Marketing Strategies and Customer Service in the Digital Age

This report delves into the dynamic realm of marketing within the digital age, emphasizing the transformative impact of technology on business strategies. It highlights the crucial role of digital marketing in enhancing organizational operations and fostering growth in a competitive market. The report examines key aspects such as customer service, communication channels, and the influence of social media, including word-of-mouth marketing. It underscores how digitalization enables companies to connect with a broader audience, analyze customer behavior, and provide 24-hour customer support, thereby improving customer satisfaction. The report also explores the advantages small companies gain through digital platforms and the evolving nature of product promotion in the digital landscape, including e-commerce and subscription-based models. Overall, the report provides a comprehensive analysis of how digital marketing strategies are reshaping the modern business environment.

Running Head: Marketing
Marketing

Marketing
Abstract
Marketing plays a great role to enhance the operations of the organizations. If proper
marketing strategies are adopted by the organizations than it can be easy to flourish in the
market. In the Digital Age it is seen Marketing can be done effectively and easily. By taking into
consideration Digital Technology it is analyzed that organizations can easily accomplish their
goals and objectives effectively. So, in this paper the discussion will be made on the Marketing
in the Digital Age.

Marketing
Table of Contents
Abstract.......................................................................................................................................................1
Introduction.................................................................................................................................................1
Marketing in Digital Age.............................................................................................................................1
Customer Service is Always On..............................................................................................................2
Communication.......................................................................................................................................2
Social Media Channels............................................................................................................................3
Word of Mouth Marketing.......................................................................................................................4
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
Introduction
According to Philip Kotler " Marketing is related to science and art of exploring, creating
and delivering the value, so that the requirements of the target market can be satisfied and profits
can be achieved by the organization". This statement states that marketing helps to create and

Marketing
deliver the value to its target market so that growth can be achieved in the market. In the present
scenario, it is analyzed that Marketing helps the organization to grow in the market and in the
digital age it can be easy for companies to flourish in all spheres. With the help of latest
technology, the companies can promote the product easily by one click.
Digital marketing is related to the methods in which marketing is done with the help of
electronic media and internet. With the help of digital technology, it is seen that advertising and
promotion of services can be done in a cost-effective method. It is important for an organization
to take into consideration the end to end journey of the consumers. Analysis of the customer's
journey can only be made by taking into consideration digital technologies. In this paper, the
discussion will be made on the role of Marketing in Digital Age.
Marketing in Digital Age
Digitalization has brought a drastic change in marketing of the products. Nowadays,
customers are more connected than before, with more involvement with different brands.
Digitalization is a great platform for the organizations to connect with a large audience in less
time. Consumers are spending most of their time in searching the products online. There is a
drastic change on how individuals make decisions related to purchasing. Earlier customers go to
the outlet and purchase the product by analyzing the prices but now customer search the product
by sitting at home and the prices are searched on different websites (Baym, 2015). For instance:
If a customer wants to purchase a mobile phone then he will search it on different websites like
Amazon and Flip kart and analyze the price and features. Where the price is less customer will
prefer to buy from that website or from that outlet with the same discount.
Customer Service is Always On
The digital age has altered the way of organizations to market their products and services.
Digital Marketing has brought change in the channels of marketing. By analyzing the market, it
is analyzed that customer service almost lost its value before the digital age. Earlier, the
customers visited the store outlets to solve their queries. But now the biggest change to the
digital age is that customer service never stops. In the digital era, customers can easily get the
assistance for their problems. The companies provide 24 hours services to its customers and the
queries are solved through telephonic discussion or by Emails. The problems of the customers

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are addressed 24 hours and by effective services offered by the companies helps to enhance the
overall satisfaction level of the customers (Barrett, Davidson, Prabhu & Vargo, 2015).
Communication
Another facet of the digital marketing age is the way of communication. The channels of
Digital marketing are now more developed than before. The customer behavior is also shifted
that has given a great advantage to the organizations. It is easy for the companies to reach their
target audience. In the Digital age, it is analyzed that small companies have equal opportunities
as compared to large companies. They also have equal chance to promote their products on
social media platforms (Confos & Davis, 2016).
Digital marketing channels offer the same coverage to small companies if the comparison
is made with established brands. Communication process in the digital age is easy as it is seen
that customers can also communicate properly with the companies and solve their queries.
Nowadays, customers are emphasizing on purchasing the products from many online sources
like eBay, Amazon and Flip kart. In the Digital Age, it can be easy for the companies to take
feedback from their customers (Jiang, Luo & Kulemeka, 2016).
On social media sites like Facebook and Twitter, the feedbacks are given by the
customers. Feedbacks of the customers help the company to grow in the competitive
environment. The company takes corrective actions to reduce their negative feedbacks (Luarn,
Lin & Chiu, 2015).
Social Media Channels
In the recent scenario, there are many social media channels through which customers
can easily access the products and services offered by the companies. Social media channels
also changed the approach of marketing teams to reach potential customers. The process of
communicating and interacting with the customers is now easy with the help of social media
channels (Jelfs & Thomson, 2016). It is also seen that companies can take information of other
business through social media channels. Social media is a platform on which products and
services can be promoted easily. Advertising of the products and services can be done easily on
social media sites. It not only helps the company to promote the products but also demand of the
products enhances (Yasmin, Tasneem & Fatema, 2015). There are many businesses which

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conduct their activities on social media platforms. For instance: Pages are created on the
Instagram through which promotions of the products are done and there are many businesses that
do not have physical existence but they take orders through Instagram pages and earn profits
(Darics, 2015).
In the Social Media Age word of mouth can travel fast. Word of mouth marketing takes
into consideration Buzz marketing, Viral Marketing, and referral marketing. Word of mouth and
social are the important forces in the customer marketplace. The most trusted source of
information for the customers is word of mouth and it drives the sales of the product directly and
indirectly. Social Media enable the customers to achieve the feedback of the customers or the
opinions of a large audience. Social Media is transforming the purchase decision of the
customers. Customers are taking into consideration social media to analyze the experience of
other customers and also to find more information about the products and services to buy the
products and services (Groeger & Buttle, 2014).
It is analyzed that customers use various channels of media that impact the overall buying
behavior of the customers. Marketers analyze the activities like a review of the customers so that
they can change the products and services according to the demand in the market. It is seen that
with the help of social media channels it is easy for the companies to collect the feedback from
the customers (Vernuccio & Ceccotti, 2015). They collect both negative and positive feedback
and make changes in their products and services accordingly, so that demand can be enhanced
effectively. People are influenced by the family members and friends and they trust what they
say about the products and services offered by the company (Keller & Fay, 2016). In the social
media Age, it is seen that the customers rely on the feedback of other customers, so it is
important to offer effective products and services to the customers so that goodwill can be
enhanced. This is also applied to the pre-purchase advice and the information of brand (Levy,
2016).
Word of Mouth Marketing
Word of Mouth Marketing is one of the best techniques of marketing. It has a great effect
that is strengthened by the channel of communication. It is seen that with the increase in the
online media and communication means that there is an increase in the speed with the messages
are shared. Also, the cost is less as compared to the other forms of marketing. Through word of

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mouth marketing, the powerful answer can be given to the challenges in the modern marketing
(Montecchi & Nobbs, 2018). It is seen that consumers get advertising messages daily and there
is less conventional communication. It is important for the organization to maintain proper
communication channel so that growth can be achieved by the organization in the market
(Karjaluoto, Mustonen & Ulkuniemi, 2015).
In the Digital Age, the information is at the fingertips of the customers through the
internet. Online reputation is one of the important factors that help the companies to expand in
the market. Through internet companies can easily give information to a large audience in less
time. It has given not only the opportunity to expand but also help the customers to avail the
services or the products by sitting at home. In the mind of the customer, it is important for the
company to maintain the image so that they can achieve growth in the market (Jackson & Ahuja,
2016). The companies should have a customer-centric approach that focuses on a corporate
culture in the "Trusted Company". There are various brands that take into consideration the use
of social media marketing.
For instance: American Express use blogging as an open forum, Dell uses brand
monitoring and blogging and Bank of America uses Online Video and Social Networks like
Facebook Application. There are many brands using Twitter for a business like, to give
information to the customers of the company deals and coupon code. Dell has many Twitter
accounts and each and every profile is for different deals. Starbucks post offers and discounts so
that customers can avail the offers and give feedback on the services.
Digital Landscape has brought change in the way marketers achieve and communicate
with their consumers. It is seen that rise of search engines, social media has changed the scenario
of the working pattern of the marketers. The behavior of the customers has evolved and
marketers promote the products through social networks (Yang, Huang, Yang & Tsai, 2015). In
the recent scenario, marketing and sales professionals try to interact with the customers so that
rapid change in sales can take place through digitalization. It is important for the marketers to
analyze and adopt digital marketing so that goals and objectives can be accomplished
(Kleppinger & Cain, 2015).

Marketing
In the Digital Age, the nature of the product has changed more as a digital product which
can be promoted without consuming more time. By introducing Internet of Things it is seen that
marketing of products has changed. In each and every sector the products are promoted on a
digital platform. Now day's consumers are purchasing everything through online websites and
every website has launched an application so that buying experience of the consumers can be
enhanced. The Internet has become a platform for all the companies to promote its products and
services. Advertising has turned to many digital ways as compared to traditional methods
(Stephen, 2016).
The advertisements are generated by the users and it can be derived out of social media
which is impacting the traditional ways of promoting the products. The Internet is offering a
global reach and replacing all the techniques of in-house. The supply chain in marketing has
brought a change when E-commerce is making space in the present condition of the market
(Ryan, 2016).
It is also analyzed that subscription-based pricing model is introduced in which Netflix
has achieved its success. The price offering of the products is made through bundling services.
Consumers can analyze pricing of the products and can compare easily by sitting anywhere in
the world. This has brought a drastic change in the overall activities of the companies. The
companies also give information on their sites (Royle & Laing, 2014). There are many
companies like Nestle which give information of each activity conducted in the organization.
Like or instance: Nestle has explained about the CSR activities that are taken into consideration.
So, through this, the impact is seen in the image of the organization.
Conclusion
So, it is analyzed that marketing in the Digital Age has changed the scenario in the recent
times. The company can easily promote its products or services to a large customer base in less
time. In the Digital Age, the customers do not hesitate to make payment on the online platform
as assurance is given to the customers of their payment security. In the digital age, the company
is able to achieve success and growth in each and every sector. Customers can also give feedback
by sitting anywhere and that feedback can be considered by the company. Digital technology has
changed the way of communication between the customers and the companies.

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