​UNIVERSIDAD NACIONAL MAYOR DE SAN MARCOS

(Universidad del Perú, DECANA DE AMÉRICA)

INTERNATIONAL BUSINESS MANAGEMENT SCHOOL

ESSAY ON ​DIGITAL MARKETING AND ITS IMPORTANCE FOR COMPANIES

PROFESSOR : José A. Elgegren Apuela

STUDENT : Cristhian Erick Sánchez Sánchez

CICLE : VII

CLASSROOM : 308

2018
 DIGITAL MARKETING AND ITS IMPORTANCE FOR COMPANIES

In current times, managing a business represents a great challenge due to constant changes in
the behavior of consumers that impact the company externally or internally. Therefore, to
preserve and improve market positioning and keep up with the demands, it is essential for the
company to manage alternatives that help achieve this type of objectives, one of them is
Digital marketing. We know that in lasts years marketing techniques have changed radically
thanks to technological development and the globalization of brands1. This text describes
certain peculiarities of digital marketing and how this influence in business management.

Business administration is defined as “​the process of designing, controlling and maintaining

an environment in which people develop efficient work that helps achieve the goals set”.
Currently, the task of managing represents a challenge due to the inclusion of new variables
that constantly modify and complicate the tasks of planning, organization, direction and
control2. One of the most important factors or variables in business development and that has
produced profound changes in the way of managing is the "Internationalization of the
business world" or globalization. On the other hand, marketing, according to Kotler (2016) is
“a human activity directed to the satisfaction of needs and desires through exchange
processes”3; for the American Marketing Association (AMA): ​"marketing is the process of
planning and executing the conception, pricing, promotion and distribution of ideas, goods
and services, to create exchanges that meet the objectives of individuals and organizations"​.4

Nowadays, companies must be where the consumer is and then carry out their strategies to be
more effective. The internet, making use of digital marketing, is the most interactive means
through which a more direct and personalized communication with the clients and / or actual
or potential consumers is developed, without incurring limitations such as geographic scope

1
​David Benady. (2014). How technology is changing marketing. 24/05/2018, de Guardian News and Media
website:
https://www.theguardian.com/media-network/media-network-blog/2014/sep/29/technology-changing-marketing
-digital-me
2
​Jacqueline M. Edwards. (2007). Description and General analysis. In Introduction To Business Administration:
Special Issues of Nonprofit Administration - Overcoming Challenges & Barriers(7-10). Atlanta, USA: Atlantic
International University.
3
​Philip T. Kotler, Gary Armstrong. Principles of Marketing. USA: Pearson Education, 2017.
4
​American Marketing Association. Definition of Marketing. 24/05/2018, from AMA website:
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
or time. There is no doubt that digital technology has modified the way to attract new
customers and keep them over time. According to Sotnikova (2017): ​"Digital marketing is
the application of marketing strategies carried out in digital media. It is nothing more than
the reproduction of traditional business techniques developed from a virtual space. In the
digital field, new tools appear, such as immediacy, new networks that emerge every day, and
the possibility of real measurements of each of the strategies used"5. Digital Marketing makes
use of technologies or platforms such as web pages, e-mail, applications and social networks
that allow a more precise tracking of consumers compared to other traditional channels.

An essential feature in digital marketing is that it must focus on the consumer or potential
consumer and there must be interaction between the campaign and the receiving public.
Among other features are that it should have an attractive content and an appropriate
environment in which the public can receive the information. Given this, Social Networks are
a great tool of great utility to effect effective publicity in a massive way.

Some of the main platforms where it is applied in digital Marketing are:

● The website: ​Fundamental platform since it is the place where companies sell their
products and services. It must contain elements that facilitate the navigation of
visitors.
● The company's blog: It serves to attract the interested public through articles that
contain useful information.
● Online Advertising: It has become an excellent option for companies to reach their
target audience as it allows to achieve results almost immediately. Example: Google
adwords, Facebook ads, Instagram ads, etc.
● Social Networks: It is currently essential that the company has presence in social
networks to create a community of users who feel identified with the product or with
the brand.

5
​Sotnikova, A. (2017). The application of digital marketing: strategies to increase profits of the organization.
24/05/2018, from ​Open Repository Theseus ​website:
https://www.theseus.fi/bitstream/handle/10024/116953/anastasiia.sotnikova.bbibnu13a7.final.thesis.pdf?sequenc
e=1
 ● E-mail Marketing: This tool is very useful for virtual stores because it can attract
potential customers and take them to their websites.

Digital Marketing, as an interactive tool, also allows customers to participate in the process of
creating a brand within the mind of a certain market or target. with this, the clients expect to
give feedback and that this is taken into account by the brand as a type of complement or
modification to accommodate the product or service to the tastes of the participants.

The main objective of digital marketing is to contact potential customers who are starting the
process of purchasing a particular product or service and they are followed up and
accompanied for each of the phases of the purchase process until the final purchase, for later
loyalty. This method is summarized in the following phases:

● Catch the public: Use of various types of resources to generate views on the website,
blog or Fan page.
● Process: Application of techniques to turn the database into a powerful tool that helps
to offer more personalized products and services.
● Close: This phase goes beyond just getting final customers, it also focuses on keeping
satisfied customers, providing useful information, taking care of them and building
loyalty.
● Satisfy: In this stage the client is kept satisfied, through a post sale follow-up, and
generate recommendations for the products or services offered.

The reach of digital marketing is expanding and becoming more and more widespread, but
the integration of a digital marketing strategy into business and marketing strategies is often
an important challenge for many organizations6. One possible explanation for this is that, in
general, organizations have considered the Internet in isolation and sometimes try to separate
digital marketing initiatives from existing promotional campaigns. A good idea about how to
establish digital marketing strategies is detailed in the following scheme:

6
​David Benady. (2014). How technology is changing marketing. 24/05/2018, from Guardian News and Media
website, ​op cit.
 Source: recursosbiblio.edu.gt7

The previous chart shows us how an electronic marketing plan can be useful to manage the
"components of the electronic campaign"​, which refers to the tools of online communications
such as online advertising or email marketing, or continuous activities of electronic
marketing that can be carried out throughout the year to achieve awareness or participation in
a website or presence in social media, for example, affiliate marketing, search engines or
social media.

As we have seen, the tools of Digital Marketing have triggered a change in strategies for
communicating value to customers and in establishing lasting and permanent relationships
with users, as a complex process that demands commitment and effort to establish strategies
and achieve the correct execution of what was planned. It is also understood as an integral
system in which the areas of Administration, Production, Marketing and Sales intervene in
order that this becomes an efficient system that provides good results to the company. To do
this, it must do two fundamental things: ​Define well the strategy to be applied and Define the
actions that are intended to be carried out by clients or potential clients.

7
​Translated from Estrategia de Marketing digital. Parte dos: Desarrollo de la estrategia de Marketing digital.
Taken from: http://recursosbiblio.url.edu.gt/publiclg/biblio_sin_paredes/maestria/mark_digi/cap/04.pdf