Scope of Digital Marketing

Marketing is about telling good stories. Social media marketing is about getting your customers to tell them for you.

– By Corey Eridon

India has seen a nearly 100 per cent of the upsurge in Online Businesses due to which there has been a tremendous paradigm shift. Marketing Techniques have evolved in various ways as the customer's needs and wants are changing with the change in Technology and this Pandemic has also driven the Scope of Digital Marketing even further Online.

Digital Marketing refers to the marketing of products or services via digital channels to reach consumers through digital mediums like the Internet, search engine, social media, blogs, video channels, websites, and applications. This is the fast-growing sector or the form of marketing that has given a wider scope and effectiveness.

While Looking at the Scope of Digital Marketing in the Business Sector the companies have realised the importance and effectiveness of being digitally present and are investing in various platforms to have a strong online presence and can reach the targeted market in a better manner.

If we through some light on the Pandemic Year 2020, more and more people have started shopping on online platforms for the day-to-day needs from Groceries to Sanitisers, etc. the need to go in person to the store has faded. The outbreak of Covid-19 has a drastic impact on the On-Field marketing activities but has opened many doors for the Digital Platforms as people shifted to Digital Medium faster than anticipated. But still, there are pros and cons toevery technology.

Some of the advantages of Digital Marketing are as follows:

• Global Reach: With the help of Digital Marketing, businesses are now not limited to Geographical Boundaries. Anyone can order or buy anything from anywhere at any given point of time.

• Lower Cost: The cost involved to set up a Traditional Business is much higher than the investment required to set up an online Business.
• Personalised: The businesses can showcase the search results in a more personalised manner as per the needs and wants of the customer.
• Measurable and Trackable: With the Help of web analytics and other online metric tools it has become very easy to track that how people are responding to the particular campaign and changes.

Disadvantages of Digital Marketing:

• Security issues: There are a lot of people who scam through online business. Also, it is easier for hackers to get your financial details. It has a few security and integrity issues. This also causes distrust among potential customers

• Lack of personal touch:  One cannot physically evaluate the quality of the product while buying on a Digital platform so it becomes difficult to check the Quality of the product and hence this leads to trust issues with the customers.

• Delivery time: The delivery of the product takes time while in traditional marketing we get the product as soon as we buy it. This lag of time often discourages customers

• Complaints and feedback- any negative feedback or criticism of your brand is visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation. 

While considering and looking on to the trends it has been observed that the future of Digital Marketing will be more integrating of successful past technology and growing interest to personalise and customise the needs of individuals. The Concept of Digital Marketing is to Focus on the right audience at the right time which will eventually help the businesses to grow at a faster rate.

About the author:

Geetika Manchanda is an Assistant Professor at Vedatya Institute

 

 

 

 

 

 

Note: The views expressed in this article are solely author’s own and do not reflect/represent those of Shiksha