BM565 Digital Business: Report on Digital Marketing Technologies

This report provides a comprehensive overview of digital marketing, covering its importance, historical development, and the various technologies employed. It details specific technologies like social media marketing, email marketing, SEO, and PPC, along with platforms such as Facebook, Instagram, and YouTube. The report also examines how businesses like American Express, Mint, and MasterCard effectively utilize digital marketing strategies to enhance brand awareness, customer engagement, and ROI. Furthermore, it discusses the relationship between digital marketing and emerging theories, emphasizing the importance of technical integration with business processes and the adoption of open, transparent marketing channels. The study concludes that embracing technology in digital marketing is crucial for future business sustainability and improved customer experiences.

Digital marketing

Contents
INTRODUCTION.......................................................................................................................................3
Importance of digital marketing..............................................................................................................3
Evaluation and development of digital marketing...................................................................................4
Types of Technology used in digital marketing .......................................................................................4
Technological platforms and software are used in the digital marketing................................................5
Business that are using Digital Marketing ...............................................................................................5
How Digital Marketing is effective for a Business....................................................................................6
Relationship of the digital marketing with the new emerging theories...................................................6
Conclusion...............................................................................................................................................7
Reference................................................................................................................................................8

INTRODUCTION
Digital marketing is based upon those marketing effeiorts that is based upon using
electronic device which is related to internet. In this business uses varioius kinds of channels that
are based upon things used over internet. This is also termed as online marketing which helps in
making communication with current and potential customers developed in effective way. In this
variousn kinds of digital staregies is used with the help of communication channels with
customers who are shopping online. As per it various aspects like digital advertising, email
advertising and online brochures has been covered. In this there are more series of staretgies that
has been used under the part of digital marketing. They fall under one frame which is like an
umbrella. Digital marketing is the marketing of products or services using digital technology,
especially online, but also to mobile phones, advertising, or any other digital means. This report
will include the concept of digital marketing, importance of digital marketing, how it developed,
technology use in given topic, software and technical platforms used in digital marketing, which
types of business use it and how it is used by business with effectively (Braff 2020).
Importance of digital marketing
 Cost- Effective: - Digital marketing means an effort that has not been done over initial
investment which is good for small businesses. In this many digital marketing tools has
been offering basic features.
 High Reach:- Through digital marketing access has been gloabally provided over orders
that has been taken over the product and service which is worldwide. There should be
limited scope around the world regarding it. (Chowdhury and Chowdhury, 2021).
 Brand Awareness: - If the customer is not aware anout te product then it does not makes
changes which makes paid promotion and is able to attract customers easily within small
business.
 Building a Customer Base: - There are various challanges that has been used for
building customer base. Through these tools various things like HubSpot and Oracle has
been developed making big challanges of business achieved in more effective way.
 Brand Image: -This has been establishe by an organizatioopn which makes everything
developed of brand image of an organization. Through this digital marketing efefctiviness
is developed in digital campaigns.
 Increase in ROI: - Companies also increases revenue in this which makes digital media
more and more popular in nature making profits gained in more efefctive manner.

Evaluation and development of digital marketing
The development of digital marketing cannot be separated from technology development.
One of the first significant events occurred in 1971, when Ray Tomlinson sent the first email,
and his technology set the stage for allowing people to send and receive files on various
machines. However, the most visible moment as the beginning of Digital Marketing is in 1990 as
this is where Archie's search engine was created as a reference for FTP sites. The name Digital
Marketing came into use in the 1990’s. The Digital age began with the advent of the Internet and
the development of Web 1.O platform. Web 1.O forums allowed users to find the information
they were looking for but did not allow them to share this information on the web. Until then,
retailers around the world were unsure of the digital platform. Then in 1993, the first clickable
web ad came to life. At the time, hotwired bought several promotional and promotional ads. This
marked the beginning of the era of Digital Marketing. In 1994, another new technology was
introduced and entered the market with a new purpose. Yahoo was also launched this year.
Within a year of its launch, it received a million hotspots. Yahoo has changed the definition of
digital marketing and companies have tried to optimize their websites to get a better position in
the search engine. The year 1998 was the golden year of digital marketing as Google launched
this year. In addition, this year Microsoft launched, and Yahoo launched Yahoo web search.
In 2000, the Internet bubble exploded, and all the small engines were shut down. This creates
more space and opportunities for business bullies ( Kruljac, 2021).
Types of Technology used in digital marketing
 Social Media Marketing Platform: - Today's consumers are heavy on social media
platforms like Instagram, Facebook, LinkedIn, and Snapchat. That's why it's important
for brands to work on all accounts. Social media platforms allow companies or marketers
to realize their potential in several ways. This channels are used by the marketing teams
for disyributing paid ads and sponsors content. Each forum provides the opportunity for
advertising teams to create paid advertising campaigns with segment users to get those
ads to appear in the audience members' feeds ( Wang, 2021).
 Email Marketing: - The camapngin of email marketing allows organisation to have a
touch with potential customers, by sending them customizedv news letters. It is based on
past purchasing history and product engagement. The touchpoints are shared by someone
like an electronic mail 10% discount on a thought-provoking discount or free posting that
might be the turning point in the end.
 Search Engine Optimisation (SEO): - This is associated with content marketing.
When a customer researches which sports shoes to buy from the example above, they
click on one of the first three results from Google. The athletic footwear sales team wants
to make sure their item comes from these top results. It does this by customizing the
content to have a more detailed user experience and to ensure that technical features are
available so that search engine search can easily find and identify that content ( Yesiloglu
and Costello, eds., 2020).

 Pay-per-click (PPC): - This allows marketing teams to buy traffic to their website
wghich is in paid form od advertising. on the websites or search engines ad is run by the
advetiser such as google and Microsoft Bing. The fee is charged every time by clicking
ad. The ad appers at the top of page on search result and usually offered for specific
keywords, while the ads on the websites are usually set at a fixed price.
Technological platforms and software are used in the digital marketing
 Face book- It is the biggest social networking platform. To ensure company’s brand
reach among the customers it is essential that the business make a page. If peoples start
liking their pages they can be certain that they are drawing the potential customers.
 Instagram- It s launched for photo sharing sites, but now peoples uses it as to promote
their brand through instagram. The start a page to introduce the features of their brands,
give the merchandise at an affordable cost and they are good to go ( Quinto Gómez,
2021).
 You tube- It enables the marketers to showcase the specific content that is simple for the
viewers to consume and share. YouTube marketing can be an intimidating tool for
brands. It combines the strategic principle with one of the most resource-intensive forms
of media.
Business that are using Digital Marketing
 American Express: - Many companies speak of a great game about online communication
and the natural value of online chatting. However, only very few form a society of values.
Rather than being just talk and no game, American Express uses its money to use the
amount posted by industry experts on its open forum websites.
 Mint: - Getting into the realm of personal finance is a daunting task for any new start-up,
but the way in which Mint's financial tracking tool proves that it is possible to get away
with well-used online marketing strategies from the start is a daunting task Take off
crowd.
 MasterCard: - MasterCard is the master of "Priceless" wonders. The financial services
giant has the ability to create a fun and engaging experience and retain their customers.
 Web Engage: - Web Engage is a fully automated Marketing Automation and Customer
Data Platform for consumer businesses. The platform empowers clients to better retain
their customers' users and run more business ( Lesscher, Lobschat and Verhoef, 2020).
 The Wire cutter: - Collaborative marketing may be a bit lax, but it can produce great
results if done right and honestly. Wire cutter has set the standard since its launch five
year ago. Compiling a list of the best gadgets- such as cameras and TVs for those who do
not want to spend too much time finding what they are getting, helps generate $150
million in e-commerce in 2015 and the New York Times recently received $30 million.

How Digital Marketing is effective for a Business
 Affordability: - Digital marketing is cheaper than other marketing methods. Certain
prices vary depending on what you're doing, but the usage of ads is often lower than other
types of marketing.
 Flexibility: - There are several types and uses of quality digital marketing, including
banner advertising, email marketing, content marketing, and social media posting. So
when you learn how to digitally market us, you open up a multitude of opportunities for
future marketing strategies( Md, and et. al.,2021).
 Expansion: - Most buyers make almost every purchase online. Digital marketing allows
you to attract the individual and hence increase your company’s reach. Between Google’s
ad purchases and brand awareness campaigns, for expanding product image and sales
enhancement.
 Multimedia:- There is great involmentr of customers in marketing cativities which covers
wide range of content, involving images, video clips and audio. This is easy in integrating
all the content types in digital advertising than any other type of advertising.
Relationship of the digital marketing with the new emerging theories.
The field of digital marketing has become increasingly significant to attract the customer
base and the profits. The business develops management and planning system and creates a
business that needs the latest technology to keep up with it. The most important relationship that
is relevant is the technical relationship with the business process and structure. It promotes the
establishment of process for the marketing and marketing of the products at the international
level. It may include the big data, chat box, information technology and social media platforms
that can be an essential factor in surviving a competitive market. The theory is that an
organization should follow n open and transparent marketing channel and not just broadcast
message. The forum should be helpful in engaging the community in the origination and cannot
connect with the community individually. Leading generation should be created as organization
should manage the guest base on the plate form ( Sarasa-Renedo and et. al., 2020).
Conclusion
From the above report, it is summarized that importance of the technology in future
business can leads to the sustainability by supplying a improved customer experience. In this, the
topic has been chosen digital marketing that is effectively discussed with its needs and roles. It is
very important to run the business very smoothly. In his several technologies are used such as,
social media, search engine operation and email marketing etc. there are various technological
platforms and the software are used in the digital marketing. Many types of businesses use the
digital marketing to work efficiently and provide satisfaction to the customers. it is used as a
business tool and it is very effective for them in a cost effective manner with increasing their

profitability. Thus, the relation of these technologies with management practice has been
evaluated in an effective manner. So, it creates a better understanding for the technical
requirements in the business for gaining a competitive advantage.
Reference
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Kruljac, T., 2021. DIGITALNI MARKETING NA PRAKTIČNOM PRIMJERU TURISTIČKE
ZAJEDNICE GRADA SOLINA (Doctoral dissertation, University of Split. University
Department of Professional Studies).
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