Treatise on Digital Marketing: The Gold

Standard of Modern Advertising Systems

Department of Management, North South University
MIS207: E-Business
Section: 8
To: Dr. Md. Shamim Talukder
Submission deadline: August 15, 2020
From:
Name ID
Nafees Hafiz 1521711630
Shahrina Arefin 1611176030
Tashnia Aziz 1822098630
Rafshan Bhuiyan 1831078030
 Table of Contents
What is Digital Marketing?........................................................................................................1
Present Condition of Digital Marketing in Bangladesh.............................................................1
I. Telecommunication.........................................................................................................2
II. Banks...............................................................................................................................3
III. Garments and Textiles.................................................................................................3
IV. ICT and Different Business Services..........................................................................3
V. Electronic........................................................................................................................3
VI. Export/Imports.............................................................................................................3
Challenges in Digital Marketing................................................................................................4
I. Budget and Competition.................................................................................................4
II. Wrong Audience.............................................................................................................4
III. Training and Skills......................................................................................................4
IV. Feedback......................................................................................................................4
V. Time................................................................................................................................4
Future opportunities for digital marketing.................................................................................4
Types of digital marketing & suitable products, services, and target audience for each
category......................................................................................................................................7
I. Social media marketing...................................................................................................7
II. Search Engine Optimization.........................................................................................11
III. Search Engine Marketing..........................................................................................12
IV. Email marketing........................................................................................................12
V. Content marketing.........................................................................................................13
VI. Video streaming services...........................................................................................13
VII. Mobile applications...................................................................................................14
VIII. Pay-per-click & Pay-per-view advertising................................................................14
IX. Affiliate marketing....................................................................................................14
Conclusion:..............................................................................................................................16
Bibliography.............................................................................................................................16
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What is Digital Marketing?

Digital marketing comprises about the promotion of different products and services that use
digital distribution channels which helps them to reach their designated customers in a timely,
incidental, cost-effective and also in personal manner. Without the platform of digital
marketing it is now almost impossible for any organization to operate its operations widely. It
is used almost in every sector such as MNC, Banks, Different Business Services, Agriculture,
Export-Imports, ICT, Garments and many more. In this digital era, the use of Internet is
growing more and more and so the internet is also updating with it. The Digital marketing
trend was in the past, is in the present and will grow stronger even more in the future. As
marketing has become the most significant tool for each and every industry for reaching its
consumers, the users are getting highly involved in internet. As marketers are now seeking
strategies which are easy going also with lower cost functions, Digital marketing is becoming
more crucial for every type of business.

Bangladesh is an emerging country. The technology boom that recently happened has created
many scopes for Digital age of Bangladesh. The detonating growth in information collection,
using computer, communications and other forms of digital technologies has created new
path for delivering value and sand to gain satisfaction from customers. In the past, it took
days and sometimes even weeks to receive any information about any global or national
affairs whereas now we can get any news or can collect data through live broadcasts or in any
websites easily. This Digital platform has shaped new dimensions of marketing. This process
of marketing is referred as E-marketing, which again helps the marketers to create value for
their customer and to build strong relationships by the help of different electronics. It is now
believed that by the help of technologies and successful implementation of different ICT
policies, the chances of achieving greater success of Digital Marketing is nearly
possible[ CITATION Tar17 \l 1033 ].

Present Condition of Digital Marketing in Bangladesh

From the beginning to till date, Bangladesh has gone through a long way in developing its
information collection processes and different technology sectors. This gradual process has
created ways for E-commerce and E-business to sustain in this country. Digital Marketing has
an important impact on the costs of business and its productivity. As Digital Marketing has
applications which are simple and easy access to different platforms, this has a major chance
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of getting widely accepted by the users. And for this very season, it will have a large impact
in the Economy. This creates opportunity for new entrants to have “Boundary Crossing”,
originates new business models and variation in technology cankers the barriers which were
used to separate each industry from other. These opportunities certainly increase competitions
as well as innovations that help’s the economy to get a boost in its efficiency.

Now the Digital Marketing has created ways for Bangladesh to have emerging business
potentials. The quick expansion of the Internet use whether it is for cell phone, online
banking or any other media, it has made a drastic change in the lifestyle of people and also
the migration of our labors to different foreign countries has made digital marketing more
flourished in Bangladesh. There also remain some restrictions and regulations in the way of
development of Digital marketing such as, lower access to internet, security issues, lack of
support of government, scarcity of infrastructural development etc. However starting a new
business in Bangladesh now has become more competitive than ever in this age of developed
business, uncertainty of economy, as well as customers having variations in their options. The
massive technological change and movement of internal sources in the last decade has
resulted in today’s differentiated marketing techniques. Even multinational companies are
now introducing our country with some real remarkable marketing methods. The local
companies of this country are also in competition with other companies. Choosing the right
marketing methods and implementing them correctly can result in the success of these
businesses[ CITATION Tar17 \l 1033 ]. The Statistics of internet usage are as follows:

Year Users Population % of Internet users

2000 100,000 134,824,000 0.1%
2007 450,000 137,493,990 0.3%
2009 556,000 156,050,883 0.4%
2010 617,300 158,065,841 0.4%
2011 5,501,609 158,570,535 3.5%
2014 3,61,28,592 154,770,353 23.5%
[ CITATION Tar17 \l 1033 ]

Some types of Industry where Digital Marketing are now practiced by companies in
Bangladesh are given below:

I. Telecommunication: As nowadays the market has become competitive as ever, the

mobile operators have to take proper strategic decisions to overcome any obstacle
held in this industry and for this they have to rely on Digital Marketing in much
extent. Bangladesh Telecom Market has much potential in digital marketing as lots of
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various opportunities are waiting for them in digital perspectives such as via SMS,
VMS or MMS etc.
II. Banks: Now the Banks have also taken initiatives of operating with digital marketing
as customers now prefer smooth, fastest and easiest ways to operate for any Bank
transactions. Mobile Banking, SMS banking, Internet Banking etc are a part of Bank
Digital marketing used in Bangladesh now.
III. Garments and Textiles: Now the production in Garments and textiles are also being
relied on Digital Marketing by using different methods for their production. Such as,
Printing technologies for textiles, Gital print, Using multiple colors, gradients in
products etc.
IV. ICT and Different Business Services: In this country, the use of science and
technology has become more important than ever as the segments of customers are
increasing and they prefer more convenient, simple and superior marketing systems.
So the use of Digital Marketing in ICT and other technologies have become more
significant. Whether it’s for getting better access to the outer world or getting
information about ideas, Digital marketing has paved the way for different businesses
to operate easily.
V. Electronic: Now via E-commerce the buying and selling within customers and sellers
has become more efficient and convenient. As E-commerce is an electronic platform
where various organizations and individuals make digitally occupied commercial
transactions among them, now it has become easier to exchange values from one
place to another among the individuals and different organizations in return for their
embarked products or services.
VI. Export/Imports: As Bangladesh now is a developing country with different
emerging industries, such as, Pharmaceuticals, Ceramics, Steel, garments, Plastic,
Textiles etc, these industries highly depend on importing their raw materials from
overseas countries. And also, the finished goods which are produced here are being
exported to overseas. This are also done with the help of digital marketing which
again is earning and bringing Foreign Currency to us throughout the world and
building our profitability.

Challenges in Digital Marketing

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Digital Marketing may be the best way to sell products and services globally at a lower cost.
However, there are some challenges faced in digital marketing below:

I. Budget and Competition: One of the biggest concerns of digital marketing is budget
and competition. Businesses are able to start digital marketing with a low budget but
in order to compete with other firms’ businesses must invest more. Without higher
budget these businesses may be unable to compete and result in shutting down.
II. Wrong Audience: The major digital marketing challenge for businesses is targeting
the right audience. Businesses may encounter a large number of clicks on their
website but have a poor rate of conversation. This may be because the design and
format of the website is wrong, or the business is using an inaccurate channel for
which the wrong audience is always attracted.
III. Training and Skills: It is essential to train your employees and enhance their skills
and provide them with up-to-date information and knowledge. Trends in digital
marketing change promptly so if the employees do not have adequate knowledge, the
business will fail to succeed.
IV. Feedback: A positive feedback is always important for the business. However, a
negative feedback may be visible to all the audiences in social media which will
hamper the wellbeing of the business. A negative feedback may arise due to late
response, damaged products and so on. It can be extremely challenging to control the
audience.
V. Time: Creating contents and bringing new ideas for digital marketing may be
extremely time consuming. Sometimes businesses put more time and thoughts into
creating new contents rather than investing into the business.

Future opportunities for digital marketing

Digital marketing has been tending to the needs of companies and consumers alike,
producing novel ideas and content to sway people into buying things. It has become a
cornerstone in the world of business and no brand is complete without it. The field of digital
marketing is ever-changing and to get the most usage out of it, companies must always be up
to date with the newest trends or risk falling behind.
Artificial intelligence (AI) plays a crucial role in the advancement of the digital marketing of
today and will take it further in the future. One can argue that the success of a business can
depend almost entirely on how they use AI in their workflow. These technologies take in user
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data and follow their behavior and preferences. This can help the AI to figure out the needs of
each user and display content to them accordingly.

Furthermore, as AI takes these data sets and analyzes them, it can make its own choices and
use this data to make recommendations that are much more accurate and have a higher
chance of success. This not only saves a lot of time and effort but also allows the company to
focus its work on providing exactly what the customers require.

These processes will mostly become automated within the next few years with reports stating
that 86% of all digital display ads will be presented through automation. This significantly
reduces the costs for a company as they will no longer need staff for such processes. In the
long run, AI will be able to substantially increase the growth and efficiency of a company as
well as give them an edge over their competitors.

The innovations of AI have also brought forth amazingly versatile chatbots. Back in the days,
employees would have to stay online for hours with clients, listening to all their questions and
trying to answer their inquiries, but now with chatbots, things have become easier.

These chatbots are trained with data from users which allows them to properly answer the
customer’s questions based on their specific needs. As time advances, these chatbots will be
able to have much better conversations with the users and will seem as if they are real people.

As they don’t become tired of interacting with customers and do not have to be paid
overtime, these are very much helpful when it comes to reducing costs and improving
efficiency. With the aid of AI, these chatbots can give the best answers to the user’s questions
as well as make relevant recommendations to further increase sales.

With the advent of virtual assistants like Amazon’s Alexa and Google Assistant, people have
become much more dependent on them as they interact with them for their daily needs. They
could be simple tasks like notifying the users of weather conditions or popular shows online.
These assistants can also provide various recommendations on the daily tasks of people by
analyzing their data and behavior, allowing them to be more productive.

Text-based searches will soon become a thing of the past as users have taken a liking for
using voice search for their needs. It is easy and hassle-free and takes much less effort to do.
As more and more users are preferring voice search, companies must focus their attention on
improving the accuracy and versatility of their search engines that employ voice search.
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This will result in much better data set collection and will further improve the capabilities of
the AI. Search engines should now be more optimized in detecting long-tailed keywords and
key phrases from user voice inputs to provide better search results. Based on the usage of the
voice search and the results, companies will be able to provide much more optimized ads and
campaigns to these customers.

Moreover, social media is no longer a tool for just communication and getting up to speed
with friends and family, it has become a tool for mass digital marketing. People are spending
almost all their time online, and thus can be exposed to various marketing campaigns.

A solid example of those would be shoppable posts, which are interactive ads within the
social media app. The user will no longer be redirected to another website when they click on
the ad, but they will be able to view all the details of the products present in the ad.

This allows a much more user-friendly experience and saves the customers a lot of time and
effort and makes it easier for them to purchase online. Brands should be looking forward to
making very good use of this feature as it would greatly increase sales and bring in more
customers.

The feature of using images to search for something or in other words, visual search will
become an invaluable addition to the field of digital marketing. It is as easy as taking a
picture of a random product in front of you that catches your fancy, it could be a dress or a
car or a gadget, just taking a snap of it allowing the search engine to find it for you and give
you all the details would be very helpful for the users. Visual search has been integrated into
apps like Pinterest and Google lens which gives users all the plus sides of this feature.

Gone are days when customers would have to leave the house to go and buy something or try
something out. It could be clothes or furniture or even just looking to move to a new
apartment. The introduction of Virtual Reality (VR) and Augmented Reality (AR) has
brought the future to the user’s fingertips and allows them to experience shopping on a whole
new level.

Using VR equipment, customers can visit the furniture stores and browse through all the
options and have a first-person view of the product from the comfort of their homes. Using
their phone cameras and AR technology, they can even digitally place those products in their
homes and see how they would look in real life through the camera. Companies should invest
in these technologies as they will become widely popular among customers.
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Additionally, social media influencers will play a crucial role in the upcoming progression of
digital marketing. Consumers put their trust in these people they follow online and trust their
reviews and recommendations. These influencers can sway people to buy any product or
avail any service just by making a video of them using it and mentioning the upsides and
downsides.

As the followers have developed a connection to these influencers, they would take their
word and would purchase those products and services. But, as this practice has become
common among brands and they sponsor the influencers who have millions of followers, this
has become an expensive operation.

Although, small businesses looking to grow their consumer base could choose another
alternative, contacting the influencers who have a small follower base but have a specialized
niche preference of products and services. This could allow these small companies to increase
their reach and have more products sold as well as help these small-time influencers grow
their base.

In conclusion, a company’s growth and stability in the future could depend almost solely on
digital marketing as it is used by all forms of businesses. Making sure that they are up to date
with the latest trends will guarantee that they will have a much better performance in the field
and have an advantage over their competitors. So, companies must start looking into and
investing in the newest advancements in digital marketing.

Types of digital marketing & suitable products, services, and

target audience for each category
Since the term ‘digital marketing’ has been coined in 1990’s, several categories of digital
marketing have emerged within the field. The field has rapidly evolved and hasn’t slowed
since. Different modes of different marketing are suited for reach different types of
consumers. It is crucial for businesses to identify the mode of digital marketing that is best to
reach their target audience. Especially for businesses with limited budget, it is of utmost
importance to identify the type of digital marketing that would offer them the highest rate of
return. The key categories in the field of digital marketing are discussed below:

I. Social media marketing: Out of all the modes of digital marketing, social media
marketing has the highest rate of growth. This is because consumers are most active
on social media platforms such as Facebook, Twitter, Reddit, Instagram, Snapchat etc.
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These social media platforms allow them to stay connected with their friend and
family which is why they are extremely popular and their popularity is rising by the
day.

FIGURE: Number of social network users worldwide/ Source: (Number of Social Media
Users Worldwide, n.d.)

As shown by the graph above, in 2017, the number of social media users were 2.86
billion, currently, 3.6 billion, and it is estimated to rise to 4.45 billion by 2025. The earth
has nearly 8 billion people, over half of the population of Earth will have access to social
media platforms. Thus, this is clear-cut evidence that this particular category of digital
marketing will continue to have high growth and high efficacy. Digital marketers use
social medias to advertise their businesses, generate conversations, etc. Social medias like
Facebook, Google, and Twitter allow businesses to advertise their businesses on their
ad’s platform (Facebook ads, Youtube Ads, Google Adsense) for a specified fee. In
Bangladesh, social media marketing is considered to be most effective.
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The most popular social media is Bangladesh, what target segment they are suited for,
and what type of product is best to advertise on these platforms are as follows:

 Facebook: Facebook is the most popular social media platform in Bangladesh.

Figure: Facebook users around the world/ Source: (Asia Internet Usage Stats
Facebook, n.d.)

Bangladesh has an active Facebook userbase of nearly 33 million as shown by the

chart above. Facebook marketing is suited to reach users of all age groups (Old and
young), but it is more popular among millennials than Gen Z and baby boomers.
Facebook is best for advertising B2C & C2C businesses, B2B businesses are not
inappropriate for Facebook but Facebook is not the best platform for B2B
businesses. LinkedIn— the social network for professionals is more suited for B2B
businesses. Nearly all types of products are suited for advertisement on Facebook
except for products and services from the adult entertainment industry. Both formal
(professionally communicated media) and informal contents (internet memes) are
appropriate for advertisements on this platform.
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 Instagram: Instagram is more popular among the younger millennials and generation
Z. This is evidenced by the graph below:

Figure: Percentage of Instagram users in Bangladesh by age group. Source:

(Instagram Users in Bangladesh, 2019)

As it can be seen by the graph above, youths of the age 18-24 are most active on
Instagram. Instagram has a total of 1676100 users from Bangladesh.

Instagram is especially a lucrative platform for artists for advertising business that
relates to art. This is because Instagram is all about photos— it is a picturesque-
powered community. Memes and informal advertisements are common in Instagram
as it’s more popular to the youth. So, for businesses that provides goods and services
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aimed at the youths, Instagram is the ideal business platform. Informal content
appeals more on this platform, for example: internet memes. This platform is best
for C2C, B2C types of businesses.

Other platforms such as TikTok, Snapchat appeals to similar bases as Instagram.

Businesses that provide goods and services geared toward youths best advertise on
these platforms.

 LinkedIn: LinkedIn is a specialized social network for professionals &

entrepreneurs. LinkedIn helps recruiters to hire employees and employees to find
jobs. This platform is the best for B2B businesses. Businesses offering supplies of
raw materials, logistic services, consultancy, and other services to improve other
businesses best use this platform to reach their target audience. As it is for
professionals, communication on this channel is highly formal. Formal content is
suited for channel. While this channel is best for B2B, C2C & B2C advertisements
may also bring adequate returns.
II. Search Engine Optimization: Commonly abbreviated as SEO, Search Engine
Optimization (SEO) remains to be one of the major categories of marketing. Search
Engines are indexes that stores and allows users to search for information stored on its
database. Popular search engines include: Google, Bing, DuckDuckGo, Yahoo
Search, etc. Google is the most popular search engine in the world.
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Figure: Worldwide market share of leading search engines/ Source: (Search Engine
Market Share Worldwide, 2020)

As seen on the graph above, Google has dominated the search engine market with
market share of above 90% while other search engines like Bing, yahoo, and Baidu
trail in the absolute lower bottoms. Thus, SEO on google will incur the highest rate of
returns for digital marketers as Google is the most popular search engine. Search
Engine Optimization is the process of arranging the information of website in such a
way so that it gets optimally ranked on search engines. This allows visitors to find the
website more easily by just typing out the relevant keywords. SEO is important to
increase the unique viewership of a business. SEO is especially crucial for web-based
businesses that offers online e-goods and e-services. For Ecommerce websites, SEO
is one of the main mediums of attaining customers. A website named
EasyEcommerce will have to optimize his ecommerce site in such a way that the
website will appear in first couple of search results at keywords like ‘Easy’ or
‘Ecommerce’, etc. Hence, for modern digital marketers, SEO is one of the most
important ways to attract customers.

III. Search Engine Marketing: Advertisers can choose to advertise their websites on
popular search engines like Google, Bing, Yahoo, etc. When a consumer searches for
products of a particular category, the advertiser’s products will be displayed on top
most search result. For example, an advertiser pays google to advertise its game
console product. Google will display the game console website whenever a consumer
types ‘game console’ or relevant keywords. The advertiser in this case will pay google
a fixed rate for the advertisement, the rate may increase later on depending on much
how traffic the search engine is generating for the website. Almost any type of
product and service for any demographic is fit for search engine advertisements as
search engines use complex artificially intelligent process to advertise the product to
the target audience of the advertiser.
IV. Email marketing: Email marketing is the process of attaining a list of consumers’
emails who are preferably of the target audience base to mass email promotional
message related to the business in hopes of attaining customers. Many websites offer
newsletters through which they reach customers through email. Email marketing is
especially important for B2B businesses as Email is considered to be a formal channel
of communication. Most businesses have their emails on their ‘contact’ or ‘about’
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pages. Communication on email has to be completely formal. Thus, emails are best
for reaching out other businesses. Emails can also be a strong way of promoting
products of C2C, B2C businesses. Businesses can send out daily/weekly/monthly
newsletters to keep consumers updated with the latest products and services offered
by the business to entice them into purchasing. Older Millennials, Baby boomers are
more active on Emails. So, businesses that sells products and services to older
demographic and to the more professional demographic, email marketing would be
most suited for them.
V. Content marketing: Content marketing is where businesses strive to generate value
through providing relevant content to target customers. Through content marketing,
businesses create additional value, create brand image, and entice customers to
consumer their products and services. Marketeers need to decide on their content
strategy for content marketing. Content marketing could range from written content
(articles, short-stories, etc.) to video content (through platforms like YouTube,
Facebook, Instagram) etc. By generating creative and useful content, businesses can
provide consumers with relevant insights that can appeal to them thereby creating
value which will drive more customers their business. Articles, stories, creative video
that talks about important trending issues about the society are all potent ways for
business to capture the hearts of their target audience. For example, Pathao did
content marketing through their ‘Humans of Pathao’ which illustrated stories of
employees and users of Pathao and how Pathao made their lives easier and better.
Similarly, many lifestyle brands that sells clothing can offer fashion advice to
consumers to generate additional value thereby increasing chances of attracting
additional customers to their businesses. The content needs to be relevant to the
demographic and psychographic of the target audience. For example, a business that
digital marketing service can provide articles, videos, and other free educational
content on digital marketing to their unique viewers to establish and strengthen their
brand reputation. Content marketing is especially popular on video streaming services
such as YouTube.
VI. Video streaming services: Video streaming services such as YouTube, Twitch,
9GAG TV are extremely lucrative platforms for advertisers of every industry. These
video streaming services allow consumers to upload creative content that helps them
to reach more target audience. For example, to advertise a mobile phone, a brand can
pay many popular reviewers on YouTube to provide positive reviews to that mobile.
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YouTube is appropriate channel for all types of businesses for B2C, C2C, B2B, etc.
Depending on the target audience, the digital marketeer can employ both formal and
informal content for reach. Twitch is extremely popular for gamers, who are looking
to stream their gameplay. Target audience of twitch streams are other video game
fans. 9GAG TV is popular among generation Z and younger millennials who spend
more time on the Internet browsing Internet memes etc. Videos about memes and
other funny videos are therefore very suited for 9GAG TV.
VII. Mobile applications: With the introduction of smartphones, mobile phone
applications have become ubiquitous. For non-paid applications, the main form of
revenue is earned through in-app advertisements. 163 million mobile phone users
have been recorded in January 2020 66 million of which are using the Internet (Kemp,
2020). So, digital marketeers can advertise their business on these mobile phone
applications. For example, an online financial company can advertise their service on
a free popular budgeting android/IOS application. E-business & E-commerce websites
are best advertised on mobile phone applications. Traditional businesses generally do
not resort to advertising their business on mobile phones. As the download and usage
of mobile application requires a certain level of tech-savviness, mobile phone
applications are mostly used by youths aged 16-26. So, businesses who want to target
youths should consider advertising on mobile phone platforms.
VIII. Pay-per-click & Pay-per-view advertising: Pay-per-click (PPC) advertising and
pay-per-view (PPV) advertising are popular forms of advertising offered by some of
the most famous internet websites like Google, Facebook, YouTube. PPC advertising
is where the advertisers pay for every or for every certain numbers of unique ‘clicks’
it receives from visitors to the platform that hosted the advertisement. For example,
Google Ads is one such popular platform. If one were to put ads on Google Ads, one
would have to pay Google a fee every unique click. Advertisements function in this
manner on other platforms such as Facebook, YouTube, and Reddit as well. Google’s
artificial intelligence ensures that it delivers your advertisements to the right
consumers. This is why Google Ads are so popular. Same goes for other platforms
such as Facebook, Twitter, and YouTube. Pay-per-view (PPV), on the other hand, is
where the advertiser pays for every unique view it receives from a platform. YouTube
ads are PPV for example, advertisers pay to YouTube for every unique view it gets on
its advertisement(s).
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IX. Affiliate marketing: One other major mode of marketing is affiliate marketing. In
affiliate marketing, a business pairs up with another business to boost sales. For
example, company A strikes a deal with company B that company A will sell the
product or service offered by company B, for which company B will pay a certain
percentage of commission to company A. Affiliate marketing have been around since
1989 and it has been growing widely popular since. Through having other websites
with large traffic promote products, affiliate marketing can lead to increase of sales.
Affiliate marketing is largely compatible for only e-businesses operating mostly
through ecommerce platforms.

Figure: Affiliate Marketing Made Simple/ Source: (Patel, n.d.)

As seen by the image above, affiliate marketing involves three parties: advertiser,
publisher, and consumer. In our earlier example, we’ve used company A and company
B. Company A would be considered the advertiser and company B the publisher, the
publisher helps to sell products and services of the advertiser to the consumers and for
every sale it earns a percentage of revenue. Depending on the type of product and
service, the advertiser has to decide on the publisher they will choose. For example, an
online multiplayer role-player game would choose a game review website for its
affiliate marketing needs as a game-review website will have the target audience of
the game making advertiser. Affiliate marketing in modern times is especially
common on platforms such as Instagram where users with high follower base
advertises products for a company to their userbase and for each sale that is made
through the referral link of the user (the publisher in this case), the user will be paid a
percentage of commission by the advertiser.
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Conclusion:
As the world becomes more Information Technology-focused, Digital Marketing is becoming
more important by the day as a key method of reaching the masses and persuading the masses
to purchase products and services. It is of utmost importance that most companies spend the
brunt of their budget on Digital Marketing as it is the most effective and efficient way of
advertising in the modern age. Companies need to be aware of the challenges and future
opportunities of digital marketing and they must identify the category of digital marketing
appropriate for their business depending on the customer segment they want to target and the
products and services they want to sell. To sum up, for all the reasons outlined in this report,
Digital Marketing remains the gold standard of modern advertisement methods.

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