Emerging Issues In Marketing Communication - Digital Marketing

DIGITAL MARKETING
EMERGING ISSUES IN MARKETING COMMUNICATION

Abstract
This is the era of technology which has changed the traditional concept of marketing to a
more digital mode and thus the tools and techniques has also changed, altering the business
activity when it comes to marketing. The purpose of the paper is to find out the effect of
digital marketing and its impact on consumer behavior in context of fashion industry. To
further understand how the marketers have managed with the modern marketing theory to
gain a larger market share by distinguishing them from the rivals and maintain a profitable
position in the market few examples of such brands that succeeded through digital marketing
is also discussed in the paper. To conduct the study secondary source of data are used to
derive the stated conclusion. Through the intensive analysis, it has recommended customer
relationship marketing as a strategic action to the marketing executives in response to
challenges it faced due to the shift to digital marketing in fashion industry.
Keywords: Digital marketing, fashion industry, customer relationship marketing, consumer
behavior.

Introduction
In the last decade the rigorous development of technology has taken over the world in
numerous ways where it has a vital impact on the business world. It has changed the
traditional marketing concept to a more digital mode which brought the world to customer’s
door within a click (Rathnayaka, 2018). The evolving digitalization has aware the customers
with more information and knowledge about the product and its expected value due to the
availability of different communication channels, new devices and wide network, and
connectivity with the potential marketers. Thus, digital marketing is having a great impact on
the consumers’ purchasing decision which relies on different factors. The corporate houses
are positively persuading the customers and attracting them toward a potential purchase
through the extensive use of digital marketing, which is enabling them to remain vibrant in
the market (Distler et al., 2019).
And to have an extensive understanding on digital marketing, the paper will focus on the
Fashion industry which is one of the largest sectors in world economy with the highest
consumer expenditure worldwide. The level of competition is vigorous here with the
presence of high-end brands to mass market casual brands that are focusing in establishing
strong relationship with customers and gain or maintain a market share. Traditionally, these
brands have limited media to reach their customers with communicational and geographical
constraints but due to globalization and digitalization they are now able to reach out
consumers around the globe (Rathnayaka, 2018).
Effect of Digital Marketing on Fashion Industry
Digital marketing is a product of information technology development that has mitigates the
boundaries in the communication of buyer and seller through numerous technologies which
are emails, websites, social media, blogs, content marketing, search engine optimization,
online forums and so on. It is a process, based on modern marketing theory which uses
network technology to expand by satisfying the customer demand and increase profit. It is
used for the promotion of products in a more personal and cost-effective way (Rathnayaka,
2018).

ROLE OF
DIGITAL MARKETING
The Fashion industry is evolving due to the rapid growth of digital marketing along with
innovation, branding and use of new technologies. Today access to internet has become easy
and thus almost everyone has their presence on social media which has taken the industry
into another level as it has allowed the brand marketers to connect with their customers
easily. This has also led the need to be proactive as the fashion trends are changing rapidly
thus this industry has a very limited and small product life cycle. The pressure on the
marketers has increased significantly as they needs to analyze and forecast the fashion trends
to become a trend setter before their competitors and stop their customers to switch. Thus
digital media is a best platform to retain and expand customer base by fulfilling their
demands before anyone else. This has proved to be a turning point for the Fashion industry as
they are now able to create new demand and change the customer purchasing behavior
(Rathnayaka, 2018).
Figure 1 The Role of Digital Marketing in Fashion Industry