Digital Marketing Report: Trends, Models, and E-commerce Strategies

This report provides an overview of key trends and advantages in digital marketing, focusing on the e-commerce sector. It critically evaluates new and emerging digital business models, examining the value proposition, security, and marketplace models. The report analyzes the impact of collaborative relationships and strategic alliances, particularly highlighting the Myntra and Flipkart partnership, and discusses how e-commerce principles can be used by businesses like Myntra. The analysis covers aspects such as ubiquitous e-commerce, digital supply chains, AI-powered personalization, and the importance of a strong online presence, ultimately emphasizing the significance of customer experience and security in the competitive e-commerce market.

Digital marketing

Table of Contents
Digital marketing.............................................................................................................................1
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Provide an overview of key trends and advantages................................................................3
Critically evaluate new and emerging digital business models..............................................4
Impact of new collaborative relationships and strategic alliances.........................................5
Discuss how e-commerce principles could be used by the chosen business..........................7
Conclusion.......................................................................................................................................9

Introduction
Digital technologies are defined as the devices, electronic systems as well as resources which are
used for generating, storing as well as processing data. There are different sources which are
used by companies in order to manage the functioning such as online reviews, social media
advertising, multimedia, etc (Guan, and Li, 2021). There are lot of e commerce companies
across the world which have been functioning efficiently within market by using new digital
media techniques. The term "utility" refers to how quickly the user arrived at the desired activity
and unless they were able to complete it in general. When a user is initially exposed to an e-
commerce system, this criterion is typically significant. This factor influences the customer's
comfort and ease of interaction with the online solution's display. Finally, attractiveness is what
decides whether or not a user wants to utilize a specific solution in principle. In most cases, the
visual component is to blame.
The following report includes discussion about e- commerce company naming Myntra. This
is an Indian fashion e-commerce company situated in Bangalore. This company was founded by
Mukesh Bansal in the year 2007. This company provides online delivery services for clothes,
apparels, mugs, etc.
Main Body
Provide an overview of key trends and advantages
Key trends and advantages of digital technology
Technology is known as backbone for e-commerce and it is helpful for connecting sellers and
customers on mobile as well as web platforms (Córdova Daza, 2021). This is helpful for
effective management of deliveries, customer orders and payment of purchased goods and
services. There are lot of advantages for an e commerce company like Myntra within market.
Some of these are mentioned below –
Ubiquitous e-commerce and 24/7 sales – There are several changes within mobile
devices and the way of living in a radical manner. This has contributed to the existence of
integral tool for managing services. In context of Myntra, it is essential to look out for
opportunities that are enhancing 24/7 services. It helps in increasing customer satisfaction level.
Moreover, it leads to increase the number of potential customers.

Digital supply chain – The concept of digital supply ensures the differentiation of e-
commerce space. The management of any e commerce company has to play a critical role for
ensuring and managing faster delivery. There are some factors in which Myntra has to focus
upon and these includes brand protection, inventory management, port management, warehouse
management, drone delivery.
AI powered personalisation – Competition has increased within market. There is need for
managing staying ahead from different new companies of e-commerce including Amazon,
Flipkart, Alibaba, etc. That is why there is need to focus upon using technology and managing
customer experience. Personalisation is needed by companies for enhancing the satisfaction level
of customers. There are lot of AI companies which are transforming e commerce by using and
devising unique solutions for e-commerce company (Fernandes, and Oliveira, 2021). AI has
become an essential way for e-commerce companies to manage survival in dynamic and
adaptable targeting at right platform.
Managing virtual business in global environment
Critically evaluate new and emerging digital business models
Digital business concept of myntra
Proposition of Value - The manner of the value proposition generally terms as the various
facilities in the management that provides products in respect to earn the profit. Myntra has a
various sort of the goods sections in the business.
A secure online store requires to have optimal customer experience in which there is lead to
increase in sales. It also helps in developing a positive image in front of customers. There are
several individuals who are looking for online shopping alternatives. There is high competition
within ecommerce market and that is why it is also required to get exposure for ecommerce
security violations (Dixit, Garibaldi, and Gupta, 2021). When E commerce security is not
perfect then the company or website can face breaches of data. It consists of sensitive customer
data loss and it also result in decline of sales, trust of customer and brand image. Reputation and
trust are not easy to gain for a company. That is why best practises and strategies are to be used
by Myntra in order to develop trust among customers. Ecommerce business are involved in
sharing few similarities. For Myntra, it is very important to get E commerce security right
becausr if online business is losing sensitive information of customers then because of security
threat, it involves in losing of large number of potential customers. Customers do not want to

shop from an online store which is running lot of risk regarding data and valuable details like
banking credentials. Ecommerce businesses do not have luxury of getting a second chance. This
damage is irreparable and that is why it is important to focus upon Security. Opinions of
Marketplace Sellers vs. Inventory-Led
Investigators asked online sellers which model they prefer: a marketplace model in which they
handle their own merchandise, or a portfolio hybrid model in which marketplace-fulfilment
services store inventory, package it, and deliver it. What they had to say was as follows: “Varies
based on batch to batch,” says the marketplace model for products with lower margins. We have
a few goods that we wish to keep to ourselves since they have low margins or little inventories
(Mossaei, 2021).Ecommerce security: it consists of taking several steps for protecting business
information and interest from harmful attacks. This is a protocol which is designed for
safeguarding information off E commerce business: There are several improvements within
ecommerce security like robust passwords, firewall and making use of 2FA.
Financial fraud: these are afflicted for online business and unauthorised transactions for costing
business significant losses. There are some fraud stores what involved in filing demand for
generating the repayments and revenues. It is termed as the major financial risk by which the
business has to repay an unlawfully developed damaged products.
Spam: This is a situation where emails are known as medium for high sales. It also consists of
highly used mediums for spamming. It includes commenting on blog or contact form or an open
invitation for online spammers where they can leave infected links that can harm customers.
Fishing: this is also known as a common security threat for E commerce websites. In this,
hackers work as legitimate businesses and send email to customers and clients. They tricked
them for revealing their sensitive information like banking credential by simply presenting them
with a fake copy of legitimate website.
Impact of new collaborative relationships and strategic alliances
Myntra and Flipkart add having a strategic alliance and it is the second largest organisation chain
across the world. There are approximately 13,000 outlets of Flipkart and Myntra which is a
strategic alliance worldwide and it is having sales earnings of 2.5 billion. There is positive
impact of new collaborative innovation as well as strategic alliance within the digital technology
of both these companies (Sheth, and Kellstadt, 2021). Myntra is termed as the fashion related
sector where consumer would like to purchase it. The company have various partners with as

3000 businesses to offers the key manner of the goods. In context to the business, it have their
major focus on the marketing and sales orientation sections. Myntra's is acute to the business’s
success. The staff faculty, that involves the online set of the delivery to the consumers and IT
people who are involves in the business as effectively. The company have partners who are high
in number as after to the acquired manner of the Flip kart. They had linked the superfluity
category in 2019 when it partnered with Purple Style Labs, a luxury company that provides
various fashion sense to 1.5 lakh rupees. This will also help in the acquisition of new consumers.
The majority of company’s revenue is termed on stock acquisitions. The company also
capitalises in practical progressions and infrastructural promotions.
 Unique selling proportion: It is an advantage of additional services which contributes to
different selling propositions. Flipkart and Myntra odd having strategic alliance which
uses unique selling proposal in order to get food delivered in 30 minutes or else there is
total refund.
 Target market: the strategic alliance is targeting website ng generation are millennial
generation Y. this business is actually placing a positive image in mind of customers as it
is providing fast shipment services. It is useful in beating different competition within
market.
 Flipkart and Myntra as strategic alliance has divided market environment into two
different sectors. Because of this, first section consist of top management and includes
organising structure, operation management as well as purchasing of basic properties and
material. This alliance is dealing with different factors which are used for capitalising
strong position in context of brand names (Carter, and Eger, 2021). Quality meals and
product innovation are the two main focused objectives of this strategic alliance. Reliable
suppliers are also aw specification of this strategic alliance which is making it more
effective. The supply of active ingredients and raw products is used for securing supply
chain management procedure.
 Promotional advertisements: these are actually the most important factor in mind of
customers by the use of psychological and strong message advertisement. The
promotional and advertising strategy used by this strategic alliance depends upon
emotional and psychological facts.

 Fast and quick delivery system: Myntra and Flipkart strategic alliance is very popular
because of its fast shipment. They provide delivery in 30 minutes.
 Strong brand equity: agent every customer of Myntra and Flipkart strategic alliance
acknowledges the valuable services which are provided in order to maintain brand equity.
This strategic alliance is producing quality items and products. The shipment is also
provided within 30 minutes.
 Highly skilled employees: this strategic alliance of Flipkart and Myntra ensures that
training and development programmes should be organised for employees. Monetary as
well as non monetary benefits are provided two employees. This helps in improving
efficiency and boosting the skills.
 Investment in innovation and technology: these are two important factors which are
involved in growth and sustainability of any business. In context of this strategic aligns, it
is seen that digital ordering system has increased 50% of these sales in this corporation.
Discuss how e-commerce principles could be used by the chosen business
When a consumer visits an e-commerce website, he or she makes an instant decision to stay or
go just by glancing at it. As a result, even with an excellent marketing plan, it is unavoidable to
package everything in a presentable and useful manner. If website have outstanding Ecommerce
development fundamentals, the e-commerce website becomes the channel to maintain the
consumers interested while also showcasing the worth of the products in a very strict way.
Customers must be happy with the way an e-commerce website appears and functions since it is
the first thing that anybody notices. Within the first few seconds of viewing the website, people
will form an opinion about the company. What consumers think when they first view the site,
and what they think about it, might influence whether and how they patronize website now and
tomorrow (ER, and Nurmadewi, 2021). Users will have a bad image of the business if the
website is ugly or outdated, and they may visit a competitor's page instead. The first impression
may either persuade them to stay on the website and learn more about the company, or it might
persuade them to leave and go to a competitor's. Both of the clients will go through these intense,
complex situations. If the website is designed according to the toner core concepts, it will have
an impact on how these make decisions, how quickly they are made, and how they are made.
Nobody trusts a website that is badly designed. A website that is badly designed or includes
material that appears to be obsolete does not inspire trust. The website has a dubious reputation.

The consumers will have more faith in website if website have a good website. It's critical to
build trust with them as well that they stick around on the site. Clients who spend more time on
the site have greater chances to make a purchase.
 Unique design aspect - To stand out from the crowd, website should include some strong
and uncommon elements in the design so that customers remember website and return to
the site to experience a unique user interface. The site should be built in such a manner
that it meets the needs of the users, is appealing to the eye, and emphasizes the items.
People who are new to internet purchasing have a tendency to focus solely on the
attractiveness of the design.
 Add a Search Column - A search option is essential for any online shop, since visitors
may be seeking for a certain product to purchase. Going through multiple organisations in
search of a certain product might be time consuming. Instead of leading visitors astray
with a maze of groups and filters, enable them to view the service online by just inputting
the term and navigating to the relevant searches.
 Emphasize security - Anyone who gets to buy items from the website wants trust or his or
her health and payment information is protected, and that website will not disclose it
with anyone else. Assure any payment system is safe and comfortable; if it isn't, it will
have a direct impact on the traffic and lead generation, eventually causing website to
miss the sales objectives.
 Visually appealing Lawebsite t - The best method to highlight simplicity and remove
superfluous components from the site is to use minimal in the style. Even so, getting
minimalism right may be a bit difficult. Many of the main criteria which could guide
website customers exactly what they plan to go include a handpicked visual style, enough
blank space, beautiful typeface, and, above anything, selecting on the correct project
characteristics and throwing out another irrelevant one’s. Furthermore, minimal
webpages are typically easier to create, use limited options, and load considerably faster
than crowded ecommerce platforms.
 Effective Product Descriptions - The website's product descriptions are extremely
important and can affect the buyers' purchase decisions. The more appealing the
typefaces, detailed language, pictures, and videos are, the more likely the customer is to

associate them with his purchasing requirements. Although this isn't strictly a design
aspect, paying attention to these things might help website get a better return on the
investment in the long term.
 Know The Target Audience - To best serve the consumers, website ought to identify
them and build the website appropriately. To earn their trust, website must first learn all
individuals require so that website can make them feel at ease when searching various
items and providing them with the offerings. Website must define the target audience
and monitor their purchasing habits. This manner, website will be able to improve their
experience for users, which again will boost the income creation immediately.
 Reactive Technology - To boost the style and look of a website, some leadership
approach extensive HTML code, large-sized pictures, and huge flash images. However, it
is unsuitable for an online shop in any form, as it will cause the site to load slowly. There
will be lots of all other rivals selling comparable items on the internet, thus website can't
afford to have had a choppy site. People do not have the luxury of waiting all the sites to
load and will soon move on to other options. A semi web will have a terrible reputation
and cause website to lose new buyers.
 User Friendly - An e-Commerce website should be simple to use. A simple search
procedure enables visitors to access numerous sites or goods that they wish to purchase.
These websites should perhaps give users with enough product descriptions and images
so that they too can fully comprehend the items while having to touch or want them in
person (De Schaepdrijver, and et.al., 2021). The more realistic it appears, the more likely
it is to be converted.
Conclusion
It is concluded from the above report that there is unlimited amount of e-commerce sites on
the internet, just like there is an unlimited sum of marketing establishments. Hence, like as the
individuals like to purchase in various places, in the similar manner that might be said with
online purchases. So, in relation to presenting a diverse selection of products, ensuring the flat
purchasing procedure, and offers the suitable possibilities all throughout site, pay close attention
to the online store's style.

REFERENCES
Books and Journals
Guan, C. and Li, E.Y., 2021. A note on influencer marketing in social media. Int. J. Internet
Marketing and Advertising. 15(2). p.123.
Córdova Daza, A.F., 2021. PLAN DE MARKETING DIGITAL PARA LA INTRODUCCIÓN
DE LA MARCA DE LUBRICANTES SHELL EN EL ECUADOR (Master's thesis,
Quito).
Fernandes, T. and Oliveira, E., 2021. Understanding consumers’ acceptance of automated
technologies in service encounters: Drivers of digital voice assistants adoption. Journal
of Business Research, 122, pp.180-191.
Dixit, S.K., Garibaldi, R. and Gupta, V., 2021. CALL FOR PAPERS FOR THE SPECIAL
ISSUE OF JOURNAL OF FOODSERVICE BUSINESS RESEARCH ON FOOD AND
BEVERAGE TOURISM: MANAGEMENT AND MARKETING PERSPECTIVES.
Mossaei, N., 2021. Are Virtual Assistants Effective in Generating Customer-Firm Engagement?
The Role of Social Media as a Component of Marketing Strategies.
Sheth, J. and Kellstadt, C.H., 2021. Next frontiers of research in data driven marketing: Will
techniques keep up with data tsunami?. Journal of Business Research, 125, pp.780-784.
Carter, D. and Eger, E.K., 2021. Visibility and vulnerability in online marketing
practices. Journal of Cultural Economy, pp.1-15.
ER, M. and Nurmadewi, D., 2021. Analysis of business process management capability and
information technology in small and medium enterprises in the garment industry
(multiple case studies in East Java, Indonesia). The Electronic Journal of Information
Systems in Developing Countries. 87(1). p.e12154.
De Schaepdrijver, L., and et.al., 2021. Addressable ads are shaping the future of TV Marketing.
Combining the benefits of digital advertising with the power of the big screen.