Digital marketing is an approach that covers all the marketing techniques and strategies through an online platform. This marketing approach also defined as an umbrella for all marketing activities for products or services follows various online platforms. With the gradual increase in technology and innovation, various business units are implementing digital approach towards their marketing activities. In a simple way, it also termed as the promotional approach for various products or services via the internet or electronic media. Thus, it differs from traditional marketing approach mainly due to its effectiveness and its rate of market penetration.
This will ensure proper customer attraction, which helps in developing better customer perception towards various products and services. The social media platform has helped in attracting or tapping the targeted customers more easily and thus ensuring customer engagement, which helps in developing perception. Thus, from the above discussion, it is obvious that digital marketing do create a solid impact over consumer perception thus enhance the brand image as well as awareness. Lastly, it is essential to conclude that not only business professionals, but students also need to have proper grip and awareness over the field of digital marketing since it also provide future prospect in their career. This article is based on the efficiency of digital marketing and its impact over developing customer perception.
Vaguely called internet marketing, digital marketing is more approachable and its results more measurable. What is Digital Marketing? Search engine optimization (SEO), search engine marketing (SEM) and link building broadly fall into the parent category of Digital marketing. It also extends to communication channels that provide digital media and are not necessarily over the internet. Basically anything digitalised that can be used as an interactive platform such as short messaging service (SMS), multimedia messaging service (MMS), e–books, call back and on-hold mobile ring tones, optical disks and games forms a part of digital marketing.
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance. Digital marketing is often referred to as “online marketing”, “internet marketing” or “web marketing”. The term “digital marketing” has grown in popularity over time, particularly in certain countries. In the USA “online marketing” is still prevalent, in Italy is referred as “web marketing” but in the UK and worldwide, “digital marketing” has become the most common term, especially after 2010.
Traditionally, Digital refers to something using digits, particularly binary digits (Wikipedia) which originated with Leibniz’s work on the binary number system in 1703 and extended by Boole (1854), Shannon (1938) and Stibitz (1940). Though the term digitalization is not yet commonly found in English dictionaries and is in use mainly in Europe (Khan, 2016). The Marriam Webster dictionary simply puts digital as showing the time with numbers instead of with hour and minute hands, of or relating to information that is stored in the form of the numbers 0 and 1, using or characterized by computer technology. The Oxford dictionary indicates involving or relating to the use of computer technology: the digital revolution. Wikipedia extends this by defining digital transformation as the changes associated with the application of digital technology in all aspects of human society.
Traditionally, before the 1990s and the age of digital, marketing communications were relatively limited in comparison to today. Marketing communications were one sided, only existed on traditional media, and were controlled and administered by marketing and brand managers ( Schivinski and Dabrowski, 2016). Faced with the Web 2.0 era, marketers developed models in which to capitalize on the growing digital enviorment. The most effect model, when used correctly, would be that of the Paid, Owned and Earned Media model. This model was adopted by marketers to cateorigize online and offline media activity ( Stephen and Galak, 2012).
Introduction “Companies today are rushing headlong to become more digital…This often results in piecemeal initiatives or misguided efforts…[regarding their use of social media platforms]” (Dorner and Edelman, 2015:1) In a society where social media has a profound impact on businesses we ask ourselves just how effective can it be? And if not effective, what are the negative impacts? The aim of this report was to research and understand what exactly digital means, the importance of the digital world to companies today and how they use it to the best of their ability for the positive performance of their business. Through our research of academic and peer reviewed articles and journals we learn how digital space can provide a world of opportunities to organisations as we focus in on the hospitality industry and the hotels who make the most of the digital platforms available. We are aware that many companies are rushing to become digital in order to reap the awards of these opportunities, but we look at how they surge to be effective or in some cases fail and see a decline in their digital popularity scale.
Ramy Riad stated that due to the high percentage of smartphone penetration, digital advertising is putting an end to the other forms of promoting. He proves that by stating that, in the United States, digital ads are number one, and concerning the Mena region, they are the second largest after TV ads. In my opinion, that proves the fact that it’s really important for all marketers to take digital advertising seriously. He also stated some examples that prove the power of the internet advertising. One is that because every one minute, two million videos are uploaded on YouTube, the percentage of the active users is 100 percent; so if ads are placed on YouTube, the chance of the ad’s popularity is really high.
Now there are digital alternatives such as banners on portals, search engines, advertising on social networks or web page, even in times of the day which was not possible before, thanks to mobile phones. What then does the digital marketing is to add options to the mix, but not necessarily replace (only in cases where new vehicles are much more efficient business objectives than previous). Build trust This is probably the main function of marketing, generate enough confidence so that a prospect becomes a customer and acquire certain product or service. Previously trust is built through third-party recommendations, public relations, retention time of a brand and own experiences with the product. Digital tools provide new options to build trust such as email marketing (allows stay on the radar over time), or self-generation of content (blog or social networking company).
1.Introduction: In the era of globalization and digitization, the field of marketing propped-up by digital media like internet, mobile Apps and other digital appliances has played a pivotal role in assuaging the pressing needs of customers as well as clients. In the advancement of digitization, producers and marketers with ease are able to reach out to the customers against the clock without any stultification. Moreover, the posting of advertisement with regard to the promotion of products or brands with the aegis of digital media gives wider exposure to people across length and breadth of the country. Economic growth of the country has ameliorated drastically through digital marketing. Unlike the earlier days, consumers can now have fleeting