Digital Marketing's Impact on Business: Challenges and Future Trends

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BUSINESS ENVIRONMENT ANALYSIS

Topic: “Rising Influence of Digital Marketing in Business World”
Digital marketing is a form of business marketing, wherein the marketers make use of
digital platforms, especially social media to reach customers. The key main motive of digital
marketing is to promote brands and products (Armstrong, et.al, 2015). This is becoming a
major influencer in the business field. Business may use traditional marketing approach but
can't ignore digital marketing in order to gain a competitive edge in business. For small
businesses, digital marketing is the game-changer approach and significantly add values to
the bottom line of the business (Campbell, et.al, 2018). There are many benefits of digital
marketing, such as it provides an ability to interact with customers and understand their needs
in a better way. This would surely increase customer satisfaction. The organization can target
the international market and increase their profits significantly (Ryan, 2016). This is the best
way to reach out to large customers and that is why it is better than the traditional marketing
approach.
Issues with Digital Marketing
There are many issues with digital marketing. The first and foremost is the security
issue. The personal data may get stolen and the online account may get hacked. This might
affect the reputation of the business in the global community. Furthermore, in the limited
niches, there are millions of website (Stephen, 2016). In order to make the website stand at
the top of all, organizations have to put immense efforts and money. With the rising
importance of digital marketing, the method is becoming cost-infective. This would make it
hard for the small budget organization to advertise on any digital marketing platforms
(Armstrong, et.al, 2015). Ultimately, it is affecting the importance of digital marketing
among small businesses.
Future Likely Actions

With the increasing influence of the Internet, the scope of digital marketing will
continue to triumph. Digital marketing usage in the business world will not end soon. With
the rising risks in the digital marketing, the developers are making use of antivirus software,
data encryption technology, firewall, etc., to secure the personal information and the business
data (Stephen, 2016). This is helping in improving the image of digital marketing platforms.
Talking about the cost factor, there are many digital media platforms coming up in near
future. This would help small businesses to curb the high cost of marketing (Stephen, 2016).
My Opinion
I think, in the world of technology and the rising influence of the Internet, no
advertisement channel is as good as digital marketing. The modern generation is tech-savvy
and uses digital media to connect with each other. I think the business organization can
connect to their potential market segment in a better way and address the issues faced by
them through social media. This way they can improve their product and service quality and
performance. Ultimately, this would help in building brand image and that too most
conveniently.

References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an
introduction.
Campbell, R., Martin, C., & Fabos, B. (2018). Media Essentials: A brief introduction.
Bedford/St. Martin's.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.