ISSN: Int. Sandeep Ponde and Arjita Jain. Manuscript Info Abstract ……………………. It is extremely popular in the younger generations, also Final Accepted: 04 January being used by middle and the older generations. Today marketers are Published: February using digital marketing as a channel to market their products and the services. Digital Marketing is the way of electronic communication Key words:- Digital Marketing, Internet Marketing, with customers and consumers.
Due advancements in technology, the Mobile Phone, Social Media Marketing, use of digital marketing, social media marketing, and search engine Traditional Marketing.
Digital marketing requires a new understanding of customer behavior. Digital marketing is a strategy that gives an individual or organization the ability to get in touch with clients by establishing innovative practices, combining technology with traditional marketing strategies. Digital marketing is beyond internet marketing including channels that do not require the use of Internet. Digital marketing includes Mobile phones -SMS and MMS, social media marketing, display advertising, search engine marketing and many other forms of digital media.
The purpose of this paper is to study the concept and various aspects of digital marketing and to explore the differences between digital marketing and traditional marketing. All rights reserved. Introduction:- Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises - material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries.
Digital marketing is the use of electronic media by the marketers to endorse the products or services into the market. The key objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media.
Digital marketing is the style of online promoting of your products, events or simply your business. Consumers can access information any time and any place where they want through digital media. Digital marketing is a wide term that refers to a variety of promotional techniques used to reach customers via digital technologies. Digital marketing embodies a wide selection of service, product and brand marketing tactics which mainly use Internet as a core promotional medium in addition to mobile and traditional TV and radio.
Digital marketing campaigns are becoming common as well as efficient, as digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of going to physical shops. It helps a buyer to compare a product with another product and it also allows 24 X7 services to purchase, even it allows Corresponding Author:-Sandeep Ponde.
Canon iMage Gateway helps consumers share their digital photos with friends online. Magazine publishers can activate and drive their customers into Internet with e-mails and SMS messages to improve re-subscription rate Merisavo et al. Literature Review Review of Literature is an attempt made to go through the available research papers to understand how different researchers have explored concepts, different aspects of digital marketing.
Kaini Innovation of new technology i. Song more choices are available for customers. So it is difficult to enterprise to build brand image. Online advertising is powerful marketing tool used for creating brand image and helps the corporate to increase the sale up to many extents. Mort, et al Due to advancement in technologies and market dynamics, digital market is rapidly growing. Teo The survey was conducted by firms in Singapore and findings revealed that digital marketing is effective marketing tool for gaining results.
Jarvinen, Tollinen, Karjaluoto and Jayawardhena has studied how widely are social media tools used as a part of the digital marketing mix in B2B industry, the important objectives aimed at, and the major barriers to utilization of digital marketing in B2B firms. Kwak, Lee, Park and Moon present an empirical study of Twitter and how information spreads across the service. The authors analyzed During the research the authors noted a tendency on Twitter; contact between similar people occurs at a higher rate than among dissimilar people.
Afrina Yasmin, Sadia Tasneem, Kaniz Fatema , has explained the various elements od digital marketing as well as the studies the comparative analysis of traditional marketing vs digital marketing. Zimmer, Social Media Marketing as being a powerful marketing tool. Social networking through an online community allows users to communicate with each other. The social networking platform allows marketing between individuals or organizations to be facilitated through online information post and messaging Zimmer, Objectives The objective of this paper is as follows:- 1.
Traditional Vs Digital Marketing. Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.
Technological convergence and the multiplication of devices have led to an opening up of the ways in which we thinking about 38 T. Digital marketing strategies offer much potential for brands and organizations.
This document includes the responsibilities, the time frame and control tools for monitoring. The aims of a digital marketing plan include discussing organizations and their environment. In this line, a marketing plan becomes a flexible document that must be adapted to the situation of the company and that must feed into the results obtained by each of the actions developed, especially in the digital arena. Steps in digital marketing plan are as follows — 1.
Situation Analysis 2. Goal Definition 3. Strategy 4. According to Wikipedia World population in the year was 6. The increased use of internet has resulted increased revenue from digital marketing. The above figure clearly shows increased revenue from digital marketing.
Aspects of Digital Marketing Today digital marketing depends upon the types of audience communications. SEM is a type of internet marketing that involves the promotion of websites by escalating their visibility in search engine results pages SERPs mainly through paid advertising.
SEM may incorporate search engine optimization SEO , which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click PPC listings. Pay per click is good for searchers and advertisers. In general, the earlier or higher ranked on the search results page , and more frequently a website appears in the search result list, the more visitors it will receive from the search engine users.
SEO may target different kinds of search including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
For maximum sales and profit goods are required to be distributed to the maximum consumers at minimum cost. Promotion: Promotion includes personal selling, sales promotion, and advertising.
Right promotion mix is crucial in accomplishment of marketing goals. Consumer Satisfaction: The product or service offered must satisfy consumer. Consumer satisfaction is the major objective of marketing. Marketing Control: Marketing audit is done to control the marketing activities. Meaning of Marketing Process: The Marketing Process of a company typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts.
Marketing process involves ways that value can be created for the customers to satisfy their needs. Marketing process is a continual series of actions and reactions between the customers and the organisations which are making attempt to create value for and satisfy needs of customers.
In marketing process the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are taken, plan is implemented, and results are monitored. Situation Analysis 2.
Marketing Strategy 3. Marketing Mix Decision 4. Implementation and Control 1. Situation Analysis: Analysis of situation in which the organisation finds itself serves as the basis for identifying opportunities to satisfy unfulfilled customer needs.
Situational and environmental analysis is done to identify the marketing opportunities, to understand firms own capabilities, and to understand the environment in which the firm is operating.
Marketing Strategy: After identifying the marketing opportunities a strategic plan is developed to pursue the identified opportunities. Marketing Mix Decisions: At this step detailed tactical decisions are made for the controllable parameters of the marketing mix. It includes - product development decisions, product pricing decisions, product distribution decisions, and product promotional decisions.
Implementation and Control: Finally, the marketing plan is implemented and the results of marketing efforts are monitored to adjust the marketing mix according to the market changes. The marketing environment is made up of: 1.
Micro-environment and 2. We discuss them in detail: 1. Micro-environment: The micro-environment of the company consists of various forces in its immediate environment that affects its ability to operate effectively in its chosen markets.
Top Management 2. Finance 3. Manufacturing 5. Purchasing 6. Sales Promotion 7. Demographics tell marketers who are the current and potential customers, where are they, how many are likely to buy and what the market is selling.
Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics. Income: Income determines purchasing power and status. Higher the income, higher is the purchasing power. Life-style: It is the pattern of living expressed through their activities, interests and opinion. Life-style is affected by other factors of demography as well. Life-style affects a lot on the purchase decision and brand preferences.
Sex: Gender has always remained a very important factor for distinction. There are many companies which produce products and services separately for male and female.
Education: Education implies the status. Education also determines the income and occupation. With increase in education, the information is wider with the customers and hence their purchase decision process is also different. So the marketers group people on the basis of education. Social Class: It is defined as the hierarchical division of the society into relatively distinct and homogeneous groups whose members have similar attitudes, values and lifestyle. Occupation: This is very strongly associated with income and education.
Media preferences, hobbies and shopping patterns are also influenced by occupational class. Age: Demographic variables help in distinguishing buyers, that is, people having homogenous needs according to their specific wants, preferences and usages. For instance, teenagers usually have similar needs. Therefore, marketers develop products to target specific age groups. The Political and Regulatory Environment: Federal, state, and local bodies can set rules or restrictions on the conduct of businesses.
The purpose of regulation is to protect both consumers and businesses. Businesses favor some regulations such as patent laws while chafing under others such as restrictions on advertising. The tobacco industry, for example, has had to learn to live with a federal ban on TV and radio advertising.
More recently, many companies in the food industry have expressed unhappiness over regulations requiring the labelling of trans-fat content. Economic Environment: Every day, marketing managers face a barrage of economic news. They must digest it, assess its impact, and alter marketing plans accordingly.
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