BM 565: Digital Technologies and its impact on Business Marketing

This report examines digital marketing technologies, their development, and importance in modern business. It details various technological platforms and software used in digital marketing, highlighting how organizations leverage these tools. The report also analyzes the effectiveness of digital marketing and its relationship to both traditional and emerging business theories, contrasting traditional marketing methods with modern, digitally-driven approaches. It further explores how digital technologies have reshaped business and management structures, emphasizing the shift towards customer-centric strategies and the impact of digital marketing on profitability and market reach. Desklib provides access to this and other solved assignments to aid students in their studies.

BM 565 Digital Business &
New Technologies

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital Marketing.........................................................................................................................3
Relationship between digital technologies and both old and new emerging theories on business
and management structures and practices....................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital technologies are the crucial source in order to increase the productivity of the
company and makes the organization to use the new and innovative technology. Having the new
technology in the organization helps them to grow and it increases the efficiency. This report is
based on the Digital Marketing technological topic which helps the different organization to
promote its business. The report will outline the importance, development of the topic, detail
description of the digital marketing. Further this report will also outline the technological
platforms and softwares and the type of organization use this technology. This report will also
describe about the effectiveness of the topic and the relationship between the digital technologies
in both old and new emerging theories.
MAIN BODY
Digital Marketing
a) Digital marketing is also known as online marketing as it helps in the promotion of the
different brands in order to connect the potential customers by using the internet and various
modes of digital communication. This is very important in the today's world as everyone is
connected with the different social media and digital platforms (Saura, 2021). It used to connect
the business with its customers when they are online. The digital marketing is effective n the
every type of organization as it helps the organization to grow in the competitive market. By
having the digital marketing the companies used to find the new audiences and have the more
target customers in the market. The importance of this topic has become more evident because
the digital marketing executives can find out the best social media trends and how to utilize those
trends in the market.
It is very crucial topic as the future of the digital marketing is very bright this is because
it creates the more market and awareness among the customers in the online market. The
organization having the digital presence can use the different tools in order to promote their
products in order to earn the good profitability (Bala and Vermna, 2018). As there are rapid
changes in the environment so the digital marketing is the best way in order to create the
awareness as it is the cost effective method.

b) The term digital marketing is the broad term which is used in the 1990s. The digital marketing
has come in existence when there is more used of the internet by the people in the market. As
digital marketing helps the promotion of the brands products and other products also by using of
the internet. As the people are consuming the digital content on daily basis so it is very important
to have development in the digital marketing (Pandey, Nayal and Rathore, 2020). The digital
marketing strategy helps in the development of creating the roadmaps and have the action plan in
order to guide the owners and marketers in achieving the goals and objectives.

c) The technological topic used is the Digital marketing which is the most crucial thing in the
today's world. Digital marketing helps in the promotion of the different brands in order to
connect the potential customers by using the internet and various modes of digital
communication. This topic not only includes the email, social media and web designing but it
also includes the multimedia messages as a marketing channel (Herhausen and et.al., 2020). The
main considerations of the digital marketing includes the mobile considerations, organic search,
social media marketing, content marketing, etc. these all elements used to combine and make the
digital marketing strategy. In the today's business world it is very crucial to have the strong
online platform in order to earn good profitability. Without the digital marketing the company
will not able to survive in the competitive market.
Digital marketing is used to have the better communications with the customers who see
the products of the company, have website comments, reviews ad have the social media post.
This makes the customers that through the digital marketing the organization is aware about the
trends and needs of the customers in the market (Purwanti, 2021). Digital marketing helps the
people to know about the new trends in the market which helps them to know about the market
trends. By having the digital marketing it makes the business to have the global reach by having
the low cost as they not have to set up the store in the market. There are multiple digital
marketing strategies at the business may use in order to expand their market across the globe.
This the very useful and effective method in order to promote and makes the customers to aware
about the brands.

d) There are various technologies and platforms used in the digital marketing. The technologies
that digital marketing used is mobile phones, laptops, computer systems, etc. There are various
technological platforms on which the digital marketing can be done is Facebook, Instagram, blog
and other websites which s basically run by using the internet. The digital marketing platform
used to provide the architecture to make the best softwares which helps in the technology change
(De Pelsmacker, Van Tilburg and Holthof, 2018). There are various digital marketing software
which can be used in order to promote the digital marketing. The softwares needed in the digital
marketing includes the customer relationship software, video conferencing solution, analytical
and data visualization, etc.
E)
The organizations that uses this type of technology are all small and large scale
enterprises that have to carry out various routine tasks of business digitally so that better
processing and selling activities might be undertaken. Also, digital business uses technology to
sell new products and services to large number of customers in limited time-frame. Furthermore,
through adopting the digital marketing strategies the company is able to create awareness about
new products and increase the market share (Linde and et.al., 2020). Also, Airbnb company uses
digital social influencer marketing to attract large customers and build better brand image.
Moreover, company like Netflix is also known for its personalized marketing strategy where it
sends highly personalized email and push notifications that are easy to read and understand by
the users. Also, other firms like Tesco, Nike, innocent etc. are best known for there digital
marketing that has allowed them to remain as top companies over the world.
F)

Digital marketing is effective business tool as it allows in building better relationship
with the customers and helps in building best brand image against some top competitors in the
industry. Also, digital companies used this as tool to attract customers towards the products and
also it is most cost effective and less time-consuming method to drive online sales (Park and
Mithas, 2020). Furthermore, it is effective as its allows companies to identify the current social
trends that are prevailing in the market and also suggest ways through which it can be utilized in
the best manner. Also, after finding the right strategy of the business, digital marketing is bests
tool that would help in generating greater revenues for the firms than other offline methods that
are used over the years by many other firms.
Relationship between digital technologies and both old and new emerging theories on business
and management structures and practices
Digital technologies are the electronic tools, systems, resources and the devices that used
to generate, store and process the data. By having the digital technology it enables the storage of
the large amount of the information in the small spaces. The large amount of information like
photos, videos, contact and other information can be stored n the small device like cell phones
(Othman and et.al., 2021). By having the digital technology it helps to have the social
connectivity, increases the communication speed, enhance in the working, etc.
The digital technology is related with the digital marketing as without having the digital
technology the organization cannot use the digital marketing in order to promote their brands and
products (Dumitriu and et.al., 2019). By having upgrade in the digital technology will have
upgrade in the digital marketing tools which helps in the profitability of the business.

The marketing is always great concept in order to make the market more productive and
profitable. There are various modern and traditional marketing strategies used in market. The
new and old emerging theories on business and management structures and practices are as
described below:
Traditional marketing: The traditional marketing refers to marketing which was done by
the use of radios, prints, pamphlets and television in order to have advertisements of the products
in the market. These were considered to be the best method in the old days because at that time
digital marketing was not in role (Khurramov and Fayzieva, 2020). The person by seeing in the
newspapers, in pamphlets, prints, or by seeing on the television came to know about the new
product in the market. There are various traditional marketing ways which has become irrelevant
in order to promote the new products in the market. The rapid growth in the technology has
changed the marketing method which has decline d in using the traditional marketing methods.
This marketing is the marketing which is not based on the online platforms.
Modern marketing: Modern marketing is the marketing which has the ability in order to
harness the capabilities of the organization to provide the best experience foe their consumers
and thereby drive growth. By doing this it increases the employment opportunities and it also
creates the awareness foe the customers and the social well- being. Its is the most used method
which used to connect the potential customers with the business by using the creativity and the
new technology (Lawrence, Deshmukh and Navajivan, 2018). The modern marketing builds the
personalized connections with their customers in order to make the awareness in the customers.
The traditional and modern marketing has the great relation as with the absence of old
marketing method the digital marketing cannot be done. Traditional marketing is used to focus
on the products and sell only whereas in the digital marketing is used to focus on the customers
needs and wants (Chamboko-Mpotaringa and Tichaawa, 2021). The another similarity is
traditional marketing used to focus on the production, product, selling methods and in the digital
marketing it used to have focus on the relationship, customers awareness and content. There are
basically few similarities and relationship between the old and new emerging trends. The both
type of marketing has the main goal to attract the consumers for their new and innovative
products to have more sales in the market. The aim of the traditional and digital marketing is to
make the customers aware about the new and innovative products which will help their business
to gain profit in the market. But by comparing both the marketing the digital marketing s

considered to be the best method of marketing. This is because of the digital marketing is the
cost effective method as in order to promote the business and its products online not requires the
big cost. The digital marketing is effective n the every type of organization as it helps the
organization to grow in the competitive market. The new marketers used to prefer the digital
marketing because it increases the awareness and also provides the customer services to the
people who buy the products (Veronica, Silvia and Lavinia, 2018). But by using both the
marketing method will help the marketers to grow their business in the competitive market. The
digital marketing is the cost effective method but in the traditional marketing is also effective at
it can reach the large audience.

CONCLUSION
From the above report it has described about the importance of the digital marketing,
development of the topic, detail description of the digital marketing. Further this report has
described about the technological platforms and softwares and the different types of organization
use this technology. At last the report has evaluated about the effectiveness of the topic and the
relationship between the digital technologies in both old and new emerging theories on the
business and management structures and practices.

REFERENCES
Books and Journals
Bala, M. and Vermna, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management,
IT & Engineering. 8(10). pp.321-339.
Chamboko-Mpotaringa, M. and Tichaawa, T. M., 2021. Tourism digital marketing tools and
views on future trends: A systematic review of literature. African Journal of Hospitality,
Tourism and Leisure. 10(2). pp.712-726.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Dumitriu, D. and et.al., 2019. A perspective over modern SMEs: Managing brand equity, growth
and sustainability through digital marketing tools and techniques. Sustainability. 11(7).
p.2111.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Khurramov, O. K. and Fayzieva, S. A., 2020. The main convenience of internet marketing from
traditional marketing. Academy, 1, p.52.
Lawrence, S., Deshmukh, S. and Navajivan, E., 2018. A Comparative Study of Digital
Marketing vs. Traditional Marketing. IIBM'S Journal of Management Research, pp.112-
121.
Linde, L. and et.al., 2020. Evaluation of digital business model opportunities: a framework for
avoiding digitalization traps. Research-Technology Management. 64(1). pp.43-53.
Othman, B. and et.al., 2021. The effects on service value and customer retention by integrating
after sale service into the traditional marketing mix model of clothing store brands in
China. Environmental Technology & Innovation, 23, p.101784.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Park, Y. and Mithas, S., 2020. Organized Complexity of Digital Business Strategy: A
Configurational Perspective. Mis Quarterly. 44(1).
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education
(TURCOMAT). 12(7). pp.118-127.
Saura, J. R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge. 6(2). pp.92-102.
Veronica, P., Silvia, M. and Lavinia, P. A., 2018. Traditional versus online marketing for B2B
organizations: Where the line blurs. Ovidius University Annals, Economic Sciences
Series, 18(1), pp.382-387.
Online
Digital Marketing. 2022. [Online]. Available through: <https://www.marketo.com/digital-
marketing/>