International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 11 Issue: 04 | Apr 2024
p-ISSN: 2395-0072
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Emerging use of Digital Marketing and its types in Companies Ananya Srivastava1, Harish Kumar2 1B.Com(Hons.) student, Amity University, Lucknow, Uttar Pradesh, India.
2Assistant Professor, Department of Commerce, Shri Ram College of Commerce, University of Delhi, Delhi, India.
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Abstract - Digital marketing is referred to as promoting the
pandemic. In present scenario, marketing is done using digital technologies. Thus, the term ‘Digital Marketing’ refers to promotion and advertisement of product and services through a digital platform where customers engage virtually. According to a survey conducted in the US in 2018, around 90% of consumers had done online research for the products or brand they intended to purchase before visiting the shop. According to a study, 75% or more adults living in America use their mobile phones for shopping. Therefore, in order to grow, businesses must use digital marketing strategies effectively.
products or services of a company using digital platforms. Due to its cost effective and easy to use feature, digital marketing is implemented by many businesses as their marketing strategy. There are various digital marketing types such as website marketing, social media marketing, affiliate marketing, etc. which are used to promote the company and its product or service. Digital marketing and its emerging trends are turning out to be as a successful marketing strategy for many. Not only small-scale businesses but also large-scale businesses are benefitted by the use of digital marketing trends globally. Nowadays, a large number of people shop using only digital channels and this has resulted in more customer engagement online. There are many global as well as Indian brands who have successfully adopted the strategy of digital marketing and have attracted new customers through digital platforms. The purpose of this paper is to study the emerging use of digital marketing trends in companies for promotion of products and services. This paper offers views on the digital marketing, its types and the application of it both globally renowned and Indian companies in today’s time.
1.1 Advantages of Digital Marketing: 1. Global Reach- Digital marketing has a wide scope as compared to traditional marketing. More people are using internet which is increasing the reach of digital marketing globally. Even if someone is a small local sole proprietor, an online store can help them reach people around the world. With traditional marketing this is impossible and too costly. This increased access to the Internet has created a variety of opportunities for business growth. Any company can benefit from the combination of global reach and presence.
Key Words: Digital Marketing, Social Media Marketing, Digital Technology, Website Marketing, Email Marketing, Marketing Trends, Affiliate Marketing, Influencer Marketing.
2. Lower Cost - Whether the brand wants to advertise its business nationally or globally, digital marketing can be a cost-effective opportunity. This helps smaller companies to compete with larger companies using highly focused strategies. First, none of these strategies are costly (SEO, social media, content marketing, etc.).
1.INTRODUCTION Nowadays, people tremendously use digital technologies as part and parcel of daily work requirements. Over the years, many business organizations whether small or large scale have increased the use of digital technologies for different business operations and provide a user-oriented experience for effective results. Digital Marketing was initiated in the year 1990, when a whole bunch of businesses started using large computers that stored huge amount of data. Database marketing an online technique adopted by several companies back then which resulted in efficient tracking of customer’s information and increasing the buyer, seller relationships. The popularity of personal computers boosted the demand for online marketing. It became easy for customers to view advertisements and promotions of brands with the help of personal computers anytime and anywhere. In the 2000s and 2010s, digital marketing grew rapidly with increasing worldliness and the rise of devices that could access digital media anywhere. The use of digital marketing activities has prevailed even more after the COVID 19
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3. Brand Development - Building a brand image for your product or service through marketing and being perceived as a reputable and trustworthy name is very important. Through direct mail and customized tactics, digital marketing can help build your brand. This strategy allows for better contact with consumers and a sense of the brand's unique selling points and value. As a result, customers are more likely to prefer the brand. 4. Trackable Results- Companies can easily measure the result and track the effectiveness of marketing strategies by using analytics tools and online metrics. It gives the information brand needs about
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