Impact of Digital Marketing on Business: A Review

Abstract

The marketers daily face new challenges to increase the growth of business and to catch the attention of customers towards their brand. Digital Marketing is one of the medium that can be utilized to promote the brands and connect with the customers across the globe. However, it is a challenging task to catch the attention of customers due to their active nature on multiple social media platforms. Now, it becomes tedious for the marketers to influence the customers and thus it is still an active area of research. This paper summarizes the major differences between traditional marketing and digital marketing, types of digital marketing, benefits of digital marketing and impact of digital marketing on business. This study would be beneficial for the marketers, researchers and academicians working in this domain as it provides deep insight into this domain.

До Питання Вдосконалення Українських Підприємницьких Стратегій: Digital-Маркетинг Як Сучасний Інструмент Просування Товарів Та Послуг У Соціальних Мережах

“…Digital marketing is one of the tools that can be used to promote brands and communicate with customers around the world. However, getting the attention of customers is a challenge because of their activity on many social networks [19]. Given the needs of digital marketing, the construction of the business strategy of the enterprise is to focus on product differentiation, visionary capital, the global reach of the attractiveness of vertical integration, artificial intelligence, and the geography of promotion of goods (services).…”

Strategic Digital Integration: Unravelling the Impact of Social Media, Data Analytics, and Branding on Sustainable Marketing Strategies and Consumer Engagement in the Tourism Industry in Bali Province

“…Integration of social media proved to be a potent motivator, favorably impacting customer involvement in Bali tourism (supported H5). According to studies, businesses may build immersive and interactive experiences for customers by actively participating on social media platforms (Kumar et al, 2023;Mahesh Bechanram Gupta, 2023;. The adoption of data analytics also has a significant impact on consumer engagement (supported H6), as it allows companies to tailor their products and services to individual customers based on detailed data, enhancing the overall customer experience.…”

Digital Marketing, Entrepreneurial Orientation, and Business Capital on the Financial Performance of MSMEs in Indonesia

“…It has been acknowledged as a revolutionary force in the modern business world, enabling companies to boost their visibility, engage with clients, and enhance productivity (Centobelli et al, 2016). Business growth has been successfully fueled by the application of digital marketing techniques like content marketing, email marketing, social media marketing, and SEO (Mahesh Bechanram Gupta, 2023). MSMEs, however, have obstacles when it comes to putting digital marketing ideas into practice, such as tight budgets, a lack of technical expertise, and trouble calculating return on investment (Ellitan, 2023).…”