A STUDY ON DIGITAL MARKETING AND ITS NEW PHASE

Abstract:

In this paper I would like to convey that the booming trends in digital marketing and its
future trends. Digital marketing is the avenue of electronic communication which is used by
the marketers to endorse the goods and the services towards the marketplace. The supreme
purpose of the digital marketing is concerned with consumers and allows the customers to
intermingle with the product by virtue of digital media. Digital marketing is an umbrella term
for the marketing of products or services using digital technologies, mainly on the Internet,
but also including mobile phones, display advertising, and any other digital medium. The
study is based on future trends and upcoming new phases of markets. The aim of this paper is
to investigate the impact of digital marketing on business, how the experts in this field
implement the marketing plans and how they measure the success.

Key Words: Social Media, E-Commerce, Digital marketing, Big data, SEO.

INTRODUCTION

Digital marketing is the marketing of products or services using digital technologies, mainly

on the Internet, but also including mobile phones, display advertising, and any other digital
medium.
Digital marketing's development since the 1990s and 2000s has changed the way brands and
businesses use technology for marketing. As digital platforms are increasingly incorporated
into marketing plans and everyday life, and as people use digital devices instead of visiting
physical shops, digital marketing campaigns are becoming more prevalent and efficient.
Digital marketing methods such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, and optical disks
and games are becoming more common in our advancing technology. In fact, digital
marketing now extends to non-Internet channels that provide digital media, such as mobile
phones (SMS and MMS), callback, and on-hold mobile ring tones. In essence, this extension
to non-Internet channels helps to differentiate digital marketing from online marketing,
another catch-all term for the marketing methods mentioned above, which strictly occur
online.
Digital Marketing is generally a wide term which consists of Internet Marketing, Social
Media Marketing, Search Engine Marketing. People are becoming highly social and also the
use of Internet, Social Media, Applications are increasing and becoming a necessary part of
daily activities of every person. Digital Marketing helps a marketer to reach their products for
customers via various channels like E-Mail Marketing, Social Media, Websites, E-
Commerce, etc. A marketer, before launching any products or services, can conduct a survey
online and take responses from potential customers, so that a marketer can launch according
to the needs of customers, after analyzing the responses given by them. In this Highly
competitive market and technological advancements marketing practices have been changed
from traditional practices to digital marketing. Digital marketing is a tool which can be used
for expanding the business globally. With the help of digital marketing a buyer can also
compare a product with another product and it also allows 24 hours of services to purchase,
even it allows customers to return a delivered product if they are not satisfied with it.

Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display advertising,
and any other digital medium. The way in which digital marketing has developed since the
1990s and 2000s has changed the way brands and businesses utilize technology and digital
marketing for their marketing. Digital marketing campaigns are becoming more prevalent 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.

The rapid evolution of digital media has created new opportunities and avenues for
advertising and marketing. Fueled by the proliferation of devices to access digital media, this
has led to the exponential growth of digital advertising.

Impact of Digital Marketing on Business

The positives of digital marketing far outweigh any negatives that exist.

This is how the benefits far outweigh the negatives when it comes to the impact of digital
marketing on business.

The impact of digital marketing on traditional marketing has been profound, and rightfully
so. The world of digital marketing opens doors that offer a potential client the opportunity to
feel as if he or she is connected with a business, as if the client is a part of it, simply because
one sees content from that business online on a regular basis. These types of things entice
potential buyers to give products and services a try that they once wouldn’t have even known
about. The benefits of digital marketing for the business world are vast and easily outweigh
any potential negatives.

Impact of Digital Marketing on Businesses

 More affordable methods of reaching a wider audience. Advertising online is less
expensive than print advertising, and more people see it. It’s that simple. Hundreds, or
even thousands, of people can be reached via sponsored posts on various social media sites
for a few dollars a pop. It can take several hundred dollars to run a single print ad in a
newspaper, and then consideration must be given to whether or not the target demographic
is even seeing the ad.
 More of a variety of easily accessible marketing outlets. Digital marketing opens a
whole new world of opportunities. There are social media, email campaigns, content
marketing, Search Engine Optimization, banner ads, and so much more. All of these
functions can easily be taken care of online as well, making the process smoother.
 Everyone’s online, so more people are seeing your ads. Again, it’s that simple. These
days, people get everything from their news, their weather, the gossip on Bessie’s latest
affair, and even their groceries, all with a few clicks of a mouse or swipes of a finger.

Negative Impact of Digital Marketing

While the benefits are easy to see, another important consideration when going digital with
your marketing plan is the negative impact of digital marketing. It’s easy to think, “What
could possibly go wrong with online advertising?” Well, when more people are viewing
marketing content, there’s always the fear (or there should be) that the wrong message could
be perceived. If marketers aren’t conscious of what’s going on around them, it’s easy to put
out a message that can be misinterpreted. For example, consider the #metoo movement.

If a marketer was unaware of the movement (perhaps they’ve been hiding under a rock) and
ran a banner ad on Face book with some humor about something that could even slightly, in
some far-off universe, be considered sexist, it could be the death of that company. While that
might sound severe, consider the line, “Once it’s been on the internet, it’s out there forever.”
Once an ad has run that can be affiliated with a company and is interpreted in an offensive
manner, it’s out there, never to be retracted. It’s often death by digital suicide for the
company behind the message.

While there are always negatives with any marketing strategy, the impact of digital
marketing on businesses has, overall, been a positive one. With more access to a broader
audience, digital marketing illuminates businesses in ways that were once impossible, saving
businesses time, money, and bringing in new customers like never before.

The effectiveness of digital marketing

A strategy that is linked into the effectiveness of digital marketing is content
marketing. Content marketing can be briefly described as "delivering the content that your
audience is seeking in the places that they are searching for it". It is found that content
marketing is highly present in digital marketing and becomes highly successful when content
marketing is involved. This is due to content marketing making your brand more relevant to
the target consumers, as well as more visible to the target consumer.
Marketers also find email an effective strategy when it comes to digital marketing as it is
another way to build a long term relationship with the consumer. Listed below are some
aspects that need to be considered to have an effective digital media campaign and aspects
that help create an effective email system.
Interesting mail titles differentiate one advertisement from the other. This separates
advertisements from the clutter. Differentiation is one factor that can make an advertisement
successful in digital marketing because consumers are drawn to it and are more likely to view
the advertisement.
Establishment of customer exclusivity: A list of customers and customer's details should be
kept on a database for follow up and selected customers can be sent selected offers and
promotions of deals related to the customer's previous buyer behaviour. This is effective in
digital marketing as it allows organizations to build up loyalty over email.
Low Technical Requirements: In order to get the full use out of digital marketing it is
useful to make you advertising campaigns have low technical requirements. This prevents
some consumers not being able to understand or view the advertising campaign.
Rewards: The lucrative offers would always help in making your digital campaign a success.
Give some reward in the end of the campaign. This would definitely invite more engagement
and word of mouth publicity.
Digital marketing future Channels
Digital marketing is facilitated by multiple channels, As an advertiser one's core objective is
to find channels which result in maximum two-way communication and a better overall ROI
for the brand. There are multiple digital marketing channels available namely;

 Affiliate marketing - Affiliate marketing is perceived to not be considered a safe,

reliable and easy means of marketing through online platform. This is due to a lack of
reliability in terms of affiliates that can produce the demanded number of new customers.
As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms
of claiming commission that isn't honestly acquired. Legal means may offer some
protection against this, yet there are limitations in recovering any losses or investment.
Despite this, affiliate marketing allows the brand to market towards smaller publishers,
and websites with smaller traffic. Brands that choose to use this marketing often should
beware of such risks involved and look to associate with affiliates in which rules are laid
down between the parties involved to assure and minimize the risk involved.
 Display advertising - As the term infers, Online Display Advertisement deals with
showcasing promotional messages or ideas to the consumer on the internet. This includes
a wide range of advertisements like advertising blogs, networks, interstitial ads,
contextual data, ads on the search engines, classified or dynamic advertisement etc. The
method can target specific audience tuning in from different types of locals to view a
particular advertisement, the variations can be found as the most productive element of
this method.
 Email marketing - Email marketing in comparison to other forms of digital marketing
is considered cheap; it is also a way to rapidly communicate a message such as their
value proposition to existing or potential customers. Yet this channel of communication
may be perceived by recipients to be bothersome and irritating especially to new or
potential customers, therefore the success of email marketing is reliant on the language
and visual appeal applied. In terms of visual appeal, there are indications that using
graphics/visuals that are relevant to the message which is attempting to be sent, yet less
visual graphics to be applied with initial emails are more effective in-turn creating a
relatively personal feel to the email. In terms of language, the style is the main factor in
determining how captivating the email is. Using casual tone invokes a warmer and gentle
and inviting feel to the email in comparison to a formal style. For combinations; it's
suggested that to maximize effectiveness; using no graphics/visual alongside casual
language. In contrast using no visual appeal and a formal language style is seen as the
least effective method.
 Search engine marketing -
 Social Media Marketing - The term 'Digital Marketing' has a number of marketing
facets as it supports different channels used in and among these, comes the Social Media.
When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+,
etc.) to market a product or service, the strategy is called Social Media Marketing. It is a
procedure wherein strategies are made and executed to draw in traffic for a website or to
gain attention of buyers over the web using different social media platforms.
 Social Networking
 Web Interactives - Modern 3D graphics technologies, such as Verge3D, are proposed
to be a more preferable way to promote consumer goods than photos and videos.
 Game advertising - In-Game advertising is defined as "inclusion of products or brands
within a digital game." The game allows brands or products to place ads within their
 game, either in a subtle manner or in the form of an advertisement banner. There are
many factors that exist in whether brands are successful in their advertising of their
brand/product, these being: Type of game, technical platform, 3-D and 4-D technology,
game genre, congruity of brand and game, prominence of advertising within the game.
Individual factors consist of attitudes towards placement advertisements, game
involvement, product involvement, flow or entertainment. The attitude towards the
advertising also takes into account not only the message shown but also the attitude
towards the game. Dependent of how enjoyable the game is will determine how the brand
is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously
have a negative attitude towards the brand/product being advertised. In terms of
Integrated Marketing Communication "integration of advertising in digital games into the
general advertising, communication, and marketing strategy of the firm" is an important
as it results in a more clarity about the brand/product and creates a larger overall effect.
 Online PR

1. Video advertising - This type of advertising in terms of digital/online means are

advertisements that play on online videos e.g. YouTube videos. This type of
marketing has seen an increase in popularity over time. Online Video Advertising
usually consists of three types: Pre-Roll advertisements which play before the video
is watched, Mid-Roll advertisements which play during the video, or Post-Roll
advertisements which play after the video is watched. Post-roll advertisements were
shown to have better brand recognition in relation to the other types, where-as "ad-
context congruity/incongruity plays an important role in reinforcing ad
memorability". Due to selective attention from viewers, there is the likelihood that
the message may not be received. The main advantage of video advertising is that it
disrupts the viewing experience of the video and therefore there is a difficulty in
attempting to avoid them. How a consumer interacts with online video advertising
can come down to three stages: Pre attention, attention, and behavioural
decision. These online advertisements give the brand/business options and choices.
These consist of length, position, adjacent video content which all directly affect the
effectiveness of the produced advertisement time, therefore manipulating these
variables will yield different results. Length of the advertisement has shown to affect
memorability where-as longer duration resulted in increased brand recognition. This
type of advertising, due to its nature of interruption of the viewer, it is likely that the
consumer may feel as if their experience is being interrupted or invaded, creating
negative perception of the brand. These advertisements are also available to be shared
by the viewers, adding to the attractiveness of this platform. Sharing these videos can
be equated to the online version of word by mouth marketing, extending number of
people reached. Sharing videos creates six different outcomes: these being "pleasure,
affection, inclusion, escape, relaxation, and control". As well, videos that have
entertainment value are more likely to be shared, yet pleasure is the strongest
motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands
advertisement can maximize the outcome of an online video advert whether it be
positive or a negative outcome.
It is important for a firm to reach out to consumers and create a two-way communication
model, as digital marketing allows consumers to give back feed back to the firm on a
community based site or straight directly to the firm via email. [24] Firms should seek this long
term communication relationship by using multiple forms of channels and using promotional
strategies related to their target consumer as well as word-of mouth marketing.[24]
RECENT TRENDS IN DIGITAL MARKETING

I feel fortunate to have followed some of the amazing major changes in digital marketing and
technology over the last 15 or 20 years. I'm sure you will have enjoyed living through,
following and acting on these changes too. Looking back, we've seen a phenomenal growth
in the importance of organic, then paid search, then social media and more recently,
incredible worldwide growth in mobile and particularly smartphone usage.

As well as this article, to help Smart Insights members, we also have a more detailed free
download of the marketing megatrends, which are 9 digital marketing and martech
megatrends that will help give you an edge in 2017.

Learn how to get an edge in the year ahread by deploying the latest marketing techniques that
businesses of all types need to consider to stay competitive.

We have asked this question over the past few years and it's been really interesting to see
what 'rocks your digital world' since there are some common themes amongst the top 3 and
some activities surprisingly low. The question we asked was around the most important
commercial trends. We had around 850 votes from marketers in different types of business
from around the world. Thank you if you voted! Here's what you thought:
By asking for just one technique from many, this helps shows the top 3, 5 or 10 top-level
trends. There are a clear top three techniques, each over 10%, but with a long tail of many
other techniques showing the potential for optimizing different areas of digital marketing.
Let's take a look at the top three...

It's no surprise to see content marketing 'top of the pile' since this has been in the top three
for each of the years we have run this poll. We see content marketing as the 'engagement' fuel
that powers all digital communications from search to social to email marketing to creating
website experiences which convert. Our content marketing toolkit is popular since members
want to learn a more planned approach to mapping content against personas across the
customer journey.

More of a surprise is that Big Data is in second position. I think this is because marketers are
aware of the potential of using data as what we call 'actionable insight'. To help the decision
on which technique to choose, we expanded upon the short labels you see in some polls to
help scope the response more carefully. 'Big Data' is a nebulous term, but when we expanded
the definition to include insight and predictive analytics, it shows the value of the specific
marketing techniques for Big Data and this help explains why this is in position number two.

In third position is Artificial Intelligence and Machine Learning. We added this to the poll
this year with the interest in it and its 'straight in at number three'! It's good to see the interest
in these techniques which we have been covering a lot on the blog and in our member
resources this year. In trend 8 we show how different AI techniques can be mapped against
the customer lifecycle.

Here is the full listing of digital marketing techniques:

 Big Data (including market and customer insight and predictive analytics)
 Content marketing Communities (Branded niche or vertical communities)

 Conversion rate optimisation (CRO) / improving website experiences

 Display (Banners on publishers, ad networks social media including retargeting and

programmatic)

 Internet of Things (IoT) marketing applications

 Marketing Automation (incl CRM, behavioural Email marketing and web

personalisation)

 Mobile marketing (Mobile advertising, site development and apps)

 Paid search marketing, e.g. Google AdWords Pay Per Click

 Online PR (including influencer outreach)

 Partnerships including affiliate and co-marketing

 Search Engine Optimisation (SEO or organic search)

 Social media marketing including Social CRM and Social Customer Care

 Wearables (e.g. Apple Watch, activity trackers, augmented reality)

up-to-date. We're avid users of these services since they help us keep readers up-to-date via
our own blog, twice weekly newsletters and monthly What's Hot feature.

In a recent article on keeping marketing teams up-to-date, Mark Kelly explains that
we recommend using Feedly as a way of aggregating primary marketing news sources via
RSS. Plus, I recommend taking a look at Zest which is a Google Chrome extension, new in
2017, which I and the team at Smart Insights use and is well worth checking out. Its curated
content is specifically designed for and updated by marketers. Like Feedly, you can use it to
review the most useful content recommended by 'the crowd', in this case 'your tribe' of
marketers.

Conclusion:

Digital marketing has turn out to be crucial part of approach of many companies. At the
present time, still for tiny business proprietor at hand have an extremely inexpensive and
competent method by using digital marketing to market their products or services in the
society. It has no restrictions. Company can utilize any devices such as tablets, smart phones,
TV, laptops, media, social media, email and lot other to support company and its products
and services. Digital marketing may achieve something more if it considers consumer desires
as a peak priority.

Online marketing also will increase your product and awareness of your business because in
Jordan and worldwide the online marketing channels are the highest reach.

Promoting your business online eventually will lead to an increase in product sales because
you do the right targeting. If you placed your ads in a newspaper, you don’t know who will
read your ads, or if you placed an outdoor sign in The University street-Amman, you don’t
know who will see your ads. With digital marketing you do 100% true targeting, so your
product will be profitable and you will reach more people.

Brands can now be direct sellers, content producers, bloggers, tweeters and even friends
without having to rely on media to deliver those messages. Consumers can seek out those
brands, connect with them through social networks, tweet about them, and instantaneously let
all their friends know what they think about them or what they plan to buy.

References

[1] Chaffey D, E-business & e-Commerce ManagementStrategy, Implementation and

Practice Pearson Education, Paris, 2011, 72-79

[2] Chaffey D & Smith P, E-Marketing Excellence: Planning and Optimizing Your Digital
Marketing, Routledge. Fourth Edition, 2008, 580-593

[3] Waghmare GT, E-Commerce, A Business Review and Future Prospects in Indian
Business. Internet, Marketing in India. Indian Streams Research Journal, 2(5), 2012, 1- 4.

[4] Gangeshwer DK, E-Commerce or Internet Marketing: A Business Review from Indian
Context”, International Journal of - and e- Service, Science and Technology, 6(6), 2013, 187-
192.

[5] Vishal Midha, Article- Impact of Consumer Empowerment on Online Trust: An

Examination Across Genders, Elsevier International Journal, 12(3), 2012, 198-205.

[6] International Journal of Marketing Studies, 3(1), 2011, 128-139.