Digital Landscapes: Understanding the Changing Digital Marketing Environment

This report discusses the expansion of the digital marketing landscapes and how digital technologies have impacted customer buying behavior. It explores the differences between digital and traditional marketing, the technology and tools used in digital marketing, and the evolving role of digital marketing within organizations.

Digital Landscapes

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Understand the digital landscape and explain how it differs from traditional marketing
management.................................................................................................................................1
Understand and explain the technology, tools and techniques utilised in the changing digital
marketing environment including the drivers of consumers’ online behaviour..........................1
Identify and evaluate the evolving role of digital marketing within an organisation..................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Digital marketing is undertakes whole efforts of marketing which utilise an e- device or the
internet. Moreover, it incorporates various sources like social media, search engines and others
for reaching huge number of clients (Al-Thagafi, Mannion and Siddiqui, 2020). Also, this is
essential to enhance business marketing practices as well as facilitating information to huge
audiences related to firm’s offering. This is on Netflix, which is an American technology. It was
developed in year 1997. The main aim of this report is to discuss about expansion of the digital
marketing landscapes and how digital technologies has impacted customer buying behaviour.
MAIN BODY
Understand the digital landscape and explain how it differs from traditional marketing
management.
Digital landscape is considered as collective name for e- mail, social networks, mobile
devices, websites’ and others. These tools aid businesses for selling their goods or services. Also,
this is very much differs from traditional one. This can be shown into below given table:
Traditional marketing Digital marketing
This is defined to any form of marketing
that isn't on-line. This method print,
broadcast, unsolicited mail, phone, and
out of doors advertising and others,
from newspaper to radio.
This undertakes whole efforts of
marketing which utilise an e-
device or the internet.
For example: Netflix fir was
undertaking DVD-BY-MAIL service to
targeted audiences.
Such as Netflix is undertaking
distinguish thumbnails for
grabbing the attention of much
consumers.
Understand and explain the technology, tools and techniques utilised in the changing digital
marketing environment including the drivers of consumers’ online behaviour.
As technology is becoming advance day by day so the environment of digital marketing
is also changing rapidly (Avhad and Giri, 2020). Also the continuous change is the way firm
view digital marketing at breakneck speed, but future is bright for digital marketing. This also
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impact the customers buying behaviour. So, some of the tools, techniques and technology that
are using into changing digital marketing environment are discussed below:
 Artificial Intelligence: As digital technology is expanding at rapid pace, so, the AI is
considered to be forefront and analytics abilities that aid marketers to develop smarter
decisions, gain much revenue and enhance consumer acquisition.
 Augmented reality (AR): The other impressive as well as developing technologies and
techniques is Augmented Reality. As it combines digital data with physical environment
in real time. Within digital marketing, the advancement into AR have opened opportunity
for firm to produce completely innovative and unique and customised shopping
experience for audiences. In addition to this, it also impact the customer buying
behaviour positively. As this facilitates a simply way to know about their product or
services effectively and efficiently.
Identify and evaluate the evolving role of digital marketing within an organisation.
Within all organisations, the role of digital marketing is developing at faster rate. As it role
is to assists them to enhance new traffic, drives and sales their business through reaching
individuals seeking for their goods and services (Ayers, 2020). Along with this, this also plays
effective role in assisting entity’s business development. Undertaking that above 4.3 billion
individuals are upon web as well as among them are online customer, there are numerous
opportunities for reaching and grabbing the attention of much audiences towards their
organisation. By considering the example of Netflix, it has been stated that it have evolved from
subscription to online streaming as well as at present to personalise model that depend upon
willingness as well as recommendations of consumers.
In addition to this, it has been determined that it is essential for respective entity to
effectively as well as efficient perform various activities of digital marketing it is also vital for
grabbing the attention of more clients towards firms (Bin Rustam, 2020). Also, Netflix is
undertaking feedbacks as well as reviews of audiences at the time of facilitating their goods is
important for maximise satisfaction level with consumers. Moreover, by respective practices,
consumer loyalty with Netflix will be enhance, also, they are formulating original content that is
obtainable only upon Netflix that is vital to influence clients and growing emotional hook up
with clients. This corporation is considering personalise mail approach at some stage in pre buy
method and it's far massive for stimulating greater customers closer to the offerings of Netflix.
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There are exclusive marketing practices completed by respective business enterprise at some
stage in purchase and post buy level which will preserve clients with Netflix.
Netflix is a hit as they've focussed on supplying great offerings to customers and that they
have properly marketing strategies. They use digital advertising to make the techniques which
gives multichannel advertising and marketing and helps in growing their brand name
(BIJAKŠIĆLEKO and RAGUŽ, 2020). Netflix has used e-mail advertising and marketing as a
very good method of pleasurable clients as they could upload their account with mail and it will
likely be handy for them. They gets the facts on their account and that they do not ought to
upload records manually.
CONCLUSION
Based on the above report, this has been concluded that digital marketing plays crucial role
into present business environment. As this is helpful to enhance business marketing practices as
well as facilitating information to huge audiences related to firm’s offering. Additionally, the
digital landscapes are much disguised from traditional marketing. Moreover, there are various
technologies and techniques such as augmented reality, Artificial Intelligence etc. that are used
into changing digital marketing environment. Apart from this, the role of digital marketing is
evolving and helpful firm in enhancing new traffic, drives and sales their business through
reaching individuals seeking for their goods and services in effective and efficient way.
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REFERENCES
Books and Journal
Al-Thagafi, A., Mannion, M. and Siddiqui, N., 2020. Digital marketing for Saudi Arabian
university student recruitment. Journal of Applied Research in Higher Education.
Avhad, S. M. and Giri, N. S., 2020. Digital Marketing Overview.
Ayers, L. D., 2020. How to Dominate Any Market Turbocharging Your Digital Marketing and
Sales Results. AuthorHouse.
BIJAKŠIĆ, S., LEKO, O. and RAGUŽ, A., 2020, October. DIGITAL MARKETING-LEADER
OR COMPONENT OF INTEGRATED COMMUNICATION. In ONLINE
CONFERENCE (p. 225).
Bin Rustam, S., 2020. The Impact of Digital Marketing on Unemployment in Bangladesh. The
Impact of Digital Marketing on Unemployment in Bangladesh (April 26, 2020).
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