BM565 Digital Business & Tech: Analysis of Digital Marketing Tech

This report provides a comprehensive overview of digital marketing, highlighting its importance, development, and the technologies employed. It delves into various technological platforms and software used in digital marketing, such as social media marketing, email marketing, and search engine optimization. The report examines how businesses leverage digital marketing tools for cost-effective brand awareness, customer base building, and increased ROI. It also discusses the relationship between digital marketing and emerging business theories, emphasizing the need for open and transparent marketing channels. Concluding that adopting these technologies can lead to sustainability and enhanced customer experience.

Digital marketing

Contents
INTRODUCTION...................................................................................................................................3
Importance of digital marketing..............................................................................................................3
Evaluation and development of digital marketing...................................................................................4
Types of Technology used in digital marketing.......................................................................................4
Technological platforms and software are used in the digital marketing.................................................5
Business that are using Digital Marketing...............................................................................................5
How Digital Marketing is effective for a Business..................................................................................6
Relationship of the digital marketing with the new emerging theories....................................................6
Conclusion...............................................................................................................................................6
Reference.................................................................................................................................................7

INTRODUCTION
Digital marketing encompasses all marketing efforts using an electronic device or the
Internet. Businesses use digital channels such as search engines, social media, email, and their
websites to communicate with current and potential customers. This can also be called ‘online
marketing’ or ‘web marketing’. Digital marketing is defined using many digital strategies and
channels to communicate with customers where they spend most of their time online. From the
website to online business advertising goods – digital advertising, email advertising, online
brochures and more there is a series of strategies that fall under the umbrella of “digital
marketing”. Digital marketing is the marketing of products or services using digital technology,
especially online, but also to mobile phones, advertising, or any other digital means. This report
will include the concept of digital marketing, importance of digital marketing, how it developed,
technology use in given topic, software and technical platforms used in digital marketing, which
types of business use it and how it is used by business with effectively.
Importance of digital marketing
 Cost- Effective: - Digital marketing efforts do not require initial investment. This is
good for small businesses. Many digital marketing tools offer free basic features. It is still
a business venture to use them in the best way possible. Explore the types of digital
marketing tools.
 High Reach:- With digital marketing, access is global. Therefore, you can take orders for
your product or services worldwide and it should not be limited to one place and if you
go around the world, you can still equip your audience with selected people. So, it is win-
win.
 Brand Awareness: - If the customer is unaware of your product, then they cannot make
the change. To address this, product visibility is very important. With a single click and
other types of paid promotions, you can attract customers to your small business.
 Building a Customer Base: - The challenge for small businesses is that one needs to
build a customer base. This is based on building strong customer relationships. With
CRM tools like HubSpot and Oracle, you can easily manage this. The challenges for big
business are slightly different. They need to maintain an existing business and focus on
product quality, customer retention and business growth.
 Brand Image: -The image of an established company is everything. The right campaign
strategies can make or break a company’s brand image. With digital marketing, effective
campaigns can be designed and a wide range of solutions to any problem exists.
 Increase in ROI: - Companies can increase their revenue through digital media by
investing in ads and thus, increase conversions. Investment in digital media is much
smaller than in mainstream media and profits are also high.

Evaluation and development of digital marketing
The development of digital marketing cannot be separated from technology development.
One of the first significant events occurred in 1971, when Ray Tomlinson sent the first email,
and his technology set the stage for allowing people to send and receive files on various
machines. However, the most visible moment as the beginning of Digital Marketing is in 1990 as
this is where Archie's search engine was created as a reference for FTP sites. The name Digital
Marketing came into use in the 1990’s. The Digital age began with the advent of the Internet and
the development of Web 1.O platform. Web 1.O forums allowed users to find the information
they were looking for but did not allow them to share this information on the web. Until then,
retailers around the world were unsure of the digital platform. Then in 1993, the first clickable
web ad came to life. At the time, hotwired bought several promotional and promotional ads. This
marked the beginning of the era of Digital Marketing. In 1994, another new technology was
introduced and entered the market with a new purpose. Yahoo was also launched this year.
Within a year of its launch, it received a million hotspots. Yahoo has changed the definition of
digital marketing and companies have tried to optimize their websites to get a better position in
the search engine. The year 1998 was the golden year of digital marketing as Google launched
this year. In addition, this year Microsoft launched, and Yahoo launched Yahoo web search.
In 2000, the Internet bubble exploded, and all the small engines were shut down. This creates
more space and opportunities for business bullies.
Types of Technology used in digital marketing
 Social Media Marketing Platform: - Today’s consumers are heavily on social media
platforms such as Instagram, Facebook, LinkedIn and snapchat. That’s why it’s important
for brands to work on all accounts. Social media platforms allow businesses or marketers
to reach their potential in many ways. First, marketing teams can use these channels to
distribute paid ads and sponsored content. Each forum has a way for advertising teams to
create paid ad campaigns with segment users so that these ads appear in the feeds of the
target audience members.
 Email Marketing: - Email Marketing campaigns allow organisation to stay in touch with
prospects and customers, sending them customized newsletters or specials based on past
purchasing history or product engagement. When someone shares with you a few of your
name touchpoints – like an email 10% discount on a thought-provoking discount or free
posting that might be the turning point in the end.
 Search Engine Optimisation (SEO): - Search engine optimization is often associated
with content marketing. When a customer from the example above research what

exercise shoes they should buy, they will click on one of the first three results from
Google. The athletic shoe sales team wants to ensure that their article comes from those
top results. This is done by customizing the content to get more detailed user experience
and to ensure that technical features are available to enable search engine search to easily
find and identify this content.
 Pay-per-click (PPC): - Pay-per-click is a paid form of advertising that allows marketing
teams to buy traffic to their website. Advertisers place ads on websites or search engines
such as Google and Microsoft Bing, and chargers a fee every time an ad is clicked. These
ads usually appear at the top of the search results page, and are usually bidden by certain
keywords, while the ad ads on the websites usually have a fixed price.
Technological platforms and software are used in the digital marketing
 Face book- It is the biggest social networking platform. To ensure company’s brand
reach among the customers it is essential that the business make a page. If peoples start
liking their pages they can be certain that they are drawing the potential customers.
 Instagram- It s launched for photo sharing sites, but now peoples uses it as to promote
their brand through instagram. The start a page to introduce the features of their brands,
give the merchandise at an affordable cost and they are good to go.
 You tube- It allows the marketers to present the unique content which is easy for the
viewers to consume and share. You tube marketing can be intimidating tool for brands. It
combines the strategic principle with one of the most resources intensive forms of media.
Business that are using Digital Marketing
 American Express: - Many companies are talking about a great game about the
“communicate” they make online and the natural value of “online chat”. However, very
few make up any value society. Rather than being all talk and no game, American
Express puts its money where its mouth is for the use of the amount provided by industry
experts on its open forum websites.
 Mint: - Getting into the realm of personal finance is a daunting task for any new start-up,
but the way Mint’s financial tracking tool proves that it is possible to stand out from the
crowd with well-used online marketing strategies.
 MasterCard: - MasterCard is the master of "Priceless" wonders. The financial services
giant has the ability to create a fun and engaging experience and retain their customers.
 Web Engage: - Web Engage is a fully automated Marketing Automation and Customer
Data Platform for consumer businesses. The platform empowers clients to better retain
their customers' users and run more business.
 The Wire cutter: - Collaborative marketing may be a bit lax, but it can produce great
results if done right and honestly. Wire cutter has set the standard since its launch five
year ago. Compiling a list of the best gadgets- such as cameras and TVs for those who do

not want to spend too much time finding what they are getting, helps generate $150
million in e-commerce in 2015 and the New York Times recently received $30 million.
How Digital Marketing is effective for a Business
 Affordability: - Digital marketing is less expensive than other marketing methods.
Certain prices vary depending on what you do but the use of ads is often lower than other
types of marketing.
 Flexibility: - There are many types and uses of high-quality digital marketing, including
banner ads, email marketing, content marketing, and social media posts. So, by learning
how to market we digitally, you open a variety of opportunities for future marketing
strategies.
 Expansion: - Most buyers make almost every purchase online. Digital marketing allows
you to attract these people and thus increase your company’s reach. Between Google’s ad
purchases and brand awareness campaigns, you can expand your product recognition and
improve sales.
 Multimedia:- Customers tend to be heavily involved in marketing activities that cover a
wide range of content, including images, video clips and audio. It is much easier to
integrate all these types of content into digital advertising than any other type of
advertising and it is very important.
Relationship of the digital marketing with the new emerging theories.
The field of digital marketing has become increasingly significant to attract the customer
base and the profits. The business develops management and planning system and creates a
business that needs the latest technology to keep up with it. The most important relationship that
is relevant is the technical relationship with the business process and structure. It promotes the
establishment of process for the marketing and marketing of the products at the international
level. It may include the big data, chat box, information technology and social media platforms
that can be an essential factor in surviving a competitive market. The theory is that an
organization should follow n open and transparent marketing channel and not just broadcast
message. The forum should be helpful in engaging the community in the origination and cannot
connect with the community individually. Leading generation should be created as organization
should manage the guest base on the plate form.
Conclusion
From the above report, it is concluded that significance of the technologies in future
business can lead to the sustainability by providing a better customer experience. In this, the
topic has been chosen digital marketing that is effectively discussed with its needs and roles. It is
very important to run the business very smoothly. In his several technologies are used such as,

social media, search engine operation and email marketing etc. there are various technological
platforms and the software are used in the digital marketing. Many types of businesses use the
digital marketing to work efficiently and provide satisfaction to the customers. it is used as a
business tool and it is very effective for them in a cost effective manner with increasing their
profitability. Thus, the relation of these technologies with management practice has been
evaluated in an effective manner. So, it creates a better understanding for the technical
requirements in the business for gaining a competitive advantage.
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