Importance_of_digital_marketing_

1. IMPORTANCE OF DIGITAL MARKETING IN THE 21ST
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IMPORTANCE OF DIGITAL MARKETING IN THE 21ST
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Abstract
This paper examines the importance of digital marketing in our society in the twenty-
first century, at a time when digital intelligence has emerged and is made available at low
rates and sometimes even free. The benefits and the strategies to use when thinking of
adopting digital marketing as a tool of trade
Digital Marketing is a rapidly growing industry and definitely the future of
marketing tool in Communication. Communication with clientele can be establish based on
geographical location, their past online operations or their activities on various social
platforms including google. Communications can vary from individuals depending on the
level of digital intelligence that can be easily accessed.
The main purpose of Digital Marketing is to transfer smooth, relaxed, and a
delightful experience to consumers no matter their location
If an interested institution wants to succeed in a field filled intense competition, it must
consider all available options to be more recognizable. The possibilities of digital marketing are
advanced and come in variety of forms. Therefore, the goal of conducting this survey is to
identify how digital marketing has improved the lives of people, the effect of advertising,
nuisance of advertising, and ethnicity of advertising on different walks of life, and how to
improve on the available marketing tools for better service.
The findings draw attention to the intimate connection between the successful digital
marketing program and extraordinary customer experience not limited to business but also in
education.
Table of Contents

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Section 1: Introduction........................................................................................................3
Section 2: Literature review.................................................................................................5
Section 3: Research methodology.......................................................................................6
Section 4: Conclusion and recommendation.......................................................................9
References.........................................................................................................................10

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CHAPTER 1
Section 1: Introduction
In this age of digitalization, information utilization on digital channels has become more
common than ever. This is an attractive opportunity for any institution to gain a better
understanding of different clienteles and the way the experience while using the various
marketing brands. The concept of “customer experience” in the realm of marketing becomes one
of the leading tools, which has a major impact on the growth of businesses and brands for
various institutions Jonah Peretti (pg. 85). With the evolution of Information technology and
availability of the Internet, new marketing approaches have emerged therefore facilitating the
advancement of online marketing. It is noticeable that digital marketing has a high consumer-
based platform than any other marketing plan presented by successful businesses to expand their
outreach and achieve a more effective result.
Ryan, D. and Jones, C, (2019) The customers have instantaneous access to all type of
information like videos and images depending on the use, purpose, and the information that need
to be passed concerning the represented brand which can also include a destination, thereby
highlighting the features of a product or program through visual appeal can be effective and
therefore influencing the decision of customer toward the most appealing advertisement
displayed and how easy it is to remember.
Relevance and significance
This study looks at how various marketing platforms have been used to simplify the
channels of communication through different walks of life. Therefore, it creates an effective and
fast transfer of information throughout the world, this can be done through ten-second ads or

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through large billboards which can be displayed at strategic locations along a highway or a
landmark, this method is not limited to social media and television YB Song (2001).
The results of the research help to shed light on certain forms or marketing tools that are
available and how to improve their effects after a long time. During this COVID-19 pandemic,
consumers looked for information and tried to find the best option using the internet. This
opened up platforms and thus enabled some shifts in the market from conventional marketing to
digital marketing. Now brands are using social media, influencers, and other digital marketing
strategies. In this study, we acknowledge that brands receive benefits from digital marketing. All
brands that prove this are racing to connect with consumers using social media and digital
channels to increase consumer knowledge about the brand and create brand loyalty. This study
will focus on digital marketing approaches that this study suggests for companies during the
pandemic.
Research question
I. Select a newspaper from reliable sites such as Forbes, New York
Times, and Wall Street journal among them. The article should discuss the topic related to digital
marketing
II. Benefits of digital marketing
a. Evolution of digital marketing
b. Threats associated with digital marketing
Barriers to digital marketing
The marketing campaign programs including, e-commerce marketing, email marketing,
social media marketing-books displayed advertisement, and e-books, have one main

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disadvantage It has a lot of competition and the frequency at which you display or publish your
brand the more coverage you get. The lack of internet in some areas will also cause a major issue
and it may be advantageous since the reach to those far away will be very limited
CHAPTER 2
Section 2: Literature review
The Internet is the most dominant tool for businesses. It is so powerful that it can help
resuscitate the economy and can create enormous opportunities for institutions to function in a
more organized manner. The development of new technologies to improve and created new
marketing opportunities for marketers to supervise their websites and track the achievements of
their business objectives. Digital marketing is also known as ‘achieving marketing targets by use
of digital technologies.
YB Song (2001) The use of technology to help advance marketing activities to increase
customer knowledge and are attracted them to the product depending on how clear the
advertisement was made through various platforms. Online advertising is impressive only if the
channel is used for marketing brands and increasing conveyancing for companies to achieve
success. As the world develops, companies must have the realization of the fast-growing trends
in marketing. Either for businesses or advertising institutional agendas, they need to adjust to
current trends to be successful. They will have to merge both online with the orthodox methods
for achieving maximum satisfaction for our businesses.
This possibility is only able to be met if the relevant parties are fully aware of every
emerging tool of communication and applied strategies to engage the customers and improve
their experience. Since the young can easily access social media and operation has increased
drastically, then appropriate measures must be adopted in institutions marketing communication

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plans. Content Creation is a tool used for digital marketing which has a large following among
the youths and has successfully created an impact for increasing sales returns, especially for
products where clientele are allowed to leave a review of their experience and more so others can
read your reviews concerning the service offered and it’s efficiency. Online reviews work well as
part of their overall marketing strategy
CHAPTER 3
Section 3: Research methodology
The paper is based on Exploratory Research. It only intends to explore and discuss the
benefits of digital marketing and the evolution and threats associated with it as it advances.
Benefits of digital marketing
It is new and a fresh technique to apply. Which can be used to rebrand or introduce a new
look to the market yet the quality of the product can remain the same, this creates anticipation in
the consumer market who will be eager to try out whatever you present to the market
It can change the overall consumer experience. Digital marketing creates a platform for
clientele to take part in the company’s survey and even respond to their queries if there be any.
This special attention builds up loyalty seeing that the institution cares to respond to their needs.
Digital marketing can be applied to any field i.e., education, e-commerce, or any
product-based company. With digital marketing information about the service offered can be
easily be traced at the touch of a button since it has already been made available on their website,
therefore it becomes easy to access it for accountability purposes when an individual tries to
misrepresent the brand to the consumers.
It helps to reach and the market to a larger audience It can be a very successful and
profitable feature when correctly implemented specifically for the real estate, and educational

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sector. the tourism industry, gaming companies, it sells by itself and it is pleasing to the eye when
you see for yourself what is offered, the rates and the benefits packages that are offered even for
first-time users, VIP guests just to boost their experience and to keep them coming back.
Evolution of digital marketing
Digital marketing is indivisible from technology development. Ray Tomlinson (1971)
sent the first email and this technology set the stage to allow other people to send and receive
documents through different devices. In the 1980s, the computer storage capacity already was
big to store volumes of information. Companies, therefore, identified online procedures, such as
database marketing, rather than broker-dealers. According to O’Regan, G. (2018) this kind of
structure, allows institutions s to track ' information left by the consumers to be more effectively
used for analysis or product review, thereby transforming the relationship between buyer and
consumer.
However, the traditional process has never been efficient. Since the term Digital
Marketing (1990) was formulated, with the launch of client/server-built design and the demand
for personal computers, clientele applications became significantly part of marketing. The
competition challenged vendors to include more services in their software, including service
application, marketing, and sales. The advancement in artificial intelligence continues to push
and challenge the Marketers as a large amount of data is now being able to be stored on nano sim
cards, stored online, and able to travel with advanced information at your fingertips. Digital
marketing has developed since the 1990s and 2000s has expanded our view on the way brands
and businesses can use technology for marketing. As digital platforms are increasingly being
added not only to marketing plans but to our everyday life, as the use of digital devices increases,
digital marketing will continue to become more widespread and efficient.

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Threats associated with digital marketing
Yet digital marketing would help you to know reach for your product/service, get
engaged with prospective customers, have global reach, and promote in a personalized manner.
However, digital marketing has some setbacks. Digital marketing is highly dependent on the
internet. Because the internet may not be accessible in certain areas or consumers may have a
poor internet connection. It has a lot of clutter, so marketers find it hard to make their
advertisements stand out, and get consumers to start conversations about an organization's brand
image or products.
A large number of competing goods and services that are also using the same digital
marketing strategies can be a disadvantage. Some companies can be portrayed by customers
negatively as some consumers lack trust online due to the amount of advertising that appears on
websites and social media that can be considered fraud. Even an individual or small group of
people can harm the image of an established brand. Digital marketing disseminates only
information to prospects most of whom do not have purchasing authority/power. Hence
reflection of digital marketing into real sales volume is skeptical.
CHAPTER 4
Section 4: Conclusion and recommendation
As we discussed the benefit of digital marketing and saw how that digital marketing has
made a way for each department to reach their consumers specifically during this era of
advanced artificial intelligence. It has required us to adapt according to the time. Digital
marketing in collaboration between virtual and traditional methods has turned out to be the most
proficient tool in marketing. We can culminate that the right administration and, digital
marketing can help vendors in increasing customer brand awareness and customer reach. The

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hypothesis conducted through an online survey indicated that the majority of the digital market is
at the aged 40years and below prefers digital marketing for trade and purchases that most youths
found digital marketing to be important Schutte, F., & Chauke, T. (2022).
They also find advertisements are favorable and capture more details, and then give
proper attention they become visually appealing. The only concerns about advertisements are
they can be repetitious and without constant rebranding consumers can lose interest very quickly
and there is a need to explore more on the issue of privacy while on their platforms. Maybe they
just don’t understand how AI, bots, and spiders work and how they crawl the web to make links
and connections. This can be a recommendation for further research.

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References
Jonah Peretti, “Viral Marketing for the Real World,” Harvard Business Review, 85 (5), 22–23, 200
Ryan, D. and Jones, C, “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation,” Marketing Industry Network. Glasgow, 2009.7.
YB Song (2001), “Proof That Online Advertising Works”, Atlas Institute, Seattle, WA, Digital Marketing
Insight
YB Song (2001), “Marketing opportunities in the digital world”, Internet Research, Vol. 8 Iss: 2, pp.185-
194
Schutte, F., & Chauke, T. (2022). The impact of digital marketing on consumer behaviour: a case study of
millennials in South Africa.
O’Regan, G. (2018). Email Communication. In The Innovation in Computing Companion (pp. 123-126).
Springer, Cham.

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