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Digital Marketing : Assignment Solved

   

Added on  2021-05-31

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Running head: DIGITAL MARKETINGDIGITAL MARKETINGName of the Student:Name of the University:Authors Note:

1DIGITAL MARKETINGIn the recent times, the marketing scenario has drastically changed. Plans are modified asper the real time insights of the customers, media, emerging technology and channels. Digitalmarketing is a very novel and innovative concept that is widely used nowadays (Urban, Goslineand Lee 2017). With the application of database driven online channel is used as the distributionstrategy so that maximum customers can be reached in a significant, appropriate and lucrativemanner. The digital marketing of any product or services can be well explained through the helpof online advertisements, emails, wireless text messages, instant messages, blogging, videostreams, broadcast and podcasting (Royle and Laing 2014). Digital marketing approach was initially applied in the 1990’s. After the advent of theinternet and Web 1.0 platform development has increased the number of users (Jackson andAhuja 2016). The Web 1.0 platform allows its users to access all the relevant information thatthey need. On the other hand, it does not allow them to share this information on the web. TheMarketers throughout the nation were unsure about the digital platform as the internet was notyet popular. During the year 1993, the foremost clickable banner went live. Immediately after thisapproach, Hotwired purchased banner ads for its advertizing (Taiminen and Karjaluoto 2015).This was the starting of this transition to the era of digital marketing. Due to this gradual shift, inthe year 1994, new technologies therefore entered the digital marketplace. In the same year,Yahoo was launched and in its very first year it reached close to 1 million hits. This led tocomplete changes in the digital marketing space and the organization also optimized theirwebsites so that they can pull in for higher search engine rankings. In the following year, varioustools and search engines were launched, such as Look Smart, Alexa and HotBot (Kamal 2016). During the year 1998, Google was developed and became the game changer for digitalmarketing (Saini 2017). Microsoft also launched Yahoo and MSN search engine to the Yahooweb search. After two years, small search engines. Were completely wiped out or left behind bythe major competitors in the business. In the year 2006, the digital market was its firs steep surgeand the search engine traffic was supposed to be grown by 6.4 billion (Kannan 2017). In additionto this, Microsoft has put MSN on the backburners and furthermore launched Live Search so thatthey can compete with Yahoo and Google.

2DIGITAL MARKETINGThe trend for the people receiving the information and purchasing the products andservices has shifted from traditional to on-line media. Nowadays, greater numbers of people areaccessing the news required from specialized sites and all the mobile devices anytime andanywhere in the world (Confos and Davis 2016). The rapid advent of new technology helps totransforms and affects the distribution and manufacturing and marketing process of the goodsand services. It also helped in optimizing the on-line channels so that it can act objectively (Haq2017). While adopting these major changes the marketers in the recent times have severalopportunities to reach to the different audiences through both on-line and mobile applications. Digital marketing promotes the products and services through distribution channel thatare digital in nature to reach the target consumers in very personnel, relevant and cost-effectivemanner (Leeflang et al. 2014). This strategy of marketing consists of various practices andtechniques that are categorized within the internet marketing. Moreover, this extends beyond thisas it also includes other channels that can easily be reached by the people that do not need theinternet usage. The result of non-reliance on the internet usage leads to market the complete hostof elements. This includes mobile phones, display and advertisement banners, SMS and MMSand digital outdoor (Levy and Gvili 2015). Airbnb , the famous airlines company is dependentprimarily on its digital marketing strategies for reaching maximum customers. The organizationrelies on the user- generated videos and images on Facebook and Twitter to retains its customers.Recently, blogs are used to market any product or services to the potential audiences.Blogs are known to be very authentic and uncensored source of expressing about the product.This is a newer and integrative concept that displays the shifts of the customers from mainsources to get the true or clear idea about the desired product or services (Urban, Gosline andLee 2017). In addition to this, the better knowledge about the products on the internet,information can be provided to its targeting customers about the best ideas and banned services.Over the years, advertising and entertainment business are overlapping often and the idea hasbeen budgeted for purchasing the mobile content lately. Mobile marketing helps in building upcooperative relationships. In the year 2104, during the world cup Coca- Cola hosted a virtual reality event thatprovided the users opportunity to play along with their home teams. The experiences boughtimmense satisfaction to the fans thus enhanced the products brand values. Digital marketing has

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