Concept of Digital Marketing in Today’s Business

Since World Wide Web (WWW) had been introduced in 1990, the medium of communication had changed its definition. For companies and their products great opportunities lie ahead, because of tremendous growth and interest in the internet. Digital marketing, a huge platform and one of the vertical provided by internet, has changed the method of how businesses are able to get their product to the consumer. The traditional process of distribution in marketing consists of product, procedure, wholesaler, retailer and the consumer. But now with digital marketing the definition of distribution has changed. In digital marketing, the process of distribution directly passes from producer to consumer, via a digital marketer.

The concept of digital advertising agencies lies in 21^st century is very innovative and novel. The simple understanding of digital marketing can be, a medium by which products and services are promoted with the use of database- driven online distribution channel to reach consumer in an appropriate, significant and lucrative manner. Online advertisement, email, online banking and one click payments, wireless text messages, blogging and digital entertainment broadcasting platforms, are the few examples of digital marketing.

Digital advertising is the best opted method for business because, for developing better business and marketing techniques, feedback mechanism is an important factor. In digital marketing, the advertisers as well as all people emerge in digital businesses, can easily know how many times and how long the campaign had been displayed on internet, how many people have seen this campaign, also it comes to know how many responses have been received, how many purchases have been made through internet. With this fast-end technology, we live in a super-connected world these days.

From retail to brands agencies, every industry has been affected by the advances of the digital world. According to a study on the ‘management techniques of digital marketing,’ we found that only 46% of brands don’t have a defined digital marketing strategy in India, while 16% do have a strong strategy but haven’t yet implemented into their marketing activity and rest 38% are doing well with a strategic planning for managing digital marketing.