Digital Businesses and New Technologies

This study explores the importance of digital marketing and new technologies in today's business environment. It discusses the technologies used, their effectiveness, and the relationship between digital technologies and business theories. The report also includes a case study on Aerospace jet, a company that uses digital marketing to connect with customers and stakeholders.

DIGITAL BUSINESSES
AND NEW
TECHNOLOGIES
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
A. Why this topic important........................................................................................................3
B. How has this topic developed.................................................................................................4
C. Description of technologies used in topic and what it is used for..........................................4
D. What technological platform and software are used in topic.................................................4
E. Type of businesses and organisation uses the technology......................................................4
F. How it is used as business tool and its effectiveness..............................................................5
PART 2............................................................................................................................................5
Nature of relationship between digital technologies and both old and newly emerging theories
on business and management......................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Digital businesses and new technologies are very effective in doing the business within
today's business environment. This term helps in designing the model of business by
understanding customers experience effectively and efficiently. In present business environment
every large and small company can highly focus on adopting the use of digital technologies in
their business so that they can attracts the large number of customers in effective and efficient
way(Senyo Liu and Effah, 2019). It project is based on digital marketing that is a component of
marketing which helps in utilising the internet and online platform digital technologies via the
use of desktop computers, smart phones etc. that helps in promoting the business in large number
of market place. This study involves the explanation of technology, how it is developed, what
platform it used and in what ways it is effective in nature. All this terms helps in understanding
the digital market effectively. At last it explains the relationship between digital technologies by
using both old and new theories. This report includes the Aerospace jet that is a future business
in which manager can adopts the digital technology for connecting with market and stakeholders
for gaining higher profits.
PART 1
A. Why this topic important
Digital marketing refers to the process of marketing that is used by the effectiveness of
internet and other online medium that are represented as a digital technologies like computers,
mobile phones and many other media that is useful to attracts the customers by promoting the
goods and services for gaining higher success and revenues(Scuotto and et. al., 2017).
Digital marketing is very important for the business as it helps in easily tracking and
monitoring the campaigns. It also reflects the new ideas for the business that helps in accepting
the change so that business entity can have a win situation and develops the impactful tactics.
This also helps in generating the new customers that are engaged with the brand. For example-
Aerospace jet can use the digital marketing so that they can attract the number of customer
attention in small period of time. This also helps in enhancing the brand image of the company in
the digital platform(Omarini, 2017).
Another importance of digital marketing is to solve the issues related to customers by
focusing on several mediums like social media, live chats. In this customers can ask their issues
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and get the essential solutions on time and in innovative way. For instance- Aerospace jet can
adopts the digital marketing in which they can use social media platform for solving the queries
of customers and solve it in effective and efficient way.
B. How has this topic developed
In present scenario that is based on business environment in which user increased related
to the digital marketing. In this landscape has evolved from email to search engines like
google( 1997) and yahoo(1994) and also the e-commerce sites that are Amazon (1994) and
Ebay( 1995). Digital marketing is trendy since 1991 when internet is officially come into
existence for commercial use. in this E-commerce is very effective digital technology that helps
in promoting, connecting to anyone in an easiest manner(Kraus and et. al., 2018).
C. Description of technologies used in topic and what it is used for
Technology that is adopted in digital marketing is highly useful for the customer’s
attraction and gaining the profits of the organisation. Several technologies that are use in
digital technology is computers, mobile phones etc. that help in promoting the goods and
services. It helps in changing the perception of customers related to brand and use of
technology and marketing. It also creates awareness and machine learning that helps the
people to gain multiple knowledge regarding organisation(Nambisan, 2017).
D. What technological platform and software are used in topic
Digital marketing is a significant technology that improves the market share and growth of
the company in competitive marketplace. There are several software in digital marketing
that reflects below:
 Google analytics- It is one of the best software of digital marketing in which
business can make a analytical code in a couple of minute to track the every action
of the visitors(Chaffey, 2019).
 KISSmetrics- It is best software for digital marketing in which organisation can
track, analyse and optimise the performance of digital marketing that are present
under the mobile and web.
E. Type of businesses and organisation uses the technology
Digital marketing is a very tranding technology that is used by every type of organisation
like business to business in which two companies can buy and sale their commodities,
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business to consumers where firm can promote, sale and attracts the people to gain high
profits, government to business where business will get the higher support to globalise
their business and many more. this type of technology is used by start-up, large, medium
size organisation so that they can enhance their overall presence within the
marketplace(Ross, Beath and Sebastian, 2017).
F. How it is used as business tool and its effectiveness
Digital marketing is a prominent type of technology within present business environment
that is mainly adopted by various types of business and organisation. This tool is used by the
business enterprise in many ways like for payment in purchase of something’s from foreign
country or the other region where physical payment is somewhat difficult. This tool is also
used for promoting, attracting the customers via use of content marketing, social meia, e-
commerce so that business like Aerospace jet can enhance their profit margin and laos gain
competitive advantage(Sia, Soh and Weill, 2016).
PART 2
Nature of relationship between digital technologies and both old and newly emerging theories on
business and management
This study content is related to digital marketing that is based on digital technology which is
trending in current business environment. In this several platform are to be used by the
company for doing day to day transactions in all over the world. In case of Aerospace Jet
digital marketing is very essential because of this more customers are know about the
company and attracts towards it for taking advantage of this company offerings. In nostalgic
time people are go to the organisation for purchasing the products and services and also
connecting within firm. But with the goodness of digital marketing customers are visit the
store and business enterprise at any time as per convince. In this, customers also get the
desired goods as per their needs and requirements(Saura, Palos-Sanchez and Correia, 2019).
It can include the theory and model which is based on old and new aspects that will impact
the digital marketing can be reflected below:
Old management practice theory
In old management time, democratic theory is reflected at the time of 20th century. It is
very effective and prominent at that time in which each and every member has a right to share
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their views and thoughts related to the event and work. It is highly considered in the decision
making process where manager can focus on taking the right to their employees so that they are
satisfies with their jobs and attracted towards the achieving the objectives on specific period of
time. In current digital world the success and sustainability of any business organisation is based
on the digital marketing. in which firm can promote, transact, deliver the good and services to
their customers and also develops the high customers base in small period of time within large
area via the use of mobile phones, web and most importantly internet. This is essential in
management practice for developing growth. For instance- Aerospace jet is the company that is
deals in offering the airline services to their customers. in this company can focus on providing
the experience of travelling in all the world in effective and efficient way. This can be done by
the use of digital marketing as it is helpful in handling the customer request, booking and queries
etc. in prominent way. It is also effective for gaining the customers attention in specific time
period. Hence, it is justifies that this management practice is positive for developing relation
because every people have right to share their views and reviews(Kedziora and KIVIRANTA,
2018).
New management practice theory
This modern management is trending into 21st century in which decisions are taking as
per analysing the practical aspects so that issues and probability can be reduced and accurate
result can be attained on specific period of time. It is very instance for growth and survival of the
company. In this businesses may adopts the several leadership style as per the needs and
situation demands. In this management practice this technology i.e. digital marketing is very
prominent for gaining high sustainability in business. For example- Aerospace jet is a company
who offers the airline services. In this, company focus on using digital marketing for gaining
growth. In modern consent this digital marketing tool is helpful to research the situation present
in market so that effective decisions can be taken. Hence, this will reflects the positive
relationship between Digital marketing and modern practice(Yablonsky, 2018).
From above analysis it is evaluated that digital marketing is very useful in integrating the
old and new theories effectively.
Business model: Ansoff matrix
Ansoff is a strategic tool that can use by the company manager to develop the profits and
growth. It helps in offering the growth options to the business enterprise. This strategic tool
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involves the four major aspects that are market penetration, market development, diversification
and product development. All these aspects are effective for maximising the company profits. It
also represents as gaining rival firm advantage so that firm will sustain for a longer period of
time. Digital marketing is very effective in applying the strategy on business for gaining high
returns. For example- in terms of Aerospace jet company adopts the strategy of market
development strategy than in this digital marketing is prominent tool as it is helpful in analysing
the new country without visiting it physically so that firm will gain high revenues by attracting
more new customers towards the organisations. in this digital marketing helps in beating the rival
firms and gaining more market share(Hess and et. al., 2016).
Business model: Boston matrix
It defines that strategic model which is useful to examine the portfolio related to brand of
an organisation. This type of business enterprise is highly emphasised by big companies as
compare to small. For large business enterprise this model is useful to understand the portfolio
related to products that the firm will offers to their customers. In Boston matrix their are four
determinants which are cow, dog, cash and question mark. This matrix is integrated with the
digital marketing tool because the companies can invest high in this as this technology is
represents as a star technology for the company because of this firm can enjoy more profits and
large base of loyal customers in small period of time. This will grow and enhance the market
share so that Aerospace jet can see the longer sustainability. Hence it is reflected that Boston
Matrix is very impactful for the digital marketing technology in business(Santos, Murmura and
Bravi, 2018).
CONCLUSION
By above explanation it is to be concluded that the digital marketing is an essential topic
for today's business environment. It is very effective for growth and success of the business
entity within the marketplace. The above research helps in analysing that the organisation needs
this technology for accepting change, attracting customers adapting strategies for gaining the
market position and align the operations of the business enterprise with high pace of reflecting
the transformation into digitalisation.
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REFERENCES
Books and Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Hess, T. and et. al., 2016. Options for formulating a digital transformation strategy. MIS
Quarterly Executive. 15(2).
Kedziora, D. and KIVIRANTA, H., 2018. Digital Business Value Creation with Robotic Process
Automation (rpa) in Northern and Central Europe. Management (18544223). 13(2).
Kraus, S. and et. al., 2018. Digital entrepreneurship: a research agenda on new business models
for the twenty-first century. International Journal of Entrepreneurial Behavior &
Research.
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship Theory and Practice. 41(6). pp.1029-1055.
Omarini, A., 2017. The digital transformation in banking and the role of FinTechs in the new
financial intermediation scenario.
Ross, J.W., Beath, C.M. and Sebastian, I.M., 2017. How to develop a great digital strategy. MIT
Sloan Management Review. 58(2). p.7.
Santos, G., Murmura, F. and Bravi, L., 2018. Fabrication laboratories: The development of new
business models with new digital technologies. Journal of Manufacturing Technology
Management. 29(8). pp.1332-1357.
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.
Scuotto, V. and et. al., 2017. Shifting intra‐and inter‐organizational innovation processes
towards digital business: an empirical analysis of SMEs. Creativity and Innovation
Management. 26(3). pp.247-255.
Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature review and a
framework for future research. International Journal of Information Management. 47.
pp.52-64.
Sia, S.K., Soh, C. and Weill, P., 2016. How DBS Bank Pursued a Digital Business Strategy. MIS
Quarterly Executive. 15(2).
Yablonsky, S., 2018. A multidimensional framework for digital platform innovation and
management: from business to technological platforms. Systems Research and
Behavioral Science. 35(4). pp.485-501.
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