While modern day digital marketing is an enormous system of channels to which

marketers simply must onboard their brands, advertising online is much more complex
than the channels alone. In order to achieve the true potential of digital
marketing, marketers have to dig deep into today�s vast and intricate cross-channel
world to discover strategies that make an impact through engagement marketing.
Engagement marketing is the method of forming meaningful interactions with
potential and returning customers based on the data you collect over time. By
engaging customers in a digital landscape, you build brand awareness, set yourself
as an industry thought leader, and place your business at the forefront when the
customer is ready to buy.
By implementing an omnichannel digital marketing strategy, marketers can collect
valuable insights into target audience behaviors while opening the door to new
methods of customer engagement. Additionally, companies can expect to see an
increase in retention. According to a report by Invesp, companies with strong
omnichannel customer engagement strategies retain an average of 89% of their
customers compared to companies with weak omnichannel programs that have a
retention rate of just 33%.
As for the future of digital marketing, we can expect to see a continued increase
in the variety of wearable devices available to consumers. Forbes also forecasts
that social media will become increasingly conversational in the B2B space, video
content will be refined for search engine optimization (SEO) purposes, and email
marketing will become even more personalized.
Digital marketing communications can be distributed at a faster rate and broader
reach than traditional marketing communications. While this idea is undoubtedly
true, reaching a mass audience quickly by using digital technolgy does not
constitute Digital Marketing. In fact, reaching a more targeted audience
iteratively is a more clear definition of Digital Marketing
Marketing executive are most supportive of Digital Marketing because of the ability
to easily track and measure results of the marketing communication. Because of the
use digital technology, the results of a digital marketing effort can be tracked by
reach, views, clicks, visits, response rates, purchases made and so on. I will
explore the details and importance of these types of measurement techniques in
thecoming weeks, but for now understand that Digital Marketing requires the ability
to measure the results of a digital marketing campaign. The use of digital
technologies to create an integrated, targeted and measurable communications which
help to acquire and retain customers while building deeper relationships with them
is digital marketing. It must be digital because of the technology. It is targeted
because of the value in the technology allows it to be. It must establish
relationships because marketing using digital technology generally requires input
from potential consumers. It must be measurable because measurability is inherent
in the use of digital technology andinherentintheuseofmarketing.
India has around 13.5 crore internet users today where as the number of homes with
Cable and Satellite (C&S) television is 10.5 crore. The expected internet users
will reach a figure of 30 crore by 2015 and C&S homesare expectedto be 14 croreby
2015. Thus India has a tremendous internet growth and with the customers getting
accustomed to e-commerce, the future of e-commerce sector is definitely rosy. An
approximated 25 lakh people have transacted online this year, the number is all set
to increase with time. Also to mention most of the Amazon customers use internet
from PC's/Laptops to order goods. The use of mobile internet is very less at the
moment, but with the advent of smart phones the use of mobile internet for e-
commerce transactions will soar with time. India has 8 crore mobile net users at
the moment, the number is expected to swell to 22.5 crore by 2015.

The digital marketing strategy of Amazon:

Amazon has been using digital for both building the brand and acquiring consumers.
Amazon has been mostly marketed by word of mouth advertising. Customer satisfaction
has been the best marketing medium for them. Amazon very wisely used SEO (Search
Engine Optimization) and Google Ad-words as the marketing tools to have a far reach
in the online world. Amazon.com official Facebookpagehasclose to 10 lack 'likes'.
Amazon recently launched a series of 3 ads withthe tag line - "No Kidding No
worries". Kids were used to create the adverts to send out the message - if a kid
can do it, you can also do it. From a brand preference point of view, if the
message is complex, the traditional medium works better as there are some
restrictions in terms of innovation on digital. But that doesn�t really mean that
traditional media is imperative and is a must for building a brand. Social media
has guaranteed a large reach for the companies. Today, one of the primary reasons
that people are coming on to internet is Facebook. The objective on social media is
to build a deeper engagement with theaudience on these platforms.
The company has built a great brand name, they just have to maintain and enhance
the same. It needs to keep introducing more products, adapting to the changing
needs of the customer with time. Theentryof Amazon.com in 2012 in the Indian e-
commerce space has been cited as a big challenge to Amazon. However Amazon is a
respected Brand name in India and should be able to compete with Amazon. Amazon
being a very big company can bring in serious competition to Amazon, since Amazon
can bear more losses in the beginning to gain customer base. But again Indian
market is growing at a rapid pace as access to internet increases and people become
more aware of e-commerce sites and start trusting the same; hence Indian market is
sufficiently big at-least for these two giants to co-exist beneficially. The
company is currently valued at around 1 billion dollars i.e. 5000 crore. More
importantly Amazon has usheredin the e-commerce era in India. This has generated
massive interest in e- commerce sector; people are opening websites to sell
anything from shoes to apparels to jewels to baby care products etc. This has
helped in creating a lot of job opportunities and thus helps the Indian Inc. growth
story as well.

The future of digital marketing based on the study: