Digital Marketing: Definition, Communication Mix, Advantages, Disadvantages and Recommendations

This presentation covers the definition of digital marketing, its communication mix, advantages, disadvantages, and recommendations. It explains how digital marketing fits within the communication mix and its impact on businesses. The advantages of digital marketing include global reach, personalization, lower cost, new market creation, brand development, and accessibility. The disadvantages include high competition, time consumption, skills and training, and complaints. The presentation concludes with recommendations for quality web and mobile sites, social media presence, advertising on various platforms, and creating entertaining content.

BMP3006
Practical Digital
Marketing

Table of Content
 Introduction
 A full theoretical definition of ‘Digital Marketing’
 An explanation of Communication (promotion) mix
 A description of where ‘Digital Marketing’ fits within the Communications
mix
 Advantages and Disadvantages of ‘Digital marketing’
 Recommendations

Introduction
 Digital marketing includes various channels social media, website marketing,
paper click advertising, search engine optimization, and content marketing. These
are digital marketing tool it helps to achieve the target customer (Saura 2021).
 In this presentation, the researcher includes the advantage and disadvantages of
digital marketing, and recommendations also.

A Full Theoretical Definition Of ‘Digital
Marketing’
 Digital Marketing is known as online marketing the advertising delivered by
digital channels.
 It's promoted brand and also connects customer potential.
 Digital marketing is a very innovative technique when users check some products
online digital marketing is to connect with their product the product comes in
front of the user (Bala and Verma 2018).

An Explanation Of Communication
(Promotion) Mix
 Communication promotion mix is that type of promotion where an organization
spends money for promotions Organizations use digital marketing for connecting
the customer potential when they satisfy the need of customers (Saura, Ribeiro-
Soriano and Palacios-Marqués 2021).

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 Advertising is the first tool to attract any customer. Advertising through various means can go with
television, magazines, the internet, direct mail, or radio (Saura Ribeiro-Soriano and Palacios-Marqués 2021).
Many organizations give their advertising through television Facebook blogs and social media. Some
organizations give the message on mobile and promote their product.
 Consumer sales promotions consist of short-term incentives. it includes games, offers, coupons, and referral
codes that encourage customers to attract or buy the product (Santoso 2020. This type of promotion is
encouraging customers to take action quickly and make large purchases and repeat purchases. Direct
marketing is personalized and interactive promotional material. In this marketing individuals and consumers
are directly linked. In this marketing, the salesperson calls the individual to tell the product and its features.

A Description Of Where ‘Digital Marketing’ Fits Within The
Communications Mix
 Digital marketing is a broad concept which bring together all form of marketing. Marketing is
operate by electronic device through online mode mobile and on screens. Digital marketing is help
the organisations to increase their sales (Vieira and et.al., 2019).
 Organisations use this marketing for promotion. It is one of the earliest digital marketing it include
database segmentation and delivery personalized various organisation email on targeted customers
who are interested in the product. It is the part of customer relationship management. HTML is the
business link site where all the organisation make customer relationship.

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Digital marketing is a broad and wider concept, which brings out all the forms of
marketing which operate through electronic modes or devices- on mobile, online, and
screen. Digital marketing has developed enormously over the period and it is growing
continuously. Digital marketing fits in the communication mix by:
 Email marketing: is the oldest form of digital marketing. It also involves database
marketing, it focuses on segmenting the customer data and provides them with
personalised and targeted messages. Brands like Tesco delivers personalised emails
depending upon the buying patterns.

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 Social media: Social media is not just about tweeting or liking the post, it is also
about managing a brand's image through various posts and tweets. Brands like
Tesco use social media as a tool by which they attract their customers through
posts.
 Text messaging: It has grown tremendously with the increase of smartphones,
Most persons with smartphones are dependent upon them for timely and quick
information. It has been used by the brands like Tesco, they analyze the buying
patterns and send them a personalised text message to the customers.

Advantages of Digital marketing:
 Global/wider reach: Digital marketing has helped in improving the awareness of the
product and services through websites or other online platforms by which the company
can reach a wide base of customers.
 Personalization: Digital marketing has given the platform to the business by which they
can interact with the customers directly, and the direct interaction will give the benefits
company or business by providing personalized and targeted offers.
 Lower cost: A well-targeted and properly planned approach to the right customers at a
very less cost compared to the traditional methods of marketing.

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 Open new markets: The Company can create its reputation and loyalty from the customers by
getting involved and managing the social media platform carefully.
 Brand development: Digital marketing helps the company or a brand develop itself through
various campaigns. Personalized content helps the brand or company to bring the consumer
closer, this provides the experience of a unique proposition to the consumers.
 Accessibility: Digital marketing makes the company/brand accessible easily to the customers. It
gives the facility for providing feedback and reviews of the product, consumers can share
recommendations also, this will help the company/brand in making a new customer base.

Disadvantages of digital marketing:
 High competition: The competition in digital marketing is very high. Any monotonous
approach will lead the company/brand out of the competition in a very less time.
Methods and techniques become outdated very fast, and the company should respond to
the customer very quickly otherwise they will lose them.
 Time-consuming: Digital marketing is a very time-consuming process if the strategies are
not organized properly. Digital marketing wastes a lot of time in campaigns which can
lead to a negative impact. Lack of focus will lead to cessation of control as per the plan.

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 Skills and training: Digital marketing requires skills, the person who will conduct the
campaign needs to have the right knowledge and skills about various platforms of
digital marketing. The trends and tools change continuously, they have to be kept
updated from time to time.
 Complaints: Online customer service is very challenging. If any customer writes a
negative review it will be visible to everybody, anybody can read about that, and it
will affect the reputation of the company/brand. very adversely, the company should
reply to the negative comments effectively.

Recommendation
 The company should start with quality web and mobile sites, in today’s world, having a
quality website is very crucial and the company should maintain its social presence
having outdated social media profiles s not useful to attract customers, a company can
post memes with witty captions to attract customers.
 The company should advertise itself on various platforms this will help the company in
gaining more customer base. A company can advertise itself on Facebook or Google.
 The company can also create entertaining content that grabs the attention of customers
and the company can also create revenue from that content.

Conclusion
 In this presentation, the researcher discusses digital marketing. Digital marketing
is a very innovative tool that is effortlessly connected with a large number of
customers now these days every customer is going to purchase various products
on the online platform digital marketing is increasing after covid 19 because
people don't go anywhere so they purchase the product by online mode (Zhu and
Gao 2019). Organizations use this tool to increase their sale and achieve their
target. In this presentation, the researcher discusses the promotion mix and
connects it with digital marketing.

References
 Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A
Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10),
pp.321-339.
 Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K., 2020. Personalized digital
marketing recommender engine. Journal of Retailing and Consumer Services, 53, p.101799.
 De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online reviews
and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
 Lies, J., 2019. Marketing intelligence and big data: Digital marketing techniques on their way to
becoming social engineering techniques in marketing.