View of THE IMPACT OF DIGITAL MARKETING ON MODERN BUSINESS (WITH REFERENCE TO ELECTRONIC GOODS)

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Vol.04,Special Issue 07, (RAISMR-2019) November 2019, Available Online: www.ajeee.co.in/index.php/AJEEE

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THE IMPACT OF DIGITAL MARKETING ON MODERN BUSINESS (WITH REFERENCE TO ELECTRONIC GOODS)

1Dr. Unmesh Mandloi

1Head of Management

2Prof. Priyanka vijayvargiya

2P.M.B. Gujarati Commerce College, Indore.

Abstract:- This research paper is related to find the impact of Digital Marketing on latest Electronic Goods business. In this paper the study of consumer behaviours also done on various factors related to consumer behaviour to know the consumer awareness.

1. INTRODUCTION

Digital Marketing is the term 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.

So, how is digital marketing different from traditional marketing? The traditional manner of marketing involved businesses to advertise their products or services on print media, radio and television commercials, business cards, bill boards, and in many other similar ways where Internet or social media websites were not employed for advertising.

Traditional marketing policies had limited customer reach ability and scope of driving customers’ buying behaviour.

In simple terms, digital marketing can be called as the process of promoting brands or products using the electronic media. It mainly takes place on the Internet. Other platforms include mobile phones, digital displays and any other digital medium. As the name suggests, it makes use of the digital technologies. The primitive way of marketing included business owners to publicize their services or products on print media like radio and TV ads, hoardings, business cards and in numerous other comparable ways where Internet or online networking sites were not utilized for promotional activities. Traditional marketing strategies had constrained customer reach-ability and extent of driving customers' purchasing pattern.

1.1 Objectives

1) The main purpose of this paper is to Find the impact of digital marketing in the business of Electronic goods.

2) To study the impact of digital marketing on consumers Awareness.

Market is a place where seller & buyer come together to enter into buying & selling transaction marketing is a concept compared to market it's an organized trading process .It includes sales & various activities for exchange of goods & services.

2. WHAT IS MARKETING?

Marketing is the process of interesting potential customers and clients in your products and/or services. The key word in this marketing definition is "process"; marketing involves researching, promoting, selling, and distributing your products or services.

It's a huge topic, which is why there are tomes written on marketing, and why you can take a four-year marketing degree. But essentially marketing involves everything you do to get your potential customers and your product or service together.

3 POPULAR DIGITAL MARKETING CHANNELS

Before you can actually start in the selection process to identify the best digital marketing tools, you must first learn and familiarize yourself with the various channels that are available at our disposal – and you can start with this list below:

3.1 E-mail Marketing

When business perform lead generation and other marketing strategies, they collect contact information like phone numbers and email addresses from potential customers, including permissions to send them updates and other information through email. Email marketing is one of the most effective digital marketing channels that can give businesses and ROI of up to 4,300%.

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Many businesses with in-house digital marketers use email marketing, with up to 66% rating this tool as excellent for delivering ROI. This is why up to 56% of business highlighted that they are planning to increase email-related marketing activities by 2014. Examples of emails sent include emails for brand building, conversion, and newsletters.

3.2 Pay-Per-Click Advertising (PPC)

Paid advertising channels like Pay-Per-Click advertising deliver highly targeted traffic of potential customers within a very short period of time. This method however is driven by home much you are willing to invest in bidding and placing ad placements, as well as how much you are willing to pay for acquiring one customer.

Still, your advertising budget is still within your control, enabling you to set how much you have to spend for a day, a week or a month running your PPC ads. The effectiveness of PPC ads rely on how well you choose your keywords for targeting potential customers as well as optimizing the visual and contextual information in your ads.

3.3 Search Engine Optimization (SEO)

Almost all people using the Internet are familiar and are making use of search engines to look for anything there is they want to know or are searching for. In fact, up to 93% of online experiences happening to these people usually begin by using a search engine.

People use search engines to look for information about a brand, product or services, and up to 59% of search engine users each month find a local business to satisfy a particular need. SEO involves several activities like keyword research, making use of both on-page and off-page optimization, linkable assets creation, organic link building and other related activities.

3.4 Display Advertising

Many people visit blogs, forums, and other websites that are interesting or useful to them.

Digital marketers can reach out to these potential customers by placing relevant display ads on these third party sites. These include banners, boxes, interactive ads, video ads, interstitial ads, overlays and other similar ads that are linked to a landing page or website.

Display advertising creates greater brand awareness as well as generates highly targeted traffic that may convert into leads or sales. Payments for these display ads are usually based on Cost-Per-Impression (CPM) which is usually more cost-effective compared to the Cost-Per-Click (CPC) scheme typical of PPC advertising.

3.5 Social Media Marketing (SMM)

Social media is definitely one of the most phenomenal things to happen in the digital arena that business owners and digital marketers can leverage on to create brand awareness for their products and services. Through Social Media Marketing (SMM), digital marketers can reach out to highly targeted potential customers through direct and person-to-person engagement.

The number of social media users continue to grow each day and is expected to increase by up to 26% more this 2015. Businesses and digital marketers continue to ride the bandwagon and more than 50% are planning to increase their SMM budgets this year.

Digital marketers however should select the most appropriate social network to promote their kind of business to a particular kind of targeted audience. A simple guide is listed below:

a) Facebook – You can reach out to almost any kind of general consumer, you just need to learn in what groups and pages your targeted customer stay frequently go to at Facebook.

b) Twitter – If you’re trying to develop a new business and would want to reach out to early adopters, then Twitter may be for you, particularly in generating fast brand awareness.

c) LinkedIn – Reaching out to professionals, business owners and other Business-to- Business (B2B) leads and targeted customers, then LinkedIn would be the perfect social network for you.

d) Google+ – This is another good social network for reaching out to early adopters of new businesses as well as reaching out to the B2B and general social media user.

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Business owners should however learn how to make a good presence at Google+ as this may be a great factor that will influence how SEO will behave in the near future.

e) Pinterest – This social network is great if you’re focusing on visuals for promoting your brands and products. Majority of users are also women so if these are your market, then SMM on Pinterest will be good for your business.

3.6 Content Marketing

Content is at the heart of every digital marketing campaign and is the one major element that will remain constant despite the many changes that occur in the marketplace. With good, high-quality and very relevant content, your website and other Internet marketing real estate will generate considerable inbound traffic from highly targeted audiences – all of which can be potential customers. Up to 73% of digital marketers in the B2B arena are increasing content marketing activities this 2014. Content includes text, graphics, videos, and other related materials people are looking for and are very interested in.

3.7 Affiliate Marketing

If you need to reach a wider and more global audience, you need not hire someone from other locations. All you need to work with are affiliate marketers who can do the job for you for certain percentages in commissions when they sell your products – a perfect example of the pay-per-performance online business model. Global e-commerce sales exceeded 1.2 trillion dollars last 2013 according to e Marketer, with affiliate marketing doing its share to boost this market up. Forrester on the other hand predicts affiliate marketing to reach levels of up to $4.5 billion by the year 2016.

3.8 Online Public Relations

Online PR can be considered a part of Content Marketing in general for the main principle is to create promotional content that will be used for generating branding and creating traffic through exposure in online PR networks. Some of these channels are free to join while some require some joining/subscription fees before you could publish press releases.

3.9 Traditional Marketing

Traditional Marketing channels include TV commercials, radio commercials, print ads, advertorials, outdoor advertising such as billboards, promotional items, events, exhibitions, and sponsorship of events. Traditional forms of media generally aren’t strong enough to reach your goals. And unfortunately, with traditional or classic media, you may not even know if you’ve achieved your goals since tracking is not well defined. While traditional media continues to serve a purpose in building brand awareness, digital marketing is edging out traditional channels.

3.10 Digital Marketing

Digital marketing channels are much more than just social media. It involves blogging, videos, podcasts, mobile, social media, email marketing, digital analytics, and managing

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digital marketing through tactics such as account-based marketing and customer relationship management (CRM). Often people will consider digital to be just another channel, but the savvy, modern marketer knows that digital as a unique method of communicating with your prospective and current customer. Digital marketing provides personalization, flexibility to switch courses, and instant tracking and analysis to make data-driven decisions.

Traditional Marketing V/S Digital Marketing- Traditional marketing Digital marketing Provide wide reach & strong

branding effect without internet connection

Only consumers with internet can be reached

Messages may not hit desired target market

Messages likely to be hit target market since analytical data is available

Ad placement is static &

unchangeable

Ad location can be revised as new analytical become available to maximise marketing spend messaging is pushed to

Audience Engagement is achieved through

targeting and interacting with consumers

May require a large investment to obtain the desired impression

Little or no investment is required to reach consumers 4. Methodology

Primary Data: The research is done through observation and collection of data through questionnaires.

Secondary Data: Secondary data is collected from journals, books and magazines to develop the theory.

Sample Size: The sample size is determined as 100 respondent’s opinion from the customers who presently purchasing products with a help of digital marketing.

A) Profile of the Buyer

Factors Category Number of respondent

percentage of respondent

Gender Male 60 60%

Female 40 40%

Total 100 100%

Age Below 18 years 10 10%

19-30 Years 30 30%

31-45 Years 45 45%

Above 45 years 15 15%

Total 100 100%

Profession House wife 23 23%

Employee 41 41%

Business 14 14%

Student 19 19%

Any other 3 3%

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Total 100 100%

Monthly family

Below 50000 16 16%

Income 50001-100000 16 16%

100001- 200000

27 27%

Above 200000 41 41%

Total 100 100%

B) Awareness of Shoppers

Particulars Number of

respondent Percentage Having knowledge about

online shopping

100 100%

Not having knowledge about online shopping

- -

Total 100 100%

C) Availability of online information about product

D) Reason for choosing online shopping

respondent

Percentage

Wide range of product 23 23%

Easy buying procedure 38 38%

Prices 19 19%

Various modes of payment 14 14%

Others 6 6%

Total 100 100%

E) Frequency of online purchasing

5. FINDINGS

 Digital marketing have a greater future in the present market.

 Consumers are satisfied through purchasing digital marketing.

 People find it safe mode of online purchasing.

 Ratio of male customer is very high in online shopping that is 60%.

 Awareness about online shopping is 100% among the respondents.

 Income of Respondent mainly falls in the range of Rs. above 200000.

Particulars Number of respondent

Percentage

Excellent 54 54%

Good 38 38%

Average 7 7%

Poor 1 1%

Total 100 100%

respondent Percentage

Purchase once Annually 12 12%

2-10 purchase Annually 46 46%

10-15 purchase Annually 26 26%

15 purchase & Above

Annually 16 16%

Total 100 100%

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 Employee of various companies are purchasing more than others through online shopping is 41%.

 46% of the respondents purchase the product 2-10 times annually.

6. SUGGESTIONS

 Improve technical advancement in promotion of digital marketing.

 Collect and implement the feedback provided by the consumer in the right way.

 Creating Awareness among the people about digital marketing.

7. CONCLUSION

Digital marketing has turn out to be crucial part of approach of many companies. At the present time, still for tiny business proprietor at hand have an extremely inexpensive and competent method by using digital marketing to market their products or services in the society. It has no restrictions. Company can utilize any devices such as tablets, smart phones, TV, laptops, media, social media, email and lot other to support company and its products and services. Digital marketing may achieve something more if it considers consumer desires as a peak priority.