Amity Management Review Copyright 2020 by ABS

Vol 6 No. 2 (2017) & Vol. 7 No.1 & 2 (2018) Amity University Rajasthan (ISSN: 2230-7230)

Digital Marketing: A Study of Concept, Role, Effectiveness & Challenges

Padam Bhushan*

Digital marketing is functional and having an unprecedented business influence on the

business. Technology-supported circumstances when all is said in done have gotten noteworthy
thought in the composition on marketing. Essentially digital things are continuously part of the
business landscape. The transcendent explanation behind the digital marketing is stressed over
customers and empowers the customers to blend with the thing by morals of digital media. The
key characteristics of the digital substance perceived are information recombination,
transparency, course correspondence, speed, and fundamentally zero immaterial cost. Digital
marketing is the street of electronic correspondence which is used by the publicists to
guarantee the items and the organizations towards the marketplace. The paper relies upon
secondary data. The paper relies upon enduring composition & websites. The different articles,
investigates, reports, papers, magazines, different districts and the data on web have been
considered. We experience an unprecedented change in India towards the digitalization. It is
exhibited that we by and large are connected through WhatsApp and Facebook and the
broadening use of online frameworks organization is making new open doors for digital
marketing experts to pull in the clients through digital stage. Awareness regarding manners of
cus
valuation for what impacts clients to make content about a brand or store. The paper portrays
about the concept, role, suitability and challenges of Digital Marketing.
Keywords: Digital Marketing, Effectiveness, Social Media, Challenges, Brand, Consumer
decision making process

Introduction organizations and to land at buyers using

Digital marketing is an umbrella term for the digital channels. It incorporates cell phones
marketing of things or associations utilizing (the two SMS and MMS), web based life
digital types of progress, essentially on the marketing, show promoting, web crawler
Internet, yet besides including cell phones, marketing various sorts of digital media.
show publicizing, and some other digital Through digital media, customers can get to
medium. Digital marketing is consistently information at whatever point and any place
implied as online marketing. The digital where they need. With development in web, it
marketing term has evolved in prominence isn't simply selling items alone, yet moreover,
after some time. Digital marketing is a kind of data about items, publicizing space,
marketing being commonly used to propel programming programs, barters, stock
things or exchanging and matchmaking. A couple of
organizations have changed the way; web can
____________________________________ be used for marketing. e,g. Google.com,
* Assistant Professor at Amity Business School, Yahoo.com, Amazon.com, Alibaba.com and
Amity University Rajasthan. Youtube.com.
E-mail: pbhushan@jpr.amity.edu. It is extensively increasingly supportive for
associations to lead examines online with
motivation to get appropriate information

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Amity Management Review Copyright 2020 by ABS
Vol 6 No. 2 (2017) & Vol. 7 No.1 & 2 (2018) Amity University Rajasthan (ISSN: 2230-7230)

from centered get-togethers and exploring the Web based life (Facebook, Twitter,
results subject to their responses. Potential LinkedIn, and so forth.)
customers can look for reviews and proposals Intelligent Marketing/Apps (Online
to settle on educated choices about purchasing Competitions, Polls and Gaming)
an item or utilizing the administration. Then Sites/Blogs (Word Press.com)
again, organizations can utilize the activity to On the web/Search Engine Adverting
make a move on pertinent input from clients (Google Ad Words, SEO)
in gathering their needs more precisely. The inspiration driving doing research in
Change is consistent and with time new the field of digital marketing is in light of
thoughts are acknowledged and received. So the fact that it give off an impression of
as to settle on the choice to comprehend the being gigantic, frightening and outside.
upside of web based marketing, points of Associations are looking for all the more
interest must be featured for industry players clear picture to start yet don't have the
to understand its capacity. foggiest thought where and how to start
With the nearness of digital media, shoppers doing digital marketing. In the present
don't simply depend on what the organization time, internet based life channels, for
says about their image yet in addition they can example, Facebook, Twitter, Google &
look for after what the media, mates, other online companies have enormously
affiliations, peers, and so forth are changed the mindset of their digital
communicating as well. The path by which customers and also helped various new
digital marketing has made since the 1990s enterprises. This has been made possible
and 2000s has changed the manner in which by infinite huge client systems with
where brands and affiliations use constant criticism as well as reliable
improvement and digital marketing for their information of client meets. Potential
marketing. Digital marketing attempts are customers can search for proposals and
bending up powerfully certain comparatively surveys to settle on educated choices
as beneficial, as digital stages are consistently about purchasing an item or utilizing the
interwoven into marketing plans and regular administration. Then again, organizations
day to day existence, and as individuals utilize can utilize the activity to make a move on
digital gadgets as opposed to going to important input from clients in addressing
physical shops. Digital marketing is an their needs more precisely.
extensive term that implies particular obliged Moreover, marketing practices has been
time systems gave to arrive at clients by changed through Innovation. The
techniques for digital advancements. behavior of the customers is changing
Practically speaking there is an extensive continuously, customers are dropping
scope of various phrasing that clarifies the act trust and turns out to be substantially more
of using digital marketing, web marketing, basic, keen, all around educated and
web based marketing and internet based life proactive than at any other time. New
marketing. In this manner, Digital Marketing adjusting, new limits and new approaches
is the usage of the Internet so as to arrive at are required by today and future
the ideal objective market, by means of a advertisers not just for understanding the
portion of the accompanying channels: changing and progression drew in
Media Advertising (YouTube.com) marketing condition yet additionally for
Email Marketing understanding and conversing with the

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Amity Management Review Copyright 2020 by ABS
Vol 6 No. 2 (2017) & Vol. 7 No.1 & 2 (2018) Amity University Rajasthan (ISSN: 2230-7230)

new client. The Marketing winds up being (Chaffey, 2013) Digital marketing is the
legitimately digital and consistent usage of progressions to help marketing
mechanical movements present practices to improve customer data by
advertisers with new issues and openings organizing their needs. Marketing has been
where the future advertiser are relied upon around for a long time. Business people
to must have the option to work and needed to get the message out about their
convey. things or organizations through papers and
verbal. Digital marketing on the far edge is
2. Objectives ending up being notable considering the way
The following are the main objectives of that it utilizes wide correspondences devices
this study on Digital Marketing: like TV, radio and the Internet. The most
To understand the Digital Marketing generally perceived digital marketing
concept contraption used today is Search Engine
To find out the importance of Digital Optimization (SEO). Its responsibility is to
marketing extend the way web crawlers like Google find
To find out the prospects and your website. Digital marketing thought
challenges faced in Digital Marketing started from the Internet and web crawlers
situating of locales. The primary web crawler
3. Review of Literature: was started in 1991 with a framework show
Atshaya and Sristy (2016) in their called Gopher for request and search.
examination of Digital Marketing VS Internet Websites as an apparatus for digital marketing
Marketing, the article presumes that web have effectively made an effect for expanding
marketing is only a subset of digital deals income, particularly for items where
marketing and the degree of digital marketing clients can understand surveys and compose
is far past web marketing. The Researcher remarks about close to home encounters. For
furthermore clarifies different channels used organizations, online surveys have worked
under the digital marketing and web truly well as a component of their general
marketing which understands the vital marketing procedure (Zhang, 2013).
differentiations among both Today, repetitive advancing and marketing
Zenit et al. (2014) in their assessment study systems have offered approach to manage
Internet marketing over regular marketing digital marketing. Furthermore, it is dazzling
have endeavored to highlight the rapidly to such an extent, that it can help restore the
changing necessities of the people wherever economy and can make tremendous open
all through the world. The assessment shows portals for governments to work in a
an enormous degree in online shopping. An consistently gainful way (Munshi, 2012).
individual scarcely gets time to loosen up on In the created world, organizations have
parts of the bargains along these lines web understood the significance of digital
shopping saves the wastage of time and fills marketing. With the goal for organizations to
in as a best decision of shopping when be fruitful they should combine online with
diverged from taking off to the store. The conventional techniques for addressing the
Online shopping example succeeds the matter necessities of clients all the more absolutely
of various little and medium undertakings (Parsons, Zeisser, Waitman 1996).
through the exhibit of things and plug benefits 4. Research Methodology:
on different online sections.

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Amity Management Review Copyright 2020 by ABS
Vol 6 No. 2 (2017) & Vol. 7 No.1 & 2 (2018) Amity University Rajasthan (ISSN: 2230-7230)

Data have been collected with the help of Albeit countless firms are rehearsing digital
various secondary sources such as articles, marketing, it's anything but a simple work as
journals, magazines, books, website etc. The there are number of issues which should be
main objective of this paper is to bring out the tended to while actualizing Digital marketing.
understanding of the concept, role, suitability The following are the challenges of digital
and challenges of Digital Marketing. marketing:
Competition
[1]. Importance of Digital Marketing: Showing ROI
Along with the fast technological Building wonderful website
enhancement, digital marketing has changed Cluttered market
the buying behavior of customers. The Less focus on keywords
following are some of the advantages that Digital marketing expertise
consumers have brought through the digital Understanding audience
marketing: New Lead generation
Consumers are staying updated with Approaching the targeted audience
the new products and services Brand awareness achievement
available in the markets Creation of significant and rich
Consumers can easily compare one content
product with another product for Educating business partners about
better understanding Digital marketing
Through digital marketing consumers Keeping updated on latest technology
are getting clear and concise
information about the products and Conlusion:
services Digital advertising and marketing has
Greater engagement of the consumers extended in remaining a few years in India.
Digital advertising and marketing is price nice
websites and can give the reviews as and having a exceptional industrial have an
well as feedback about the products impact on the business. People have exclusive
and the services used views about it. But the reality is this digital
Consumers now get 24*7 shopping advertising and marketing has tremendous
due to the internet availability all day workable to enlarge in profits supplied groups
long_?Consumers can easily share want to have information to put into effect it
any information and contents of the in proper way. Benefits like prolonged
products. manufacturer attention and higher
Consumers are getting clear and manufacturer loyalty can be obtained through
transparent pricing of the products and excessive high-quality digital media plan.
is also getting discount facilities on Digital advertising and advertising marketing
products online. campaign assist in bargain in costs, make
bigger in inbound website online site visitors
and greater rating in search engines.
It has been already evaluated that we all are
[2]. Challenges in Digital Marketing: connected with each other via Facebook &
Whatsapp and an increasing usage of the
digital platform has made new scope and

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Amity Management Review Copyright 2020 by ABS
Vol 6 No. 2 (2017) & Vol. 7 No.1 & 2 (2018) Amity University Rajasthan (ISSN: 2230-7230)

prospects for the Digital entrepreneurs to give the world from one digital advertising
the digital world to their clients. Awareness campaign. So, it would now not take
prolonged for specific publicity to
due to the fact it offers a deeper perception of decorate the potentialities of a
what influences customers to create content business.
material about a brand or store. By taking the benefit of digital
Now-days the customers buy the merchandise marketing, industrial enterprise
online. They except challenge get the owners can enchantment to their
information about the product and have a look clients to go through the available
at the merchandise and order except going to merchandises and services, purchase
a retail retailer or a buying mall. It indicates them and give their valuable feedback
that the buyers determine on buying on line so that other customers can also get
however than going to retail and buying information about the same.
malls. So, with trade in the buying for habits
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