BM565 Digital Business: Digital Marketing Trends and Business Impact

This report provides a comprehensive overview of digital marketing, emphasizing its importance, development, and detailed description, including the technologies and software used. It discusses various technological platforms like SEO, PPC, social media, blockchain, AI, and cloud technology. The report also examines how different types of businesses, such as ASDA, Cadbury, and Amazon, utilize digital marketing strategies. Furthermore, it evaluates digital marketing as a business tool, highlighting its flexibility, authority, and interactive capabilities, and relates it to the course content by discussing methods of customer acquisition, evaluation of customer behavior, and the relationship between digital marketing and business management theories. The report concludes that digital marketing significantly impacts business management and strategic practices, enabling businesses to develop an online presence, target customers effectively, and personalize brand messaging.

Digital Business
& New
Technologies

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Discussing the importance of Digital marketing.........................................................................3
Discussing the development of Digital marketing......................................................................4
Discussing the detailed description of Digital marketing along its use......................................5
Discussing the technological platforms and software used in Digital marketing.......................5
Discussing the type of business and organisation that utilize Digital marketing........................6
Discussing Digital marketing as a business tool along with its effectiveness............................6
Discussing the relation of Digital marketing with the course content........................................7
Discussing the nature of the relationship between Digital marketing and both old and new
emerging theories on business management and strategic practices...........................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is the process of marketing of products and services using digital-
technology by effective utilization of the internet, social media, digital devices along with digital
mediums. The following report will discuss the importance of digital marketing along with its
overall development and detailed description. Moreover, it will focus on technology platforms
and software used in digital marketing. In addition to this it will discuss the types of business that
can utilizes digital marketing along with its effectiveness. Furthermore, it will discuss on the
nature of the relationship between digital technologies and both old and new emerging theories
on business and management structure and practices.
MAIN BODY
Discussing the importance of Digital marketing
Digital marketing consist of various digital channels such as SEO, E-mail marketing,
social media marketing and so to in order to create elaborates strategies that can enable a
business to develop effective management (Agüera, 2019). Given below are few importances of
digital marketing:
Low cost:
Digital marketing is relatively low costing when compare to other forms of marketing
methods. This allows a business to save its financial resources and better manage their business
through this technology.
Easy to measure:
It is easy to measure a digital marketing campaigns when compare to traditional methods
where long delay is required to measures success. This is important as it allows a business to
save time and other resources.
Easy to adjust:
The digital marketing allows a business to alter its marketing strategy according to
changing trends in the market. This is important as it allows the organisation to understand and
deliver customer needs.

High rate of return on investment:
The digital marketing has a high rate of return when compare to traditional methods as it
is able to attract a large number of customers effectively which makes it crucial for a business
and its operations.
Discussing the development of Digital marketing
The digital marketing is an essential technological element that is utilized by various
organization in order to effectively promote their business and its products and services to
customers in a broader aspect (Barquero Cabrero and Llopis, 2020). The introduction of this
technology forced various business to develop their of digital marking in order to have enhance
growth and management within their business. Given below are the aspect for development of
digital marketing:
Growth opportunity:
The development of digital making in a business allows it to have an opportunity for
growth due to is high level of effectiveness and element of low cost method of marketing:
Brand reputation:
The effective development of digital marketing enables a business to establish a positive
and strong reputation in the marketing by being efficient in its business operations.
Solve customers problems:
The technology provides a business the ability to solve customer related problems in a
timely and effective manner. This improves customer satisfaction and helps an organisation to
have effective growth and management.
Discussing the detailed description of Digital marketing along its use
Digital marketing is a advanced method of advertising and delivering ideas, products,
services and brands through digital channels such as social media, online modes, websites, email,
search engines, mobile phone applications, etc (Behmann, 2019). There are many uses of digital
marketing which are as follows:
 Increases Loyalty of customers towards a brand's products and services as they
continuously stay connected to company, which increase sales and brand credibility.

 Accurate targeting of suitable and specific audience could be achieved by keeping track
of demographic records of online activities.
 Tracking customers and providing them the opportunity of comparison enhances
understanding of buying process of customers.
 Convenient, easy and cost effective methods of online marketing helps to interact with
new customers, get feedback and attract them.
Discussing the technological platforms and software used in Digital marketing
Technology has penetrated every aspect of our lives, from our day to day interactions and
our shopping styles. Technology has improved the ways of marketing and helped companies to
reach overseas markets (Bheekharry, 2020). Examination of various digital marketing
technological outputs are as follows: Search engine optimisation (SEO): It is algorithm that helps an business to appear at the
top of searches online at various platforms through optimisation of results showed to the
customers for their searches. Paid Media marketing (PPC): Pay-per-click is an marketing that involves paid
placements, branded contents and ads-displayed on right platforms, to right demographic
audiences. Social Media: It can be used to build brand identity through various factors such as
promotions on social media platforms that gives easy access with customers with the help
of iconic people they love. Block Chain Marketing: It helps in tracking and keeping audiences engaged to
advertisements through typical databases and spectrum.
 AI and Cloud Technology: It opens doors to every business and helps them to create
highly personalised advertisements through applied computer and algorithm processes.
Discussing the type of business and organisation that utilize Digital marketing
Digital marketing is a great competitive tool to maintain ahead of competition and
various organisations uses digital marketing strategy and technological tools in various ways.
 ASDA uses Social Media Marketing to encourage, retain and attract more buyers through
consumer engagement activities and product innovation programmes on social media (Ye
and et. al., 2021). ASDA carefully studies market demography and involves shoppers in
their social media marketing by using of various tag-lines like 'Chosen by Me' on various

platforms. It uses social media platforms to market its products and services through short
videos and publicity by affluent people on social media.
 Cadbury uses digital marketing and internet to reach its customers all around the world
through placing its products on various sites and paid promotions. Cadbury conducts
regular competitions on digital platforms to engage their followers and customers in a
competition and reward them tickets to Cadbury world (Sofia, 2019).
 Amazon manages block-chain technology in its advertisement and sales services that
helps to maintain a continuous accurate tracking of its activities across its wide network
prevailing across multi-nations. It helps Amazon to keep updated with the security,
transparency to consumers and keep accurate records of data which facilitates operating
optima of organisation.
Discussing Digital marketing as a business tool along with its effectiveness
In the modern-era digital marketing has served as an effective and efficient business tool
for organisation as it helps them to utilize advance technology to attain growth, high-level of
perforce and management within their businesses (Coman, Popica and Rezeanu, 2019). This
allows businesses to be competitive in the market and offer their customers optimal level of
satisfaction while purchasing products and services. Given below are points that make digital
marketing an effective business tool:
Flexibility:
The digital marketing is an effective business tool for an organisation as it provides
flexibility in marketing through various digital platforms such as social media and E-mail
marketing.
Authority:
The digital marketing allow as business to understand issues related to products and
services and provides assistance to an organisation to become an expert in the market and gain
customers trust.
Interactive:
It helps a business to be interactive with its customers which enables the organisation to
better understand customers needs and preferences making it an effective business tool for high
performance and growth.

Discussing the relation of Digital marketing with the course content
The technological topic of digital marketing is related to the course content as it focuses
on the digital aspect of the topic involving its various application in business management. It
focuses on the importances and various aspect of digital marketing and how the particular
technology provides assistance to businesses (Laverie, Humphrey and Bolton, 2018). Moreover,
it presents the importances of the digital technology in the modern world and how it has been
beneficial relative to old methods. Given below is the relation of digital marketing in relation to
the course content along with TESCO being taken into consideration to elaborate topics
effectively:
Discussing the different methods of reaching and acquiring customers through digital media
There are various methods that an organisation can uses reach and acquire customers by
effective utilization of digital marketing. In contest of TESCO, the various methods of digital
marketing are mentioned below:
Social media:
There marketing team at TESCO pays emphasis on its social media presence as it is a
valuable tool in digital marketing in order to stay connected with customers. It also enables the
company to provides its customers with information such as launch of new products and
services, price drops and offers. This helps TESCO to acquire customers in an optimal manner.
Online website:
The established online website of TESCO allows it to use its website as an effective
method for digital marketing as they are able to show their customers what the company has to
offer. Moreover, it allows the company to better understand its customers and what their needs
and preferences are which can help the company to reach its customers easily.
Digital offers:
The marketing team at TESCO use digital offers in their digital marketing. This allows
the company to reach and acquire a wider range of customer bases in an effective and efficient
manner.
Evaluation customers behaviour relative to digital marketing
The emergence of digital marketing has significantly altered the behaviour of customers
in the market. This has made it crucial for business to understand these customer behaviours in

order to better cater to their overall needs relative to products and services (Nykytyshyn, 2018).
Given below are the impact of digital marking on customers behaviour:
Boost in customer engagement:
The introduction of digital marketing has enhanced the customers behaviour relative to
their engagement with the business. This helps both the organisation and its customers to
develop effective communication in order to introduce higher level of satisfaction.
Impulsive buying behaviour:
The constant display of advertisement in digital marketing have make customers
impulsive in their buying pattern. This has helped businesses in selling their products and
services in an effective manner which generated high-level of profitability.
Discussing the nature of the relationship between Digital marketing and both old and new
emerging theories on business management and strategic practices
Digital marketing has an massive impact ion the overall business management and
strategic practices of a business. This makes it crucial for an organisation to be effective in its
digital marketing in order to ensure all its business operation and strategies are aligned for
optimal level of growth and profitability (Palazzo, Foroudi and Siano, . eds., 2020). Given below
is the relation of digital marketing and businesses management along with strategic practices:
Develop online presence
The digital marketing has enabled business to develop an effective online presence in the
market. This allows the organisation to enhance its strategic planning through valuable
understanding of their customers. This also allows the business to manage its operation
effectively.
Provide tools for targeting customers:
The digital marketing enables an organisation to effective develop strategies in order to
target a specific customer segment in the market. This helps a business to ensure all their
products and services are being introduced to their customers in an effective manner.
Personalize brand and control message:
The technological tool of digital making allows a business to be effective in is
management and strategic development due to its ability of promote the brand in a positive

manner. Moreover, it allows the businesses to control their values and message to customers in
an broader aspect.
CONCLUSION
From the above report it has been concluded that, digital marketing plays a key-role in
the modern-era to provide business with the ability of marketing their products and services in an
effective way. Moreover, it shows how various businesses can utilize digital marketing through
different techniques that will enable them to achieve enhanced growth and management abilities.
In addition to this it was concluded that their are various tool that can be utilized by an
organization within digital marketing in order to be effective in marking their products and
service sot customers which allows a business to increase its profitability along with introducing
proper management within the business. Furthermore, how the digital marking has a direct
impact on the overall behaviour of the customers and its impact on an organisation along with
the relation between digital marketing and business management and the strategic practices
involve within it.

REFERENCES
Books and journals:
Agüera, M. D. L. S. Z., 2019. Understanding E-Marketing Strategies. In Handbook of Research
on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 383-
417). IGI Global.
Barquero Cabrero, J. D. and Llopis, J., 2020. The Evolution of Management and Marketing in
the Digital Era. European Accounting and Management Review, 6(2). pp.1-22.
Behmann, M., 2019. Analysis of the role of digital marketing for SMEs in Malta (Master's thesis,
University of Malta).
Bheekharry, N. D., 2020. Optimising Customer Engagement Through Digital Intelligence.
In Advances in Digital Marketing and eCommerce (pp. 179-187). Springer, Cham.
Coman, C., Popica, M. M. and Rezeanu, C. I., 2019, October. The Adoption of Digital Marketing
by SMEs Entrepreneurs. In The 2018 International Conference on Digital Science (pp.
431-441). Springer, Cham.
Laverie, D., Humphrey, W. H. and Bolton, D. E., 2018, May. Integrating customer journey
mapping and integrated marketing communications for omnichannel and digital
marketing education: An abstract. In Academy of Marketing Science Annual
Conference (pp. 205-206). Springer, Cham.
Nykytyshyn, T., 2018. TRENDS IN INTERNET MARKETING (Doctoral dissertation, Тернопіль:
ТНЕУ).
Palazzo, M., Foroudi, P. and Siano, A. eds., 2020. Beyond Multi-channel Marketing: Critical
Issues in Dual Marketing. Emerald Group Publishing.
Sofia, R., 2019. The Truth about Digital Marketing. Journal of Financial Planning, 32(4). pp.24-
25.
Ye and et. al., 2021. The value of influencer marketing for business: A bibliometric analysis and
managerial implications. Journal of Advertising, 50(2). pp.160-178.
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