Marketing Management and Digital Communication

This article discusses the concept of digital network marketing and its benefits for small organizations. It also explores the stakeholders involved and the marketing strategies used in this concept.

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Marketing Management and Digital Communication P a g e | 1
Contents
Digital Network Marketing..........................................................................................................................2
Concerned Stakeholders..............................................................................................................................2
Marketing Strategies...................................................................................................................................3
References...................................................................................................................................................4

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Digital Network Marketing
In today modern world digital marketing is a new millennial. Rather than promoting service and products
in traditional way like print or electronic media, organization are shifting its interest in digital media. As
consumer is more aware, more connected and more empowered to engage in their terms, businesses have
to use new digital marketing platforms to get connected with its customer. This platform allows them to
build strong network through which they can build their business and brand image. This benefits both
small and big business. Here we will discuss the digital networking marketing and how it helps its
stakeholders (Stroud, 2008).
Marketing is gaining popularity these days viz. Digital Network Marketing , it is a strategy where people
join hands together in order form groups or chain to market or to guide each other to make profits.. The
given concept is gaining popularity in the current time because it offers great opportunity to startups or
small organizations (Rogers et al., 2018).
Here people of same skills make group and be socially connected to help each other or to have healthy
discussions with each other. They remain connected with each other through digital platform based
entirely for this. Formal meetings and exchange or cards are out of fashion. Today’s generation feels
more comfortable in casual meetings or online meets. There they share they thought and look out for each
other when required. Digital Network marketing helps the company to grow and expand as it reaches out
to people in short span of time. The cost of the promotion is less so the overall promotion goes down
(Morris, 2009).
This method is very beneficial for small organization as it’s save time and money of the company in
promoting their product or/and services. It’s getting promoted through word of mouth of their consumers
or their reviews posted on various social media (Faisal, 2016).
Concerned Stakeholders
Stakeholder to a company refers to all those persons who are affected by the policies and day to day
working of a business concern. Digital Network marketing as a concept focuses on the growth of all the
stakeholders namely Company, Marketers, Investors, Government and Society as a whole.
As far as marketers are concerned, they tend to be directly affected by the digital networking concept.
Marketers use digital networking as a tool to generate sales as well as to share the goals of the
organization with the prospective investors in order to increase the task force, which ultimately helps
them grow their payout.

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Government as a stakeholder is not directly affected to the chores of business, but keeps a check on the
working of the digital network organizations so as to protect the rights of the prospective consumers or
users. The modern day digital networking helps the consumer to get all the information regarding the
company and its product to make better choice of purchasing. Society as a whole is also affected by the
networking as it creates ample of opportunities for the marketers and consumers to spread out far and
wide thereby creating a healthy environment to share ideas without any hesitation of the peers. Its not
simple networking but connected to mentor, to coach to inspire the community.
Marketing Strategies
To promote any product and services best suited strategy for marketing is marketing mix. Both price
place and promotion will be done after identifies the place i.e, social network sp people are also targeting
in all.
Digital Network marketing has helped the marketers to implement free flow of ideas from one another
and at the same time has created a professional business environment. It offers multifold returns which
has attracted the prospective investors to invest their money and time in various digital networking
platforms. Young entrepreneurs are nowadays working hard in order to form network groups thereby
promoting the growth of the company. Therefore it is adequate to say that Digital Network marketing as a
concept has hit the modern day business world with great force, as per our outlook it has penetrated deep
in the marketing world and will enjoy the same position in coming years as well. The company who wins
its consumer in the digital world is the business of tomorrow (Mu, Thomas, Peng & Di Benedetto, 2017).

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References
Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account And Financial Management
Journal. doi: 10.18535/afmj/v1i8.01
Morris, N. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation. Journal Of Direct, Data And Digital Marketing Practice, 10(4), 384-387. doi:
10.1057/dddmp.2009.7
Mu, J., Thomas, E., Peng, G., & Di Benedetto, A. (2017). Strategic orientation and new product
development performance: The role of networking capability and networking ability. Industrial
Marketing Management, 64, 187-201. doi: 10.1016/j.indmarman.2016.09.007
Rogers, C., Tupper, H., Rogers, C., Tesseras, L., Rogers, C., & Woollen, P. et al. (2018). The new
networking: How marketers connect in 2018. Retrieved from
https://www.marketingweek.com/2018/11/28/new-networking-marketers/
Stroud, D. (2008). Social networking: An age-neutral commodity — Social networking becomes a mature
web application. Journal Of Direct, Data And Digital Marketing Practice, 9(3), 278-292. doi:
10.1057/palgrave.dddmp.4350099