Digital Marketing Report: Consumer Behavior and Legal Aspects

This report delves into the multifaceted realm of digital marketing, examining its influence on consumer behavior, the legal and ethical considerations that govern its practice, and the impact of emerging technologies. It explores how social media platforms and digital marketing practices shape consumer purchase decisions. The report also addresses the importance of ethical marketing, sustainability, and government funding schemes. Furthermore, it highlights the significance of adhering to consumer protection regulations, intellectual property rights, and data privacy. Finally, the report discusses the adoption of disruptive technologies such as machine learning, voice search, virtual reality, augmented reality apps, and beacon technology to enhance marketing efficiency and adapt to evolving consumer needs. References from sources like Neil Patel, Business2Community, and Target Internet are included to support the findings.

DIGITAL MARKETING
Name of Student
Institution Affiliation
D. Intermediaries, Influencers and Potential Partners
Different sites influence brand attitudes, advertising attitudes and consumers purchase
intentions. For example, social media sites such as Facebook, Twitter may have a huge impact on
consumers due to their huge subscription rates. Information shared on social media sites can

make consumers act in specific ways. Sharing of information posted on social media sites may,
therefore, influence the purchase decisions of consumers (Roesler, 2015).
E. Wider Micro Environment
Social
Digital marketing has had a major impact on consumer purchase attitudes. As
technologies and digital practices evolve so are the attitudes of consumers. For example, more
consumers, about 66% currently look up information or products on the internet before
purchasing. Also, about 57% of consumers make recommendations based on their email-inspired
purchases (Spencer, 2012).
Legal
Digital marketing is an essential component of a business. However, certain legal factors
need to be adhered to for it to be successful. Majorly the legal aspects that need to be considered
include rule and regulations of consumer protection bodies, intellectual property issues, privacy
and data collection (Patel, 2019).
Environment
Ethics and sustainability are important components of any marketing endeavor. Most
critical ethical issues in business are trust and integrity. Commitment to ethical practices by an
organization wins the trust of customers. Sustainability requires companies to minimize negative
impact on the economy, society, community, local and global environment. The approach used
considers all these aspects. It is therefore ethical and sustainable.
Political
Business can be funded through several avenues. One of these avenues.one of these
avenues is through government schemes. Generally, these schemes offer loans to fund unfunded

business ventures. The fact that this is unfunded means that I can take advantage of government
funding.
Technology
The use of disruptive digital marketing technologies has gained momentum in the recent
past. As competition becomes intense and consumer needs change marketers are bound to adopt
the use of more effective technologies to improve their efficiency. Latest technologies include
Machine learning, Voice search, Virtual reality, Augmented reality apps and beacon technology
(Target Internet, 2019)

References
Patel, N. (2019). Three Key Legal Issues Facing Online Marketers. Retrieved from
https://neilpatel.com/blog/legal-issues-facing-online-marketers/
Roesler, P. (2015). How social media influences consumer buying decisions. The Business
Journals, 5, 26 am.
Spencer, M. (2012). A Study of Consumer Attitudes Towards Digital Marketing (Infographic)
Read more at https://www.business2community.com/online-marketing/a-study-of-consumer-
attitudes-towards-digital-marketing-infographic-0320122. Retrieved from
https://www.business2community.com/online-marketing/a-study-of-consumer-attitudes-towards-
digital-marketing-infographic-0320122
Target Internet. (2019). 6.5 Disruptive Digital Marketing Technologies To Keep An Eye On In
2018. Retrieved from https://www.targetinternet.com/6-5-disruptive-digital-marketing-
technologies-to-keep-an-eye-on-in-2018/