Introduction t Digital Marketing Influences
The advent of digital technology has engulfed the world like a tsunami. Over a
comparatively short period of a couple of decades, it has made quantum changes in
practically every field of business and education. This short paper deals with the influences
digital marketing has had and continues to have on our daily lives. It deals with the changes
in our outlook and approach towards these affected areas.
Exploiting the potential thrown up by a vast social media community
How does one connect with buyers and customers? The natural course one would take is to
venture into the spaces frequented by their potential customers. According to estimates,
about three billion people use, or are exposed to, social media every day. This opens up a
vast playing ground for digital marketing players. The potential is so huge that there is space
for anyone who wants to showcase their product, service or brand and position it
strategically. It is an understatement to say that social media platforms are a marketing
boon. With more than half the world population frequenting social media platforms, this is
an obvious first choice to showcase their product and brand.
How do customers see the influence of digital marketing?
Just as it is a boon for marketers, social media platforms are welcome spaces for users and
customers who have the advantage of interacting directly with the people concerned
without hierarchy coming in the way.
Possibility of higher sales volumes
The outreach of social media is so vast that, with the right marketing strategy and approach,
a company’s sales volumes can grow exponentially. The possibility of “search” in social
media platforms is being used by customers to look for products and discuss on their
suitability and quality with others.
Customer service is better with digital penetration
The cutting of hierarchical hurdles makes it easier for customers to approach higher levels in
the organization with their grievances. Escalation is easier and, consequently, customer
service is better.
Digital marketing on social media is available to anyone who wants to market and sell
products. Moreover, it provides a level playing field.
The costs incurred in digital marketing campaigns are considerably lower than other forms
of marketing. This is obvious since material and manpower costs are controlled very well.
Digital marketing is here to stay!!