1 DIGITAL MARKETING STRATEGY

INTRODUCTION
We are living at the age of science and technology, Everyone know Social and Digital changes occur every time
and companies and organization are adopting the trends of digital era, this is why marketing has been evolved
and gradually giving rise to the digital marketing allowing to develop digital marketing strategies using
different mean of media and tools, which become more profitable and competitive platforms for organization
for the market. Digital Media allow organization to create segment to define a profile of individual to
recognize in the public. The objective of digital marketing is to direct campaigns, services and products more
related to users that allow companies to target more specific user on the basis of their taste.

The digital marketing is not only for huge organization but as well as all sizes of enterprise. There are billions
of users on social media, which give companies to target specific area or people that give them low cost and
advantageous over other companies. Today social media networks and online communities are channel with
more success.

The aim of this research is to analyze digital marketing strategies and its application for the competitiveness of
enterprises in the marketing which allows companies to take more accurate decision regarding the strategies
that maybe more effective and profitable, and in the same way that allow us to identify advantage that offer
different tool and how to use the best of them to achieve the organizational goal.

JUSTIFICATION
Marketing have been evolved rapidly and it give rise to a new trends and digital marketing is on top of it.
Digital Marketing strategies have been played a vital role as a mean of advertising and sales promotion that
establishes relationship with users to specify the target that you want to reach.

It is very important for the companies to apply digital marketing strategies that reach device, media, network
and tool that which strategically support the productivity of partners, customer’s satisfaction, product
construction and connection with interest audiences, Thanks to technological evolution, its presence and
profitability by internet ,from which an online communication has been developed by the internet ,from which
a company can move more competitive markets and get more information and more quickly measure the
effectiveness of a strategy.

With the present documentary research of digital marketing strategies, intends to provide consultation
information for students of the career of business administration and marketing, this will serve as a line thus
enrich with knowledge of those interested in the exposed topic

Mostly companies are facing problem regarding digital marketing is that they don’t develop any digital
marketing

With this documentary research of digital marketing strategies is intended to provide consultation information
for students of the business administration and marketing career, this will serve as a research line and in this
way enrich the knowledge of those interested in the subject. In addition, this research will help us to
strengthen our knowledge as future professionals in the field of marketing

The biggest challenge of digital marketing is digital space ,As a Marketing executives need to focus of search
engines or P2P(Peer To Peer) site famous social media ?. It’s a big goal for marketing executives?. These
companies need to identify
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OBJECTIVE
The main objective of the given research proposal is to determine digital marketing on consumer behavior and
analyze digital marketing strategies and their application for the competitiveness of organizations.To identify
this behavior.

1. Explain the process of formulating and executing digital marketing strategies,for its implementation
2. Describe the tools of digital marketing, in order to know the new digital trends for strategy
formulation.
3. Pose the elements of control and monitoring of marketing strategies that allow evaluating the results
for decision making

PRENILIMINARY LITERTURE REVIEW

There is an agreement that digital media has massive effect in a way a marketer get alont today’s consumer. Digital
marketing refers to electronic media that process information in digital mean. This includes any media available via PC,
phones, and multiple devices such as digital signs. The Internet is a prominent venue of digital marketing. Digital ads is a
type of promotion that used by the Internet for the express purpose of delivering marketing messages. Digital or online
advertising has undergone phenomenal growth since its inception in 1994 (Robinson, Wysocka, and Hand 2007). The
Internet has become the fastest growing advertising medium in this decade (Ha 2008). Advertisers spend
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Kaplan and Haenlein (2010) they define social media as “a group of Internet based applications that build on
the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user
generated content.”

Baker (2009) stated that consumers learn about brands through social media. Harridge and Quinton (2012)
estimated that consumers generated more than 500 billion impressions about products and services through
social media in 2011, approximately one-quarter of the number of impressions created through all forms of
online advertising. Those earned media impressions help people learn about products.

In a recent study, Riegner (2011) found that Facebook users are over 50% more likely to recall an ad when
their friends are featured in it. For instance, the percentage of consumers who use ratings and reviews to
inform their decisions about online purchases increased from 12% in 2009 to 57% in 2011. Consumers
increasingly consult social media as they purchase.

Kaplan and Haenlein (2010) they define social media as “a group of Internet based applications that build on
the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user
generated content.”

Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term that describes
software tools that create user generated content that can be shared.” However, there are some basic
features necessary for a website to meet the requirements as a social network website: the site must contain
user profiles, content, a method that permits users to connect with each other and post comments on each
other’s pages, and join virtual groups based on common interests such as fashion or politics. (Gross & Acquisti,
2005; Ellison, Steinfield & Lampe, 2007; Lenhart & Madden, 2007; Winder, 2007; Boyd & Ellison, 2007 as
cited in Cox 2010).

The phrase social networking sites’ is often used interchangeably with social media. However, social media is
different because it allows participants to unite by generating personal information profiles and inviting friends
and colleagues to have access to those profiles (Kaplan and Haenlein 2010). Thus, social media is the
environment in which social networking takes place and has altered the way in which consumers gather
information and make buying decisions.

Social media has advanced from simply providing a platform for individuals to stay in touch with their family
and friends. Now it is a place where consumers can learn more about their favourite companies and the
products they sell. Marketers and retailers are utilizing these sites as another way to reach consumers and
provide a new way to shop. “Technology related developments such as the rise of powerful search engines,
advanced mobile devices and interfaces, peer-to-peer communication vehicles, and online social networks
have extended marketers’ ability to reach shoppers through new touch points” (Shankar et al. 2011).

Palmer and Lewis (2009) Social media has gained a lot of popularity over the past few years and as a result of
this popularity, other traditional Media have experienced decline in both business and popularity. They argued
that the main stream media channels have faced many challenges in recent times that have led to closure with
TV facing down turn in their profits levels. Palmer and Lewis are correlating the performance of these
traditional channels to the rise of social media in marketing and brand management. As a result of completion
and tough economic environment, companies have tightened their budgets especially advertising budgets
which have shifted to online channels.
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According to Forrester research study (2011) by Ernst.J, David M. and Cooperstein, Dernoga M, found that
companies (brands) are gradually shifting their advertising priorities to align better with today's buyers.
Today’s buyers are tech savvy and social media maniacs. Therefore it is the proliferation of the social media
network services in brand management and marketing that bring us to the attention of social media networks.
First, the researcher will define social media and then outline those networks that are driving the debate.

Chaffey et al. (2003) describe internet marketing as the application of the Internet and related digital
technologies to achieve marketing objectives (Chaffey et al. 2003, 1). These marketing objectives can be
realized by use of social media networks which is a subset of internet application. Social media networking
platforms serve as a tool for marketers (Qualman, 2010). This implies that Facebook, twitter etc. are means of
accomplishing marketing strategies through the internet. It is therefore imperative for marketers to find
suitable platforms to suite their marketing objectives. A good marketing objective enables marketers to
acquire new customers, while retaining the already existing ones through customer satisfaction.

Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build on the
ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated
content.” According to Kaplan and Haenlein (2010) web 2.0 is a platform where content is continuously
altered by all operators in a sharing and collaborative way. Web 2.0 is a web based technology which helps to
create highly interactive platforms through which individuals and communities share, co-create, discuss and
modify user –generated content. Social media are the websites which are build upon the technological
foundations of web 2.0 that help a user to create use generated contents that can be shared. This technology
allows a user to create and publish the content on the social media networks. This information can be shared
with other members of the social media website, who are connected with the user. This process is interactive
where other members can also respond in different ways.

Mangold and Faulds (2009) describe ―social media as the set of online word of mouth forums which includes
blogs, discussion boards, forums or social networks to name a few. Using all mobile and web-based
technologies, social media creates highly interactive platforms by bringing together individuals and creating
communities. Internet has a lot of websites; each of them has different functional attributes and caters to
different sections of society. Websites like facebook are for general masses but LinkedIn is focused on
professional networking. Media sharing sites (i.e. YouTube, Picassa and Flickr) or blogging platforms (i.e.
blogspot, wordpress) are also members of this ecosystem called social media (Kietzmann et al., 2011). Social
media has equipped the organization to establish an direct relationship with the consumers. Both of the
organizations and consumers are free to generate content on the web pages, which further leads to
conversations and discussion. Organization on one end are provided with an opportunity to share their
information with a large base of customers and on the other end consumers are also free to publish any
content whether positive or negative regarding the information

Weinberg (2009) defined social media marketing is a new marketing strategy which almost every business is
adopting to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies were the first to
adopt the social media as a promotional tool. Weinberg (2009) has defined social media marketing as the
process that empowers individuals to promote their websites, products, or services through online social
channels and tap into a much larger community that may not have been available via traditional channels. So
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if we keep it simple, social media marketing is the process where organizations use social media websites to
build rush on their company official websites. It does not stop here but organizations also inform the potential
customers of happenings in the organization, launch of the new model or product and latest news about the
organization through social media applications.

Gordhamer (2009) has related social media marketing to the relationship marketing where firms need to shift
from “trying to sell” to “making connections” with the consumers. This explanations of social media marketing
takes us to the other side of marketing, where building relations with the potential consumers is the key to
repeated purchases and enhanced brand loyalty. Social Media is an innovative tool that organizations use for
creating a very strong public relation with the customers on the virtual networks (Jan & Khan, 2014).S

Maintaining public relations through social media has become easy because a large number of potential
consumers are available on the virtual networks. And making connection with consumers using social media is
only some clicks away. Today’s customers are more powerful and busy; therefore, companies should be
reachable and available in every social media communication channel such as Face book, Twitter, Blogs,
Forums at any time (Gordhamer, 2009). Exploiting the opportunities provided by the social media
communication channels is important for every organization

Social media have increased popularity

In recent years, social networking sites and social media have increased in popularity, at a global level. For
instance, Facebook is said to have more than a billion active users (as of 2012) since its beginning in 2004
(www.facebook.com). Social networking sites can be described as networks of friends for social or
professional interactions (Trusov, Bucklin, & Pauwels, 2009).

REFERENCE
https://digitalagencynetwork.com/how-the-top-brands-use-referral-marketing-and-what-you-can-learn-from-them/

https://en.wikipedia.org/wiki/Digital_marketing

https://www.sciencedirect.com/science/article/abs/pii/S0263237313001576

https://static.scs.georgetown.edu/upload/files/syllabi/term_201510/course_MPPR-881/section_01/MPPR-881-01-
Digital-Marketing-Heim%20WO%20Contact.pdf

https://ignitevisibility.com/what-is-digital-marketing/
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https://www.henrystewartpublications.com/jdsm

https://onlinelibrary.wiley.com/doi/abs/10.1002/pfi.4140410512

https://www.tandfonline.com/doi/abs/10.1080/0965254X.2011.581383

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