The Impact Of Digital Marketing On Consumer Behavior

Introduction: In this task I will describe the role of internet marketing within its modern marketing operation. This task will be related to how adidas operate with the use of internet marketing and how they’ve coped with the changes of modern marketing in recent years. In addition I will also relate different aspects to different businesses .The following below would be accessed:

The most important changing business environment is digital media and evolving technology. With these changes, competition is critically increased. E-Commerce and e-communication must include in the company’s marketing

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

Increasing use of technology has started innovative kind of discussions amongst consumers only because internet- based social media is challenging the traditional ideas of marketing and brand management which introduce new brands and find new opportunities for organisations to understand the customers demand and link with them right away.

The objective of this study is to answer the questions of what are the general advantages and disadvantages of using Internet-based marketing communications and what general factors are essential for a website to be effective in terms of marketing communications practices and strategies? This work will additionally answer as to which of these factors does the selected company use and how does it use them and whether it uses them effectively? How does the website promote two-way communication between the company and the customer and how does the website gather information on the customer and how might interactions on the website between the consumer and the company be improved?

Now web based shopping and stores have the capability to reach more consumers and entail lower startup costs (Lang, 2016). However, one of the major drawbacks on online retail is drawing in customer awareness about your business. As, online businesses involves investing in vast amounts of innovative ways in which to market your services, products, and actual website or you will lack being nonexistent to consumers because they have no real active way of knowing about you. Marketing is a highly important aspect of online retail as it vitally important to build awareness and enticement to your business as well as build customer loyalty. Moreover, marketing in its traditional capacity of manufacturer to wholesaler, to retailer still is alive and well today, however customer demands for lower costs and ease of convenience have placed an added amount of pressure on all marketing channel intervenor to account for their existence (Ferrell & Hartline, 2014). Additionally, other forms of distribution have emerged more opportunities for more direct distribution such as catalog and direct marketing, direct selling, home shopping networks, vending, and direct response advertising (Ferrell & Hartline, 2014, p. 178).

Today, we are living in the age of information technology. Internet has brought revolution in every sphere of life. It has changed the way of our thinking, working and living. Last decade of 20th century witnessed major market players leaping to cash the dividends of this breakthrough. All major companies of the world are now utilizing the internet as an alternative channel for promotion and selling of their products. This paper critically analyzes the impacts of this transformation on the traditional channels and customers thereby focusing on future of the world markets. The research is backed by critical analysis on various aspects related to marketing channels around the world. At the end there are some useful guidelines for

47% (almost half) of online consumers in Middle East, Africa, Pakistan, India have never shopped online (Nielsen Global Consumer Report 2010). Online shopping provides several facilities like 24x7 shopping at the comfort of home with no travel, wider products availability, better product selection and access to all specifications etc. E-shopping has the potential to replace traditional in-store shopping. There are many motivations for enhancing the experience of online shopping like online shopping open the doors to access the global market place for marketers, introduces the more flexibility in shopping as compared to traditional shopping environment and revolutionising the speed of business. These motivations have encouraged businesses to attract and retain customers by understanding the new ways of online shopping behaviour. Additionally, the evolution of online shopping has opened new doors of opportunities to exploit and provide a competitive advantage to the firms, smart and fast enough to seize new opportunities by adapting itself strategically and technically which

As a result of all this, companies are trying to evolve and adapt their services and product to the online field, migrating from a traditional marketing to a digital strategy. But the question is how internet marketers fight all this shifts and changes of the internet. They must try to use the tools that online field offers as webpages or social networks to succeed in

This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps.

This Internet is moving fast; the environment is changing, and business must find the appropriate way to engage customers and remain profitable. The way how companies used marketing strategy 30 years ago is not the same as for today. Companies must find ways to have a competitive advantage and still make a profit. This paper will discuss some of the ingredients that are needed to have a successful company. According to Kim (2012) some essential elements to having a long term relationship with consumers is having trust and satisfaction. A company will not be able to sell to you if the customers do not trust them. Customers must trust the sellers and trust the products, especially if this is on the Internet. Companies have to do different things to retain clients or get customers. Some of the strategies that firms used are salesperson intelligence. Salesperson intelligence will increase or improve the sales performance. Mullins et al. (2014) indicate companies rely heavily on the seller to provide them with the right information to guide the customer in making a decision. From this companies started using customer relationship management system. This system will help collect the needed data to assist in determining the consumer behavior. This information will contribute to improving the decision-making process to be more efficient. The customer is unable to touch or see the actual product. The Internet is on a high rise. Therefore, Kim (2012) believes it is crucial

Online marketing exists along a continuum that ranges from the provision of textual material only with a simple email contact on the Internet to more sophisticated interactive Web sites that provide online consumers with the ability to shop and complete secure purchases, as well as instant chat as well as email contact capabilities, posting of

Building a powerful online brand is different from building a powerful brand online. The Internet is seen as a new marketing model, especially for direct marketing. Although it offers exciting potential for marketing communications (MarCom), it can rarely stand alone as a brand-building tool just as direct marketing cannot. Companies should utilize the Internet as a marketing mechanism, not the marketing mechanism, and strategically fit it into the overall MarCom mix. Many marketers are separating the Internet from the MarCom mix, forming independent e-marketing or

Internets make life simple and innovate. People are doing business online and trades have become more easy and fast due to this. Internet provides new customs to promote business. Website becomes the essence of online business like to show their services and products. Internet gathers all competitors and consumers in one place. It brings new way to promote, adversities products and services in market (Barry Silverstein, 2002, p.3).

Many businesses are currently using various online platforms to promote and marketing their products. With the advancement of technology and increased access of the internet by people, the business have taken the opportunity to reach their potential customers through the internet. There are various advantages that accrue to a business entity that uses internet as a marketing tool. The internet marketing has tremendously increased and the businesses that have not embraced internet marketing are missing out on great opportunity (Schibrowsky, Peltier & Nill, 2007). The importance of using internet as a marketing tool is as explained below;