Digital Marketing – The Technological Boom the Need of An Hour

Authors: Dr.Richa Darshan

Published in: IJRRETAS, Volume 3, Issue 10, pp. 1-5 (01 Oct 2017)

Impact Factor: 3.5 (2017)

Certificate: View Certificate

Abstract

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. Digital marketing\'s development since the 1990s and 2000s has changed the way brands and businesses utilize 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 has obviously been talked and written about a lot over the last ten years and more. One of the aspects of most of these discussions that fascinates me is that Internet Marketing is usually talked about as if it is just a further marketing and sales channel, in line with TV, Radio, Print media etc. The article is conceptual in nature constructed with the view to understand the role digital marketing in today’s era of competitive world. The secondary source of data is collected through previous published research papers in journals, websites, thesis, magazines etc. The data so colleted is further analyzed and conclusions are drawn

Introduction

Digital Marketing is just like the traditional marketing with only one difference, it is done via an online presence. With people now able to access internet through their mobiles and tablets, having an online presence for an organization is a must to reach out to their existing and potential customers to keep them engaged with relevant information. The task is not completed with having an innovative idea or product. People should be made aware of it, earlier marketing was done by having a face to face meeting or door to door announcements but now the entire scope of marketing has become unfathomable. The arrival of the internet has made marketing multiply its effect a million times.

Conclusion

Digital marketing is not only concerned with placing ads in portals, it consists of integrated services and integrated channels. Marketers want to use these components in an effective way to reach target groups and to build a brand. In this digital era, marketer is not the custodian for a brand; people who are connected across the digital platforms are the custodians.