Impact of Digital Technology on Business

This assignment examines the significant role digital technology plays in contemporary business operations. It delves into how companies leverage digital platforms to modify customer perceptions and behaviors regarding purchasing decisions. The analysis encompasses aspects like enhanced product accessibility, improved communication channels between businesses and customers, and the effectiveness of digital marketing strategies for promoting and selling goods.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Difference between traditional and digital marketing............................................................1
Explanation of technology and management of data.............................................................2
Explanation of the facets of digital consumers.......................................................................2
Analyse the principle of web design, website management ..................................................3
Conclusion.......................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
In the present time, digital technology has been completely changed the face of business.
In the marketing section of business enterprise, digital marketing affect the company in large
manner and engage the customer with company. In this manner, company have to utilise various
channels such as content marketing, social media, online advertising, SEO and influencer
marketing. In the present report, the major objective is to understand the difference between
traditional marketing and digital marketing (Wilson, 2001). The role of data in the digital
marketing website design and customer relationship management has been also discussed. With
assistance of this assignment on the digital technology, the depth knowledghe and
understanding about the importance of digital technology can generate.
Main Body
Difference between traditional and digital marketing
Online marketing is a modern method to promoter and sale the commodity in front of
customer by which they can directly communicate with customer with help of internet and
digital medium. On the other hand in the context of traditional marketing, company can use the
traditional medium to sale the commodities such as newspaper, magazines, bill board, radio etc.
Following are some difference between the traditional and digital marketing-
 In the traditional marketing, there are uses fewer resources and its audience will be very
specific and targeted. In this process, company can use the traditional and old techniques
to promoter and sales the product and services such as radio, television, new paper,
billboard etc (Kumar, 2010). On the other hand in the digital marketing company choose
modern platform or digital medium such as social media, email, mobile phone, internet.
Online shopping application, company website etc.
 Digital marketing is a process under which company can sell its product and services
with use of online channels and tools such as social media, email, SEO and other
platforms. In addition to this traditional marketing involves the traditional methods
related to the promotion, advertisement in the market.
Explanation of technology and management of data
In order to conduct the digital marketing along with business, corporation can use several
tools and technology which help in management of information and communicate with customer
by digital medium. In a simple word it can be said that data management technology is that
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tools, skill and equipment which is used to organise, secure, store and retrieve information. Data
management technology can refer to a wide range of techniques and database system used for
managing and maintaining information use and allocating access both within a business and
between organisations. These techniques are as follows-
 Social media tool- This is one of the best platform to promoter and sale the product and
services with digital medium. In this includes BuzzSumo, Canva, Digg Digg, Hootsuite
QuickSprout, SharedCount, Sprout Social, TweetDeck,WooRank etc.
 Pay per click tool- It is a kind of internet advertsing model which is used to direct traffic
to website. BuzzStream, Copyscape, CrazyEgg, HARO, Hubspot’s Blog Topic
Generator, LeadPages, Medium, OptinMonster.
 Content marketing tool- It is a strategic marketing approach which is focused on creating
and distributing valuable relevant and consistent content to attarct the large numbers of
customers (Kumar, 2010). In the context marketing too includes BuzzStream,
Copyscape, CrazyEgg, HARO, Hubspot’s Blog Topic , GeneratorLeadPages,
MediumOptinMonster etc. These all techniques help in the company in writing the
content about the product and services on the internet.
 Email marketing tool- This is one of the best option of digital marketing technique under
which company influence the customer and transfer the information of product and
services by use of email option. In the email marketing tool includes Aweber and
Mailchimp.
The substance and the information are currently being named as the ruler and lord of advanced
advertising. Information resembles air for advertisers. Information has dependably been an
essential piece of showcasing. Advanced showcasing is climbing with the time of enormous
information. In the computerized showcasing, without precise information, organization can not
survive its advanced advertising exercises. At the point when organization comes to express
personalisation, it result can just ever be tantamount to the information it employments. The
choice of right substance and right information is critical stage in the advanced showcasing.
Following some part of information in computerized showcasing are-
Information and substance is essential to huge quantities of clients, if in the web profile it has a
sufficient data then clients can pull in towards the sites.
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Information give the benefit of advertising, if there has right substance accessible at site page
then clients can pick up the correct updates about item and administrations.
Computerized promoting is climbing with the time of huge information. As data shared carefully
increment every day the tremendous gathering of enormous information increment
fundamentally too.
Information aids high volume, high speed and high assortment data resources that aids request
expanding and advancement for organization.
Digital marketing management is differs from the traditional marketing management because in
the traditional marketing, there is one way communication among the company and customers.
On the other hand in the context of digital marketing company will actively communicate with
customer both talking and listening.
Types of database management systems-
 Hierarchical database- This is a model in which data is organised into a tree like
structure. The data is stored as records which are connected to one another through links.
A record is a collection of fields, with each field containing only one value.
 Network database- It is the model conceived as the flexible way of representing objects
and their relationship. It is not restricted to being a hierarchy or lattice.
 Relational database- it is a collection of data items organised as a set of formally
described tables from which data can be accessed or reassembled in many ways. It is a
kind of software system that is used to maintain relational database is a relational
database management system.
Explanation of the facets of digital consumers
While any business enterprise adopt the digital marketing concept then it has main
objective is to attract the large numbers of customer toward the product and services and deliver
them effective value. With help of these digital marketing platform, company can easily share
the information about the product and services about the commodity process, features,
distribution, discount offer etc (Merriam, 2009). In the today's time, every one is engaged in
their life and they have no time to go for shopping at physical store. With help of digital
marketing, customer can easily get the information about the changing process, features etc and
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purchase it in quick and fastest manner. With help of digital platform the time and money of the
customer can save because they do not need to go to store. Thus, it can be said that digital
marketing can completely change the mind of customer because they can easily get touch with
organisation and share their view, opinion, review , feedback with company. This can also
enhance the value and experience of the customers in the present time. With help of various
medium and technologies of the digital marketing, company can easily engage with this aspect.
Facets of digital consumer
 Digital consumer is connected- Digital customer is always connected with internet and
online by use of smart phone, computer, tablet etc. They explore various information and
update about the product and services and update about the market trends. Digital
customer can save their time and money with help of digital technology and marketing.
As they do not need to go to physical store for collect the commodity and information.
 Digital consumer is thorough- A well connected consumer results in a thorough
customer as they more aware about the prices, features and reading review of the product
and services. As per the research it has been founded that about 81% of customer
research online before buying while 61% read online review about the products. Thus, it
can be said that customer is more thorough and careful about the shopping product and
services. Digital customer is more intelligent and updated because they can explore the
several kinds of information related to product and services.
 Digital consumer is vocal- This is effective facet of the digital consumer which mean
consumer are more vocal as they share their feeling, experience and review about the
used services and production the internet by help of several channels such as Facebook,
Twitter, Google etc.
Analyse the principle of web design, website management
Following are some major principle of web design Communication-On the website, people tends to want information quickly so it is very
important to communicate the information in clear manner. Some effective tactics to
include in the web design is using heading, subheading, bullet point and cutting the
waffle etc (Nykiel, 2007).
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 Colour- Complementary colours on the website can create the harmony and balance in
an effective manner. Company should use contrasting colours for the text which can
attract the large numbers of customers (Whittaker, 2009). Images- Image is very important on the web design because with help of colourful
images and picture, people can more attract toward the company's product and services.
With help of images company can improve the quality of web site (Wilson, 2001). Navigation- There are various tactics for effective navigation include a logical page
hierarchy, using bread crumbs, designing clinkable buttons etc. This will help in
developing the website in more attractive look. Font- Font is another very important principle of web design because in the absence of
font, web design can not compete. With help of font, web design can more attractive and
innovative. Font should be similar in the website so as content can easily understand by
viewers.
 Typography- Typography can make such as difference to a design and can really help to
make the site more enticing to the users. Wed designer should sure to think carefully
about the font size, types , colour , positioning, alignment, line height and spacing.
In the present time, digital technology plays a very significant role in the business enterprise by
which it can able to promote and advertise its business activities and operation in digital manner.
It is very important for the company to use the appropriate techniques and tools of the digital
technology so as it can enhance its performance and conduct all business activities in effective
and digital manner.
Conclusion
From this entire report it has been concluded that with help of digital platform company
can change the perception and behaviour of customer related to buying. Customer can easily
access to the product and services and also communicate with company. With help of digital
marketing, company can quickly promote and sale the commodity.
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REFERENCES
Books and journals
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Edward, L., 2000. Marketing on the Internet. International Journal of Manpower. 21(2). pp.141
– 147.
Halal, W., 2003. E‐commerce forecasts: a return of the dot.com boom. On the Horizon. 11(1).
pp.23 – 25.Varey, R., 2002. Marketing Communication: A Critical Introduction. Routledge.
Kumar, V., 2010. Customer relationship management. John Wiley & Sons, Ltd.
Merriam, B. S., 2009. Qualitative Research: A Guide to Design and Implementation. 3rd ed.
John Wiley & Sons.
Nykiel, R. A., 2007. Handbook of Marketing Research Methodologies for Hospitality and
Tourism. Routledge.
Whittaker, M., 2009. An introduction to Internet marketing and planning. Lulu.com.
Wilson, R., 2001. Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide. Wiley.
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