Opportunities and Challenges of Digital Marketing to Organizations

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Table of Contents

Introduction
Elements of digital marketing
Opportunities for digital marketing
Ways organizations learn to use digital marketing
Reason organizations adopt digital marketing
Justification
References

Introduction

Digital marketing refers to the use of internet, which is a major communication and marketing medium, to engage customers through online advertising to conduct promotions of products and services.

Digital marketing uses devises like web browsers Smart Phones, social media, and game consoles. Therefore, digital marketing is the use of a combination of internet technologies to do marketing campaigns (Martin & Todorov 2010, p. 62).

Social technologies help drive revenue high as they fit in the large market. In this regard, the five-element formulas of digital marketing are (Klososky 2012, pp. 42-43);

Elements of digital marketing

Building productive websites.
Providing social technologies.
Mobile tools.
Driving online traffic.
Measurement systems.

Building productive websites

This refers to the sites that contain information that has been stored where people can gain access to the information they need and conduct their transactions. People come to these properties with specific reasons (Klososky 2012, p. 42).

Providing social technologies

This refers to the tools used for communication and they help build relationships with potential clients and existing customers. The tools, which are for sharing and disseminating information, are important in that they develop long-term business prospects. Social technology includes;

Social media – sites for uploading documents, videos, presentations, graphics and photos and then sharing them with the target group through YouTube , Slide-Share, Flicker and Scribed.
Social relevance – it touches on how well a company has managed to popularize itself online to improve its reputation.
Social networks – this is the internet-based sites such as, twitter where the firm gets in touch with its clients, and would be clients. They include sites such as twitter, face book, Linkeldn among others (Klososky 2012, p. 42).

Mobile tools

Mobile tools are instruments that a firm relies on to connect with their customers on a daily basis be it during the day or during the night. The business connection through mobile is important as customers like connections all the time with their service providers. Organization requires this mobile tool to connect to their clients (Klososky 2012, p. 43).

Driving online traffic

Once a business integrates the elements of social technology, mobile tool, and productive websites, it can now drive large volume of traffic than the existing relationship net. To do this, a business can use the traditional approach such as advertising on billboards, search engine optimization, as well as the pay-per-click campaigns (Klososky 2012, p. 43).

Measurement systems

It is an agreed concept that whatever gets measured gets done. Once the above four elements are in place and fully integrated, it is important to have a full suite of measurement to know what works and what needs improvement for corrective action (Klososky 2012, p. 43).

Social technologies play an essential part in the life of a company in that they are the building blocks of an ongoing conversation between a firm and its constituent.

Businesses should build value added relationships to help them grow in terms of revenue and clients retention. A combination of social tools with mobile applications and web properties give strong tools for augmenting a company’s ability to do this (Klososky 2012, p. 43).

Opportunities for digital marketing

The modern digital market has opportunities in various locations, which are touch points where brands interact with clients in different time, locations and at different activity levels and platform. An opportunity arises where the digital marketers bridge the gap of reaching consumers.

Consumers have different preferences and wants. Therefore, the brand has to be relevant to consumers. The digital market also creates a synergy across the different touch points. The achievement of this is by connecting activities that extend customer experience in the different places where the customer engages the brand.

1. Convergence platforms – they offer opportunities for digital marketers to have their products and brand known to consumers. They include videos and televisions displayed at the various positions of the business where clients meet.

The idea of having to watch full HD resolution is enticing to digital marketers. Consumers can do it on the go, at home or at any shopping mall regardless of the device they are using. The ability to watch a favorite program whether on YouTube shows a promising marketing opportunity for digital marketers since they can have their products known to people as they watch their programs (Martin & Todorov 2010, p. 64).

2. Mobile platform – very many people today own a mobile phone. In fact, a study shows that three out of five people own a mobile phone. The mobile phones come with different applications and they are of different make. The opportunity surrounding the mobile platform is wide for marketers.

Mobile phones are becoming better and more advanced and the mobile makers have very good networks of distributing their mobile making them readily available to customers. This creates an opportunity for digital marketers since they can market goods that are tailor made to their clients.

The phones have very fast internet speed (3G and 4G), that are changing and pushing innovations to new heights and thus pulling marketers. Phones are getting better with tools such as GPS and AR (Martin & Todorov 2010, p. 64).

Challenges for organizations using digital marketing

Regulation – the advent of digital marketing leads to massive legislation that eats into revenue of firms. Consumers are more knowledgeable and they expect high standards just like in the traditional media. Therefore, digital marketing and need for consumer protection and the maintenance of high standards pose a challenge to companies using digital marketing (Hollis & Fitch, 2009, p. 208).
Digital marketing uses the internet and mobile as well as computers. Most of the consumers are not computer literate. They don not know how to use the applications and this means that the products marketed are not well known. People also tend to have a negative attitude towards products sold through the digital media due to fraud and hacking challenges (Hollis & Fitch, 2009, p. 212).

Ways organizations learn to use digital marketing

Customer acquisition – this is by selecting the best media tools to acquire new customers (Weber 2009).

Developing digital marketing department – this will replace the traditional marketing with media type of advertising. Firms need to train and assess their marketing teams with the new skills of digital marketing (Jones 2012).

Customer conversion – The conversion method requires the firm to understand and define its online experience and the integration of channels to maximize revenue (Parkin 2009).

Reason organizations adopt digital marketing

Organizations should adopt digital marketing to take advantage of growth in computing and mobile industry.
It helps marketers send information to many clients quickly
Digital marketing is cost effective since one is only required to have very little work and the adverts are traceable.
Digital marketing tools are easily accessible.

Justification

This will help the firms reach their target audience within a very short period. It also helps firms avoid pitfalls that hamper the delivery of benefits to ends users (Hollis & Fitch, 2009, p. 213).

References

Hollis, N & Fitch, D 2009, ‘Is global marketing as rewarding as it first appears?’, Journal of sponsorship, vol. 2 no. 3, pp. 206-214.

Jones, C 2012, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Publishers, London

Klososky, S 2012, Social Technology, Thompson Learning, South Melbourne

Martin, K & Todorov, I 2010, Journal of interactive advertising, Vol. 10 no 2, pp. 61-66

Parkin, G 2009, Digital Marketing: Strategies for Online Success, New Holland, Hague

Weber, L 2009, Marketing to the Social Web: How Digital Customer Communities Build Your Business, John Wileys & Sons, New York.

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