Importance of Digital Marketing Campaigns: A Literature Review

This literature review explores the significance of digital marketing campaigns, different modes of conducting them, and their impact on brand performance. It discusses the importance of connecting with customers and understanding their preferences, as well as the challenges of competition and dependence on technology. The review also covers various modes of conducting digital marketing campaigns, including content marketing, search engine optimization, and social media marketing. Finally, it examines the impact of digital marketing campaigns on brand performance, including increased customer loyalty and sales, as well as negative impacts such as decreased performance due to unorganized strategies and security and privacy issues.

INDIVIDUAL
LITERATURE REVIEW

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................3
THEME-1 Significance of digital marketing campaign..............................................................3
THEME-2 Different modes of conducting digital marketing campaign....................................4
THEME-3 impact of digital marketing campaign over the brand’s performance......................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is defined as the online marketing, use of the internet , social media
and mobile devices in order to reach to the customers. The present Literature Review reflected
about the importance of the digital marketing, Different modes of conducting digital marketing
campaigns and impact of digital marketing campaigns on the brand's performance.
LITERATURE REVIEW
THEME-1 Significance of digital marketing campaign
As per the view of the McGruer , (2020) Digital marketing is defined as the online
marketing, use of the internet , social media and mobile devices in order to reach to the
customers. It is an act promoting and selling the products and services using various online
marketing techniques. Its area is wide and includes attracting the customers through email,
social media platforms and search platforms. Digital marketing targets the specific segments of
the customers base. Many companies have incorporated the digital platforms into their marketing
plans. It focuses on managing different forms of online presence of the company through the
websites of the companies, mobile applications and company's pages on social media.
According to the Leonow, and et.al, (2019) investigation Digital Marketing Campaign is
the online strategy with the aim of promoting the product and services of the business and is the
effort to connect with the brand. It has been considered as the dynamic than the general
marketing. These marketing campaigns involves the different marketing efforts through
electronic medium and use of internet in order to create brand awareness in the customers and
also improve the online presence of the company's products and services. These campaigns have
helped the company to set better goals and reach out more customers through various means. The
digital marketing includes various modes includes email, social media platforms, search engines,
blogging and various different sites. It has been observed by the CHAIN, (2020) that the
successful online marketing campaigns covers almost all the channels that the customer is
interested as most of the customers rely on the brand rather than on the channels. In order to
implement a successful digital marketing strategy it is very important to connect with the
customers and understand their preferences and requirements. Through digital marketing it is
easy to monitor the campaigns and if any improvements is required to be made it can be done
immediately and implement those changes during the campaigns.

On the contrary it has been evaluated by the author that with the increase in number of
competition it is very important that the digital marketing campaign should be well thought of
and should grab attention of the customers due to increase in competition as not adopting proper
method can drive the company out of the competition. On the other hand digital marketing is
dependent on the technology as many a time pages do not load , sites get blocked which lead the
customers to shift to other brands. Dependence on technology can also impact the brand image of
the company.
THEME-2 Different modes of conducting digital marketing campaign
As per the view of the Martín, and et.al, (2019) there are various channels of the conducting
Digital marketing campaigns such as Content marketing which includes creating and distributing
the text , pictures that adds value to the customers an if the company is involved in business to
consumer than content marketing includes social media posts, blog articles etc. As per the author
content marketing has been considered as the versatile that has helped the to build the brand
image and have inspired and educate the customers. On the contrary the Aiolfi, and et.al, (2021)
has evaluated with the increase in competition it is important that the company should be
effective , consistent and produce high-quality content that meets the needs of the customers and
also focus on achieving the objectives of the business.
The next mode is the search engine optimization (SEO) refers to creating that content
which the audience and customers are actively searching. The main purpose is getting the
website of the company to appear at the top of the results when any customer searches for the
brand of the company. According to the study of the Liu, and Burns, (2018), its is considered as
the most trusted and reliable mode of the conducting digital marketing campaigns as it is
available for free of cost. When the name of the products of the brand appears on the top of the
search results it is considered as an authentic in the eyes of the customers and build loyalty
towards the products of the brand. On the other hand it has been argued by the Kapustina, and
et.al, (2021) that if the name of the brand appears on the top of the search list that means the
company brand rank is high and is often targeted by the competitors which can be a disadvantage
for the company. It has also been observed the major demerit of using this marketing strategy is
that it take a lot of time in generating the results.
Social media marketing is also one of the modes of conducting the digital marketing
campaigns and its scope is increasing rapidly. Using the social media platforms it becomes very

easy to interact and communicate with the customers which will help to understand the
requirements of the customers about the products and services offered by the brand. The social
media platforms includes- Facebook, Instagram, Twitter, Pinterest etc. Every company uses this
method in order to improve its brand image on online platform. According to the Saura, (2021)
it is considered as the best method in order to spread the knowledge of the products and services
offered by the company. It also has targeted the specific customer segment and helped in
building the brand image of the company. On the contrary it has been evaluated by
Raudeliūnienė, and et.al, (2018) that there has been continuous changes in the policies of the
social media platforms such as Facebook so it becomes difficult to meet the changes and
working of the marketing effectively. Posting any information or content about the products and
services requires a lot of time and proper strategy which sometimes becomes a challenge for
efficient working of the strategy.
THEME-3 Impact of digital marketing campaign over the brand’s performance
According the Helal, et.al, (2018) investigation using digital marketing campaigns have
resulted into increased in the customer loyalty as it is very difficult to retain the existing
customers rather than attracting new customers as it is very difficult to build the customer
loyalty. The marketing strategy used by the company which provides number of seasonal
discount sales have resulted into increase the loyalty of the customer towards the brand and also
drive the repeated sales of the products of the company. Increase in the online marketing strategy
have build the awareness about the brand in the customers which have resulted in the increase in
the sales of the company and many customers are now aware about the offers and discounts the
company has offered. The Alalwan, (2018) supported that Digital marketing platforms have
allowed to target the specific audience. These online tools have enabled the company to track the
online activities of the individual and their demographic information. The digital marketer have
used this data in order to offer the users of the products and services and also spread the
information about the products offered by the company through online media platform. These
marketing techniques adopted by the company has resulted in the increase in the sales of the
products of the brand and also increase its customer base by offering variety of offers and
discounts in order to attract new customers and retaining the existing customers in the market.
On the contrary it has been argued by the Herhausen, et.al, (2019) that high competition
in the market has negative impact on the performance of the company as all the companies has

used the digital marketing techniques in order to grab the attention of the customers towards their
brand. The company has to focus on the needs of the customers and respond to their
requirements consistently. The other negative impact that more dependent on the technology can
result into decrease in the performance of the company as sometimes the websites get blocked or
links takes much time to open that has affected the performance of the company. It has been
observed that the digital marketing campaigns takes a lot of time as more time in consumed in
the formulation of the plans and strategies and unorganized strategies can impact the
performance of the company. The other negative impact is the security and privacy issues and it
has been considered as an important challenge in order to protect the website. These issues have
negatively affected the performance of the company which has lead to decrease in the sales and
profits of the company.

CONCLUSION
From the above report it can be concluded that the scope of digital marketing is
increased rapidly and is considered important because it connects the business with their
customers and helps in understanding the needs and requirements of the customer. The company
can use the various Digital Marketing techniques in order to build the brand image of the
company.

REFERENCES
Books and journals
Aiolfi, and et.al, 2021. Data-driven digital advertising: benefits and risks of online behavioral
advertising. International Journal of Retail & Distribution Management.
Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management. 42. pp.65-77.
CHAIN, G.S., 2020. Digital marketing.
Helal, et.al, 2018. Social media brand perceptions of millennials. International Journal of Retail
& Distribution Management.
Herhausen, et.al, 2019. Detecting, preventing, and mitigating online firestorms in brand
communities. Journal of Marketing. 83(3). pp.1-21.
Kapustina, and et.al, 2021. Digital marketing communications: selection criteria. KnE Social
Sciences. pp.181-190.
Leonow, et.al, 2019. Application of information technologies in marketing: experience of
developing countries. Revista Espacios.40(38).
Liu, X. and Burns, A.C., 2018. Designing a marketing analytics course for the digital age.
Marketing Education Review.28(1). pp.28-40.
Martín, et.al, 2019, April. The multi-armed bandit problem under delayed rewards conditions in
digital campaign management. In 2019 6th International Conference on Control,
Decision and Information Technologies (CoDIT) (pp. 952-957). IEEE.
McGruer, D., 2020. Dynamic digital marketing: master the world of online and social media
marketing to grow your business. John Wiley & Sons.
Raudeliūnienė, and et.al, 2018. Evaluation of advertising campaigns on social media networks.
Sustainability.10(4). p.973.
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.6(2). pp.92-102.
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