Digital Marketing : What Is It Important?

We live in the digital age. The world has been made smaller and smaller through the use of the World Wide Web. Information and communication are far more accessible than ever before and studies have made it evident. ?Pew Research Center, a nonpartisan fact tank, studied the Internet access of Americans over a 15-year period, from 2000 to 2015. The study found that approximately 84% of Americans use the Internet now, compared to just 52% in the year 2000.? (The Future of Immigration Law Practice, 2016). It is no wonder that marketing trends have been moving towards online marketing strategies.

"According to SearchEngineLand, small to medium businesses devote 46% of their marketing budget, on average, to digital marketing. The problem many encounter, however, is they aren't getting all they need for the amount of money they are spending. They either obtain advice or they get professional advertising materials, yet they don't receive

Once you understand how this whole Search Engine Optimization thing works, your business will begin to thrive as you are able to reach out to a wide spectrum of people over the internet.

illustrating nearly half of the survey participants believed they utilized digital marketing “poorly or very poorly.” Conversely, 7% of respondents described their current digital marketing as “very good or excellent.” Findings reflect digital marketing channels used most often were company websites, SEO and social media; however, none of which were used very actively. Roughly half of the respondents considered their website as the most important tool for increasing sales. Correspondingly, websites were also cited as the primary tool for improving customer service, engaging customers, and advertising (Taiminen & Karjaluoto, 2015). SEO was rated as the second most important tool for achieving growth in sales and advertising. Lastly,

Internet marketing volumes have increased year by year and the sales capacity of digital marketing in Estonia has reached the second position. Although internet marketing grows rapidly much thanks to the advantages over traditional media channels, internet marketing is still a quite vague area. Business owners don’t exactly know the tools and opportunities of internet marketing nor do they understand its potential and advantages. Actually, it’s a big mistake not to use internet marketing nowadays!

The main aim of this research paper is to critically examine “how digital marketing transformed shipping industry”. The analytical study mainly focuses on determining digital marketing strategy within the shipping industry. Digital marketing is a broader term; however the main objective is marketing products and services by making effective use of digital technologies in order to significantly reach the prospects or customers. It involves internet as well as non-internet marketing tactics such as search engine optimisation, mobile phone marketing, link building, social media marketing as well as includes other types of digital media like e-books advertisement and display marketing. The particular research examination focuses on the impact and influence of digital marketing on shipping industry. In this section proposed effective research questions and aims that are necessary to accomplish in order to present

Digital marketing has allowed companies to have a global reach. Time and distance becomes a matter of perspective with the delivery and circulation of goods and services transcending international boundaries.

Companies are notoriously technology-deprived on the digital marketing side of things. While this situation is being somewhat remedied by the increasing use and availability of automation tools, the digital marketing department is, many times, at the bottom of the IT department’s priority list.

Internet Marketing, or online marketing, refers to advertising and marketing efforts that use the web and e-mail to for direct sales, as well as sales leads from websites or emails. Today, Internet Marketing is evolving into a broader mix of components a company can use as a means of increasing sales.

The marketing environment is continuously being shaped by the “irresistible force of technology-driven change and innovation” – Winston and Edelbach (2012). The technologies available today have altered the fundamental principles and the communication tools available to marketers. Further discussed by Baines, Fill and Page (2011), the advent of the internet has allowed for the development and adoption of digital resources, from mobile technologies to the social web; including blogs, social networking sites, and multimedia services etc. Meaning, companies can now compete anywhere on the globe, on multiple platforms, thanks to the internet. This has changed the ways entire industries compete and how they now offer, previously unimaginable, customer value and benefits (Capon 2012).

From the beginnings of an advertising campaign design to the implementation of large scale marketing efforts, technology has had a noticeable impact on the marketing industry. It is becoming more and more important for marketing experts to stay current with new software and programs to ensure they can reach their targeted client base. Companies are reaching out to more and more individuals, as the competition increases daily. The use of the internet and social media continues to become more and more popular as a way to reach out to consumers. A person in the Marketing industry today will experience a host of challenges that are completely unique to someone in the same industry 20 years ago. Why? Because the whole approach has changed. Through new design programs, Customer Relationship management systems, and social media, marketing efforts have evolved to meet the needs of the public, as well as the companies behind it all.

This literature review will explore the connection between technology and business. It will focus on the digital environment and the usage of the internet in marketing and selling products or services online. The sources used include secondary data, from a variety of sources

With a steady increase of time, effort, and money being poured into digital marketing over the past few years, one can only wonder what this means for the future of online exchange, or E-commerce. It is said that by 2016, the web will impact purchase decisions of sales totaling $2 trillion. This is over half of all retail transactions (van Bommel et.al.). Digital strategy is no longer something that can be overlooked, an extra tool for a company to take advantage of if they have the time, it is a key marketing driver in our technologically dependent society.

Digital marketing involves the use of digital technologies to market services or products through the internet and social platforms. It provides many opportunities, allowing marketers to expose their brands to a much wider range of people as everyone uses technology. Statistically speaking “the number of users including people aged 55+ has increased by nearly 80%” (Charjan, 2017). Not only is digital marketing the future, it is an ideal form of communication to gain many consumers. If companies do not keep pace with digital marketing, they are in risk of going bankrupt and losing consumers. In this case, the well-known confectionary brand Darrell Lea has “gone bust after 85 years in business, putting more than 700 jobs under threat” (Speedy, 2012), due to constant negative profits and lack of digital marketing which has had a major impact on their company.

In 1989 there were not many people thinking about Internet marketing. Most people went to a brick and mortar store to do their shopping. Sometimes they had to use mail order, but rarely did they think of any other way to purchase the products and items they wanted. Today is an entirely different world. Social media has taken the Internet by storm, allowing people to communicate around the world. By utilizing social media, business are able to reach more people who are looking for what they have to sell.