Digital Marketing

This article discusses the impact of digital marketing on the economy and business models. It covers topics such as understanding consumer behaviour, e marketing strategies, and the digital marketing mix. The article also explores the future of digital marketing and its potential for mobile and influencer marketing.

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Digital Marketing
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Table of Contents
A. Understanding Consumer Behaviour With Regards To Digital Marketing..........................2
B. E Marketing Strategies in Context of Advertisement Posting in Social Media...................3
C. Digital Marketing Mix and its Future....................................................................................4
References:.................................................................................................................................5

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A. Understanding Consumer Behaviour With Regards To Digital Marketing
Digital marketing refers to the buying and selling of products, information and service
through internet. The electronic e commerce technology and internet has brought about a
transformation not only in whole economy but also changed the business models, customer
bases, consumer behaviour, revenue streams and the supply chains (Labrecque et al 2013).
Every industry of the economy is seeing the emergence of a business model. Ticketing and
travelling industry have also seen huge changes during the last decade. The online shopping
customers express their delight with the timely delivery and the perfect payment mechanism
thereby building the consumer’s trust. Online retailers are also pushing large categories of
products that include white and electronic goods. Such emerging models have enabled some
of the intangible assets such as knowledge, people, brands, systems and relationships take a
centre stage. Thus, Internet acts as a disruptive innovation of technology that resulted waking
up to the undertaking online shopping helped the consumers thereby bringing about a change
in consumer behaviour.
Digital marketing makes use of all the faces of advertising on the internet for
generating the response from the target customers. Due the presence of the internet in every
dimensions of life of the people, procurement not made easier but also enhanced. There has
also been emergence of various factors that have resulted in influencing the consumers in
shopping online (Stephen 2016). Thus, this acts as a determining factor for the transforming
in the consumer behaviour towards the development of habits for online shopping
experience. The attitude of the consumers towards shopping online has been the key factor in
determining their real buying behaviour. There are several indicators belonging to the four
major categories that primarily influence the consumer behaviour in the online environment.
This includes the product value, shopping experience, risk perceptions of the retail online

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shopping and the quality of the service offered. Among these factors, the perception of the
risk by the users acted as the primary discriminator between the people undertaking online
shopping and people who are not actually buying online. However, other discriminating
factor influences consumer behaviour for undertaking online purchase (Leeflang et al.
2013). These factors include conveniences and control of shopping process, affordability of
the merchandize, ease of using the shopping site and customer service.
B. E Marketing Strategies in Context of Advertisement Posting in Social Media
E Marketing represents a very strong channel for marketing. An E marketing
strategy belongs to a part of the overall strategy for marketing and the business plan (Strauss,
2016.). This helps a business in marketing its services and products using email channel that
puts forward the best opportunity for reaching goals and making profit. An effective E
marketing strategy first helps in identifying the target customers and the benefits and
preferences they look for to determine the most effective message for marketing. However,
the strategies adopted for effective E marketing includes:
By Creating Relevancy with the Offer: The first step includes segmentation of the
people based on problems, interest and size of the company. It is also important in describing
their problems in the context of using the products and services that will finally take care of
the problems (West, Ford and Ibrahim 2015). It is to be remembered that people cares about
the benefits they are able to derive from the products. For instance in posting a video
advertisement for a social media platform, the content should revolve around story and be
relevant, to which the people can connect.
Option for Dealing with Excess Emails: Concentrated promotion involves many
emails within a shorter time span. In such cases, it is very necessary for providing the people

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with a link that will help them in avoiding the emails related to the product. This will ensure
prevention from the annoyance of the people who are no longer interested in the product (Eid
and El-Gohary 2013). However, in posting a video advertisement in the social media
platform one must provide a link to the viewers along with an interesting content so that they
are able to draw their interest within the initial 10 seconds.
Avoiding Adoption of Negative Approach While Addressing People: The entire E
marketing strategy depends on making the people understand the valuation they might
receive from the service and products (Boone and Kurtz 2013). This also sometimes means
showing them the downsides of not buying the products. However, it is done in a respectful
and friendly manner. For instance, while putting up an advertisement on the social media
platform, there should be avoidance of any negativity and the content should be able to
lighten up the mood.
Clarity about the Offering and the Means of Achieving: This acts as the backbone
strategy for E marketing. It is necessary for telling people regarding the benefits they can
receive by writing separate email regarding each of the major benefit (Nagle, Hogan and Zale
2016). It should however be made sure that the benefits are reflected in a clear manner. It is
also necessary to make it conversational by listing the bunch of the benefit. In addition, they
must also have a clear picture regarding the steps adopted for receiving such benefits. For
instance, the advertisement for the social media platform should be able to portray clarity
of the content so that it finds easier acceptance. In addition, it should also optimization of its
search.

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C. Digital Marketing Mix and its Future
Digital marketing mix is similar to the marketing mix and is an adaptation of the place,
price, promotion and product in the context of digital marketing. However, there requires five
vital considerations for choosing the digital marketing mix strategy (Chaffey and Ellis-
Chadwick 2016). This includes:
Optimization of the website: It provides an opportunity for competing with the larger
companies through increase of visibility in the search engine.
Choice of Appropriate Social Media: Choosing the appropriate social media
platform helps in increasing the awareness of the brand and thereby helps in gaining the right
amount of authoritative followers.
Ensuring Perfection to the Customer Experience: This acts as a consistent factor in
optimizing and tracking the touch points of the customers for enhancing the process of
purchase
Ensuring Lead Generation: Personalization of messages helps online businesses in
having more prominence throughout business cycle and hence this step is considered as the
perfect promoting blend for digital marketing.
Ensure Retargeting: Retargeting the promotion stages will help the advertisers in
enhancing the Return on Investment (ROI) and identify the aspect that abandoned the buying
process.
In future, the digital marketing will help in enhancing mobile marketing trend.
Presently over 70 percent of the browsing happens over the smart phones. This has
encouraged the digital professionals in strategizing the ways for promoting the brands

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through the mobile device (Stone and Woodcock 2014). Digital marketing is also paving the
way for influencer marketing where digital marketers are in search of ways for tapping the
audience from the most viewed sites.

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References:
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Eid, R. and El-Gohary, H., 2013. The impact of E-marketing use on small business
enterprises' marketing success. The Service Industries Journal, 33(1), pp.31-50.
Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013.
Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4),
pp.257-269.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions
for marketing in a digital era. European management journal, 32(1), pp.1-12.
Nagle, T.T., Hogan, J. and Zale, J., 2016. The Strategy and Tactics of Pricing: New
International Edition. Routledge.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future
that depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Strauss, J., 2016. E-marketing. Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.