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Digital Marketing Presents Opportunities and Challenges to Organizations

Digital Marketing Presents Opportunities and Challenges to Organizations
The 21st century has witnessed an evolution in information and communication technologies and their wide adoption and usage in accelerating business in firms. As a result of the advancement in information and communication technologies, firms are taking advantage of these technologies to position their products in competitive markets. Digital marketing is seen as one of the platforms of enhancing marketing practices and driving sales in firms. However, because of the challenges of information and communication technologies, digital marketing is also argued to constrain marketing practices in firms (Ceria, 2009). The purpose of this research is to explore digital marketing. The paper explains digital marketing platforms that are used in enhancing marketing functions in firms. The paper then discuses how digital marketing has enhanced marketing in business firms. The paper also presents the challenges that face firms as concerning the adoption and usage of digital technologies in marketing enhancement.
According to Stanaland (2012) digital marketing is termed as a rapid evolution in business because of the manner in which firms’ value and use it in expanding their business operations. Digital marketing is practiced by firms operating in both the service and the manufacturing sector. Fortin (2000) observes that digital marketing is one of the means of enhancing marketing communication thence promoting better relationships between firms and their customers. It is one of the best strategies for firms with the objectives of expanding operations to the international or rather global scene. Digital marketing finds a lot of favor for companies because of the continued attraction of the most active population in the world to digital technologies (Smith, 2012).
Planning and implementing digital marketing in firms is argued to be a process. Digital marketing is one of the most common tools that have gained widespread usage in marketing by firms. Before discussing the benefits and challenges that are presented to marketing practices by digital technologies, it is vital to understand the components that make digital marketing. Digital marketing is argued to operate under the back-up of five major practices. The first aspect that informs digital marketing in firms is the devising of websites (Hazlett, 2010). Websites are the major platforms on which the information on products and services of firms is provided for ease of access by customers. Social technologies are another element of digital marketing. Social technology tools provide a platform on which relationships concerning products are builds through online conversations. The other element of digital marketing is the presence of digital communication devices which are both mobile and immobile. These tools enables continuity if connectivity between firms and customers in order to enhance product engagement (Ryan and Jones, 2012).
Digital information and communication tools have helped customers to maintain connectivity with firma and their products and services thence boosting marketing practices. Digital marketing is also backed by tools that help in driving online traffic. Relationship networks often comprise of many customer who have to be guided and controlled in an orderly manner (Carter, 2011). This is achieved by using adopting a number of practices like search engine optimization, advertising and promotional campaigns. Lastly, digital marketing is supported by measurement systems. Measurement tools also act as control tools for digital marketing practices. Measurement systems enable firms to discover the level of contribution of digital marketing to enterprise growth and development (Deighton and Kornfeld, 2009).
According to Parsons (2011) digital marketing present many opportunities to firms which are only realized when firms build a good platform on which digital marketing works. The main aim for adoption of digital marketing is to enhance marketing practices and aid firms to gain more customers and make more sales. No firm adopts digital marketing without being driven by the urge to gain more customers and boost sales because digital marketing adoption coms with costs to firms. There are many firms which have capitalized on digital marketing to advance their business practices. Examples of companies that use digital marketing are Samsung Company and Google (Parsons, 2011).
Google is one of the companies that have mainly specialized in digital marketing. The company operations are based on digital marketing. Google is an online company which puts it in better position to diversify digital marketing practices. The Google Company has been developing different marketing technologies which each development denoting advancement in digital marketing practices by the company. Both digital marketing practices in Google are bases on search engine optimization. Google has been the main developer of organic search which is used by many other companies. Organic search is used by firms which place their information in specific sites which can be traced via the search engine. Organic search entails the creation of standard content and key word search which is used in accessing the content. Search engine optimization is used for the optimization of websites and website contents for the search engines. This is achieved through the creation of unique tittles for search pages, Url structures as well as site navigations. The search engine digital marketing platform of Google Company is argued to be most used by people globally making Google one of the largest digital marketing companies globally (Goldman, 2010).
One of the latest developments in Google’s digital marketing is the recent introduction of what is known as the DoubleClick digital marketing. This ha been termed as one of the most advanced development by the company. This is argued to enable the company to integrate diverse systems that are used by online advertisers. More responsive campaigns can now be supported by the DoubleClick digital marketing platform by the company. With the new technology, more understanding is attained by the marketers who use Google tools in marketing. The company has also merged with AdWords and AdMob which enables it to run its marketing campaigns on an enormous range of digital tools. Most of the users of mobile communication tools are able to access Google marketing tools with ease. This simplifies marketing making it a less costly exercise while increasing its productivity (EContent, 2012).
Samsung Company is one of the largest firms that deal with the production and distribution of a wide range of information and telecommunication tools and other electronics. The company manufactures digital technology tools which can in turn be used in enhancing digital marketing practices by the users. Being a company that operates in an industry that is very competitive, digital marketing is one of the main boosters of marketing by the company. The company has a person who heads digital marketing practices. Digital marketing is used in increasing the intimacy of customers to the products and services of the firm. The company has a strong marketing website where it displays and promotes its products. The marketing website of the company has been growing with time. As the company develops more new products, it is able to engage more customers on this website. The other digital marketing strategy used by Samsung is advertising its products through online marketing companies like Amazon, Yahoo and Google among others. Also, social networks are used in enhancing digital marketing by Samsung (Cutman, 2011).
While Google is a purely and online company, Samsung is a purely information and communication technology company that deals in developing digital communication tools. These companies thus differ in their approaches to digital marketing. Google focuses on developing more platforms of digital marketing for other companies because it is a facilitator company for online marketing practices of many other companies. Google develops the digital marketing platforms because they expound its capacity to facilitate digital marketing practices. On the other hand, Samsung purely implements digital marketing as a means of promoting its products and enhancing sales. Therefore, the company concentrates on developing its marketing website and also selects on online marketing companies to help it in marketing its products and services. The company has also been concentrating on using the social media in engaging with its customers (Ryan and Jones, 2011).
In conclusion, digital marketing has slowly come to be the major tool that is being used to enhance marketing practices of firms. Many companies are borrowing into digital marketing because of the benefits that are likened to digital marketing. These include easiness in capturing and maintaining a large number of customers. However, digital marketing has to be approached with caution by firms because of the security threats that face digital systems of communication. Firms have to approach digital marketing with caution so as to fully exploit the benefits that are presented in it.

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