Digital Marketing and Customer Relationship Report LON160114011

This report delves into the realm of digital marketing, exploring its techniques and impact on customer relationships. It contrasts traditional marketing methods with the cost-effectiveness and broad reach of digital strategies, emphasizing the importance of understanding consumer behavior in the online landscape. The report highlights the significance of website design and customer relationship management (CRM) in fostering customer satisfaction and driving business growth. It examines how companies like Amazon and Flipkart leverage digital marketing, social media, and effective communication channels to build strong customer relationships, improve sales, and maintain a competitive edge. The report concludes that a robust digital marketing strategy, coupled with a customer-centric approach, is crucial for organizational success in the modern market.

Running Head: Digital Marketing
Digital Marketing
KELA SEFA LON160114011

Digital Marketing
Introduction
Digital marketing is related to the techniques that are done with the help of electronic media or
by the internet. This is a very innovative concept introduced in the 21st century that gives
benefits to various organizations to promote the products and services in the market. Digital
marketing does not have a specific definition but it can be evaluated by considering the examples
of online advertisements, instant messages. These all are the example that represents the concept
of digital marketing. With the use of digital marketing, the promoting or advertising of products
and services are done in a convenient and cost-effective method. So, in this report, the emphasis
is given on the concept of digital marketing that how it enables the marketers to offer value to its
customer. It is very important for an organization to consider the end to end the journey of the
customers. From purchasing the product till adjusting a service, the organization has to give
focus to enhancing the image of the company. For example: When the customer purchases the
product from Amazon, then the company focuses on maintaining the end to end journey. From
the initial step when the customer opens an account and buy a product till solving the disputes
related with the product. The company tries to give maximum level of customer satisfaction, so
that the customer can feel happy and can come back to purchase the product.
Traditional and Digital Marketing
Traditional marketing is a method that focuses on searching the right target audience and also
takes into consideration the behavior of the consumers. It consists of telephone, direct mail, print,
and broadband whereas the digital marketing consists of electronic devices like websites, social
networking sites and also video marketing. The traditional marketing has a high success rate
whereas the digital marketing is a cost-efficient method of marketing (Charlesworth, 2014).The
traditional marketing has the understandable audience whereas digital marketing has an
unpredictable audience reach. Like in digital marketing the company cannot guess the exact
audience but in traditional marketing the targeted audience can be evaluated. Traditional
marketing like television and magazines are costly for the small business whereas digital
marketing can be cost effective (Bernard, 2017).

Digital Marketing
(Source: mindtools.com, 2016).
The digitalization has resulted in the drastic change in the marketing of the product. It has given
a revolutionary way to the organization to connect to a large mass of audience. The customers
are spending most of their time in surfing the products online (Stone and Woodcock, 2014).
Also the digital technology has given impact on the buying behavior of the customers. Now days
customers are purchasing products from online sources like flip kart, amazon. If the Amazon
provides quality products to the consumers, then it is seen that the journey of the consumer is for
a long time. So, Amazon should focus on the quality that is offered to the consumers, as it is only
the platform through which the organization can attract and grow in the market. Amazon can use
the technique of social marketing. By giving advertisements on the social media sites like
Facebook, Twitter, it can be easy to enhance the growth and demand of the product (Ravazzani
and Maier, 2016). The behavior of the consumer also changes when they see advertisements. The
consumers get induced by seeing attractive advertisements. Consumer behavior also gets
influenced by seeing attractive offers and discounts offered by the organization. The effective
communication channels that help the organization to interact with the consumers can also be
taken into consideration. The company also takes into consideration the initial step when the
customer opens an account and buys a product till solving the disputes related with the product.

Digital Marketing
Digital Marketing Website Design and customer relationship Management
Digital marketing strengthens the customer relationship and it is considered as an important
aspect in attaining the successful management strategy. The marketing gives emphasis on
establishing visibility and also in giving the information to the customers. The good digital
marketers know how to grab the customer feedback and the information by different channels
and segments. By giving regular focus on evaluating the customer data and also to consider the
buyer perspective is the job of the marketers (Ryan, 2016). The customer relationship
management is the cost-effective strategy that reduces the workload of the members and also less
paperwork is done by the workers. Customer relation management reduces the expenditure and
also enhances the digital marketing process (Hollensen, 2015).
Digital marketing Website Design also helps the consumers to get knowledge about the company
or the products. Customer relation management helps to manage the relationship across many
individuals and also in departments. It gives emphasis on marketing efforts and also to
communicate to a group of people (Tiago and Veríssimo, 2014).Digital marketing plays a great
role to maintain effective customer relationship management. It is the strong and efficient
approach that enhances and creates an effective relationship with customers. For example: Flip
kart and Amazon provides effective customer relationship management by solving the problems
through mails or customer support services. When the customer has any query related to the
product, the company offers effective customer support services that solve the queries related to
the product. Nowadays it is a common process, every small and large company understand the
importance of customer relationship management. Once the relationship is maintained it is easy
for an organization to maintain the personal and emotional linkage with the customers (Mithas,
Krishnan, and Fornell, 2013).
Conclusion
By analyzing the report, it is concluded that digital marketing plays a great role in enhancing the
growth of the organization. By considering the recent scenario it is evaluated that digital
marketing has a great significance. It helps the customer to get knowledge about the products and
services that are available in the market. The organization also promotes the products and
services by offering various effective discounts that induce customers to buy the product.

Digital Marketing
Customer relation management also gives enhancement in the sales and profitability of the
organization. To maintain an effective relation it is very important for an organization to enhance
the satisfaction level so that the goals and objectives can be attained. Also, the customer
relationship management helps the company to manage and interact with the potential and
current customers of the organization. So every organization should offer end to end journey to
the customers so that the growth can be attained.
References
Bernardi, G., 2017. Digital Transformation and Digital Strategy roadmap: the growing
importance of CRM.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Mithas, S., Krishnan, M.S. and Fornell, C., 2013, May. Why do customer relationship
management applications affect customer satisfaction? American Marketing Association.
Ravazzani, S. and Maier, C.D., 2016. Between “challengers and powerholders”: Framing of
issues through dynamic discursive processes in a digital arena. In International Communication
Association Annual Conference.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother? Business Horizons, 57(6), pp.703-708.