The Importance Of Communication In Digital Marketing

Additionally, researcher has concluded that a major role would be played by these online communities in the business in future, because of the fact that they replace the annoyance of the customer with engagement and control by collaboration. Further, proactiveness is the most looked factor from a businessman. As a result, they take new way of marketing as an opportunity rather than as a threat. (Rae, 2010)

There are many ways through which various marketing activities of the firm can be communicated to its present and potential customers. One of the ways which has emerged recently is through outsourcing, i.e. through call center marketing. The study by Paul R. Prabhaker and others (1997) has identified this is one of the most ROI offering way

The study done by Geraint Holliman Jennifer Rowley (2014) tries to understand this by interview conducted with 15 key informants from different parts of world like USA, UK and France in 5 industry sectors who are actually involved in business to business content marketing. Unlike the traditional marketing techniques, which are considered as interruptive by many, this technique involves inbound marketing, where customer themselves will come and understand the various aspects. It is important to carefully write the contents in digital marketing, which involves a change in cultural shift for the marketer. Meaning, marketer will have to change his mindset from his traditional way of “selling” to the new way of “helping”. It is seen from the recent days that the buyers are increasingly focusing on the content in the promotional activities and hence, it becomes important for organizations to develop their content marketing strategies. The study also gives insights about the various challenges associated with the designing of effective content marketing strategy, which includes, careful selection of KPIs, metrics and dashboards. The research has focused only on “not paid for” digital content marketing the business to business context, which is actually done only in case of B2C segment, where the businesses like to draw the attention of their consumers towards their websites. Here, the content is also owned by the business. There are also other models, like “Paid for” and Social DCM. In case of social DCM, the content would be owned by the consumers themselves. However, put together, the two concepts that are the key aspects in digital marketing strategies are community and value, which needs to be addresses properly by the marketer. (Rowley,