Impact of Digital Marketing on Companies and Customer Communication

This article discusses how digital marketing has impacted businesses and how they connect with their customers. It explores the benefits of digital marketing, the role of technology, and its impact on society. The article also highlights the importance of consumer experience in the success of digital marketing.

Digital marketing has
changed how
companies
communicate with
their customers

INTRODUCTION
Digital marketing is the practise of promoting advertising and marketing operations using digital
channels such as websites, email, social media, mobile phones, applications, and search engines,
among others. (Lorenzo-Romero, Andrés-Martínez, and Mondéjar-Jiménez, 2020). Companies
have changed their marketing strategies and how they connect with their consumers with the
assistance of digital channels in digital marketing as a result of the growing usage of social
media. This section will discuss how digital marketing has impacted businesses and how they
connect with their customers.
MAIN BODY
Interactivity with the audience has been easier and faster thanks to digital marketing, as
has winning the audience's trust and increasing visibility to improve prospects. With worldwide
reach marketing and digital marketing techniques, the firms have seen extraordinary
development in their industry. The manner in which the organizations built the connection with
the customers as well as how the consumers find a company for doing the business with have
seen the transformation by way of digital marketing. When there is absence of the digital
presence in any brand, it leads in the lack of confidence in the organization. Digital marketing is
changing to meet the needs of new consumers. In 2021, the change will continue. To boost
online consumer engagement and lead creation, it will take inventive use of technology, solid
marketing techniques, and unique concepts. It's the only way to get ahead of the pack. Digital
technologies have been widely used by the society which has an incredible influence on the
people who are using these technologies (Räisänen, and Tuovinen, 2020). These digital
technologies give rise to the digital marketing which has enhanced the interaction purchases
work and life habits of people and helps many companies to maximize their brand awareness
among them. There are many ways in which digital marketing has changed the way in which
business and brand operate their marketing activities and also help the organizations in the
instant communication. Apart from this there are so many benefits that has been provided by
digital marketing to the organizations which changes the way to interact with customers.
The internet has become the key which have changed the manner in which the companies
work and it has also created some of the probabilities in many sectors such as ecommerce,
marketing, creation of product. In order to provide protection to the innovative products, there

are data protection regulations which should be addressed and the patents as an intellectual
property right must be used. The modern technology has made it possible to make use of the
multi-functional gadgets like smartphones, wristwatches, etc. The computers gave also made the
working easy as it has made it quicker, portable as well as powerful than it has been. The
technology has also made the lives of the people faster, easier as well as enjoyable as many
changes have been brought due to use of technology and elimination of the manual working.
There has also been the transformation due to internet as it has changed the way in which
education, business, healthcare, government work and how it helps in making the connection
with the loved ones. It is also one of the essential force which have led to societal change. There
is evolution of the social communication which is significant and internet is one such medium
which has resulted in breaking the barriers to the communication.
The most crucial factor in the success of digital marketing is the consumer experience.
Explanation: Digital marketing is a long-term marketing strategy that includes online activity in
a variety of sectors. The benefit of digital marketing for the companies is the good amount of
data that has been collected by the market years with the help of social media (Ray Chaudhury,
2021). Customers may be educated through digital marketing. Digital marketing's capacity to
help companies educate their consumers and provide knowledge that improves their lives is one
of its finest characteristics. One of the most compelling reasons to utilize digital marketing is the
potential for it to enhance the lives of others. Social media provides a tremendous amount of
knowledge to the companies about their potential customers so that the company can be able to
use the data in the best possible manner for achieving success in the market. The biggest
advantage of using the digital marketing is that this type of activity has allowed the organizations
to contact the particular audience in the quantifiable as well as cost effective manner. There are
also some other advantages attached to it which includes the increased online sales as well as
brand loyalty. The organizational practices and consumer practices both have changed as the
result of the use of social media and internet. The companies also are benefited from the digital
and social media marketing as it involves low expenses and increased revenues and brand
recognition (Bagchi, and Mohanty, 2020).
Consumers are looking for improved service since most consumer items have become
commoditized, with few distinctions and distinctive selling features. Consumers all around the

world are linked through all of their gadgets, and they've gotten more adept at using tools, media,
and applications than ever before. There are many companies to analyze their data and use data
insights to gather the customers’ information and use it to gain the competitive advantage in the
dynamic environment. Apart from this digital marketing provides various influences who have
high impact on the customers and our famous on various social media channels like YouTube
and Instagram. These social media influencers help the organization to make marketing with the
help of their popular channels to the potential customers which has high influence on the
customers with the help of these influences. There are many friends who are aware about this
new influences branding and higher these influences to engage more and more customers in their
organizations.
To what extent is this a positive or negative development for society
Digital marketing has changed the manner in which the companies operate and also built
the connection with the customers forever. The application of the tactics of digital marketing has
brought the direct influence on the profitability of company and its capacity to expand and grow
(Zlateva, 2020). There are also some of the other ways in which the technology is treated as the
one who has caused positive impact on the society which includes the improved knowledge as
well as understanding, globalization induced connectivity and the advances in the industry as
well as jobs around the globe. Only 8% of Americans believe that technology has primarily had
negative impacts on society. There are major effects of the enhanced use of the technology which
includes positive in nature to both the society and the people. It also enables the unprecedented
amount of communication, community formation, social engagement across the space, time and
the social context limits. This also empowers the people and accelerate the knowledge
democratization (Polanco-Diges, and Debasa, 2020). As per the research conducted, increased
usage of digital media by humans may have a detrimental impact on their behavioral and
cognitive development, as well as their physical and mental health. As a society, it appears that,
despite the fact that digital media has united us across borders; we are becoming increasingly
isolated from one another. Technology places the high impact on how the humans interact, think
and learn. It is very advantageous for the society and it also influences as to how the people
connect with others on their regular basis. This has resulted in making the learning dynamic and
also collaborative which allows the people to get better engaged with the information which have
learned and have felt difficulty in learning it.

CONCLUSION
The above discussion helps to conclude that digital marketing has completely changed
the ways in which the organizations are going to communicate with their customers in traditional
manner and the new ways to communicate with the customers has provide a link of direct
communication with the customers to the company's. With the help of digital channels the
companies are able to use modern ways to interact with customers and advertise and promote
their products and services in effective manner. This communication has save time cost and
money for the organizations and help many companies to establish a brand image in the mind of
the potential customers.

REFERENCES
Books and Journal
Lorenzo-Romero, C., Andrés-Martínez, M.E. and Mondéjar-Jiménez, J.A., 2020. Omnichannel
in the fashion industry: A qualitative analysis from a supply-side
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Hu, L. and Olivieri, M., 2021. Social media management in the traveller's customer journey: an
analysis of the hospitality sector. Current Issues in Tourism, 24(12), pp.1768-1779.
Ray Chaudhury, S., 2021. Encouraging undergraduate students to ‘self-learn’digital marketing
using infographics: An exploratory study. Innovations in Education and Teaching
International, 58(2), pp.207-218.
Bagchi, C. and Mohanty, S.S., 2020. Marketing in the 21st Century. PBME.
Zlateva, D., 2020. Digital transformation of marketing communications. Икономика и
управление, 17(1), pp.171-181.
Polanco-Diges, L. and Debasa, F., 2020. The use of digital marketing strategies in the sharing
economy: A literature review. Journal of Spatial and Organizational Dynamics, 8(3),
pp.217-229.
Räisänen, J. and Tuovinen, T., 2020. Digital innovations in rural micro-enterprises. Journal of
rural studies, 73, pp.56-67.