Marketing: Advantages, Disadvantages and Future Trends Report

This report examines the multifaceted field of digital marketing, providing an overview of its role in modern business management. It begins by defining digital marketing and highlighting its evolution from traditional methods, emphasizing the shift towards online platforms and social media optimization. The report delves into the advantages of digital marketing, such as enhanced promotion speed, while also critically analyzing its drawbacks, drawing on research that points out structural deficiencies, the need for constant adaptation, and the challenges of maintaining control and protecting brand reputation. The discussion includes insights from various scholars, exploring topics like the evolving nature of digital marketing, the impact of innovative technologies, and the potential for negative customer reactions. The report concludes by summarizing the arguments, emphasizing the importance of optimizing both online and offline platforms to mitigate risks and adapt to the evolving preferences of consumers and the increasing use of the internet by businesses of all sizes. The report underscores the importance of understanding both the benefits and challenges inherent in digital marketing strategies.

Running Head: MARKETING
MARKETING
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Introduction
In business management, the term marketing refers to promoting the business through
online and offline platforms. During the traditional period, marketing was done through word
of mouth, television advertising, and radio broadcasting. Steeping into the digital era, the
marketing strategy also equipped the techniques of digitization (Shaw, 2016). Now,
businesses are getting promoted through social media optimization or other forms of digital
marketing. The mode of digital marketing enhanced the speed of promotion through online
platforms. However, the concept is also being criticized by various researchers that are
mentioned in the following section.
Discussion
There are various benefits of digital marketing, however Taherdoost & Jalaliyoon
(2014) mentioned that the industry is a new and young in the field of marketing hence, it
provides deficiency in structure. The market lacks efficient digital marketers to adapts the
formal course of training and modules of the marketing strategy. The procedure does not
guarantee any prescribed formula to achieve success at the end of the procedure. The idea is
to keep updating the knowledge about digital marketing as the field is not static. The business
needs to optimize the brand name to be ranked on the top pages of search engines.
Similarly Kannan (2017) mentioned that, the domain of digital marketing is evolving
day by day. Incorporation of innovation technology is highly demanded within the field of
digital marketing. Hence, it is not that much beneficial for the middle or small size of
business organization. Implementing the marketing strategy with the latest version of
technology can also increase the expense for the organization. Along with the cost,
optimizing on the search engines is a lengthy procedure. It takes quite a long period of time to
become adverted at the top pages of every search result.

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Hemann & Burbary (2013) mentioned that digital marketing can lead to create reverse
reaction from the potential customers. The concept of trolling and other devices can destroy
the reputation of one’s corporate identity. Activities done by scammers and spammers can
trouble the business reputation. For this, many business owners can lose their potential
clientele. On the other hand, these researchers also mentioned that, the technique of digital
marketing can be difficult for controlling. For the digital marketing campaign, the business
owners need to depend on the developer and SEO or SMO experts. This is somehow the
owners can lose control over the entire digital marketing procedure.
On the other hand, Nuseir (2018) and his group of researchers mentioned that the
hidden ideas of digital marketing contents can be easily copied. The efforts given by the
developer or designer can be copied with the aid of few clicks by any technically clever
person. Hence, the owner needs to keep vigilant during the entire tenure of digital marketing
procedure. Along with this, these researchers mentioned that consumers are becoming
inundated with the information recently. This is the reason why people are using filters to
avoid any kind of advertisements during the time of surfing any important data or another
important work. The most crucial part of their discussion discloses that, the advertising is the
first impression presented in front of the consumers. A single mistake can negatively impact
on the consumer industry and fetch a sort of misfortune for any business organization.
Conclusion
Summing up all the arguments presented by the different scholars a general
perspective has been built up for the business-related term – digital marketing. Both the
online and offline marketing are marked with its own pros and cons. The topic of digital
marketing is a center of discussion of many research articles as observed within the research
work of various scholars. Digital marketing is one of the process of enhancing the availability

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for the potential customers. Proper optimizing the business within both the online and offline
platforms can lower down the level of risks within the domain of marketing. Criticism is an
integral part of every successful concept or individual. Hence, criticism about digital
marketing is nothing new for the experts of the similar field. Above all, the evolving
preference of digital marketing with the proper incorporation of innovative technology is
successfully deriving the disadvantages attached with the term digital marketing. In this
regard, it is worth mentioning that, the growing utility of internet by the small to large scale
of business owners to achieve success with digital marketing.

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Reference
Hemann, C., & Burbary, K. (2013). Digital Marketing Analytics. Making Sense of Consumer
Data in a Digital World," Que Publishing,.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Nuseir, M. T. (2018). Digital media impact on SMEs performance in the UAE. Academy of
Entrepreneurship Journal.
Shaw, S. (2016). Airline marketing and management. Routledge.
Taherdoost, H., & Jalaliyoon, N. (2014). Marketing vs E-marketing. International Journal of
Academic research in management (IJARM), 3(4), 335-340.