Digital Marketing: Future Growth, Diversification, and Strategies

This essay discusses the significant role of digital marketing in today's business environment, highlighting its growth and diversification driven by technological advancements and the increasing reliance on digital platforms. It emphasizes the global reach, cost-effectiveness, and customiza...Read More

Introduction to Marketing

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Digital marketing is the biggest field in the marketing and one that will continue to
diversify and grow in decades to come
In the era of technology, every organisation irrespective of the industry they are in, has
adopted digital means for doing business. It is due to the fact that technology brings
smoothness in the work process as well as it makes operations very effective (Ryan, 2016). In
any organisation there are various operational functional units. Marketing is one of the basic
and most essential units in the modern day organisations. This unit has also taken the digital
means as most of the marketing are done from the digital mediums.
Digital marketing has become very important in the modern day business environment. This
is because most of the fact that the customers of the companies are available on these digital
mediums. Internet has become an integral part of the lives of the people and they are getting
dependent on the digital means for doing their daily works. Digital marketing is getting
bigger and bigger because of the easy accessibility of digital technologies. With the
advancements in the technologies like mobile phone it has become easier for the customers to
access various digital platforms (Lamberton and Stephen, 2016). This digital platform can be
used by the organisations to promote their products. Previously companies were able to do
only door to door marketing now they are capable enough to reach to hand of the people with
the features of their products and services. In the contemporary society where the demands of
the customers are increasing, companies will be have to be ready with their plan to attract
more and more people towards their business. Digital marketing provides an effective
platform for it.
The most basic reason for its success is the global reach of the internet marketing. In other
words with the help of digital mediums companies can reach to largest possible customers at
one go without even being physically present in that country. With fast internet services
companies can reach to millions of targeted customers at an instant. Digital marketing has
changed the dimensions of business as it has become easier for the organisation to post and
repost advertisements as per their requirement (Wilson, et. al. 2012). This can be done from
anywhere and any instant of time with the help of digital technologies. It also helps the
company to grab the opportunity related to reaching to new market domains. From features
such as search engine optimisation, to content marketing to email marketing there are wide
range of options available with the companies in their digital marketing campaigns.

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These technologies are very useful as it reduces the overall cost of marketing. Since Internet
prices have lowered down hence it is beneficial for the firms to such platform. The
competition has gone very intense and companies have to rethink about their resource
utilisation especially in terms of financial resources. As digital marketing helps company in
completing the task in the less amount of time that too at lowest of costs hence it is beneficial
for the firm (Wymbs, 2011). This is extremely helpful for the smaller firms that are
competing with the bigger firms. This is due to the fact that the marketing of the products can
be done with fewer amounts of resources on the platforms such as social media or other
internet sites. Managing huge numbers of marketing personnel is not an easy job and with the
help of internet marketing, there is a reduction in the number of people that are in the
marketing team. This is beneficial for the company as small amount of team can also manage
digital marketing and can reach to the largest possible customers.
Organisations these days cannot spend huge amount of time on marketing of any particular
time for the longer period of time. They need to make changes in the marketing campaigns as
per the requirement of the company and the market (Charjan, 2017). Digital media platforms
enable companies to understand the requirements of the market and make customised
marketing campaign. Digital marketing is considered to be the biggest in the marketing as it
constitutes the major part of the marketing plan in the modern day organisations. Companies
are focusing towards enhancement of skills of their employees so that they could use digital
platforms to interact with people (Wertime and Fenwick, 2011). Previously it was not easier
for the companies to reach door to door and market their products with innovative ideas. With
the emergence and expansion of digital marketing mediums, companies are now able to make
creative changes their promotional idea. This is due to the fact that in the digital marketing,
companies can take use of various multimedia props such as videos, images and animations
so as to make it attractive.
The reason why this will diversify in the future is that Digital marketing can be customised
according to each customers. The personalisation of the promotional campaign so as to target
each customer provides them with excessive strength to attract people towards their product
and services. A research in various parts of the world suggested that there would be increase
in the number of digital technologies such as mobile phones and hence it will enable the firm
to target more people (Leeflang, et. al. 2014). With the new kind of technologies and
platforms evolving in various parts of the world, it is easier for the companies to diversify its
digital marketing campaigns. This is evident from the fact that there are many new kinds of

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Apps getting developed in various parts of the world which are highly interactive. These
interactive apps are capable enough to make companies understand the buying behaviour of
the consumers. This is also beneficial in the case when companies try to seek the attention of
the consumers. This is done through the help of notifications. Email marketing is one of the
perfect examples of it as it notifies the people about the some new changes going on in the
world. The diversification can also be understood by the fact that the features such as geo
targeting can be extremely beneficial for the local vendors especially the ones that are small
size (The drum, 2018).
One of the biggest platforms on which companies expect to play their digital game in the
future will be the social media platforms. This is because of the fact that number of
consumers at these platforms is increasing day by day especially the people that are adult.
Along with this there are people from every age group present on this platform hence
segmented marketing can be easily done. Since in digital marketing targeted promotional
campaigns can be easily made hence attracting people becomes easier (Kannan, 2017). Apart
from this it is also to be noted that digital marketing platforms acts as a base from where huge
amount of data can be gathered about the clients which was not practically possible in the
case of traditional marketing. Accumulation of data through different platforms can help the
company in gaining the proper knowledge about the market behaviour and dynamics. This
empowers companies with thorough market research. User also does not feel that their time is
getting wasted as with their basic activities on such platforms and with online surveys
organisations can gain huge amount of valuable data. This data is used for redesigning of the
online marketing campaign or strategies. In the long term it is highly beneficial as it is
somehow an indirect communication with the customers.
In the decades to come it is expected that the number of SME’s will grow especially that are
of entrepreneurial mind set (Pomirleanu, et. al. 2013). Since the innovators and entrepreneurs
wants to reach to maximum possible customers at lowest of cost hence the use of digital
media platforms is going to increase. It’s their digital knowledge through which they can
succeed in the market rather than lots of investments in other forms of marketing. In the years
to come, the speed of internet is going to increase along with the bandwidth and which will
enable companies make their campaigns faster and keep changing on daily basis (Vien,
2015). In future, digital marketing will the platform on which various companies will fight.
The best digital marketing strategies will win. This also depends on the diversification and
innovation that company brings to their campaigns.

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In the industries such as travel and tourism numbers of customers are increasing. It is not
practically easy for the small companies in this industry to reach out to potential consumers
sitting in any other parts of the world with the limitation of resources they have. The role of
digital marketing for such companies will expand in future along with their capability to
interact with their customers. This will benefit both consumers and organisations as the whole
process gets faster and easier (Day, 2011). One of the best things about digital marketing is
that it enables companies to do instant sale as the links are also provided with the
advertisements through which sales can be made. Its use in the service marketing will be
increasing in the coming years as they can present various aspects of their services through
multimedia tools. With the development of virtual reality the companies will also be able to
provide virtual experience to their customers and hence could ensure their success in
marketing.

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REFERENCES
Charjan, M. (2017) Why Digital Marketing is the Future?. [Online]. Available at:
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Day, G.S., (2011) Closing the marketing capabilities gap. Journal of marketing, 75(4),
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Kannan, P.K., (2017) Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Lamberton, C. and Stephen, A.T., (2016) A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), pp.146-172.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., (2014) Challenges and solutions
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The drum, (2018) The future of digital marketing: predictions for 2018 [Online]. Available
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Vien, C.L., (2015) The future of marketing: Thriving in a digital world. Journal of
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Wymbs, C., (2011) Digital marketing: The time for a new “academic major” has
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