E-business Technology: Research Paper on Digital Marketing Trends

This research paper explores the effectiveness of digital marketing in the context of e-business, examining its evolution and impact on customer behavior. The report begins with an introduction to the changing marketing landscape, highlighting the rise of online retail and the importance of custom...Read More

E-business technology

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Contents
Introduction and statement of the problem................................................................................2
Limitation of the study...............................................................................................................2
Methodology..............................................................................................................................2
Literature Review.......................................................................................................................2
Main Body/ Argument...............................................................................................................4
Conclusion..................................................................................................................................8
References..................................................................................................................................9
Appendices...............................................................................................................................10

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Introduction and statement of the problem
Among the rise in digital technologies, the marketing concept has changed a lot. The
increasing internet penetration power has increased the tendency of the customers purchasing
retail products online than the outdated brick and mortar store. The choice of the customers
has widened due to the increasing new markets and has posed a new challenge to ensure
customer welfare. The digital marketing is growing and the consumers are feeling more
secure in doing transactions without having any prior experience of the product. As the online
activities are intensifying, it will have an effect on customer welfare in terms of quality, trust,
price, transparency, choice, and proficiency. This study assesses whether the presence of
digital marketing has an optimistic influence on the challenging age.
The research question is going to be examined through this exercise is “effectiveness of
digital marketing in the challenging age.”
Limitation of the study
The limitation of the study is that social media sites a company’s target market and
guarantees that online marketing will be successful. The effectiveness of internet marketing
with various businesses can be analysed. The study can be further prolonged to compare
internet marketing techniques with precise to different businesses.
Methodology
The methodology of the study is assessed from the organized and theoretic analysis of the
approaches to develop suggestive ideas. The study mainly encompasses concepts like the
prototype, theoretical model, levels and qualitative techniques. The study is piloted on
secondary data sources.
Secondary sources: It is a source from where data is gathered which has been previously
taken by someone. The secondary data has been gathered from the printed financial
statements of the organization, from different research and scholars, published e-books,
articles, and newspapers. The data and information concerning the company are available on
the website of the companies. It is identified as the standards for the research and is a critical
review kind.

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Literature Review
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration, 1(5), 69-80.
This paper has examined the efficacy of digital marketing in a stimulating age. According to
De Pelsmacker, Van Tilburg, & Holthof, 2018, digital marketing is mainly used to endorse
products and services and to influence customers through digital channels. Digital marketing
is afar the internet marketing comprising channels which do not need internet usage. It
comprises mobile messages and social media marketing, search engine marketing, display
advertising, and others. The digital media enables customers to entree information at any
place. The digital media has broadened the scope for the customers to collect information
other than the website of the companies. The customers can even follow media, mentors,
associates, peers, friends and more. The digital marketing personifies an extensive variety of
the product, service and brand marketing strategies which use the net as a promotional source
in count to the mobile, TV and radio.
As per the opinion of Karjaluoto, Mustonen & Ulkuniemi, 2015, the marketers can carry
brands nearer to the routine life of the customer’s routine life. The varying part of the
customers is becoming quite significant for the producers of value. The e-marketing has a
critical part in improving the quality of the service delivered by the commercial units. It is an
allocation of the goods or service from the seller to the buyer compromising electronic
methods. E-marketing was started using in the nineteenth century with the usage of the
telegraphs. The creation and recognition of the radio, TV, the telephone, cable TV and
electronic media have become the leading marketing force. For instance, McDonald makes
use of online channels for strengthening brand messages and relationships. The online
communities have been also built for the children like Happy meal website with the educative
and amusing games in order to keep customers adjacent and happy. The profitability of a
company is also linked with the number of mailing efforts. The main advantage of social
media marketing is dropping prices and augmenting the scope. It has been also realized that
the cost of the social media platform is lesser than the marketing platforms like face to face
sales or sales with the assistance of the middlemen. The social media permits companies to
reach customers which cannot be reachable from the temporary or the limited distribution
channels. The focal advantage of social media realized is to enhance the reach and reduced
costs (Ryan, 2016).

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Rohm, Stefl & Saint Clair, 2019, opinions that social media marketing comprises inspiring
consumer interactions on the company’s website. It is a substantial technique in digital
marketing as organizations can usage social media form for distributing messages to the
target audience without paying to the distributors. Digital marketing, electronic marketing,
internet marketing, e-marketing are the parallel terms used for marketing online through
websites, online ads, communicating kiosks, collaborating television or mobiles. Digital
marketing can be realised as a summation of the affecting retort following consumption. It is
enthused by the central aspects of the sales activities, customer support, digital
products/service, and company culture.
Several countries of Asia are using e-commerce to attain advantages concluded inaugural up
which is critical for encouraging competitiveness and dispersal of internet technologies. The
shoppers are also driven by e-commerce as they do traveling bookings; buy electronics and
makes online bookings. The online channels aim at attaining profit acquisition and
customer’s retention by enhancing the customer’s knowledge. The social media forms offer
an opportunity to the companies to offer products in the dynamic communities. The online
marketing environment advances a sequence of prospects along with the contests for social
media marketing experts.
The traditional marketing is the greatest perceptible method of marketing. It is a non-digital
method to endorse products and services whereas digital marketing makes usage of digital
channels to endorse the products and services. The advertising is a part of the digital
marketing strategy which comprises promotional exertions made through the internet, mobile
phones, social media and digital TV and radio channels. The digital marketing is identified as
the sub-branch of the out-dated marketing and makes use of the contemporary digital
channels for the assignment of the products. there are several essentials of digital marketing
like online advertising, e-mail marketing, social media, text messaging, associate marketing,
search engine optimization (SEO) and pay per click (PPC). There are several benefits of
digital marketing which has changed the procurement behavior of the customers. The digital
marketing makes customers stay modernized with the products and services. The customer
can access the internet from anywhere and the companies regularly update their information
on the website concerning products or services. Digital marketing even has greater
engagement with the customers. It can engage with the various activities of the organization.
The customers can read the company’s information over the website and can make the
purchases online. It is one of the greatest assistances of digital marketing that there is clear

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information concerning products and services over the company’s websites. The customers
can rely on this information and the comparison of the products of the various companies can
be made easily. The customers also do not have the need to visit the various outlets of the
companies. The customers can even do 24/7 shopping and there is no restriction, the
customers can make purchases anytime. The digital marketing also gives an opportunity to
share the data of the products and services and the customers can easily explore the
information pre and post-purchase. It also offers apparent pricing to the customers making
prices clear and transparent to the customers. It also promotes instant purchase as the
customers are influenced by the advertisement and online promotions.
Main Body/ Argument
The internet is a universal structure of interrelated computer systems. It is a system of
networks and involves masses of isolated, academic, public, business and government
networks. On the other side, marketing is a social process by which customers can obtain
whatever is wanted by them. Both marketing and internet can be connected through the web
page, internet advertising, marketing research on the internet, electronic commerce and more.
Internet marketing is quite different than traditional marketing and demands a different
approach.
(Internet and mobile users)
The digital marketing comprises use of the company’s website in combination with the online
persuasive techniques like search engines, banner advertising, PPC advertising, e-mail from
other websites in order to obtain new customers (Järvinen & Karjaluoto, 2015). The digital
marketing is an interconnection among the partner’s site, site portico, search engines, B2B

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partners, customers, other sites linking and more. A large number of the audience is requisite
for any type of marketing, as long as digital marketing is apprehensive; the amount of
perspective consumers goes with the norm of the internet.
The internet has become such a powerful tool in the emerging globalization. The companies
now days have even comprehended the power of the internet and now are the biggest user of
the internet.
The digital marketing plan helps in defining e-marketing purposes and developing plans to
make certain that the resources are installed to take benefit of the marketing prospects offered
by the internet. Digital marketing has an emphasis on how a company and its brands practice
the web and other digital media like email and mobile media to co-operate with the customers
to meet marketing aims. The marketing trends are given below:
Search Engine Optimization (SEO): SEO tweaks the website and the website naturally comes
up in the search outcomes of Google, Yahoo or another search engine. Google constantly
apprises its algorithms which help in getting relevant results coming up. It is the cost-
effective digital marketing strategy which brings the biological traffic to the business (Todor,
2016).
Search Engine Marketing (SEM): SEM is an inclusive strategy which drives traffic to the
business. It is also identified as remunerated search marketing. SEM is varied and composite.

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As per the business structure, a marketer can choose pay per click, cost per click or cost-per-
thousand impressions model. Display advertising is also part of the SEM.
Content conception: The content can be accessible in the numerous formats comprising white
papers, blogs, e-books, case studies, articles, news, updates, forums, images, info graphics,
videos and more. The recent changes in Google’s algorithm indicate the most significant
metric at the time of filtering search results. The content can be created related to any field
and can be linked to the business. Sharing good content is the best way of branding a business
(Stephen, 2016).
Social Media Marketing (SMM): SMM comprises driving traffic to sites like Twitter,
Instagram, Pinterest, Google+, and LinkedIn. The content can be customized for several
social media platforms. It is required to engage with the users on a regular basis to drive
sales.
Digital Display Advertising: digital display advertising uses a diversity of display advertising
presentations in order to target the prospective audience. It can be in the form of a banner,
interactive ads, text, image or video ads. The message can be customized based on the
interests and the positioning of the customers.
Mobile Marketing: Mobile marketing is comparatively anew medium of marketing. It is
regarded as dual marketing communication between the company and clients and takes place
through mobile devices. The mobile users are growing on a constant basis and are an efficient
way of marketing. Moreover, it has become a revolutionary tool for companies to connect
with customers.
Interactive Marketing: It is made sure by the companies that their advertising strategy engage
potential customers in the conversation. Most of the customers now a day prefer to go for on-
going communications with the companies. Various tools like widgets and opt-in features are
used to make website interactive and track the behavior of the users.
Viral Marketing: It is a strategy where exclusive content is spread online exponentially which
is liked and shared hugely. It is an amazing way of branding and driving traffic to the
website. The content can be created in any setup depending on the creativeness (Yadav, Joshi
& Rahman, 2015).

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E-mail Marketing: The email marketing strategy includes sending commercial messages to
potential customers through the email. The e-mail lists can be maintained through the
effective email marketing software depending on the various factors like preferences and
habits of the customers.
Affiliate Marketing: It is a performance-based marketing program where editors are paid by
the companies to get the customers. The performance relies on alterations like upgrades,
leads and merely sales. A company can be fragment of the associate programs of the several
producers as they give space in their pages by advertising their business.
Online Public Relations: The public relation is a significant part of the digital marketing
tools. The businesses who do not undertake public relation can lose the customers. The digital
marketing has attained more advantage than the traditional public relation as the possibility of
dual communication over the internet.
Digital media planning and buying: digital media marketing is the result of the
comprehensive strategy framework. It can be launching a new brand, promoting an
established brand, varying customer behavior or several platforms to reach the desired
audience. Different web-based and mobile applications are also undertaken in digital media
planning (Yasmin, Tasneem & Fatema, 2015).
Web analytics: Web analytic is the most significant aspect of digital marketing. It assists in
gathering, measuring, understanding, analyzing, reporting, planning and forecasting the web
activities of the business. It even gives assessment and various angles to deliberate vis-à-vis
of the business. Google Analytics, Woopra, spring metrics, mint, and heartbeat are certain of
the important web analytics tools.
A survey is even conducted of the 275 professionals around the world as a preferred internet
marketing approach. The results are given below:

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The figure represents that email and website create the most effective tactics and are least
tough to execute. A study was also conducted under the digital marketing trends and the
views of the smart insight readers were invited for the top-level important trends. A response
of 2,352 was attained from the marketers around the globe. It was asked to the respondents to
give their opinion on “Selecting one marketing activity which can give the biggest uplift in
the leads and sales. The statistics given below represented those different digital marketing
activities with the utmost commercial influence. It was realized that content marketing is
having the highest impact on the businesses.
(Commercial impact of digital marketing)
When digital marketing is compared with traditional marketing then it has been realized that
there are several areas and opportunities where digital marketing is competent and is always
preferred. The response of the customers in digital marketing can be known in real time.

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Unlike traditional marketing, an individual does not have to wait for the stipulated time frame
in order to find out the response. Digital marketing makes easy to track customer’s response
which is helpful in identifying that a particular campaign for the product is working or not.
The feedback attained also helps in making the significant changes in the promotional
campaign. There is even a difference realised in traditional and digital marketing in terms of
cost. The digital marketing strategy can take place with the quite little cost and can easily
replace the conventional costly advertisement methods like radio coverage, print media, TV
and more. Digital marketing has also greater reach than traditional marketing. It is also an
unlimited return on the investment with effective positioning in the market. The marketers
can form options in digital marketing to encourage the target audience to take favorable
option (Baltes, 2015). The customers can visit the website and can view the products along
with the features. The companies can know about the buying decisions of the customers and
corresponding feedback through the websites. It is also an effective way to engage customers.
Conclusion
Digital marketing has become a vibrant part of several companies. A radical change has been
realized towards the digitalization. The customers also look for the best deals from the sellers
over the internet. Small businesses also have started to use digital marketing as a inexpensive
and effectual way to endorse products and services. Digital marketing has no limitations and
sets the companies free. The companies can make use of any device like tablets, smartphones,
TV, laptops, digital billboards and media like SEO, social media, e-mail, videos, content, web
analytics, e-mail marketing, interactive- marketing and more. Digital marketing can result in
more success if it given top priority by the users. As “Rome was not built in a day”, digital
marketing cannot also become successful with the single attempt. It requires more trials. The
watchwords such as “test, learn and progress” should be at the core of all the digital
marketing ingenuities. The organizations are required to generate more innovative customer
experiences and the policies for identifying the greatest track for motivating the bet digital
marketing performance.

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References
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management, 72, 47-55.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial
Marketing, 30(6), 703-710.
Rohm, A. J., Stefl, M., & Saint Clair, J. (2019). Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education, 41(1), 47-59.
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.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), 51.
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences, 189,
335-343.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science
and Business Administration, 1(5), 69-80.

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Appendices
(Internet as a hub for digital marketing)