English COMMUNICATION LAB

ASSINGMENT
THE EVER-EVOLVING LANDSCAPE OF
DIGITAL MARKETING

ABSTRACT
In the ever-evolving digital advertising landscape, staying ahead of the curve is essential for success. The trends
and strategies that shape this dynamic realm, becomes clear that adaptation, innovation, and a customer-centric
approach are paramount. From embracing immersive experiences and personalization to addressing challenges
like ad fraud, privacy regulations, ad blockers, and algorithm changes, marketers must continuously evolve their
tactics to capture attention, engage their audience, and drive meaningful results.

Navigating the digital advertising landscape requires a comprehensive understanding of your target audience,
leveraging data-driven insights, and staying informed about industry trends and best practices. It demands a
proactive mindset, a willingness to experiment and iterate, and a commitment to building trust and delivering
value to consumers. By crafting compelling brand stories, tapping into emotions, and embracing emerging

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technologies, businesses can create memorable and impactful advertising experiences that resonate with their
audience.

Expanding internet and mobile device penetration, rising consumer disposable income, and government
attempts to encourage the use of digital platforms all contribute to the rise of digital marketing in India. The
digital advertising business is dominated by the search and social media sectors, with Google and Facebook
taking the lion's share of ad expenditure.

In India, the significance of video and influencer marketing is also growing. Government programmers like
Digital India, which aims to enhance the use of technology for the provision of government services and to
encourage the use of digital platforms for business and commerce, have also contributed to the expansion of
digital marketing in India. Conventional and digital marketing differ in terms of their traits, advantages, and
disadvantages. While conventional marketing is well established and has a broad audience, digital marketing is
more cost-effective and can provide more precise targeting. To reach their target audience and accomplish their
marketing goals, businesses might gain from combining traditional and digital marketing techniques.

INTRODUCTION OF DIGITAL MARKETING

Digital marketing is the area of marketing that promotes goods and services via the Internet and web-based
digital devices including smartphones, desktop computers, and other digital media and platforms. The 1990s and
2000s saw its rise, which altered how companies and brands use technology for marketing. Employing
combinations of search engine optimization (SEO), search
engine marketing (SEM), content marketing, influencer
marketing, content automation, campaign marketing, data-
driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct
marketing, display advertising, e-books, and optical disks
and games have become commonplace as digital platforms
became more and more integrated into marketing plans
and everyday life, and as people used digital devices
instead of going to physical stores. The reach of digital
marketing to non-Internet outlets offering digital media,
including telephones, television, mobile phones (SMS and
MMS), and ring tones for phones that are on hold. The difference between online and digital marketing is the
expansion to non-Internet outlets.

HISTORY OF DIGITAL MARKETING

When the Archie search engine was developed in 1990 as an index for File Transfer Protocol sites, digital
marketing really got underway. Computer storage became sufficiently large in the 1980s to accommodate
massive amounts of consumer data. Businesses began to choose internet strategies over limited list brokers,
such as database marketing. In Databases changed the dynamic between buyer and seller by enabling
businesses to track client information more efficiently.

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The phrase "digital marketing" was first used in the 1990s. As server/client architecture advanced and personal
computers gained traction, Customer Relationship Management (CRM) software emerged as a key component
of marketing technology. Vendors were compelled by intense rivalry to provide new services, like marketing,
sales, and service applications, to their software. With the advent of the Internet, marketers were also able to
obtain online client data by use of e-CRM software. This resulted in the "You Will" campaign by AT&T being the
first clickable banner ad to go live in 1994. In its first four months of operation, 44% of all viewers clicked on the
advertisement.

Customers started conducting their needs research and product searches online in the 2000s, rather than
speaking with salespeople, due to the rise in Internet users and the release of the iPhone. This presented a new
challenge for marketing departments at businesses. In furthermore, a UK survey conducted in 2000 discovered
that the majority of retailers did not have their own domain address registered. In these issues compelled
marketers to devise fresh approaches for incorporating digital technology into market expansion.

The ever-changing landscape of marketing

prompted the development of marketing
automation in 2007. The technique of using
software to automate traditional marketing
procedures is known as marketing
automation. In businesses were able to
segment their consumer base, initiate
multichannel marketing campaigns, and
give customers individualized information
based on their unique actions thanks to
marketing automation. In this method, a
personalized message tailored to the
individual in their preferred platform is
triggered by their activity, or lack thereof.
Nevertheless, despite the advantages of marketing automation, many businesses are finding it difficult to
properly implement it in their daily operations.

The 2000s and 2010s saw a sharp increase in digital marketing due to the widespread availability of devices with
digital media access points. Data from 2012 and 2013 indicated that the field of digital marketing was still
expanding. As social media platforms like Facebook, YouTube, LinkedIn, and Twitter grew in popularity in the
2000s, consumers' reliance on digital technology in their daily lives increased. As a result, they anticipated a
smooth user experience when searching for product information across various platforms. The evolution of
consumer behavior enhanced marketing technology's diversity.

In the 1990s, the phrase "digital marketing" was first used. Previously, "online marketing," "internet marketing,"
or "web marketing" were the terms used to refer to digital marketing. Global digital marketing has gained
popularity and become the most often used word in the corporate world, particularly after 2013. However,
digital marketing is still referred to as web marketing in some nations, such as Italy.

In 2010, it was anticipated that the growth of digital media would reach 4.5 trillion online advertising displayed
yearly, with a 48% increase in digital media spend. Reference businesses that utilize Online Behavioral

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Advertising (OBA) to target advertisements at specific internet users account for a growing percentage of
advertising; nonetheless, OBA poses privacy and data protection issues for consumers.

ONLINE METHOD USED TO BUILT BRAND AWARENESS

To raise brand awareness among consumers, digital marketing methods may involve using one or more online
channels and tactics (omnichannel).

The following techniques and resources may be used to increase brand awareness:

Search engine optimization (SEO)

By utilizing SEO strategies, companies' websites and brand-related material can be found more frequently for
popular industry-related search queries.

The increasing impact of search results and search features, such as knowledge panels, local SEO, and featured
snippets, on consumer behavior is seen to be correlated with the significance of SEO for raising brand
awareness.

Search engine marketing (SEM)

SEM, sometimes referred to as PPC advertising, is the process of purchasing ad space for websites and search
results pages in noticeable, prominent locations. It has been demonstrated that search advertising increase
brand awareness, recognition, and conversions.

Social media marketing

Social media marketing emphasizes content and engagement abilities while constantly being in a marketing
state and communicating with
customers. Real-time monitoring,
analysis, summarization, and
management of the marketing process are
required, as is the adjustment of the
marketing target in response to
immediate feedback from the target
audience and the market. Increasing brand
exposure is the top priority for 70% of
marketers when it comes to using social media
channels for marketing. The top
platforms that social media marketing teams currently use are Facebook, Instagram, Twitter, and YouTube
because of its potential for professional networking, LinkedIn has emerged as one of the social media sites most
frequently utilized by corporate executives as of 2021.

CONCLUSION
It is evident that practically every firm is facing challenges as a result of the pandemic. Along with unique
experiences, consumers choose unique things over straightforward purchases when they browse at physical
locations. For brick and mortar companies who wish to sell their product or store online, it is crucial to include

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client feedback and advertising on social media sites. Malaysia is an urban nation with one of the highest rates
of high-speed network penetration in the area, which should provide its residents with excellent opportunities
for e-commerce use in the future. The key distinction between employing digital marketing and traditional
marketing strategies is that the former places a greater emphasis on the consumer and offers them full
personalized service, including thorough message and query responses.

Businesses are aware of the benefits of conducting business online, particularly when it comes to lower
production costs, which frees up funds for product development and research. Many small businesses have
switched from being brick and mortar to being online-based during the COVID-19 pandemic because to the
situation when commercial operations are limited.
Engaging in online facilities also turns into a
competitive advantage, particularly if the product is
well-liked or in great demand during the pandemic
and allows them to grow their business globally
because it eliminates the need for a physical site.

Malaysia's retail sales have been declining for the

entire year by roughly 15% as a result of retailers
around the world not ringing the register as much as
they had anticipated. As a result of the pandemic's
restrictions on mobility and closed borders, hundreds of retailers in Malaysia have closed or are not operating at
all, and this number is predicted to rise over the course of the next several years. RGM, also known as Retail
Group Malaysia, is led by Director Tan Hai Hsin. In January of last year, the Movement Control Order (MCO),
which was in effect at the time, was announced to be ending soon after March 18 for approximately 51,000
stores, or 15% of Malaysia's total retail supply.

The vendor is responsible for paying expenses including utilities, start-up and overhead expenditures, employee
salaries, and leasing fees. We acknowledge that operating a brick and mortar store will be expensive. The
majority of businesses that use this platform are established ones, like McDonald's, KFC, Pizza Hut, and others,
but they also use internet platforms that allow customers to buy their products through websites. Many brick
and mortar businesses these days use an online platform to streamline their overall operations and obliquely
enable a large number of individuals to purchase and sell their goods.

In our view, this issue can be explained by the fact that people are using social media platforms to see trends like
room décor, skincare products, and possibly even cuisine trends. When people do a lot of online shopping
during the current trends, these FoMO settings alter consumer behavior. A few more aspects that affect the
FoMO state and encourage customers to keep buying include social connection and the shopping experience.
Brick and mortar stores that did not have an online presence prior to the financial crisis ought to use
communication channels to inform their patrons about their challenging financial circumstances and provide
them with options to continue shopping even after they close. This could involve offering online coupons that
can be redeemed at a later time and creative ways to market their store or merchandise.

REFRENCES
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