Essays on Digital Marketing Presents Opportunities and Challenges to Organisations Coursework

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The paper "Digital Marketing Presents Opportunities and Challenges to Organisations" is a good example of marketing coursework.   The onset of digital marketing has been a commendable advancement in the field of marketing. Companies use marketing tools to reach their consumers and make sales. The current digital era has made marketing processes easy than it was prior to electronic integration. Concisely, digital marketing extends the realm of using electronic technology to drive sales. The sales volumes of international companies in the world today require massive sales incentives. It is much cheaper than traditional methods of marketing.

Companies embracing digital marketing reap satisfactory benefits from their efforts. It is advisable to address the need for digital marketing in a firm to enhance the relevance. The current market place has shifted the virtual world where the internet drives everything. Online transactions are taking over from physical markets. The ability to harness these resources to build a formidable marketing campaign gives an edge to establishments that learn the process. Marketing can be a daunting task because it requires the identification of a number of factors. It is hard to come up with an effective marketing strategy with high precision (Rowley, 2004, pp24-25). Online marketing bridges the gap because the internet reaches virtually everyone.

Other forms of digital marketing exist and present diverse challenges and threats to companies. Thus, paper has been prepared to establish the nature, application, effectiveness, and details of digital marketing. The paper examines the use of digital marketing in reputable firms and effects of its absence. It reflects on the need to understand the marketing filed and digital technology to reap maximum benefit from the application of appropriate technology.

In light of this, some organisations have been analysed relating to their marketing practises to establish the link between digital marketing the effectiveness business (Donnelly, Simmons, Armstrong, & Fearne, 2012, pp516). According Chaffey and Smith (2005), Digital marketing can be viewed as a contemporary tool of making a successful business. The approach of small and middle-sized companies towards this phenomenon has turned some of them into successful businesses. It is a fact that the yesteryear of business was riddled with difficult situations, and a long time was taken to break even.

In today’ s internet market, digital marketing enables companies to market their products without having to cover geographical distances. This has been termed as achieving marketing objectives through digital means (Chaffey & Smith, 2005, pp41). According to the author, marketing can be simplified by use of techniques that help the firms identify, exploit, and maintain new markets for their products. These methods were tedious and costly in the past. The advancements made in technology and marketing fields enables companies to make work easier. While most companies prefer to use the least cost to achieve the maximum impact, digital marketing is all a matter of tact.

The companies succeed when they adapt and utilise new resources appropriately (Rowley, 2004, pp. 27). Digital marketing is not as much an issue of cost as production. The ability to identify the nest medium and form of digital marketing is the primary driver of success. Marketing need not be a tedious exercise if a company can embrace reasonable technology to propel its agenda. In respect of this state of affairs, companies need to identify what matters in their priority list.

The aggressive marketing of a product relies on the medium. According to El-Gohary (2010), businesses embrace digital marketing from three broad perspectives. These perspectives are e-business, e-commerce, and e marketing. The approach ensures that businesses have a proper structure to reap maximum benefits from digital (El-Gohary, 2010, pp57).

Bibliography

Chaffey, D. & Smith, P R, 2008, e-Marketing Excellence: Planning and Optimizing Your Digital Marketing. Amsterdam: Butterworth-Heinemann

Damian, R. & Jones, C., 2012, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Philadelphia, PA: Kogan Page

Donnelly, C., Simmons, G., Armstrong, G. & Fearne, A. 2012, Marketing Planning and Digital Customer Loyalty Data in Small Business. Journal of Marketing Intelligence & Planning, vol. 30(5): 515-534

El-Gohary, H, 2010, Expanding TAM and IDT to understand the adoption of E-Marketing by small business enterprises. International Journal of Customer Relationship Marketing and Management (IJCRMM), vol. 1 (3): 56-75.

Kolsaker, A. & Payne, D, 2002, Engendering Trust in e-Commerce: A Study of Gender- Based Concerns. Journal of Marketing Intelligence & Planning, vol. 20(4): 206- 214

Kotler, P & Armstrong, G, 2012, Principles of Marketing. Boston: Pearson Prentice Hall

Melewar, T.C. & Smith, N., 2003, The Internet Revolution: Some Global Marketing Implications. Journal of Marketing Intelligence & Planning, vol. 21(6): 363-369

Riyad, E, 2005, International internet marketing: A Triangulation Study of Drivers and Barriers in the Business-To-Business Context in the United Kingdom. Journal of Marketing Intelligence & Planning, vol. 23(3): 266 – 280

Rowley, J., 2004, Just another channel? Marketing communications in e-business. Journal of Marketing Intelligence & Planning, vol. 22(1): 24-41

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