Digital Marketing free essay sample

Today, digital activities run the gamut from multi-functional websites, search and email marketing, banner advertising, web-enabled multimedia, and, of course, social media. This seismic increase in spending is not without good reason: digital marketing works – for new customer acquisition, lead generation, and brand building. However, given the speed at which the interactive marketplace has evolved, it should come as no surprise that many organizations now find themselves with sprawling, disjointed digital marketing operations that lack a central vision and/or meaningful, useful measurement systems. As a result, marketing and sales executives find themselves struggling to devise, measure, monitor and optimize the performance of scatter shot interactive programs which now have the full attention of the entire corporate leadership team. And subsequent digital strategy and budget planning discussions are often overly reactive and disorderly without a structured framework and methodology to guide the process. Old Methods Ineffective We hear time and time again from frustrated clients, â€Å"The interactive world moves so fast I constantly struggle to make sense of what we currently have going on while also planning for the future. The internet and digital media have transformed marketing and businesses since the first website went live in 1991, since then consumer behaviour has changed dramatically, the way companies market to both businesses and consumers has changed. Organisations now have market strategies and models on how they market themselves to other companies and consumers. Chafney and Elis-Chadwick (2012). The aim of this strategy is to ensure that organisation/businesses succeed in the future and have up to date knowledge on how to apply digital media. Research shows that consumers’ expectations will increase in the future, it is said that consumers will have an instant impression on a website and this is important to them. They are looking at faster download when browsing through websites and are often looking to see eye catching websites. Stanley (2012). However businesses have also come up with a digital marketing plan that will draw attention to consumers, they are thinking ahead and giving their websites a facelift. However with the invention of digital marketing is said that brands have over seen the future and what digital marketing can bring to them and their customers. In the future customers can have personalised searches on Google. Stanley (2012). customers and businesses can log into a Google account and get different search results and all searches can be personalised and stored, it is said that web page will take into consideration your search history and cookies. However many argue that there is no future to digital marketing. Willott  (2012) The 5s are a useful framework for reviewing an organisation excisting and future capabilities to meet the challenges posed by the new digital channels and some of the aspects 1)Clash of the giants 2)Customers expectations will increase 3)Increased use of images and videos 4)Personalised and local search 5)Innovation in paid search 6)Social marketing –how to make money from it? 7)Effect of different devices 8)Mobile phones 9)Integration of marketing channels 10)Need for more measurement 11)Technical specialisation