Impact of Digital Marketing on Companies and Customer Communication

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