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OPPORTUNITIES AND PROSPECTS OF DIGITAL MARKETING

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Studies in India Name Places ISSN:: 2394-3114
(UGC Care Listed Journal) Vol-40 Issue-12 February 2020

OPPORTUNITIES AND PROSPECTS OF DIGITAL MARKETING

G.Gowsalya V.Mangaiyarkarasi
M.Phil Research scholar, M.Phil Research scholar,
Department of Corporate Secretaryship Department of Corporate Secretaryship
Alagappa University Alagappa University
Karaikudi, Tamil Nadu Karaikudi, Tamil Nadu.

Dr.C.Vethirajan
Professor and Head
Department of Corporate Secretaryship
School of Management
Alagappa University, Karaikudi, TamilNadu.

ABSTRACT

Digital marketing in India with fast grow. Many Indian companies are using digital
marketing for competitive advantage. Success of marketing campaign cannot be solely
achieved by digital marketing only. Rather for success of any marketing campaign it
should fully harness the capabilities of various marketing techniques available within both
the traditional and modern marketing. Digital marketing puts you in those same channels, so
your best prospects can see you, learn more about you, and even ask questions to learn more
about services. This study shows opportunities to be taken for effective implementation of
digital marketing. We examine the effect of digital marketing on the firms’ sales.
Keywords: Digital marketing, opportunities, online retail and Traditional marketing

INTRODUCTION

Digital Marketing is used for the targeted, measurable and interactive marketing of
products or services using digital technologies to reach the viewers, turn them into customers,
and retain them. Communication is bidirectional. The customer also can ask queries or make
suggestions about the business products and services. Medium of communication is mostly
through social media websites, chat, and Email. Here is always a fast way to develop an online
campaign and carry out changes along its development. With digital tools, campaigning is easier.
The content is available for general public. It is then made to reach the specific audience by
employing search engine techniques. It is best for reaching global audience. It is easier to
measure the effectiveness of a campaign through analytics.
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According to Chaffey (2013), social media marketing involves “encouraging customer

communications on company’s own website or through its social presence”. Social media
marketing is one important technique in digital marketing as companies can use social media form
to distribute their messages to their target audience without paying for the publishers or distributor
that is characteristic for traditional marketing.

(Chaffey & Smith, 2013) Digital marketing, electronic marketing, e-marketing and Internet
marketing are all similar terms which, simply put, refer to “marketing online whether via websites,
online ads, opt-in emails, interactive kiosks, interactive TV or mobiles”

Giese and Gote (2013) finds that customer information satisfaction (CIS) for digital marketing can
be conceptualized as a sum of affective response of varying intensity that follows consumption and
is stimulated by focal aspects of sales activities, information systems (websites), digital
products/services, customer support, after-sales service and company culture.

According to CAM Foundation – “Digital Marketing is a broad discipline, bringing together

all forms of marketing that operates through electronic devices – online, on mobile, on
screen. Over the years, digital marketing has developed enormously, and it continues to do so.

CONCEPTUAL FRAMEWORK OF DIGITAL MARKETING

Traditional Marketing versus Digital Marketing

TRADITIONAL MARKETING DIGITAL MARKETING

Traditional marketing is nothing new as it’s a Digital marketing or online marketing refers to
form of marketing that we have been exposed the marketed related work that a business does
to at one point or another. It is a conventional through the Internet or an electronic device
mode of marketing that helps to reach out to a such as a mobile phone. Any business
semi-targeted audience with various offline (regardless of its size) can leverage digital
advertising and promotional methods. marketing to reach out to their target market,
connect with prospects and convert more of

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(UGC Care Listed Journal) Vol-40 Issue-12 February 2020

them into customers/clients. Everything from

search engine marketing to Face book
marketing comes under digital marketing.

Traditional marketing may have evolved over Digital marketing is crucial for a business
the past few decades, but the fundamental today is because the Internet is becoming one
aspects remain the same. The selling of the most used tools. More and more people
techniques that we use today heavily rely on are logging on the web to carry out their day to
the infamous four P’s of marketing: product, day activities, which includes purchasing
price, place, and promotion. goods and services.

Every successful business knows how integral If you look at the past decade you’ll see that
it is to the four P’s of marketing, a business online marketing has grown exponentially. So
can actually lead its prospects and customers when it comes to digital marketing vs.
through any sales funnel and see favorable traditional marketing, it’s clear that that digital
results. as a definite edge.

OPPORTUNITIES OF DIGITAL MARKETING

E-MAIL MARKETING

Email marketing Means of sending a commercial and promotional message, to a group or bulk
set of people, using email. In its voluminous sense, every email sent to a current customer or
potential could be called as email marketing. It usually uses email to send request business,
opportunities of advertisements, solicit sales or donations, and is meant to brand awareness, trust,
or build loyalty Marketing emails can be sent to a purchased lead list or a current customer
database. The concept usually references to sending email messages with the intention of
enhancing a business’s relationship with previous or current customers. Let us take an example
of your free Gmail account : Your current Gmail account inbox is categorized into four
primaries, Social, promotions and updates parts, in your Gmail inbox one can be able to see
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Studies in India Name Places ISSN:: 2394-3114
(UGC Care Listed Journal) Vol-40 Issue-12 February 2020

promotions there are updated emails these promotion mails updates as you are a potential or
loyal customer so the main aim of briefing this information is that if you run an Email camping
you can be able to reach directly inbox of people millions of people with single click and cross a
milestone for your business.

MOBILESEO:
An advertisement that is appearing on your mobile phones, smart phones, tablets, and other
digital communicating devices is called as mobile marketing. When the technical Customization
(responsiveness) made in a website as per the requirement and suitability for portable
communicating device (e.g. your mobile phones, smart phones, tablets) in real time is call as
mobile Search engine optimization

Topmost Industries taking the best ROI in Digital marketing in India to DM:
There is a list of industries who are getting best ROI (Return on investment) in Digital
Marketing. From the last few days, industries are giving more attention to growing their market
share with the help of digital marketing, we can find many examples and case studies to see that
how took the advantages of digital marketing and made and grow their business, ROI of digital
marketing always better than traditional marketing nowadays, digital marketing has been
Below are some sectors that we are going to discuss ROI in Digital Marketing.

• Technology sector
• Entertainment sector
• Real estate sector
• Food

Real Estate Sector using digital marketing in India to contributed:

As we know people in India are huge money investors in real-estate sector and they need to
reach more and more potential client to do their business. Nowadays, their potential customers
are available on the internet so digital marketing is the best way to execute their plan there. In
metro cities, people find real-estate on the internet to avoid the cut off middlemen so a smart
real-estate investor never going to lose this opportunity in the digital marketing.
Food Industries Sector using digital marketing in India to be contributed

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Building a strong online presence is a crucial way to get new customers to know about your
restaurant. With most potential patrons relying on the web, social media and search engines to
aid their choices, marketing for restaurants has been transformed. Nowadays Digital Marketing is
used in food industries for online reputation, foreign business, customer relationship and for
many more reasons. In digital marketing in food sectors is to be
Suppose you are in a new city and you have an internet connection in your mobile, you can find
the best restaurant in that city using your fingertips with the help of digitization and this can only
happen through digital marketing.

PROSPECTS OF DIGITIZATION TO CONSUMERS

Digital age is here and it is here to stay. Digitization has spoiled the consumers.
Everything is available on touch of a button. The ease and speed of things has tremendously
increased. Social media has penetrated in the lives of people such that they wake up, sleep, talk,
walk, study, each and also play only with their devices. Thanks to companies such as Amazon, e-
bay, Alibaba and Apple, they now expect every organization to deliver products and services
swiftly with a seam-less user experience. Intuitive interfaces, around-the-clock availability, real-
time fulfillment, per- sonalized treatment, global consistency, and zero errors—this is the world
to which customers have become increasingly accustomed (ShaharMarkovitch and Paul
Willmott, 2014).

Digitization provides customers with instant gratification. Everything is a single click

away. The longer processes and tiresome delays have been eliminated with the help of digital
processes and customers can now avail higher degree of customization and have access to wide
varieties and easy comparison. Digitization has not only saved customers’ precious time but also
saved a lot of cost. Customers now are not required to go out of their houses for simple tasks like
grocery shopping or buying clothes or electronics. Processes have become simpler, all you need
to do is pay online or on delivery and the products are delivered on your doorstep. Digitization
has made reduced travel costs and other related costs, cheaper production possible by the
company hence reduced prices (up to 90% reduction in the production cost with the help of
digitization), elimina-tion of mental and physical stress, access to more variety and large number
of dealers, easy com-parison is possible, 24*7 availability simplified processes and high degree
of personalization is possible.
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(UGC Care Listed Journal) Vol-40 Issue-12 February 2020

SUGGESTIONS

Digital Market in India is apparent that the Digitization is occurring with a fast manner.
Web-based business site is giving every one of the products and ventures through online
entrances online today. The expanding number of internet business sites. WARC Survey
demonstrates that 35% of sponsors would build their mobile advertising spend by half or more
by 2020 in India

As per the Group M report, product manufacturers will remain the most overwhelming
area regarding marketing going through with a 28% offer of the aggregate user. Numerous
sponsors will build their advertising spending to goad request, helped by the support gave by low
product costs, which have decreased their info costs. Accordingly, all reports and studies led far
and wide are demonstrating that the digital marketing will develop more in coming years. The
youth of India is particularly innovation well disposed. By 2017, cell phones are relied upon to
stretch around 3 billion units around the world. So as more individuals utilize cell phones,
tablets, and other cell phones, the capability of the portable market keeps on developing.

CONCLUSION
As we as a whole experience a fundamental change in India towards the digitalization. The
purchaser is looking and seeking more on the web to locate the best arrangement frame the
merchants around India. Digital marketing, for example, Search Engine Optimization (SEO),
Content marketing, search engine marketing, social media marketing, e-commerce, Social media
optimization, e-books, email marketing, are ending up increasingly normal in our propelling
technology. Today we as a whole are associated through what application and Face book and the
expanding utilization of online networking are making new open doors for digital marketers to
pull in the clients through digital platform Digital marketing is financially savvy and having an
awesome commercial impact on the industries.

REFERENCES

1. Chaffey, D. (2013). E-business & e-commerce management. Pearson Education.

2. Chaffey, D., & Smith, P. (2013). E-marketing Excellence: planning and optimizing your
digital marketing. Rout ledge.
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(UGC Care Listed Journal) Vol-40 Issue-12 February 2020

3. Afrina Yasmin (2015), Effectiveness of Digital Marketing in the Challenging Age: An

Empirical study pages 69-80
4. Rajiv Kanishk (2016),Digital Marketing in Indian Context, vol., 19., Issue 2, page 50-60
5. Daniel, Anand (June 10, 2015). Rise of Indian market places, and what the future hold.
yourstory.com/2015/06/ rise-Indian-marketplaces.
6. Murthy, Srinivas (Jan. 06, 2016). Always keep your customers close and your loyalist
closer. articles.economictimes.indiatimes.com > collections > digital marketing.

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