Business and Management: Digital Marketing Literature Review Report

This report offers a comprehensive literature review on digital marketing, exploring its various facets and strategies. It begins with an introduction to digital marketing, defining it as an online marketing approach that leverages the internet and digital tools to connect businesses with potential customers. The main body delves into the core concepts, including content marketing, social media marketing, SEO, pay-per-click advertising, email marketing, and affiliate marketing. The report highlights the cost-effectiveness and efficiency of digital marketing compared to traditional methods, emphasizing its role in brand awareness, customer engagement, and lead generation. The conclusion reiterates the importance of digital marketing for businesses, summarizing the key strategies and benefits discussed throughout the report. The report emphasizes the need for businesses to adapt and utilize different digital marketing channels to reach and engage their target audiences effectively. The report also provides references to support the analysis.

Academic Skills and
Studying with
Confidence
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Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Digital marketing....................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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Introduction
This report is based on the literature review on digital marketing, which helps in better
understanding the concept of digital marketing. Digital marketing is also known as online
marketing which help an organisation in promotion of their brand by connecting its potential
customers with the help of internet and other digital communication tools. It includes various
tools such as email, social media and web based advertisement etc. digital marketing is all about
using online data to realize marketing objective. Other than this it can be say that it is a art which
is used by an organisation for formulating marketing strategy which target a particular group of
customers online. According to current scenario internet open a variety of opportunities for an
organisation. Digital marketing is a cost effective and time management technique for an
organisation. It is a term which is used for targeting, measuring, and interactive marketing of
various products and services using digital technology to reach a wider range of viewers, turn
them into customers & retain them for long period. This report include a literature review on
digital marketing.
MAIN BODY
TASK
Digital marketing
According to (Indrajeet, 2020), digital marketing refers to a marketing approach which
help an organisation in effectively connecting the large number of target audience with the help
of various available digital media channels and platforms. This type of marketing approach
includes various channels which are content marketing, email marketing, social media
marketing, and mobile marketing and so on. All these channels helps an organisation in
effectively creating a marketing strategy to reach and connect the target customers of company.
It is a cost effective and have a great commercial impact on a business. It is a modern marketing
strategy which take place through digital means.
Now a days with the increase in development of country people are more actively use
internet. This will help company to easily promote their brand over internet which assist
organisation to reach a large number of people at a single point of time. Which will reduce the
cost of selected company and also save time of company. Digital marketing use various
important strategies which all are work together for generating traffic, creating awareness and
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transform leads into loyal customers for their business. For an effective digital marketing its very
important for an organisation that they effectively utilized internet and various digital based
technology such as desktop computer, mobile phones or other digital media & platform for
effectively promoting the goods and services (Bernstein, 2017).
Digital marketing has allowed brand of an organisation to stay relevant by making
themselves visible through various channels and touchpoints. It is more effective as compare to
traditional marketing channels such as TV, newspaper etc. With the help of this type of
marketing an organisation is able to keep in touch with their existing customers. The primary
objective of modern digital marketing is to raise brand awareness.
According to (Simplilearn, 2021), there are various types of digital marketing which
helps an organisation to reach a large number of audience. With the help of different types of
digital marketing company can prepare an effective marketing strategy which provide the best
results. There are six important digital marketing channel which are discussed below:
Content marketing- It refers to an important information which include blog posts,
videos, and other instructional materials. This type of digital marketing help an organisation in
effectively connecting with the large number of audience and answer to their question. It will
also assist an organisation in generating leads & close sales. This type of marketing will require
to publish regular content over internet and the content must be good quality and reliable. For
effectiveness of this digital marketing tool company need to ensure that their customers will
come to company websites for getting the latest information about company. In other words
content marketing is type of marketing which involve the creation and sharing of online material
such as social media posts, blogs etc. It is a business process which is used by an organisation to
attract, acquire, and engage a clearly defined and understood target audience (Gjini, 2018).
Search engine optimization- It refers to a marketing strategy in which organisation
needs to create the content in such a way that the search engine like Google will give highest
rank to company page or website on the SERP (Search engine result page). For providing the
right rank google use algorithms which helps in analysing how relevant company page is to the
keywords that a user will search on google. Company needs to effectively adjust this marketing
strategy because these algorithms are frequently update. Effectively conducting this marketing
strategy will help company to put its page on the top which generate more organic traffic.
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Pay per click- It is also known as search engine marketing which refers to a paid
advertisement which appear at the top of SERP. Cost of these ads will based on the number of
clicks the link of an organisation will received that’s why it is called “Pay per click”. In other
words it is a business model where a company that has placed an advertisement on a websites
pays a sum of money to the host website when a user click on the advertisement ( Marin and et.
al. 2018).
Social media marketing- It refers to a marketing tool in which organisation use social
media platform as a digital marketing tool channel. In this Ads will be bought for reach out the
large number of new and potential customers. According to this channel an organisation need to
create a profile for their business on various social media platforms and create effective post and
advertise their products and services over it. Company needs to effectively analysis their target
customers for selecting a best and effective social media platform. Social media platform include
Facebook, Twitter, Instagram and so on. Now a days customers are more active on social media
and this is the best tool for company to reach its target audience (Purwanto and et. al. 2019).
Affiliate and influencer marketing- Adopting affiliate & influencer marketing tool will
help am organisation to reach a large number of audience and effectively engaging with their
existing audience. For an effective influencer Relationship Company needs to do work with a
person who is well known and respected in industry. In this company will create an effective
content which helps an organisation in promoting their business & product by sharing a link on
company website. In this type of marketing channel with every click on link the influencer will
receive a kickback.
Email marketing- This is another important tool of marketing which helps an
organisation in promoting their brand. In this channel when a customer will visit the website of
company then they are invited for join an email subscription list. After receiving their permission
company will send email related to sales, special event or product. The most important benefit of
this channel is to provide a value to company customers. This digital marketing channel will
assist an organisation in creating a mutual relationship between the customers and organisation
by providing exclusive offers to their customers. It will assist organisation in enhancing the
loyalty of customers towards brand (Price, 2018).
According to (John, 2020), digital marketing play an essential role in an organisation.
Various importance of digital marketing are discussed below:
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Customers are online- Now a days with the increase in technology and development of
a country people are more actively use internet and social media sites which provide an option to
organisation to effectively reach a large number of customers at a single point of time. Business
need exposure to find their target customers and online market is the best way which helps
organisation in it.
Cost effective and faster- Digital marketing is more affordable as compare to traditional
marketing. If an organisation have limited resources for promotion of their product than tradition
method is not stabile for company because it require a large amount of investment. Digital
marketing is very cost effective and promote the brand to a large number of customers at a single
point of time (Srivastava, 2019).
Better ROI- Every businessman wants that they can receive better return on their
investment. While this will be possible to achieve a higher conversion rate of return on
investment because most of customers will see company ads online.
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CONCLUSION
From the above discussion on this report it is concluded that digital marketing is an
important tool for an organisation. As it help business to create awareness related to their
products and services to a large number of customers. From this report it is analysis that there are
various types of digital marketing such as social media marketing, content marketing, and email
marketing and so on. For effectively promoting the goods and services or brand of an
organisation company needs to effectively prepare a strategy using various channel of marketing.
It is analysed that digital marketing is faster and cost effective as compare to traditional
marketing.
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REFERENCES
Books & Journal
Bernstein, A., 2017. Socially acceptable digital marketing for the care home. Nursing And
Residential Care. 19(9). pp.525-527.
Gjini, M., 2018. Perth and the University of Western Australia: Interconnected digital marketing
traits (Bachelor's thesis, Università Ca'Foscari Venezia).
Marin, A.C., and et. al. 2018. Digital marketing as a tool for innovation and business leverage.
Price, R.A., 2018. Incorporating Digital Marketing in the Marketing Curriculum: An Approach
for Small Colleges and Universities. Business Education Innovation Journal. 10(2).
Purwanto, R.M., and et. al. 2019. Study the importance of business ethics and ethical marketing
in digital era. Journal of Critical Reviews. 6(5). pp.150-154.
Srivastava, A., 2019. Social Media: Marketing & Branding. BPB Publications.
Online
What Is Digital Marketing, 2020. [Online] Available through <
https://www.toolbox.com/marketing/content-marketing/articles/what-is-digital-marketing/>
6 Types of digital marketing: when and how to use them, 2021. [Online] Available through <
https://www.toolbox.com/marketing/content-marketing/articles/what-is-digital-marketing/>
Why Digital Marketing is Important for Businesses, 2020. [Online] Available through <
https://www.mmmatters.com/blog/why-digital-marketing-is-important-for-businesses>
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