Digital Marketing: Opportunities, Impact and Challenges

This report discusses the opportunities, impact, and challenges of digital marketing, including an overview of the digital marketing landscape, consumer trends, benefits and challenges facing organizations, and the role of digital marketing communications in relation to the 7Ps. It also examines the development of e-commerce and digital marketing platforms and channels in comparison to physical channels. The report includes a case study of Reckitt, a UK-based retail consumer product company, and its use of digital marketing.