Aagaard, Aagaard, and
Harrison, 2019. Next to it, informed description of digital marketing along with its uses such as-
Increases loyalty of customers towards a brand's products and services as they continuously stay
connected to company , which helps to increase sales and brand creditability, Accurate targeting
of suitable and specific audience could be achieved by keeping track of demographic records of
online activities, Tracking customers and providing them the opportunity of comparison
enhances understanding of buying process of customers and lastly convenient, easy and cost
effective methods of online marketing have been discussed which helps to interact with new
customer, solve their feedback and attract them. Moreover different technological platform have
also been discussed such as Search engine optimisation (SEO), Paid Media marketing (PPC),
Social media, Block chain marketing and AI and cloud technology Luz Martín‐Peña, Díaz‐
Garrido,. and Sánchez‐López, , 2018. Different types of organisations have also been discussed
which use digital marketing in their business operations such as ASDS organisation that used
social media marketing strategies to gain and attract customers from market for this it has use tag
lines like 'Chosen by Me' on their various platforms. It has also provided various short videos for
promotion of their product. Similarly Cadbury has also used digital marketing and internet to
reach to their target customer by placing their products on various websites and paid promotions.
On the other hand, Amazon uses block-chain technology in its advertising and sales service
through which it can continuously track the activities, by this it helps to keep them updates with
security transparency. Along with it various factors have also been discussed which makes
digital marketing as effective business tools such as flexibility, authority and interactive. Moving

along different methods of digital marketing which TESCO use its business operations have been
discussed such as social media, online website and digital offers. Eventually impact of digital
marketing on consumer behaviour which include boost in customer engagement and impulsive
buying behaviour and relationship among digital marketing with both old and new theories on
business management have been discussed like develop online presence, providing tools for
targeting customers and personalized brand and control message.
CONCLUSION
On the basis of above summary of report it has been concluded that digital marketing plays a
very important role in overall business transformation and success. With the help of various
channels which comprises SEO, E-mail marketing and social media marketing businesses can
transform their operations in online manner Scuotto and et.al 2019. Apart from it various
importance of digital marketing have also been discussed such as low cost- by this it can be said
that it take less cost to implement in an organisation, It is easy to measure the progress of
business in digital marketing as comparison to traditional marketing, it is easy to adjust its
functionality according to demand and preference of customer in market, it also provide good
rate of return of investment which would help to rise in profit of an organisation. Next to it
several advantage of digital marketing have been given which comprises growth opportunity,
help in building brand reputation and solving customer’s queries Abdelaal, Khater and Zaki,
2018. Furthermore, detailed description of digital marketing has been given along with various
uses which include increase in customer loyalty through which sales and creditability of business
would improve, accurate and correct targeting of specific customer which would help to
tracking demographic records of online activities, It also helps in tracking customers demand in
market though which production of goods can be happen accordingly.convinient and cost
effective methods of online marketing have been discussed which would help to get feedback
and attract them. Furthermore various technologies which use in digital marketing have been
discussed such as Search Engine Optimisation(SEO) through which an organisation can show
their result in top search bar of an organisation, Paid media marketing(PPC) by which user can
paid for placements, branded contents for right demographic audience, next is Social media by
which business can promote its products through various platform such as Facebook, Instagram
and many more, Block chain technology by which business can do tracking of their audiences
engaged in business transactions, Artificial and cloud technology which open door to every