Digital Marketing: E-business Strategies, Customer Acquisition, Ethics

This essay provides a comprehensive overview of digital marketing, emphasizing its increasing importance and impact compared to traditional marketing methods. It highlights the evolution of the internet and the rise of the Internet of Things (IoT) as key drivers for digital marketing's success. The essay discusses various digital marketing strategies, with a focus on e-business strategies and their influence on consumer shopping habits. It also explores concepts like pay-per-click advertising, value propositions, and different business models such as B2C and B2B. Furthermore, the essay delves into performance metrics, customer lifetime value, and the significance of digital branding and video marketing in customer acquisition. Finally, it addresses the ethical, legal, and social issues associated with digital marketing, particularly the selling of personal data and the importance of mitigating these issues to ensure transparency and accessibility. Desklib offers a wealth of resources including past papers and solved assignments for students.

Running head: DIGITAL MARKETING
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Name of the Student
Name of the Organization
Author Note

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In the current situation digital marketing has a huge impact on the current marketing
strategies. From my personal experience I have seen that the digital marking has become quite
successful in the recent times compared to the traditional type of marketing. The digital
marketing concept was not so popular 8 or 10 years ago as the internet was not so advanced on
those times. I have seen a huge growth of the internet in some recent years which has given the
digital marketing concept a huge boost. Also, the evaluation of internet of things has encouraged
the concept of the digital marketing. At the time of web 1.0 the internet web pages were not so
attractive, at least to me, which I think the main reason behind that the digital marketing was not
so famous at that time. Considering today’s modern websites which runs on web 2.0, I found
these more attractive and beautiful and now I love to spending times browsing these beautifully
designed websites. I think the other peoples also feels the same like me and it is the main reason
behind the success of digital marketing concept. The concept of the digital marketing has various
of strategies but for me the best strategy of the digital marketing is the E-business strategy. I
personally prefer this strategy because this concept has literally changed the shopping habits of
mine. Now I don’t need to spend hour of time just for going to shopping. I can just sit back relax
and can order my favorite things using internet. Through internet marketing, communication has
become much more interactive, and mainly a two-way path is followed for attracting us to a
great extent. We are mostly attracted by several beautiful blogs, groups on Facebook or any fan
page. There is a reliable and intelligent connection between the internet of things and the internet
of everything. IoT mostly involves the physical, or rather concepts required for sharing
information among each other and IoE consists of the intelligence of network for binding all the
thoughts to a particular cohesive system. We had to act intelligently and shop where we can get
the best service, product and probably at the best price essentially. Strategic planning is an

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activity related to the management of the organisation which is mainly used for setting priorities
having focused energy and resources and making sure that the employees are giving their best
towards achieving their common goal (Armstrong et al. 2015). An E-business strategy is
essential for any organisation which is conducting their business over the Internet. There are
several ways for an online business operator to advertise. Pay per click advertising can be
considered as an E-business strategy. On the other hand, e-business marketing works all days in
a week, promoting and selling products and attracting us by online advertising. Online marketing
site like Amazon.com which are primarily used by us has a good value proposition which is an
offer which describes the benefits which the online marketing business sector makes a promise
for delivering any product at the right time and in an exceptional manner. The merchant who is
the wholesaler of the products may directly reach us and sell them without needing the retailers
or even the wholesalers, and he makes money similar to that of the brick and mortar shops by
keeping the price negotiable for us (Chaffey and Smith 2013). Brokers can also be called as
intermediaries who are responsible for creating markets by bringing sellers and us altogether and
facilitate transactions between us. B2C, B2B, C2C and C2B are the four business models. B2B
are the business websites that sells the products to some other company. According to me, B2C
is the most popular among other models as they sell their products directly to us. Our most
favourite Amazon can be taken as an example.
We basically can sell our products to some other customers in case of C2C. Our familiar
eBay can be taken as an example. C2B is the type of business model which are least widespread
and is not generally seen by us. Individuals sell goods to companies by exchanging payment.
Performance metrics are the values used by the teams of marketing for measuring and keeping
track of the performance of their several campaigns of marketing. For such parameters, we have

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good marketing experience. With the help of web analytics, any online marketing website can
insight on our behaviours and requirements and also how they are met. Customer lifetime value
is the metric which is represented by us provides the total net profit which a particular online
business makes from us. It is a projection which estimates our monetary worth to a specific
company after valuing the relationship with us over a specific time. Customisation allows us to
providing our preferences, and a particular website shows all the materials which are according
to that only. As per my view, digital branding is a process of managing a specific brand which
combines both digital branding and digital marketing for developing a brand over a range of
venues which are digital involving all the applications which are based on devices (Rowles
2014). According to me, brand equity is a definite form which results in benefits financially,
allowing any company to demand a premium product price. It is very much essential to develop
a strong brand identity so that consumers like us are greatly attracted. We gain a lot of interest by
several videos of any particular product. Video marketing is a simple way of promoting a
specific brand, product or any service. We are likely to buy a product by considering the
purchasing after watching a particular demonstration of the product. We generally prefer an
optimised advertising format which comprises of a website which is mobile friendly, relevant
content, engaging content and related images. Such sites help in better promotion of their
products and thus the number of sales increases resulting in customer acquisition. Customer
acquisition is mainly referred to as the gaining of new customers.
While I was using my social media account I have also seen that the video marketing has
become very much popular in the digital marketing concept. I have seen lots of video
advertisement while I was scrolling through my Facebook account. I think this is one of the best
way to reach large number of consumers using the digital marketing concept. Experience of

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shopping using the digital marketing was quite better for me. I accept that the digital marketing
is having many benefit to our daily life such as the e-commerce system but this system has
various types of ethical, legal and social issues also. As per my opinion one of the main ethical
issues in the digital marketing is selling of personal data and I have also suffered due to this. I
have personally experienced many spam calls and mails after providing my credentials to
different social media sites and e-commerce applications. I was totally unaware about how a
spam caller and mailer found my credentials or how he/she get access to it. Later from various
articles I understood that it was the social media vendors who were selling my personal data to
some third party organizations for the advertisement purposes and it was clearly unethical. Due
to that security related issues also arises in the digital marketing environment. Thus from the
overall discussion of digital marketing I am quite happy with this concept but the various types
of issues that are related with the digital marketing must be mitigated in order the make this thing
more accessible and transparent.

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References
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Choudhury, N., 2014. World wide web and its journey from web 1.0 to web 4.0. International
Journal of Computer Science and Information Technologies, 5(6), pp.8096-8100.
Rowles, D., 2014. Digital branding: a complete step-by-step guide to strategy, tactics and
measurement. Kogan Page Publishers.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Strauss, J., Frost, R. and Sinha, N., 2014. E-marketing. Upper Saddle River, NJ: Pearson.
Yuan, S., Wang, J. and Zhao, X., 2013, August. Real-time bidding for online advertising:
measurement and analysis. In Proceedings of the Seventh International Workshop on
Data Mining for Online Advertising (p. 3). ACM.