Digital Marketing Technology: Business Management and Practices

This report delves into the realm of digital marketing technology, exploring its significance in modern business operations. It highlights the importance of digital marketing, emphasizing its role in establishing brand reputation, resolving customer queries, and engaging with mobile customers, ultimately leading to a better ROI for investments. The report provides a brief description of digital marketing technologies, emphasizing their use as business tools for growth and effectiveness. It identifies various technological platforms and software, such as GetResponse and CRM software, used in digital marketing campaigns. The report further discusses how different enterprises and organizations utilize digital marketing concepts, citing examples like retail enterprises and companies like Zappos and Starbucks. It also explores the relationship between digital marketing technologies and emerging theories on business management, structure, and practices, highlighting the impact of digital technologies on economic theories, customer relationship management, and business productivity. The report concludes by emphasizing the need for marketers to adapt to the fast-changing digital environment to improve their business capabilities and profitability in the global market.

BUSINESS
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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Importance of digital marketing technology................................................................................3
Brief description about digital marketing technology and used for business purpose................4
Identify different technological platforms, software that are used in the digital marketing........5
Discuss about different type of enterprises and organization uses digital marketing
technological concept..................................................................................................................6
How it will be used the business tool and its effectiveness.........................................................6
Discuss about the nature of relationship between digital marketing technologies and emerging
theories on the business management structure, practices...........................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing technology is a based on the component’s that can utilise internet and
other online based technology such as desktop computer, mobile phones. There are other type of
digital, media and platform to promote good and services. An effective digital marketing
technologies are combined with the strategy that allows for organization to interact with
customers.
The report will discuss about the significance of digital marketing technology which mainly
used in the business purpose for providing information related good and service. There are
different type of technological platform, software that mainly used in the digital marketing. It
will identify that how it will use as a business tool for promoting the better good and service in
global marketplace. Furthermore, the documentation will describe about nature of relationship
between digital marketing and also emerging theories on the business management structure or
practices.
MAIN BODY
Importance of digital marketing technology
Digital marketing technology is consider as strategy in the business that attempt to be
active part of exceptionally and equally lucrative online marketplace. It is mainly developing the
power in today’s world of digital marketing (Aithal and Aithal, 2019). The significance of digital
marketing that works not only favour of marketers but it also something provide innovative ideas
for customers. Furthermore, it can be analysed the importance of digital marketing technology in
the organization.
High conversion rate: Many enterprises that are going to adopt digital marketing which
able to measure conversion rate by using real time. So as identify the overall percentage rate of
viewers and converted into subscribers. Afterwards, finally it will be purchasing the good and
services. On the other hand, Search engine optimization is considered as best social media
technique which have increased high rate of conversion. In this way, they are able to generate
effective communication channel for potential consumers.
Establishing brand reputation: For business, it is important to survive the one thing that
they are required to establish the good reputation in marketplace. It can be possible when
organization adopt digital marketing concept (Chaffey and Ellis-Chadwick, 2019). Many
customers will always prefer branded organization and purchase products. In this way, it has
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increased importance of digital marketing in global marketplace where offering multiple way to
establish personal report with customer base.
Resolving customer queries: Digital marketing such as social media, email that can
always offer customer solution to their problem. It is able to provide the facility of live chat
process so that customer easily interact with marketing. In order to resolve any type of issue and
problem. Furthermore, website and other social media can be used that convert into place where
client can ask any queries.
Engagement with mobile customer: by using Google mobile first update, customer can
easily search information or data almost all multiple website. In this way, it can help for
viewable on the mobile phones (Hanlon, 2019). It is the most important thing when customer
have been accessed to smartphone or other devices. Even they are looking for different product
and service on the same time.
Better ROI for investment: in most of cases, there are so much budget allocations done
individually, handle various marketing situation through digital technology. It became easier to
improve overall business performance and efficiency. Even small level of investment can be
done through email marketing. In order to deliver the best result in context of customer
engagement. Furthermore, it also used the web analytics that help for business owner to know
about the website which will provide optimal return of investment.
Brief description about digital marketing technology and used for business purpose.
Nowadays, digital marketing is taking over traditional marketing channel that help for
enabling business to interact with potential audience in real time. It has grown the entire business
to engage and interact with other brands. It allows for customer to find out new market and trade
which are globally for small investment (Karaağaoğlu and Çiçek, 2019). Sometimes, it has
properly planned and well-targeted digital marketing campaign. It can reach to right consumer at
lower cost than other type of traditional methods. In context of business, digital marketing
technologies help for business to grow in marketplace. It will create relationships, effectiveness
of business which allows for people to learn about another one. Digital marketing technologies
such as social media, email, official website and CRM system that greatly support to establish
communication between customers. It has rapidly changing the media where different type of
message strategies optimise in properly.
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While accessing the source of information and data, interest in the interactive media. Many
customers may gather or collect more information about particular product. It is automatically
changing work environment with more people having virtual offices, messaging on their cell
phones.
On the other hand, they are using social media site such as Facebook, twitter for purpose
of communication (Kingsnorth, 2019). The digital marketing technologies are developing the
real time conversation where brand have with people as they can easily interact with website,
mobile application. In modern times, marketing department will try to combine with different
creative site by using powerful narrative into people aspirations and wishes.
Identify different technological platforms, software that are used in the digital marketing.
In modern marketing, it mainly used digital marketing that make use of electronic devices
such as cell-phones, tablets, personal computer and other type of television. On the other hand,
there are different components of digital marketing which has developed as digital brand
engagement (Safanta and et.al., 2019). It applied the platform and tool such as e-mail, social
network site, e-mail applications. In this way, marketer can use this medium to interact or
communicate with potential customer. In order to share the sensitive information about the
particular product as well as service in global marketplace.
 Get response is a type of email marketing software that help for organization to handle
annual plans, preloaded template, unlimited emails and also access for various users.
These are considered as best tool in term of analytics while starting with quickly manner
and start to build customised, automated follow-up.
 Customer relationship management software is based on the email from marketers where
they can close to ultimate goal such as purchase (Urbinati, Chiaroni and Frattini, 2020). It
helps to keep track different stages of consumer journey in different task. In most of
cases, it has developed spreadsheet if in case data can be lost. At that time, it help for
maintaining and securing information about sales, marketing department in proper
manner.
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Discuss about different type of enterprises and organization uses digital marketing technological
concept.
Initially, customer have no longer differentiate between customer service as well as
product. It is just integrated with the digital technologies that help for placing it at every
consumer finger tips (Urbinati, Chiaroni and Frattini, 2020). Many people are beliefs on the
customer service, business function and other marketing. For Example- Retail enterprises use the
digital marketing technologies that help for supporting to provide accurate information related
particular product and service. In this way, it has develop a strong relationship with other
customers those are purchasing item through website. In this way, it can be identified that many
retailers use CRM system for building strong relationship with client. In order to fulfil their
specific need as well as requirement on time.
Companies such as Zappos and Starbucks that have used digital marketing concept
that have lived to experience of different success in global world. In this way, it is understanding
that how it will increase business profitability and productivity in global marketplace (Urbinati,
Chiaroni and Frattini, 2020). Many marketers has begun rebranding their business by using
digital technologies. It is mainly focused on the resources that help for building reputation and
also consider online communities rather than purchasing media campaigns.
How it will be used the business tool and its effectiveness.
The business tool or platform that are mainly used in the enterprise operation and function
effectively. It can be identified different enterprise tool that help for supporting overall
organizational capabilities.
Google Analytics: it is a type of tool that allows for capturing and analysing data on web
traffic. When it is effectively increase the site’s visitors, user experience and also increasing
conversion rates.
Intercom: it is a type of customer messaging platform that allows to see where potential
client is getting trapped up and also sending them targeted message to resolve problem. This type
of tool provide the better improvement on different website (Safanta and et.al., 2019).
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Discuss about the nature of relationship between digital marketing technologies and emerging
theories on the business management structure, practices.
Digital marketing technologies are developing strong relationship with other emerging
theories in term of business management, structure and practices. The growth and advancement
of civilization which can be categorised into different era according to technological
infrastructure. Sometimes, it also affected the overall business structure by acquiring new
information, skill and knowledge about the products (Safanta and et.al., 2019). However, it is
enabling to develop new economic structure, cultural transformations, social revolution. Many
organizations are focused on the natural resources that support for establishing coordination with
customers. In context of digital era, customer are focused on trading of good and service through
digitalized information. Sometimes, it is to be considered to comprise information as well as
communication technologies.
Apart from that emerging technologies are performing different function to control,
coordinate and also collaborating with different business activities. That’s why, digital resource
become processed, accessible stored and transferred in regards of time, location. Furthermore, it
has identified that digital era start with development of marketing channel, technologies. It help
for increasing overall business productivity as well as profitability in marketplace (Aithal and
Aithal, 2019). However, customer relationship management practices applicable within business
that support to capture, record and update information related particular item. In future, it
provide better service to interact with targeted audience because necessary information already
stored within system in proper manner.
The emerging digital technologies are interrelated with the economic theory, which mainly
holds that when it will increase productivity (Aithal and Aithal, 2019). Any type of automation
that economizes on business improvement. In order to give information about new item and
services, which turn into create new opportunities for business expansion in global marketplace.
On the other hand, it can be identified the relationship between digital technologies in
both old and new ways. It is greatly increased the relevancy in business operations where
messages can be targeted with focus on specific group of people. In context of new digital
technologies, they are offering better product and give accurate information (Lies, 2019).
Organization will adopt digital marketing concept and also multiple way to access customer
media and quickly gain more coverage. Marketers need to update their own skills and
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knowledge. In this way. It is fast moving and manage high relevant marketing campaign by
using digital technology. Afterwards, it has identified that virtual quality for marketer in fast
changing digital environment rather than specific knowledge. In recently, many organization are
adopting the digital marketing concept for enhancing overall business capabilities and abilities.
In order to increase business productivity as well as profitability in global marketplace.
Nowadays, it has increased the users those are using the different distribution channel. It has
evolved the email to search engine and other type of e-commerce site. These are emerging the
modern technologies which will improve overall business marketing concept. Email is one of
common tool that will join with traditional technologies such as radio, print, advertisement.
While marketers are used early SEO technique such as excessive tagging, backlinks that will
automatically generate the high ranking. Apart from that it will use concept of Marketing
automated software which providing the personalization at certain scale. It is directly associated
with the business structure, practices whereas how they can handle the complexity during
marketing. in most of cases, it has found that it is not easy for marketing team to handle overall
business task so that they keep up with continually growing consumer base. It is also created the
business by implementing different approach and then offering relevant buyer experiences. As
per discussion, it has found that these are considerable as important platform which always
supporting overall business capabilities. In this way, it can easily capture large amount of data or
information in proper manner.
CONCLUSION
From above discussion, it concluded that Digital marketing technology is a type of method
that can utilise internet and other online based technology such as desktop computer, mobile
phones. It has summarised about the significance of digital marketing technology which mainly
used in the business purpose for providing information related good and service. It can be
identified various technological platform, software that mainly used in the digital marketing.
Therefore, it is promoting the enterprise by implementing digital technology within
organizational operations and functions. Furthermore, the documentation is also described about
nature of relationship between digital marketing and also emerging theories on the business
management structure or practices.
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REFERENCES
Book and Journals
Aithal, P.S. and Aithal, S., 2019, October. Digital Service Innovation Using ICCT Underlying
Technologies. In Proceedings of International Conference on Emerging Trends in
Management, IT and Education (Vol. 1, No. 1, pp. 33-63).
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital Marketing: Strategic Planning & Integration. SAGE Publications
Limited.
Karaağaoğlu, N. and Çiçek, M., 2019. An evaluation of digital marketing applications in airline
sector. Journal of Human Sciences. 16(2). pp.606-619.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lies, J., 2019. Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way
to Becoming Social Engineering Techniques in Marketing. International Journal of
Interactive Multimedia & Artificial Intelligence. 5(5).
Safanta, A. and et.al., 2019, March. Digital Marketing Strategy for Laboratories Marketplace.
In Journal of Physics: Conference Series (Vol. 1196, No. 1, p. 012078). IOP Publishing.
Urbinati, A., Chiaroni, D. and Frattini, F., 2020. The role of digital technologies in open
innovation processes: an exploratory multiple case study analysis. R&D Management.
50(1). pp.136-160
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