impact of digitel marketing on cureent business scenerio

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ABSTRACT
This report will discuss the main objective of online marketing and the technology of digital media
marketing and its impact on business.
The cost efficiency and diversity of digital channels facilitate marketers’ frequent and
interactive communication with their customers. Digital channels like the Internet, email,
mobile phones and digital television offer new prospects to cultivate customer relationships..
In this paper, we describe the utilisation of social marketing and new trends that impact on business.also
provide information about benefits of digitel marketing
Keywords: digital marketing communication; personalization; interactivity; customerloyalty; customer relationship
management
IMPACT OF
DIGITEL
MARKETING ON
BUSINESS
Date-5th
may,2016
ABSTRACT
[utilisation of social marketing and new
trends that impact on business. also
provide information about benefits of
digitel marketing.
This report will discuss the main objective of
online marketing and the technology of digital
media marketing and its impact on business]
SHIVAM VERMA
[MBA 2nd
sem]ENGINEERING COLLEGE OF BIKANER

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CONTENTS
1 INTRODUCTION..........................................................................................4
2 OBJECTIVE OF STUDY....................................................................5
3 REVIEW OF LITREATURE................................................................5
4 RESEARCH METHODOLOGY...............................................................6
5 DIGITEL MARKETING TRENDS THAT WILL IMPACT BUSINESS………………….6
6 THE POSITIVE AND NEGATIVE IMPACT OF DIGITEL MEDIA IN BUSINESS………………………….11
7 CONCLUSION………………………………………………………………………………………………….12
8 REFERENCE…………………………………………………………………………………………………….13

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INTRODUCTION
History of Digital Marketing
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became
more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance.
While the term 'digital marketing' may not have been used until the 1990s, digital marketing itself has roots to the
mid-1980s when the SoftAd Group,
Now Channel Net, developed advertising campaigns for several major automobile companies, wherein people
would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia
content promoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing.
Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital
advertising.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth
in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising
(OBA) to tailor advertising for Internet users. Though an innovative resource, OBA raises concern with regards to
consumer privacy and data protection. Such implications are important considerations for responsible
communications.
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term
'digital marketing' has grown in popularity over time, particularly in certain countries. In the USA for example,

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'online marketing' is still prevalent, and in Italy it is referred to as 'web marketing,' but in the UK and worldwide,
'digital marketing' has become the most common term, especially after the year 2013.
Digital technologies are becoming increasingly important in most sectors of economic activity. Due to high levels
of interconnectivity, the Internet has been likened to the wheel and the airplane in terms of its ability to affect the
future development of business and society. Consequently, the Internet has provided the impetus for many
companies to rethink the role of technology, and evidence already indicates the extent of its global impact.
OBJECTIVE OF STUDY
The aim of this research project is to investigate the impact of digital marketing on business and how
digitel marketing impact on customer loyalty, how the experts in this field implement the marketing
plans and how they measure the success.
REVIEW OF LITREATURE
• THE Marketers are learning how regular contacting affects the building and sustaining of customer
relationships. The dominant logic of marketing is shifting from the exchange of goods toward service,
interactivity, connectivity and ongoing relationships (Vargo and Lusch 2004).
• Technological innovations, new channels, and changing media environments facilitate this shift
(Bhattacharya and Bolton 2000), and the question of how firms should interact with their customers is
gaining in importance, especially as firms consider the cost differences between traditional
communications media, such as television and sales forces, and electronic media, such as the Web and
email (Reinartz et al. 2005).
• Recent studies have found that the relational information processes of CRM (regula
communication,information collection, etc.) play a vital role in enhancing an organization’s
customer relationship performance (Jayachandran et al. 2005).
• The use of CRM applications is positively associated with improved customer knowledge and
improved customer satisfaction (Mithas et al. 2005). Reinartz and Kumar (2003) show how profitable
customer lifetime duration is positively related to the number of mailing efforts of the company.

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• Simulations show that to maximize customer profitability by optimising spending the do minat form of
communication should be email (Reinartz et al. 2005). While email is substantially cheaper to send
than conventional direct mail, research also suggests that it can deliver significantly better
response rates (Brondmo 2000; Di Ianni 2000; Rosenspan 2000).
• McDonald’s uses online channel to reinforce brand messages and relationships. They have focused
their online community building on communities for children, such as the Happy Meal web site with
educative and entertaining games (Rowley 2004).
• Magazine publishers can activate and drive their customers into the Internet with email and SMS
messages to improve resubscription rate (Merisavo et al. 2004). Such interaction and low cost
communication with customers increases the effectiveness compared with traditional direct marketing
efforts that publishers have used to win orders.
• email is substantially cheaper to send than conventional direct mail, research also suggests that it
can deliver significantly better response rates (Brondmo 2000; Di Ianni 2000; Rosenspan 2000).
RESEARCH METHODOLOGY
The methodology of the study is based on the secondary data. All the data collect by the
websites, articles, social sites etc. All the data is totally confidential and right based on the
current market situation. Role of the digital marketing in business and customer
relationship and loyalty.
10 DIGITEL MARKETING TRENDS THAT WILL IMPACT BUSINESS
According to marketer , advertisers will spend nearly $600 billion worldwide in 2015, and online
advertising will continue growing bigger. Here are the 10 important digital marketing trends to watch
in 2015

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Big Data will continue to be an all-powerful and overarching topic among business planners and marketing
strategists. As businesses realize that customer behavior and usage data is pivotal for leveraging their overall
performance and profit, more businesses will adopt Big Data policies and data acquisition and integration
technologies.
That customers are no longer repeatedly bombarded by the irrelevant advertising messages will be the biggest
impact of data integration in marketing. Instead, with accurate data, the messages will be more focused,
contextualized, and relevant. Data will play a key role in maximizing the outcomes of the current over $120 billion
online advertising economy.

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Today, mobile has become the most popular and rapidly proliferating multi-functional digital device with a huge
impact in digital marketing. The first thing many people impulsively do before going to and getting out of bed is
browse through their mobile. They tend to spend more of their time on mobile (for from locating the shopping
facilities to providing social media recommendations) than any other device which has made mobile an attractive
marketing platform.
As a major driver of the new trends like social, programmatic, and native marketing, mobile is going to have a
huge multiplier effect in the marketing campaigns in 2015. Meanwhile, what is equally important about mobile is
the generation of the user data which is becoming a new gold mine for marketing.
effective content marketing contributes in a great deal to the improvement of consumer conversion and retention
.In 2015, firms will focus on improving the quality of the contents so that they ultimately contribute to increased
ROI, not just the click-streams. This step will lead to the creation of the mix of high quality, customized, and
interactive contents. No doubt, customer data will continue playing a vital role in the process of content creation
and distribution.

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.
social media has become a synonym of a powerful marketing tool. In the last few years, it has successfully
implemented some innovative experiments, including the streaming of highly personalized ads and contents.
2015 will see an increased ability of the social media sites to use customer data in carrying out user sentiment
analysis and tailor their ads accordingly.
Additionally, with social media, businesses will grow their social listening capabilities, which will make the
readjustment of the marketing strategies in the real time possible.
With the introduction of the buy buttons, social marketing will inter into the era of social shopping.
Also known as ‘mix media marketing’, multi-channel marketing has become a prominent trend of digital
marketing. The assumption is: the more diversified marketing channels you use; the more segments of audience
you can reach to.
To achieve this goal, businesses are already using social media sites like Facebook, Twitter, and LinkedIn; direct
marketing tools like company blogs, e-mails, SMS and promotional mails; video channels like YouTube and Vine;
visual-sharing platforms like Slide Share, Flickr, and Pinterest; and audio-streaming channels like Sound Cloud.
Meanwhile, they are also using traditional channels like radio, TV, newspapers and billboards.

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In 2015, there will be a remarkable growth in the use of multi-platform / multimedia marketing, with special focus
on the growing number of smartphone and tablet users who are proven to be more responsive to the direct
marketing messages on their devices.
Recently, there has been a huge comeback of regionalization, localization, and personalization. Because every
geographical location and every individual have their unique specificities, understanding those specificities and
accommodating them in the marketing policies helps to gain a competitive advantage.
During the recent days, retailers have seen that offering custom-tailored products and services to fit the specific
needs of the customers significantly improves sales, and personalization has become the best expression of
customization.
With increased sophistication, personalization will continue be at the forefront of the marketing priorities in 2015,
and businesses will keep their focus on improving the interactive web experiences and on providing uniquely
personalized products and services that speak to the individual’s needs .
The question how websites are able to target, for example, a prospective vacation taker with the highly relevant
ad banners or displays about air ticket, taxicab, hotel, local attractions etc. and how those ads follow the user
across different devices no longer remains a mystery.
This technique of push marketing, better known as ad retargeting, is becoming a standard practice in online

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marketing. It plays an important role in presenting the right message to the right customer at the right time.
According to Advertising Age (referred to ComScore Points) “A retargeted display ad will encourage 1,000% more
people to search for a product than a standard ad.”
With the improving access to data and data integration capabilities, more businesses will reap the benefits of ad
retargeting, effectively implemented by internet giants like Google and Facebook.
Visual contents and videos have far greater chances of being viewed, shared, and going viral in comparison to
textual contents. People have an inbuilt bias in favor of colorful images and visual objects.
These days, visualization and visual storytelling have found a renewed emphasis in the digital media. Visual
contents and visual-based sites are becoming increasingly popular than the traditional ones. Pinterest is an
example. Video ad is becoming the top priority for the online publishers and advertisers.
In September 2014, Mashable reported that Facebook serves 1 billion video views a day on average. There is no
doubt that marketing would be more visual oriented in 2015, and social media will be a great enabler of this trend.

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Digital marketing and online advertising are no longer confined to traditional marketing/advertising agencies.
Online shopping, digitization, and ratification have expanded the space of marketing to include data warehousing
companies and business intelligence platforms.
Advertising today has become a multibillion multilateral collaborative business, involving big data companies and
data scientist as key players. The techniques have grown far more complex than airing messages to the unknown
audience, unsure about its effectiveness. The sharing of skills across various platforms is contributing to the
effectiveness in developing ad contents and in measuring their impacts.
In 2015 Big Data analytics—and its subsets like business analytics, predictive analytics, web analytics, sales
analytics, social media analytics and so forth—will be hotter than ever. According Forbes (referred to IDC), Big
Data analytics business will grow to $125 billion in 2015 worldwide, covering a wide variety of areas and creating
newer avenues.
As data continues growing exponentially, becoming a decisive factor in strategic planning, more businesses will
incorporate advanced analytics technologies in their decision making processes. These technologies will
significantly improve their capability of collecting and crunching a huge amount of streaming data and take
important decisions in the real time.

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THE POSITIVE AND NEGATIVE IMPACT OF DIGITEL MEDIA ON BUSINESS
Faster Information
Thanks to digital media, companies can get their information out to the public faster than ever. Instead of printing
inserts and waiting for the Sunday paper to announce their sales, companies now can let the world know about an
exciting promotion through email, social networking, their websites and Internet ads. However, digital media can
spread bad information about a business just as fast as it can spread good. A video or camera taken with a cell
phone or a Facebook status update featuring a company secret or faux pas can go viral within minutes, leaving a
business's reputation damaged when business before digital media would have been able to clear up the mess
long before it went public.
Greater Reach
Digital media means businesses can reach more customers than ever before. A simple promotion featuring a
giveaway or a freebie can earn a business hundreds or thousands of Facebook fans and email and text message
subscribers, meaning that the business can send a message to these consumers with just a touch of a button.
However, digital media also means that those consumers can reach back. Through negative comments to your
Facebook page and other social networking sites, like Twitter and your blog, customers can use digital media to
take a complaint that would have otherwise been between the two of you worldwide.
Technology
Using digital media means using new technology both to create and support the media. New technology can be an
asset for your business. When you adopt smartphones and laptops in order to use digital media, you also can
positively influence other areas of your business. For example, such mobile technology makes communication

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among employees much easier. However, new technology is expensive, and sometimes it does not have the
positive effect its champions think it will have. For example, "Information Week" notes that a number of
companies gave its employees home computers when the Internet first became popular hoping that those
employees would be a positive influence for the company online. However, the program really ended up causing
support and tax problems for the companies and employees.
Options
Thanks to digital media, businesses now have many more options that they can choose from when seeking to get
word out about their businesses. Instead of choosing among a TV or radio commercial or a print advertisement,
they can now create media that is a combination of audio, visual, text and interactive media. This mixed media can
appeal to a larger audience with differentiated preferences. However, it is also costlier to keep up with the ever-
changing technology and may require the creation of new strategists who can think and create digital.
CONCLUSION
The impact of digital marketing on business in general will minimize the marketing costs by transforming from
traditional/offline marketing to a mix of offline and online marketing with a focus on the online marketing, and the
cost per unique users will decrease. For example, the 10,000 JOD investments on an offline advertisement will
attract less than 6,000 users, but with the same amount of money online, at least 100,000 users will be attracted
and consequently may be interested in your product.
Online marketing also will increase your product and awareness of your business because in Jordan and worldwide
the online marketing channels are the highest reach.
Promoting your business online eventually will lead to an increase in product sales because you do the right
targeting. If you placed your ads in a newspaper, you don’t know who will read your ads, or if you placed an
outdoor sign in The University Street-Amman, you don’t know who will see your ads. With digital marketing you
do 100% true targeting, so your product will be profitable and you will reach more people.
Brands can now be direct sellers, content producers, bloggers, tweeters and even friends without having to rely on
media to deliver those messages. Consumers can seek out those brands, connect with them through social
networks, tweet about them, and instantaneously let all their friends know what they think about them or what
they plan to buy.

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REFERENCE
https://www.linkedin.com/pulse/impact-digital-marketing-business-zaid-noaimi
http://smallbusiness.chron.com/positive-negative-impact-digital-media-business-20910.html
the effect of digital marketing communication on customer loyalty by merko marisavo and Helsinki school of economics

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