DIGITAL MARKEING AND ITS IMPACT IN TODAYS

WORLD

Abstract = The world is moving from analog to digital, and marketing is no exception. As
technology advances, so does the use of digital marketing, social media marketing, and
search engine marketing. Internet users are growing rapidly and digital marketing is most
beneficiary because it relies primarily on the Internet. Consumer buying behaviour is
changing and is more focused on digital marketing than traditional marketing. The purpose of
this essay is to explore the impact of digital marketing and how important it is to both
consumers and marketers. This essay begins with an introduction to digital marketing and
focuses on the medium of digital marketing and the importance of digital marketing in
today's world.

Keywords—digital marketing, internet, online advertising, Digitization, Social Media,

Marketing Trends.

2)INTRODUCTION
Marketing is the steps a company takes to drive the purchase of a product or service. The
company uses marketing to find customers or consumers for its products or services. Digital
marketing refers to the marketing of a product or service in digital form. For example,
marketing using smartphones, computers, laptops, tablets, or other digital devices. Digital
marketing is a type of direct marketing that uses interactive technologies such as email,
websites, online forums, newsgroups, interactive television, and mobile communications to
electronically connect consumers and sellers. The term "digital marketing" was first coined in
the 1990s. Digital marketing is also known as "online marketing," "internet marketing," or
"web marketing." With the rise of the Internet, digital marketing is also emerging, so it is
known as "Internet marketing". The main advantage of digital marketing is that marketers can
sell their products and services 24 hours a day, 7 days a week. This reduces costs, improves
efficiency, motivates customers to buy, and improves customer service. High connectivity
supports many different communications and generally helps to sell services or products in a
timely, relevant, private and cost-effective way. In 2005, there were about 1.1 billion Internet

users, which is 16.6 percent of the population at that time. By 2020, the number of Internet
users will be about 4.8 billion and the proportion of the population will rise to 62%. And
there is a direct connection between digital marketing and the internet. Countries like India
and China have the most Internet users, so they have great opportunities. Digital marketing
includes all marketing activities that use electronic devices. Digital marketing is about
consumers using the internet, mobile devices, social media, search engines, and other
channels. Some marketers see digital marketing as a whole new effort, like that requires new
ways to target and understand customers. Customers behave in comparison to traditional
marketing.
Digital marketing is interactive, targeting specific segments of your customer base. Digital
marketing is on the rise and includes everything from search results ads, email ads,
sponsored tweets, marketing with customer feedback, and two-way interactions between the
company and the customer.) Internet marketing is different from digital marketing. While
internet marketing is an ad that only takes place on the internet, digital marketing can be done
via mobile devices, subway platforms, video games, or smartphone apps. In digital marketing
terms, advertisers are commonly referred to as sources, and members of targeted ads are
commonly referred to as recipients. Sources are often targeted at very specific and well-
defined recipients. For example, after extended night time in many places, McDonald's had to
spread the word. The company knew that these people were the majority of the late-night
business, so it targeted shift workers and travelers with digital advertising. McDonald's
recommended downloading the new Restaurant Finder app. The app appealed to her on ATM
and gas station ads, as well as websites that knew her customers visited at night. Marketing is
a turbulent, changing and dynamic business activity. The role of marketing itself is the impact
of on various crises, material and energy shortages, inflation, economic recession, high
unemployment, dying industries, dying companies, terrorism and war, and rapid
technological changes in certain industries. Has changed dramatically. These changes,
including the Internet, make today's marketers more market-oriented in strategic decision-
making and require formal means to obtain accurate and timely information about customers,
products, markets and the environment. I did. Internet Marketing involves marketing and
selling goods and services using the Internet. Internet Marketing harnesses the power of e-
commerce to sell and sell products. E-commerce refers to any market on the Internet. E-
commerce supports the sale, purchase, and transaction of products or services over the
Internet. Internet marketing forms a subset of e-commerce. With the rapid growth of the
internet, internet marketing is becoming very popular. Internet marketing began in the early
1990s, and it is said that purely text-based website provided product information. With
growth in internet, it is not just selling products alone, but in addition to this, information
about products, advertising space, software programs, auctions, stock trading and
matchmaking. A few companies have revolutionized the way; internet can be used for
marketing, such as Google.com, Yahoo.com, Amazon.com, Alibaba.com and Youtube.com

2)Review of Literature
Internet marketing is simply Digital technology to achieve marketing goals. Digital
marketing is the use of technology. We support marketing activities that improve customer
knowledge by tailoring customer knowledge to their needs. In developed countries,
companies are emphasizing the importance of digital marketing. Recognition For your
business to thrive, you need to integrate traditional methods online to better meet your
customers' needs. This is a powerful marketing tool for building and driving your brand.
Corporate traffic. I want to get results and measure the success of`When you spend
advertising money, digital marketing is more cost effective to measure Advertising ROI.
Today, monotonous advertising and marketing methods are being replaced by digital
marketing. In addition, it is so powerful that it helps to revitalize the economy and create
tremendous things. Opportunities for the government to function more efficiently. Corporate
Singapore announces the success of digital marketing tools Achieve the result. More
importantly, the growth of digital marketing Rapid technological advances and changing
market dynamics In the case of digital marketing that brings results to business, digital
content such as accessibility, Navigation and speed are defined as important marketing
attributes Other A proven tool for success through digital marketing is the use of word-of-
mouth To make WOM and sites popular on social media. In addition, WOM Increased traffic
to your site, coupled with new member creation and increased traffic to your site Visibility in
marketing. An extraordinary example of social media Facebook has opened the door for
businesses to do this Communicated with millions of people about our products and services
and launched new marketing Opportunity in the market. A communication strategy to attract
customers and improve their experience. Marketers really need to understand how to do it
effectively in online social marketing campaigns programs and
key performance indicators. the same as Market dynamics are changing globally in terms of
accessibility and usage. For young viewers of social media. It is important to incorporate a
strategic integration approach into your organization's marketing communications plan. of In
the above review, GST can be assumed to be a tax reform that modifies the scenario of the
countries that support this review survey As a digital marketing tool Blogs are products that
allow customers to read reviews and provide personal comments. Experienced and succeeded
in boosting sale. Online reviews have proven to be very useful as part of a company's
business General strategic marketing strategy online serving tools have a bigger impact than
traditional means of communication . As a part of studies show that users experience
increased self – esteem and well-being when they follow To social media ,which in itself is a
motivational sign for businesses and marketers .The web experience influences and enhances
the consumers mental processes online purchase decision .The internet is most powerful tool
for business unable to take advantage of the importance of the internet for business marketing
strategies Marketing Manager is at disadvantage as the internet transforms branding ,pricing
distribution ,and advertising strategies .

3) Research Gap
The most interesting result of the explosive growth of technology and its accessible
consumers is Disturbances in market and marketing practices. Today`s customers are
authorized customers Manage online media, content, and communication processes
interactive with your customers. The power of traditional marketing tools and communication
is declining, and so are customers.
I have little confidence in the company's message and brand. Technology changes the
context with Marketing Practices: Marketers are forced to operate in an increasingly complex
and changing environment A world where they can no longer have complete control over the
media and messages. The behaviour of Customer will also change. Customers lose
confidence and become more critical and smart. We act positively with more information
than ever before. New Knowledge, New Skills, New Approach Current and future marketers
not only respond to change, but also understand and communicate's new customers, as well
as a technology-enabled marketing environment. Marketing is becoming more and more
digital and consistently technical development brings new challenges and opportunities for
marketers: mobile marketing, mono internet, analytics, big data, 3D printing, cloud
computing Ing, Artificial Intelligence, Consumer Neuroscience / Neuromarketing is one of
the most interesting and challenging domains that future marketers need to function and
deploy. With the ultra-fast development of digital technology and social media, this is a big
challenge Follow these developments and take advantage of them. Therefore, author which is
what needs to be focused on in this study. This topic is important for any organization, as the
power of the Internet and social media continues to decline. The power of smartphones
combined with social media is an ever- increasing threat to many businesses. The second
major consideration is that children, adolescents and adolescents continue to be increasingly
overwhelmed by the use of digital and social media.

4)Problem Statement and Study Objective

Given that the power of the Internet and social media will continue to diminish, this topic is
important to any organization. The power of smartphones combined with social media is
becoming an increasingly threatening for many businesses. The second major consideration is
related to the ongoing tendency of children , adolescents ,and teens to use digital and social
media more and more excessively . For this reason , this research focuses on understanding
Internet Marketing and its methods for the following purposes :
1) What are the successful internet marketing techniques used today?
2) What is the basic comparison between traditional marketing and digital marketing?
3) What is your preferred internet marketing approach?
4) The main purpose is to recognize the value of in digital marketing in the highly
competitive
market.
5) Survey of the impact of digital marketing on consumer purchases.

5)Methodology Applied
1) Primary Data: The research is done through observation and collection of data through
questionnaires.
2) Secondary Data: Secondary data is collected from journals, books and magazines to
develop the theory.

6)Various elements of digital marketing

There are various elements that make up digital marketing. All forms work on electronic
devices. The main elements of digital marketing are:
1)Online advertising
Online advertising is a very important part of digital marketing. This is also known as
Internet advertising, through which businesses can convey messages about their products and
services. Internet-based advertising provides content and advertising that best matches the
interests of consumers. Publishers post their products and services on their websites so that
consumers and users can get free information. Advertisers need to place more effective and
relevant ads online. Through online advertising, the company manages its budget properly
and has full control over its time.
2)Email Marketing
If a message about a product or service is emailed to existing or future consumers this is
defined as email marketing. Direct digital marketing is used to send ads, build brand easily
and customer loyalty, build customer trust, and increase brand awareness. The company can
promote its products and services using this element of digital marketing. It's relatively cheap
compared to advertising and other forms of media exposure. The company can get the full
attention of its customers by creating a compelling mix of graphics, text, and links to products
and services.
3)Social media
Social media marketing is one of the most important digital marketing channels today. This is
a computerized tool that allows you to create and share ideas, information and images about
your company's products and services. According to Nielsen, Internet users continue to spend
more time on social media sites than any other type. Social media marketing networks
include Facebook, Twitter, LinkedIn, and Google+. Through Facebook, the company can
promote events related to its products and services, carry out promotions in compliance with
the
Facebook policy, and explore new opportunities. Through Twitter, companies can increase
brand awareness and awareness. This is the best tool for promoting your company's products
and services. On LinkedIn, professionals create their own profile and share information with
others. Companies may create profiles on LinkedIn to allow professionals to view and
retrieve detailed information about companies' products and services.
4) Text message
This is a method for sending information about products and services from a mobile phone
or smartphone. The phone device allows businesses to send information in text (SMS),
image, video, or audio(MMS) format. Mobile SMS (Short Message Service) marketing
became popular in Europe and parts of Asia in the early 2000s. You can use text message to
send order confirmations and shipping notifications. You can get faster and more meaningful
results by using SMS for your campaigns. Using this technique companies can be confident
that they can send real-time marketing messages to their customers at any time and see
messages. The company can create surveys and receive valuable customer feedback. This is
essential for future development of your product or service.

5) Affiliate Marketing:
Affiliate Marketing is a type of performance-based marketing. In this type of marketing, the
company rewards affiliates per visitor or customer through marketing actions created on
behalf of the company. The industry has four major players: distributors (also known as
"retailers" or "brands"), networks, and publishers(Also known as "affiliate") and customers.
The market is so complex that second-tier players are emerging, including affiliate
management agencies, super affiliates, and third-party providers specializing in There are two
ways to approach affiliate marketing: a company can offer affiliate programs to others, or
they can sign up as affiliates of other companies. If a company wants to run the Affiliate
Program, the business owner must pay a commission for each lead or sale that the affiliate
sends directly to the company's website. The company's main goal here is to find a partner
who can reach the untapped market. For example, a business that uses ezine can be a good
affiliate because its subscribers are hungry for resources. So, introducing one`s offer through
“trusted” company can grab the attention of prospects which might not have otherwise
reached.

6) Search Engine Optimization (SEO)

Search engine optimization (SEO) is a process that affects the visibility of a website or web
page. Natural" or unpaid ("organic") search engine results. In general, the previous (or) The
more times your website appears on the search results page) and in the search results list,
the more visitors you have from search engine users. SEO can target different types of
searches, such as image search, local, Search, video search, academic search, news search,
and industry vertical search etc.

7) Pay Per Click (PPC)

Pay-per-click marketing is a way to use search engine ads to drive clicks to your website.
Rather than organically "acquiring" those clicks. The pay-per-click system is suitable for
both searchers and advertisers. This is it How to choose for business promotion as it provides
low cost and increased visibility for your products and services.

7) Advantages digital marketing brings for customers

With rapid technological development, digital marketing has transformed the buying
behavior of customers. It has brought various benefits to consumers, as shown below:
1)Get up-to-date information on products or services = Digital marketing technology
keeps your company information up-to-date. Today, many consumers have access to the
Internet anytime, anywhere, and businesses are constantly updating information about their
products and services.
2) Increased Engagement = Digital marketing allows consumers to engage in a variety of
activities in the company. Consumers can visit our website to read information about
products
or services, make online purchases, and provide feedback. Clear Information About Products
or Services Digital marketing provides consumers with clear information about products or
services. It is unlikely that the information obtained from a retail clerk will be misunderstood
in. However, the Internet provides comprehensive product information that customers can
trust, and the makes a purchase decision.

3)Simple comparison with other companies = Since many companies are trying to promote
their products and services using digital marketing, it is not possible for customers to
compare the costs of products and services of different vendors at once. , Will be the biggest
advantage for the customer. Friendly way. Customers do not have to go to several different
retailers to learn about products and services.

4) The internet is available all day = so you can shop 24 hours a day, 7 days a week. If
customers want to buy the product online, there is no time limit. Sharing Product or Service
Content Digital marketing provides viewers with the opportunity to share product or
service content with others. You can easily send and receive information about the
characteristics of a product or service to others via digital media.
5) Apparent Pricing Company = Shows the price of a product or service A digital
marketing channel that makes pricing very clear and transparent to your customers.
Companies may change prices or make special offers on a regular basis.

6)Allowing immediate purchase In traditional marketing =, a customer first displays a

ad and then goes to the However, with digital marketing relevant physical store to purchase a
product or service., customers can buy products and services immediately.

8) Conclusion
We are experiencing a fundamental shift to digitalization in India. Consumers search for and
search further on the internet to find the best deals from sellers across India compared to the
or traditional method . According to his research, the more people who perceive shopping
services on social networking sites as convenient and user-friendly, the more likely they are
to buy products on social networking sites Means that a wide range of consumers using social
media can reach most target markets. His research found that more shoppers depended on
social. media (Twitter, Facebook, My Space, LinkedIn, etc.) to make marketing purchase
decisions. These media are important for advertising.

In this study, companies really benefit from digital marketing such as Search Engine
Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer
Marketing, Content Automation, ECommerce Marketing Campaigns, etc. I realized that I
could do it. Marketing Social media marketing, social media optimization, email direct
marketing, display advertising, E books, optical discs, games are becoming more and more
popular with advanced technology and are also leading to large enterprises. Tools to Review
Social Media Site Strategy and Some Companies Hire Staff to Oversee Social Media pages..
Social media is considered an integral part of an organization's integrated marketing strategy
and should not be underestimated. It is shown that we are all connected via WhatsApp and
Facebook. Increasing use of social media creates new opportunities for digital marketers to
acquire customers across digital platforms. Recognizing consumer motivation is important to
gain a deeper understanding of what drives users to create content about their brand or
business. It is also supported by which studies the participation of the brand in the Facebook
group, advertising reactions, psychological factors of self-disclosure, and the relationships
between them. Attitudes of members and Facebook group. According to the survey I am a
member of Facebook group They are more likely to provide personal information than non-
members. Digital marketing is cheap and has a huge commercial impact on your business. In
fact SMEs can enter and compete in the target market at minimal cost. Equivalent to a large
company.

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