Digital Marketing

DIGITAL MARKETING

AUTHOR: AKSHAY SHAMRAO PUJARI

DIGITAL MARKETING FOR NPO:

Yoon and Cheolho,(2024) stated that, we found that compatibility with the technological context seems to be the most important analyzed factor. This is consistent with previous studies on technology adoption in organizations . Moreover, this result expands previous findings to NPOs as a type of organization with different characteristics from conventional for-profit organizations in terms of organizational structure, operations, and culture. For NPO compatibility, this is the degree of fit with organizational characteristics, which seems to represent a very important factor in the adoption of digital marketing. Unexpectedly, the relative advantage and complexity (Maroufkhani et al. 2020) of the technological context, which have been analyzed as key factors in previous organizational IT adoption studies, did not appear to affect NPOs’ digital marketing adoption.

 

Customer satisfaction in digital marketing :

1. S. J. Sheeri, G. & Xavier, C. (2023) conclude that consumers are avoiding direct interactions with retailers and that that all industries are going toward digitization. Due to a few limitations including time, direct interactions with retailers and that all industries are going toward digitization. Due to a few limitations including time, money, and health concerns, they favor. When they purchase goods from  reputable  online  retailers  who  provide  high- quality packaging, they feel comfortable and secure doing so. Additionally, they believe that reputable websites do not take part in payment system fraud.  Therefore, it can be inferred that through client happiness, digital marketing will soon replace traditional marketing. Since convenience  is  the  primary  driving  force  behind becoming digital, e-retailers must make sure that digital processes  through  websites  are  created  to  be  easy  and inexpensive To increase trust, the online business community should incorporate third-party insurance.

 

 

Digital marketing job in india :

 

Elhajjar, S. (2022).Conclude that the Analysis of job descriptions in terms of job titles, required skills, knowledge, preferred personality traits, and responsibilities gives perspective to the roles that digital marketing professionals can play. A group of new job titles has emerged—titles such as “digital marketing lead” reflect the important and emerging role of the digital marketing profession in today’s world. The results of this study offer insights into the current and future curriculum design of digital marketing programs. Findings show that there is a need to provide students with knowledge and complex skills that can improve their chances of landing a good job in digital marketing. In our research, we observe two phenomena. The digital marketing skills have been divided and are gradually becoming full-fledged occupations in themselves. Future research is needed to develop a digital marketing

needed to develop a digital marketing market-readiness scale. Our research sheds

light on the indicators of market readiness for students aiming to work in the digital marketing field, and future research can benefit from and further these findings. Another possibility for future research is a formal examination of cultural aspects and technology readiness. 

 

Digital content marketing :

 

Rowley, J. (2008) stated that This article has defined and explored the nature of digital content and its marketing Digital content has a number of characteristics that derive from its essential nature as  information,  and  the  fluid  and  contextual  nature  of  its  value,  which  suggest  that  it  presents  some  unique  marketing  challenges.  Certainly,  previous  researchers  and  business  managers  have  been  pre-occupied  with  the  identification  of  viable  business models for digital content providers in specific sectors such as music, news and  magazines. Business  models  in  which  digital  content  providers  often  licensecontent  to  intermediaries who provide content free to end-users, leading to complain valuechain structuresgreat uncertainty about optimum pricing strategies.

 

 

Effects of digital marketing on online consumers:

1. R. and B. V. (2019) stated that Marketing professionals have used different medium to provide customer service and  to  promote  products  and  services.  Digital  marketing  has  fostered  the  growth  of  trusting  relationships  between  consumers  and  brand, making it an increasingly important medium to maximize its brand loyalty.  Based  on  this  study,  it  is  concluded  that  digital  marketing  have  a greater effect on customer online buying behaviour. It becomes a vital part for all business firms especially small business firms, to provide information  about  their  products  worldwide  economically,  hastily  and  easily.  Due  to  number  of  marketers  entering  digital  marketing  confuses  the customers by offering varieties of products and services, innovative promotional tools, and ese of  information it is difficult for the marketer to  retain  customer  loyalty.  It  also  confuses  the  customers  to  take  online  buying  decision.  Thus,  it  is  implicated  to  the  marketers  to  have  a  24*7  touch  with  their  customers;  through  strong  communication  methods  to  provide immediate solutions for customer queries and in particular offer what is promised in their advertisement.

 

Disinformation age in digital marketing :

Guilbeault, D. (2018) concluded that the solution to disinformation will require a delicate balance of external and internal regulation. Some of the greatest challenges concern how the technologies and actors involved are defined in the legal context. The Honest Ads Act contains crucial  ambiguities  that  may  undermine  it.  For  instance,  the  authors  designed  the bill to apply only to social-media companies with more than 50 million U.S. visitors every month. However, a common disinformation tactic employed during the 2016 U.S. election involved the use of advertisements and fake user content to lure  people  onto  small  blogging  websites  and  discussion  forums  where  they  were  exposed to more extreme content.Under the Honest Ads Act, media content on smaller, more niche websites would fall outside the scope of regulation even though they are equally a part of the media ecosystem. This is demonstrated by a recent case where a fake news story produced by trolls on 4chan was shared by Google News and subsequently linked via Facebook’s crisis response page.

 

Effects of digital marketing in health industry:

Arni, P. & Laddha, S. (2017) concluded that With focus on upgrading existing technology at hospitals and network and application developers building digital healthcare systems for EHR and accessing using mobile or digital media, support from doctors and hospital management, digital healthcare at fingertips will become a reality. Primarily the purpose of Medical Science is to alleviate the sufferings of human beings; the rapid advancement of medical technology has not lived up to meet these expectations. Worse still, one of he undesirable consequences has been the increasing distance and loss of communication between the patient and the doctor. Information technology can be one of the several newer tools that could help to bridge this gap. Health industry can learn from experience from other sectors like microfinance and businesses to reach out to the people at the grass roots level.

 

Digital marketing in diffent sectors of education :

Roberts, S. D. & Micken, K. S. (2015) conclude that faculty can facilitate productive discussions around the perishability of the aiding devices that digital offerings require. Most students will have stories of lost contact lists, photographs and class assignments because a hard drive crashed, a cell phone was dropped in water, or an operating system update resulted in loss of an app that they liked. digital technologies have become ubiquitous in marketing. In adjusting pedagogy to acknowledge these changes, marketing faculty have begun to incorporate more technology in the classroom, have begun to address the new options available to marketers for engaging with customers, and in some cases have created not only new courses but also new majors/concentrations. External forces also propel this movement forward: accrediting agencies and organizations seeking interns and employees who understand the technology as well as how to use it strategically. Finally, this perishability discussion can be a teachable moment for talking about citing digital sources. The dynamic nature of webpages, databases, and other digital collections explains why the APA and other citation styles usually require that the date of access be included.

 

Digital marketing certificate for students securing job:

Staton, M. G. (2016) stated that marketing courses should include content relevant to the challenges students will encounter in their first jobs. Since digital and social media marketing are constantly innovating and evolving, this causes complications for faculty and students alike. Faculty may struggle to develop course plans that cover the most current industry trends, while students often graduate without the up-to-date skills that employers seek. In a survey of Canadian marketing executives, Finch, Nadeau, and O’Reilly  found that the rapidly changing field of marketing may “dilute the perceived value of marketing education and give rise to the substitution of alternate training.” Instead of thinking of alternate training, such as third-party certification, as a threat, faculty should consider third-party certification as an innovative pedagogical tool that increases their value as educators and improves their students’ learning outcomes and job prospects.

 

Digital marketing in E-Retailing in india:

Mishra, S. (2009) concluded that The growth  of  the  Internet  is  changing the  environment  in  which  businesses operate  today. There is no doubt that  the Internet  has  radically  changed  and tated  the  decision  making  process  and choice  due  to  its  unique  characteristics as  communication  medium  and  effective channel  for  conducting  marketing.  The arrival  of  e-retailing  model  is  also  shaking up  India’s  retail  sector  because  it  has enormous  competitive  advantages  over other  channels.   A  large  number   of consumers  in  India  are  using  this  channel for  shopping  purposes  but  it  is  not  clear how  to  leverage  this  technology   for enhancing  customer  value.  This paper proposes that the  body  of theoretical  and empirical  research  on  customer  value drivers  can  be  applied  to  e-retailing.  The framework  discussed in this paper  is based on  3Cs  (core  and  complimentary  benefits and costs) presented in this paper provides some  assistance  in  this  task  of  customer value creation. This paper  also proposes a number  of propositions which needs to be examined  and  verified.  Although, there is ample theoretical justification for these propositions,  however,  there  is  little empirical  evidence  available  to  test  these hypotheses  in  the  Indian  context.

 

 

conclusion :

 Compatibility with technological context emerges as a critical factor in technology adoption for Non-Profit Organizations (NPOs), aligning with prior studies in organizational settings. Consumer behaviour shifts reveal a preference for online retailers, driven by a trend away from direct interactions with retailers and a broader industry shift towards digitization. Analysis of job descriptions underscores the evolving role of digital marketing professionals, with emerging titles like “digital marketing lead” reflecting their increasing importance in today’s dynamic business landscape. 1. Rowley explores the unique marketing challenges posed by digital content, emphasizing its fluid and contextual nature, rooted in its essence as information and highlight the significance of digital marketing in fostering trusting relationships between consumers and brands, contributing to increased brand loyalty through various mediums. The Honest Ads Act, according to Guilbeault, contains crucial ambiguities that may undermine its effectiveness in addressing challenges related to disinformation.  Arni and Laddha suggest that by focusing on upgrading existing technology in hospitals and with support from medical professionals and hospital management, digital healthcare systems accessible through mobile or digital media will become a reality. Roberts and Micken  highlight the importance of faculty discussions on the perishability of digital devices and the potential loss of important data, emphasizing the need for students to understand the vulnerabilities associated with digital offerings.Staton emphasizes the need for marketing courses to address the challenges students may face in their first jobs, particularly in the constantly evolving fields of digital and social media marketing. Mishra notes the transformative impact of the Internet on the business environment, highlighting its role in changing decision-making processes and marketing strategies, with e-retailing models significantly impacting India’s retail sector.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  

 

              

 

 

 

 

 

References:

1. 1. Yoon, C. (2024).Factors Affecting the Adoption of Digital Marketing in Non-Profit Organizations: An Empirical Study. Administrative Sciences (2076-3387), [s. l.], v. 14, n. 1, p. 10, 2024. DOI 10.3390/admsci14010010. Disponível em: https://research.ebsco.com/linkprocessor/plink?id=f13a3f13-8b14-3327-be62-28da36dae7b7. Acesso em: 22 fev. 2024.
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